There are a number of key ingredients that exist in every successful organization’s fund raising strategies. We have gathered information and ideas from some of these organizations, and distilled them into this blueprint. We hope it helps you.
Organizations that have developed greater financial stability repeatedly report that these “simple” steps are often difficult to develop because they require daily practice and constant maintenance if they are to be effective. They work as well for small organizations as they do for large ones, and can be utilized in all types of settings. You will find the steps focus upon basic values and attitudes.
There are no “quick fixes”, but rather a series of principles that can serve to build incredible strength based upon positive human relationships. Such require no large investments in high-tech equipment. They do require a very large investment of time in planning, evaluation–and in the art of human interaction.
The return you will get on this important investment will be a stronger and more financially secure organization. You will find you have a more highly motivated organization that becomes increasingly effective over time.
I. The Importance of Values and Attitudes
The greatest fund raisers have a strong belief in the organizations they work for, the programs and services, and the staff and volunteers who are colleagues. The excitement about the programs and services literally “spills over” as they talk.
Their positive attitude is contagious, and others want to be with them and the program. They want to support something that works.
Fund raising is most dynamic when it develops this way. It can work through techniques, but when it is driven by “heart” and “spirit,” things are easier to accomplish and people flourish. I have provided a story at the end of this booklet about Glide, one of the places I have found with a great spirit grounded in a passionate mission and set of values. People are committed and invested, and it is not surprising to find highly effective fund raising to support the many effective programs and services..
People who are involved in developing and implementing your fund raising plan need to believe strongly in what you are doing. And in what they are doing with you.
II. Build a Strong Foundation
The best nonprofits have programs that almost sell themselves. They have the following key ingredients that make for a strong foundation:
A. Programs are based on identified community needs, and represent priorities determined by a broad, representative base of the community and its leadership.
B. Programs are highly effective. They represent excellent models for the field.
C. Staff are well qualified and respected. Staff turnover is low. Staff are paid a competitive wage, and are provided the training and development tools they need to be successful.
D. Volunteers are recruited carefully, through a structured program that receives staff guidance and support. Volunteers are involved in planning and program development, are respected and treated well.
E. The board places emphasis on building organizational excellence in all areas, from programs and staff to systems, to volunteers. The board takes its own responsibilities seriously, and engages in a careful process of recruitment, orientation, committee development and board development.
F. Organizational structures and systems are effective, constantly upgraded to meet changing needs. Board and staff are involved in planning and evaluation to ensure that each key area of the organization is functioning as it should.
G. The organization’s board and staff leaders place an emphasis on careful stewardship of financial resources, and accountability to funders, donors, constituents and the community.
Development staff and volunteers cannot directly affect some of these areas such as program and organizational systems that fall under the management of others. However, you can study the impact that each of these areas has on fund raising and discuss them in staff, committee and board meetings. Your fund raising ability will be greatly shaped by the strength of your organization’s foundation: program quality, management and leadership, systems and community accountability.
Your fund raising must be solidly based upon your current mission–and guided by a plan. Healthy fund raising springs from the mission of a healthy, well-managed organization. Although it may seem repetitive, it is important to affirm this very basic point.
Too many organizations believe that a “new” fund-raising activity or technique can generate an influx of funds that will rejuvenate a troubled organization. This is seldom true. Successful fund raising requires a tremendous amount of management skill and organizational commitment which is usually only available when an organization is healthy and well managed.
Ask key staff and volunteers to work with you on this plan, either in a focus group setting, or through a combination of meetings and review of written materials. Nobody likes for someone else to criticize their work, however we all appreciate the opportunity to be involved in shaping our work. Key staff, board members and volunteers work to shape a plan ensures that ideas are tested investment is high. Once the group has shaped the plan, it is ready for implementation.
III. Develop the Plan’s Key Sections
The fund raising plan should include the following sections:
- Mission, Vision and Philosophy
- Organization and Program Case Statements
- Market Analysis: Sectors
- Institutional Giving (Government Grants/Contracts, Foundations & Corporations)
- Individual Giving - (Donor Solicitation; Mailings; Special Events, etc)
- Earned Income – (Fees, Sales)
- Roles and Responsibilities – Staff and Volunteers
- Financial Goals and Giving Targets
- Timeline
- Evaluation and Accountability
