DEVELOPING AN INTEGRATED ADVANCEMENT PLAN A FUNDRAISING PLAN

DEVELOPING AN INTEGRATED ADVANCEMENT PLAN

A FUNDRAISING PLAN IS A BLUEPRINT FOR SUCCESS

A PLAN • Moves you from reactive to proactive • Provides a road map for fundraising • Gets everyone on the same page

IT’S ALL ABOUT FOCUS, DISCIPLINE, AND LEVERAGING THE POWER OF EACH TOOL AS PART OF AN INTEGRATED PLAN TO DRIVE PEOPLE TO ENGAGE AT THEIR HIGHEST LEVEL

WHAT IS INTEGRATED FUNDRAISING? • Integrated fundraising is the combination and coordination of tactics to reach a certain goal, which typically includes educating, engaging, and motivating constituents to act in a desired manner • Extends beyond having a consistent brand message across channels (although that is an important first step) • True integration drives prospects and donors through a strategic acquisition and engagement process where each action in a given channel informs and reinforces what happens next in another channel

Integrated fundraising does not consider each channel’s performance independently, but instead it’s contribution to the overall fundraising program.

VALUE OF AN INTEGRATED PLAN • Limits crisis in fundraising • Cultivates deeper, more relevant relationships with donors • Reduces costs and minimizes lost opportunities • Reduces donor frustration • Increases the lifetime value of donors • Builds stronger internal relationships and team morale

WHY IS IT DIFFICULT Challenge #1: Leadership and Organizational Misalignment Challenge #2: Lack of Clarity on Campaign Objective and Goals Challenge #3: Limited Resources Challenge #4: Disparate or Absent Data Challenge #5: Risk Aversion Challenge #6: Resistance to New Methods

STEPS TO DEVELOPING AN INTEGRATED PLAN • Conduct Fundraising Audit • Identify Assets and Strengths • Define Fundraising Objective • Fundraising Strategies • Action Plan • Budget/Timeline • Evaluation/Review

WHAT ARE ASSETS? Organizational assets are skills and attributes within your organization that make fundraising easier. Fundraising assets raise good money for your nonprofit

WHAT ARE YOUR ORGANIZATIONAL ASSETS • Compelling mission • Large public base of support • Name recognition • Internal infrastructure • Great programs • Others?

FUNDRAISING ASSESSMENT • Great relationships with donors • High traffic to your website • Large list of responsive supporters • Guests at events

MAP OUT YOUR FUNDING OPPORTUNITIES • Identify where your funding is coming from • Review income from each funding source • Identify gaps • Review the internal infrastructure • Review budget • Prioritize which efforts will benefit you long term

CHOOSE THE RIGHT STRATEGIES A fundraising strategy is any of the campaigns, events, grants, etc. that you will use for your overall fundraising strategy. Once you decide the direction you’re going to go with your fundraising efforts, you must choose the right fundraising strategies to get you there

DECIDE ON STRATEGIES WHICH FUNDRAISING STRATEGIES WILL YOU USE • • Grant Writing Special Events Direct Mail Campaign Online Giving Stewardship & Cultivation Planned Giving Other

Define your Fundraising Market THE BEST INTEGRATED FUNDRAISING PLAN DOES NOT FOCUS TOO HEAVILY ON ANY ONE AREA MIX AND MATCH CONSTITUENCIES

DOWNFALLS OF A FUNDRAISER • Not knowing your community • Not knowing your audience • Not profiling potential donors • Unsure of who will be interested in the fundraiser’s purpose • Unknown ability to reach them

DRAFTING YOUR PLAN • Clear statement of Mission and Vision – why do you exist? • Case statement • Fundraising goal • Selected strategies • Targeted markets

ESTABLISH PLAN • Be realistic • Include specific information • Time frame • Benchmark goals • Resources to be used • Staff and leadership campaign • Budget

MONITOR, EVALUATE AND ADAPT • Track each month’s actual revenue to goals What adjustments are called for What’s working - What is not • What new opportunities have appeared New programmatic initiatives New funding sources available • Laying the basis for next year’s plan Closing the loop and continuing the process

MEASURING EFFECTIVENESS • Level of Engagement • Number of New Donors • Average Gift • Donor Retention Rate • Multi-Channel Givers • Others

TAKE HOME MESSAGE • Successful cross-channel campaigns will result in greater brand awareness, a larger donor base, and higher revenue • The overall return will prove that the whole is truly greater than the sum of its parts • Integrated fundraising will reduce your dependence on individual channels and will help you invest wisely where you see the best returns