Developing a Fundraising
Strategy
Environmental Funds
Tanzania
Paquita Bath ¦ September 2011
Why have a Fundraising Strategy?
Why have a Fundraising Strategy?
 Set realistic goals on the time /resources needed to
mobilize new funds;
 Prepare for the future: A calendar and Plan B;
 Improve decision-making and priority setting;
 Diversify sources;
 Align the board and staff and increase role clarity;
 Reduce fundraising emergencies and crisis appeals;
 Prevent and control distractions;

To celebrate what you accomplish!
Why have a Fundraising Strategy?
 GREAT materials developed for target donors and
partners about the EF;
 Tout the existing strengths of the EF – Share GREAT
case statements;
 Consistently focus on critical relationships – spend
the time needed to build trust and confidence with
key donors and partners; and
 Raise the bar – engage supporters in expanding the
scope and ambition of the EF.
Fundraising Strategies:
ARE NOT get rich quick schemes!!!
ARE tied closely to donor motivation!
They do require clear choices and competencies:
 Do you have the capabilities required?
 Could you develop them?
 Do you have discipline/support to do that?
Many Funding Sources are NOT Worth
Pursuing for your EF!!
Will the funding model allow the EF to achieve
your financial and programmatic goals?
 Is the revenue potential at the appropriate
size for your EF?
 Are the costs greater than the benefits?
Costs of a Fundraising Strategy!!
1.
2.
3.
4.
5.
6.
7.
8.
Program Adjustment - Refinement
Personnel:
IT systems:
Communications:
Trips/Meetings
Consultants – Expertise
Partnering
Research Capacity
CHOICE!!
“Clarity is king when running a nonprofit. Picking a
sensible revenue model was one of the most
liberating and clarifying things we‟ve done to date. I
empathize with leaders who constantly wonder (or
are constantly asked), why not membership, what
about online giving, how about government grants,
or fee for service? Taking „maybe‟ out of the
process has already boosted our bottom line.”
Brett Jenks, RARE
“Finding Your Funding Model: A Practical Approach to Nonprofit
Sustainability,” is available at www.bridgespan.org
Prospects
Which prospects are not a good fit for your EF?

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



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Multilaterals
Major individual gifts
Bilaterals
Corporations
Foundations
BINGO Rel
Events
Earned Income
Membership/Small Indiv donations
Public Funds
Offsets
Payment for Ecosystem Services
Take strategies off the table
Talk to your neighbor:
Decide on 2 Funding
Prospects you will NOT
pursue.
Articulate why so you can
tell your Board.
Fundraising Strategy
Key Elements
1.
2.
3.
4.
Mission Statement
Clear Program Goals
A Case Statement
Funding Needs
Strategic
Planning
New
5. Analysis
6. Fundraising Action Plan Analysis
• Completed as
part of the
Strategic
Planning
Process
• Prospects
• Capacity
• Relationship
• Approach
WHO?
Everyone has to be on board with the fundraising strategy
and know how to help advance it!
Fundraising Strategy
Key Elements
1.
2.
3.
4.
Mission Statement
Clear Program Goals Strategic
Planning
A Case Statement
Funding Needs
New
5. Analysis
Analysis
6. Fundraising Action Plan
• Completed as
part of the
Strategic
Planning
Process
•
•
•
•
Prospects
Capacity
Relationship
Approach
1
Mission Statement and Clear Program Goals
EF
Mission
Goals
2
STRATEGY
Threat
reduction
Outcomes
Activity
Outputs
Activities
Conservation
3
A Case Statement
WHY YOUR EF!!!!
Integrity
Transparency
Institutional Autonomy/Reputation
Reliability
4
Funding Needs
A sophisticated realistic analysis of what it will take
to achieve your program goals!!
• Can be organized as one large program;
• Can be divided into programs by geography,
theme etc.
Example: Protected Area Gap Analysis
Fundraising Strategy
Key Elements
1.
2.
3.
4.
Mission Statement
Clear Program Goals
A Case Statement
Funding Needs
Strategic
Planning
New
5. Analysis
6. Fundraising Action Plan Analysis
• Completed as
part of the
Strategic
Planning
Process
• Prospects
• Capacity
• Relationship
• Approach
5
Analysis - Prospects
Which donors have the motivation that best
overlaps with your strategic plan?
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









Multilaterals
Major individual gifts
Bilaterals
Corporations
Foundations
Events
Earned Income
Membership/Small Indiv donations
Public Funds
Offsets
Payment for Ecosystem Services
5
Analysis - Prospects
Will the funding strategy allow the EF to achieve its
fundraising and programmatic goals?
 Is the revenue potential at the appropriate
size for your EF?
 Are the costs greater than the benefits?
 What are the risks of managing this fund?
5
Analysis - Capacity
Choosing fundraising strategies requires choice,
competence, and investment:

Do you have the capabilities required?

Could you develop them?

Do you have discipline/support to do
that?

What is the best relationship
opportunity?
Additional Insights:
 Have peers been successful?
 Is it an acceptable time frame?
 Can you maintain current sources while
building this capacity?
6
Fundraising Action Plan
Identify highest priority funding model.
Develop strategy for Relationships and Approach
Funding Mix Example for Environmental
Funds
2% Earned Income
4% Corporations
1% Other
16% Debt swap
5% PES
19% Bilateral
Donors
7% Foundations
3% National
Government
43% GEF
Fundraising Action Plan
6
Goals
STRATEGY
MOUs,
Agreements
$ for
conservation
Outcomes
Activity
Outputs
Activities
Relationships,
Proposals,
Field visits
Make a case for the BEST Funding
Source for your EF!
Talk to a different neighbor:
Make the case for your top priority
funding prospect – where you will
put MOST (80%) of your
fundraising strategy - time.
Articulate why so you can tell your
Board.
5 Minutes each!
Additional
Questions
and
Discussion
www.aligningvisions.com