If your Nonprofit is considering a major fundraising campaign, this slide can help you address many important issues that need to be addressed while planning your project.
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Before you start a fundraising campaign
1. So you need to conduct a
fundraising campaign.
What should you do to get
ready?
Presented by
Norman Olshansky: President
NFP Consulting Resources, Inc.
3. Pre Campaign Leadership
1. Individuals who are passionate about your
mission and need for funding
2. Representation from the Board
3. Individuals who are well connected within
the philanthropic community
A. Have potential for taking on campaign
leadership beyond planning stage
B. History of philanthropic support
4. There’s More to Budgeting than
what meets the Eye
For Example in a Capital Campaign:
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Expense items in addition to preplanning, architecture, zoning, legal,
permitting, construction, and furnishing:
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Construction and Owner’s contingencies
Maintenance Reserve
Reserve for Doubtful Accounts
Business Interruption
Moving and Relocation
Fundraising and Marketing
Donor and Volunteer Recognition
Administrative Supports
Finance Costs
Start up costs
Operating Endowments
Think through your direct expenses AND allocate overhead
5. Determination if additional staff
support is needed?
1. Assess the campaign experience of staff
and volunteer leadership
2. Ability of staff and leadership to devote
the time necessary to be successful
3. Adequate start up costs to support
outside and/or supplementary staff
6. Pre Campaign Planning and
Study Objectives
1.
2.
3.
4.
5.
6.
7.
8.
9.
The community’s perception of the importance of the need for
which money is to be raised.
Feelings, both positive and negative, about the vision. What
excites them and what does not
Size of the potential donor base and its ability to give.
Identification of potential lead and major donors
Determination of the expected maximum and minimum amounts
that COULD be raised in a campaign.
Cultivation and Education of Prospects and Constituencies
Identification of strong campaign leadership and effective
volunteers.
Internal resources available for the campaign and the
preparedness of the organizations to participate in a meaningful
way.
External factors that could influence the outcome of the
campaign.
7. Pre Campaign Planning
Methodology
1. Personal Interviews with key informants
2. Community fact finding and Individual
research
3. Surveys
4. Focus Groups
8. Preliminary Case for Support
and Project Scope
1.
2.
3.
4.
5.
Organization’s Mission and History
Statement of Need
Costs/Budget
Description of project(s)/program(s)
How campaign will increase quantity/quality of
service delivery- Projected Outcomes
5. Goal
6. Gift Chart/Pyramid
7. Leadership
9. Campaign Governance
Committee
1. Responsible for leadership engagement, initial
campaign planning, fiscal oversight, decision
making, and policy development for overall
campaign (Continues throughout Campaign)
2. Accountable to Board of Directors
3. If large capital project operates primarily
through sub committees-If other campaign,
needs to coordinate with other committees
A. Finance and Budget
B. Marketing and PR
C. Building and Construction
D. Fundraising
10. Finance and Budget Issues
1. Budget projections: hard and soft costs
2. Determination: Extent of operations,
program costs, endowments, reserves,
finance costs, start up costs, moving
expenses, etc. to be included
3. Exploration financing needs/sources
4. Cash flow projections
5. Investment planning and oversight
11. Marketing and PR
1. Oversight on preparation of case for
support
2. Campaign name, theme, logo, taglines
2. Selection of marketing, design and
printing vendors
3. Development of campaign marketing
plan with staff
4. Oversight on communications, signage,
video and other collateral materials
12. Building and Construction
1. Project design and scope
2. Cost estimates
3. Engagement of Owner’s Representative
4. Selection of Contractor and project
oversight
13. Fundraising Committee
1. Identification/Cultivation of potential lead
donors
2. Development of prospect list
3. Campaign policies and procedures i.e. gift
acceptance, gift agreements, length of payout,
recognition, etc.
4. Solicitor identification, recruitment and
training
5. Fundraising planning, organization and
implementation
14. Other pre campaign items
1. Back office readiness
2. Determination of existing staff and volunteer
capabilities
3. Competitive factors in the community
4. Potential issues/conditions that could derail
campaign
5. Image and reputation of organization
6. Identification of potential leadership
7. Finalize campaign business plan
15. Basic Axioms for Fundraisers
1.
2.
3.
4.
5.
6.
7.
You don’t get if you don’t ask
Connect to hearts and minds before you connect to
wallets
Fundraising is both an art and science. Success
requires both.
The quality of a gift is directly related to the quality of
the relationship between the solicitor and prospect
Avoid the ready, fire, aim temptation
You can never thank a donor, volunteer or staff
member too often. They are your keys to success.
Donors expect and deserve a good return on their
charitable gifts/investments
Should you have implementation on her since I will be doing that? Good point.
Maybe call fundraising and marketing, campaign costs? Those are separate items. All are costs.
Maybe make # 3 and/or they might need both Good
Not sure I would put fundraising in at this point Actually the fundraising committee needs to initiate some of the campaign policies before fundraising occurs.
I would not do this in the planning stages except for 3 I like for the look and feel of the campaign to be presented in materials used for the preliminary case for support but I understand your concern and will so note
I would move 4 & 5 to the implementation phase So noted
