Creating Your
Fundraising Plan
Deborah Antoine, Ed.D.
Toni Wiley
Capacity Building Program
Three-Day Training
February 18-20, 2015
Orlando, Florida
A Blueprint for Success
A Plan
Moves you from reactive to proactive
Provides a roadmap for your fundraising
Gets everyone on the same page
Who Has a Plan?
Yes, got a plan and it’s in writing!
I have a plan, but it’s in my head
Plan? What plan?
Six Simple Steps
Identify your assets
Set your goals
Create a plan of action
Work the plan
Monitor the plan
Celebrate!
How Much Money?
Ask yourself, “What will it take to deliver services
and cover overhead expenses next year?”
How Much do You Need to Raise?
Yes, down to the penny
We have a ballpark amount
We just raise whatever we can then
figure out how to spend it
Evaluate the Past
How did it go last year?
What about the previous years?
What worked well?
What didn’t work?
Diversify Funding Sources
Strategy
Last Year
Two Years Ago
City/State/Federal Funding
$
$
Foundation Grants
Special Events *
Direct Mail *
Major Gifts
Individual Giving *- Appeals
$
$
$
$
$
$
$
$
$
$
Individual Giving - Online
$
$
Memberships
Corporate sponsorships
$
$
$
$
$
$
Total $
* Net of Expenses
$
$
$
Product sales *
Other
Include in
This
Year’s
Plan?
Notes
Step One
Identify your assets.
What are Assets?
Organizational assets are things you
have going for you that make
fundraising easier.
Organizational Assets
Compelling mission
Large public base of support
Name recognition
Well-known staff or Board members
Great facility
Others?
Fundraising Assets
Great relationships with donors
High traffic to your website
Large list of responsive supporters
Something else?
Step Two
Set your goals
Three Fundraising Targets
Number of dollars to raise
Number of current donors to renew
Number of new donors to acquire
Do You Pay Attention to Donor
Renewal Rates?
Yes, we are
OR
We need to
Determine Strategies
Grant Writing
Special Events
Direct Mail
Major Gifts
Online Fundraising
Others?
Make Sure it Works
Strategy
Goal
Dollars to raise # Renewed # New
Donors
Donors
Grant writing
Special events
Direct mail
Major gifts
Online fundraising
Others?
Totals
$
Step Three
Create a plan of action…
Start Putting it Together
Fundraising
Targets
Fundraising
Strategies
Action
Plans
Example
1. Raise $100,000
2. Renew 65% of donors
3. Acquire 500 new donors
Raise $25,000 - grants.
Raise $50,000 - major gifts.
Raise $25,000 – individual donors
(event, direct mail, online giving)
Action Plans
Strategy Details
Strategy
Grants
Events
Direct
Mail
Major
Gifts
Online
Giving
Other?
Description Target
Audience
$ Goal Cost?
Who will do?
By when?
Example
Strategy
Description
Target
Audience
$ Goal
Cost?
Who will
do?
By when?
Grants
Write grants
Private
foundations
$25,000
$0
Me
Deadlines
Events
Fundraising
dinner
Current and
prospective
donors
$10,000
$2,500
Me,
committee
Planning
calendar
Direct mail
Back to
school
appeal
Current donors
$10,000
$2,500
Me
Sep 1
Major gifts
Cultivate and
ask for major
gifts
Current and
prospective
major donors
$50,000
$0
Me, Board
2 each
month
Online
giving
Raise money
online
Current and
prospective
donors
$5,000
$0
Me
Nov 1
Other?
Action Steps
Action Step
1.
2.
3.
4.
5.
6.
Who will do it?
When will it
happen?
What resources
are needed?
Example
Strategy: Grant Writing
Action Step
Who will do
it?
When will it happen
What
resources are
needed?
1. Research
opportunities
Me
By May 1, 2015
Time
2. Prioritize the
opportunities
Me
By May 7, 2015
Time
3. Create a
deadline calendar
Me
By May 10, 2015
Time
4. Write proposals
Me
Before deadline
Time
Step Four
Work the plan
Step Five
Monitor the plan
Regular Development Review?
Yes, we are
OR
We need to
Regular Review
Review your plan monthly
Course-correct if needed
Monthly Checklist
Total dollars
Renewed donors
New donors
Goals
Planned vs. Actual
Review each strategy and goal.
Ask yourself:
How are we doing versus what we planned?
What do we need to adjust?
Step Six
Celebrate when things go well!
Then start all over again!
Keeping Donors in the Loop
Assess
Research
Appreciate
Ask Again
Involve
DONORS
Cultivate
Inform
Invite
Ask
Thank
A Dozen Nuggets
Individual donors are the largest source of untapped
potential.
It’s not about money: It’s about relationships
Create excitement
Start early
Expand your outreach
Look out the window, not in the mirror
A Dozen Nuggets
People give because you meet needs, not because you have needs
Diversify your funding sources
Give before you ask
Ask with pride, not apology
Giving is transformational
Show me you know me
Give thanks