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
Precarious profits? Why firms use insecure contracts, and what would change t...
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