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Fundraising Series:
The Importance of a
  Fundraising Plan

                   Property of The Foraker Group 2012   1
Where
Planning Fits:                Strategic Plan

                   Annual Plan – Operating Plan

                 Development Plan            Business Plan

                             Annual Budget

                  Tactical Plans (marketing, IT etc.)

                 Case for Support / Case Statement

           Concept Paper – Donor Research-Relationships

                     Proposal – Donor Request

        Donor Reporting /Recognition / Grants Management/
                             Stewardship


                    The Foraker Group -- © Copyright 2010    2
What is an integrated plan?
A written document based on your mission that
   incorporates:
• Programmatic goals and objectives for the year of the
   plan
• Operating budget for year of plan
    – Revenue and Expenses
• Non-financial goals (volunteer training, admin
   adjustments, information enhancement etc.)
• Financial goals by source and method
    – Identification of target markets
    – Solicitation strategies
• Cultivation, acknowledgment and recognition strategies
• Human resources requirements
• Timeline
• Criteria for evaluating effectiveness

               Property of The Foraker Group 2012          3
Plan Ingredients = Opportunity
• Money + Markets + Message + Methods
  + Messenger = An opportunity to create
  a timeline and deadlines to ensure the
  process is moving forward.




           Property of The Foraker Group 2012   4
Donor Focused Solicitation
• We are successful when:
    – We focus on our customer and ask using these rules:
•   Right Person – Who has the relationship?
•   Right time- for your donor, not for the org.
•   Right amount of money- for the donor.
•   Right way- for the donor.
•   Right reason- what is important to the
    donor?

                Property of The Foraker Group 2012      5
Your Plan Should Match Your Organization’s
      Readiness and Responsiveness




           Property of The Foraker Group 2012   6
Rules for the Road
• Fund development is a means, not the end.
    – Connection to your mission is critical
    – Weave fund development into the current activities of the
      organization
    – “Create a journey not a destination”
•   ALWAYS connect to the organization’s core values
•   Your donors are your customers
•   Start small and keep it manageable
•   If it isn’t written down, it doesn’t exist
    – Put in as many forms as necessary to keep everyone on track
    – MAKE IT A “LIVING DOCUMENT”
• Take calculated risk
• Start with a Gift Chart
• Have FUN!

                    Property of The Foraker Group 2012              7
Planning Pitfalls
•   All plan and no action
•   Not making time to plan
•   Not making time to evaluate
•   Not making time to get buy-in
•   Thinking that a plan can do it all
•   Trying to do it all- all by yourself



               Property of The Foraker Group 2012   8
It’s not about the money
• It is about relationships
• Donors are investing in the future
  – Connect them to mission
  – Connect them to values
  – Connect them to impact
• Fund development can never be about
  how much your organization needs


           Property of The Foraker Group 2012   9
Charitable giving infrastructure “must have” list
   1. Funding Plan (strategic and tactical)
   2. Appropriate Human Capacity
     –    Board, staff, volunteers
   3. Appropriate written materials
     –    Mission/values/goals driven, compelling, clear
          audience, clear call to action
   4. Fundraising budget- it takes money to make
      money
   5. Donor tracking Database (relational+++)
   6. Donor Recognition plan (written and “alive”)
   7. Stewardship communication plan (post gift)

                   Property of The Foraker Group 2012      10
Opportunities to Connect PCG to Your Plan
   •       Look for existing communication
           opportunities
       –     Newsletters, website, email signature, events,
             program, lobby/waiting room, P.S. on donor letters
   •       Clearly identify your audience
       –     Some options: new donors from your database,
             volunteers who are not yet donors, friends and
             family network, existing donors, board, staff
   •       See it as a strategy or tactic not as a
           means to an end

                    Property of The Foraker Group 2012        11
Your turn:
Opportunities and Challenges

• Question and Answer




         Property of The Foraker Group 2012   12
Gift Range Chart $25,000 Example
Gift range $    # of Gifts   # of prospects $ per range
$5,000            1              3 (3:1)    $   5,000
$2,500            4            12 (3:1)     $ 10,000
$1,000            5           15 (3:1)      $   5,000
20% of donors                80% of goal

$ 250             6           12 (2:1)      $ 1,500
$ 100            10           20 (2:1)      $ 1,000
$   50           20           40 (2:1)      $ 1,000
$   25           60          120 (2:1)      $ 1,500
80% of donors                20% of goal
For More Information
www.pickclickgive.org
 Contact Us, Search function, information for
 donors and organizations

www.forakergroup.org info@forakergroup.org
  (907) 743-1200 • toll-free (877) 834-5003
  Educational Opportunities, Organizational
   Development, Shared Services, Advocacy

                 Property of The Foraker Group 2012   14

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Importance of a fundraising plan

  • 1. Fundraising Series: The Importance of a Fundraising Plan Property of The Foraker Group 2012 1
  • 2. Where Planning Fits: Strategic Plan Annual Plan – Operating Plan Development Plan Business Plan Annual Budget Tactical Plans (marketing, IT etc.) Case for Support / Case Statement Concept Paper – Donor Research-Relationships Proposal – Donor Request Donor Reporting /Recognition / Grants Management/ Stewardship The Foraker Group -- © Copyright 2010 2
  • 3. What is an integrated plan? A written document based on your mission that incorporates: • Programmatic goals and objectives for the year of the plan • Operating budget for year of plan – Revenue and Expenses • Non-financial goals (volunteer training, admin adjustments, information enhancement etc.) • Financial goals by source and method – Identification of target markets – Solicitation strategies • Cultivation, acknowledgment and recognition strategies • Human resources requirements • Timeline • Criteria for evaluating effectiveness Property of The Foraker Group 2012 3
  • 4. Plan Ingredients = Opportunity • Money + Markets + Message + Methods + Messenger = An opportunity to create a timeline and deadlines to ensure the process is moving forward. Property of The Foraker Group 2012 4
  • 5. Donor Focused Solicitation • We are successful when: – We focus on our customer and ask using these rules: • Right Person – Who has the relationship? • Right time- for your donor, not for the org. • Right amount of money- for the donor. • Right way- for the donor. • Right reason- what is important to the donor? Property of The Foraker Group 2012 5
  • 6. Your Plan Should Match Your Organization’s Readiness and Responsiveness Property of The Foraker Group 2012 6
  • 7. Rules for the Road • Fund development is a means, not the end. – Connection to your mission is critical – Weave fund development into the current activities of the organization – “Create a journey not a destination” • ALWAYS connect to the organization’s core values • Your donors are your customers • Start small and keep it manageable • If it isn’t written down, it doesn’t exist – Put in as many forms as necessary to keep everyone on track – MAKE IT A “LIVING DOCUMENT” • Take calculated risk • Start with a Gift Chart • Have FUN! Property of The Foraker Group 2012 7
  • 8. Planning Pitfalls • All plan and no action • Not making time to plan • Not making time to evaluate • Not making time to get buy-in • Thinking that a plan can do it all • Trying to do it all- all by yourself Property of The Foraker Group 2012 8
  • 9. It’s not about the money • It is about relationships • Donors are investing in the future – Connect them to mission – Connect them to values – Connect them to impact • Fund development can never be about how much your organization needs Property of The Foraker Group 2012 9
  • 10. Charitable giving infrastructure “must have” list 1. Funding Plan (strategic and tactical) 2. Appropriate Human Capacity – Board, staff, volunteers 3. Appropriate written materials – Mission/values/goals driven, compelling, clear audience, clear call to action 4. Fundraising budget- it takes money to make money 5. Donor tracking Database (relational+++) 6. Donor Recognition plan (written and “alive”) 7. Stewardship communication plan (post gift) Property of The Foraker Group 2012 10
  • 11. Opportunities to Connect PCG to Your Plan • Look for existing communication opportunities – Newsletters, website, email signature, events, program, lobby/waiting room, P.S. on donor letters • Clearly identify your audience – Some options: new donors from your database, volunteers who are not yet donors, friends and family network, existing donors, board, staff • See it as a strategy or tactic not as a means to an end Property of The Foraker Group 2012 11
  • 12. Your turn: Opportunities and Challenges • Question and Answer Property of The Foraker Group 2012 12
  • 13. Gift Range Chart $25,000 Example Gift range $ # of Gifts # of prospects $ per range $5,000 1 3 (3:1) $ 5,000 $2,500 4 12 (3:1) $ 10,000 $1,000 5 15 (3:1) $ 5,000 20% of donors 80% of goal $ 250 6 12 (2:1) $ 1,500 $ 100 10 20 (2:1) $ 1,000 $ 50 20 40 (2:1) $ 1,000 $ 25 60 120 (2:1) $ 1,500 80% of donors 20% of goal
  • 14. For More Information www.pickclickgive.org Contact Us, Search function, information for donors and organizations www.forakergroup.org info@forakergroup.org (907) 743-1200 • toll-free (877) 834-5003 Educational Opportunities, Organizational Development, Shared Services, Advocacy Property of The Foraker Group 2012 14