Creating a fundraising strategy
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What is a fundraising strategy? A plan that •Sets out organizational funding needs •Identifies actions, timescales, resources to meet this need. A Strategy is a long term plan of action designed to achieve a particular funding goal. Why create one? •Sustainability •New sources •Diverse funding base •More income Who Needs to Be Involved in the Planning Process? •Leadership –planning –Board(s) and Staff •Stakeholders –as part of community survey –Government –Private •Donor-Investors –community survey, planning –Individuals, foundations, corporations •Constituents –community survey, planning –Customers, community Context for fundraising 1.Case for Support 2.Funding Need 3.Scenario Planning 4.Internal Bridges & Barriers 5.Competitors 6.Audiences Key Stages in Developing a Strategy •Clarify organisational goals/needs •Analysis –where are we? •Generating ideas •Choosing what to focus on •Planning and resourcing •Monitoring
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Creating a fundraising strategy
- 1. 22nd South Asian Fundraising Summit December 3 – 4, 2011, India Islamic Cultural Centre, New Delhi Creating a Fundraising Strategy Amita Puri Rati Misra
- 2. 22nd South Asian Fundraising Summit December 3 – 4, 2011, India Islamic Cultural Centre, New Delhi Business News over the last few days • WEAKER RUPEE • SLOW GDP GROWTH RATE • SENSEX ENDS FRIDAY 200 POINTS HIGHER • HOUSING PRICES LIKELY TO SOFTEN BY 15% OVER NEXT FEW MONTHS.
- 3. 22nd South Asian Fundraising Summit December 3 – 4, 2011, India Islamic Cultural Centre, New Delhi CHOOSING A PORTFOLIO • EASY OPTION • SAFE BET? • DIVERSIFYING YOUR RISK • Similar choices while creating your fundraising strategy
- 4. 22nd South Asian Fundraising Summit December 3 – 4, 2011, India Islamic Cultural Centre, New Delhi What is a fundraising strategy? A plan that • Sets out organizational funding needs • Identifies actions, timescales, resources to meet this need. A Strategy is a long term plan of action designed to achieve a particular funding goal.
- 5. 22nd South Asian Fundraising Summit December 3 – 4, 2011, India Islamic Cultural Centre, New Delhi Why create one? • Sustainability • New sources • Diverse funding base • More income
- 6. 22nd South Asian Fundraising Summit December 3 – 4, 2011, India Islamic Cultural Centre, New Delhi Who Needs to Be Involved in the Planning Process? • Leadership – planning – Board(s) and Staff • Stakeholders – as part of community survey – Government – Private • Donor-Investors – community survey, planning – Individuals, foundations, corporations • Constituents – community survey, planning – Customers, community NOT JUST THE FUNDRAISER!
- 7. 22nd South Asian Fundraising Summit December 3 – 4, 2011, India Islamic Cultural Centre, New Delhi 1. Case for Support 2. Funding Need 3. Scenario Planning 4. Internal Bridges & Barriers 5. Competitors 6. Audiences Context for Fundraising Strategy
- 8. 22nd South Asian Fundraising Summit December 3 – 4, 2011, India Islamic Cultural Centre, New Delhi Mission & Vision Problems/ Causes Strategic Solutions Beneficiaries Programme/ Service Objectives & Outcomes Detailed Financial & Resource Needs Building the Case for Support Case for Support includes… In just a couple of pages
- 9. 22nd South Asian Fundraising Summit December 3 – 4, 2011, India Islamic Cultural Centre, New Delhi Nine Questions 1. What is the problem? 2. What drives you to try to help? 3. What will change? 4. Who are you? 5. What makes you special? 6. What do you actually do? 7. What sort of people are you? 8. How have you spent donor money in the past? 9. What will you spend my money on?
- 10. 22nd South Asian Fundraising Summit December 3 – 4, 2011, India Islamic Cultural Centre, New Delhi Key Stages in Developing a Strategy • Clarify organisational goals/needs • Analysis – where are we? • Generating ideas • Choosing what to focus on • Planning and resourcing • Monitoring
- 11. 22nd South Asian Fundraising Summit December 3 – 4, 2011, India Islamic Cultural Centre, New Delhi Analysis – start with what you have • Existing fundraising performance • Current supporters – rate / frequency /value • Dogs and stars • Financial position of organisation • Organisational strengths and weaknesses (SWOT) • External Analysis (PEST-LE)
- 12. 22nd South Asian Fundraising Summit December 3 – 4, 2011, India Islamic Cultural Centre, New Delhi The Boston Matrix Star A growing source with potential to grow further – invest heavily Problem Child May have potential to grow, maybe not – need to do more tests and trails Cash Cow Well established, big, but little room for growth – manage efficiently Dog Poor returns or worse – stop doing it
- 13. 22nd South Asian Fundraising Summit December 3 – 4, 2011, India Islamic Cultural Centre, New Delhi ANSOFF MATRIX MARKET PENETRATION PRODUCT DEVELOPMENT MARKET DEVELOPMENT DIVERSIFICATION Current Products New Products NewMarketCurrentMarkets
- 14. 22nd South Asian Fundraising Summit December 3 – 4, 2011, India Islamic Cultural Centre, New Delhi Analysis – what’s going on out there? • Political • Economic • Social • Technological • Legal • Environmental Political
- 15. 22nd South Asian Fundraising Summit December 3 – 4, 2011, India Islamic Cultural Centre, New Delhi Generating ideas • Partner organisations • Other NGOs • Commercial sector • Staff and volunteers • E-mail newsletters/websites • Learn from what others are doing….
- 16. 22nd South Asian Fundraising Summit December 3 – 4, 2011, India Islamic Cultural Centre, New Delhi Choosing what to focus on • Evaluating options • Matching the strategy and the goals
- 17. 22nd South Asian Fundraising Summit December 3 – 4, 2011, India Islamic Cultural Centre, New Delhi Criteria for assessing Fits with mission Return on investment Scale of opportunity Timescale Capacity to implement Risk level Impact on rest of organisation Costs Sustainability Synergy with other fundraising Cash flow Diversity of sources Level of restriction on use of funds Future growth potential WHAT IS IMPORTANT TO YOUR ORGANISATION?
- 18. 22nd South Asian Fundraising Summit December 3 – 4, 2011, India Islamic Cultural Centre, New Delhi Methods, people, structure, targets, plans & budgets Records, evaluation, learning Funding sources The need, the case, the cost Monitoring
- 19. 22nd South Asian Fundraising Summit December 3 – 4, 2011, India Islamic Cultural Centre, New Delhi Planning and Resources 1. Activity Plans 2. Timescales 3. Budgets and cash flows 4. Staff and volunteers 5. Skills 6. Risk Analysis
- 20. 22nd South Asian Fundraising Summit December 3 – 4, 2011, India Islamic Cultural Centre, New Delhi Monitoring Set Targets Record Income and Expenditure by Activity Evaluate Returns Review Learn Incorporate Learnings into next steps