1. Fundraising Strategy
Actually making it!

2. Defining Strategy
A Strategy is a long term plan of action designed
to achieve a particular goal

3. Fundraising Strategy
Fundraising Strategy is a long term plan of action
designed to achieve a particular fundraising goal

4. Steps in Fundraising Strategy
1.
2.
3.
4.
5.
Knowing the fundraising goal
Who all can give?
Broadly how can we reach them?
Who will fundraise?
What are the timelines?

5. 1. Knowing the fundraising goal
Strengths
Weakness
• Experienced Outreach
team
• Lack of additional
resources (INR 15,00,000)
Opportunities
Threats
• 5,000 beneficiaries need
coverage
• Half the beneficiaries
could die within next 5 years

6. 2. Who all can give?
• Government- bilateral, central, state, local
(INR 500,000)
• Institutions- multilateral agencies, funding agencies,
foundations, other NGOs, networks, clubs,
corporations
(INR 500,000)
• Individuals- Major donors, Group of individuals, Small
donors
(INR 500,000)

7. 3.1 Broadly How Can We Reach
Them?
• Government & Institutional (INR 700,000)
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Search request for proposals
Apply for grants
Presentation & Project Visit
Answer queries
Implementation
Reporting

8. 3.2 Broadly How Can We Reach
Them?
• Corporations- Sponsorship & Cause Related
Marketing options (INR 300,000)
• Individuals
–
–
–
–
–
Direct Mail (INR100,000)
Telephone (INR100,000)
Face to Face (INR100,000)
Direct Response Advertising (INR 50,000)
New Media (INR 50,000) & Events (INR 100,000)

9. 4. Who will fundraise?
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•
•
•
•
•
Trustees (INR 300,000)
Top Management (INR 200,000)
Programme Staff (INR 100,000)
Fundraising Team (INR 500,000)
Consultants (INR 300,000)
Volunteers (INR 100,000)

10. 5. What are the timelines?
• INR 15,00,000 by end of year 5
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–
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–
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•
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INR 100,000 (Y1)
INR 400,000 (Y2)
INR 800,000 (Y3)
INR 12,00,000 (Y4)
Fundraising Core Group- first 2 months
Fundraising team in place- first 6 months
Institutional fundraising start - within first qtr
Individual fundraising- Year 2 beginning
Event- Mid term

11. Do we really need this paper?
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•
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Provides a long-term blue-print
Provides a monitoring frame work
Defines roles
Involves all stake-holders
A flexible plan that can be revisited

12. Fundraising Strategy
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