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Creating a Fundraising Strategy Rati Misra Creating Long Term Donor Value in Fundraising December 23, 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. Creating Long Term Donor Value in Fundraising December 23, 2011, India Islamic Cultural Centre, New Delhi CHOOSING A PORTFOLIO • EASY OPTION • SAFE BET? • DIVERSIFYING YOUR RISK • Similar choices while creating your fundraising strategy Creating Long Term Donor Value in Fundraising December 23, 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. Creating Long Term Donor Value in Fundraising December 23, 2011, India Islamic Cultural Centre, New Delhi Why create one? • • • • Sustainability New sources Diverse funding base More income Creating Long Term Donor Value in Fundraising December 23, 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! Creating Long Term Donor Value in Fundraising December 23, 2011, India Islamic Cultural Centre, New Delhi Context for Fundraising Strategy 1. 2. 3. 4. 5. 6. Case for Support Funding Need Scenario Planning Internal Bridges & Barriers Competitors Audiences Creating Long Term Donor Value in Fundraising December 23, 2011, India Islamic Cultural Centre, New Delhi Case for Support includes… Mission & Vision Problems/ Causes Beneficiaries Strategic Solutions Programme/ Service Objectives & Outcomes In just a couple of pages Detailed Financial & Resource Needs Building the Case for Support Creating Long Term Donor Value in Fundraising December 23, 2011, India Islamic Cultural Centre, New Delhi Nine Questions 1. 2. 3. 4. 5. 6. 7. 8. 9. What is the problem? What drives you to try to help? What will change? Who are you? What makes you special? What do you actually do? What sort of people are you? How have you spent donor money in the past? What will you spend my money on? Creating Long Term Donor Value in Fundraising December 23, 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 Creating Long Term Donor Value in Fundraising December 23, 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) Creating Long Term Donor Value in Fundraising December 23, 2011, India Islamic Cultural Centre, New Delhi The Boston Matrix Star A growing source with potential to grow further – invest heavily Problem Child Cash Cow Dog Well established, big, but little room for growth – manage efficiently Poor returns or worse – stop doing it May have potential to grow, maybe not – need to do more tests and trails Creating Long Term Donor Value in Fundraising December 23, 2011, India Islamic Cultural Centre, New Delhi ANSOFF MATRIX New Products MARKET PENETRATION PRODUCT DEVELOPMENT MARKET DEVELOPMENT DIVERSIFICATION New Market Current Markets Current Products Creating Long Term Donor Value in Fundraising December 23, 2011, India Islamic Cultural Centre, New Delhi Analysis – what’s going on out there? • • • • Political Economic Social Technological Political • Legal • Environmental Creating Long Term Donor Value in Fundraising December 23, 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…. Creating Long Term Donor Value in Fundraising December 23, 2011, India Islamic Cultural Centre, New Delhi Choosing what to focus on • Evaluating options • Matching the strategy and the goals Creating Long Term Donor Value in Fundraising December 23, 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? Creating Long Term Donor Value in Fundraising December 23, 2011, India Islamic Cultural Centre, New Delhi Monitoring The need, the case, the cost Records, evaluation, learning Funding sources Methods, people, structure, targets, plans & budgets Creating Long Term Donor Value in Fundraising December 23, 2011, India Islamic Cultural Centre, New Delhi Planning and Resources 1. 2. 3. 4. 5. 6. Activity Plans Timescales Budgets and cash flows Staff and volunteers Skills Risk Analysis Creating Long Term Donor Value in Fundraising December 23, 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 Creating Long Term Donor Value in Fundraising December 23, 2011, India Islamic Cultural Centre, New Delhi