Fundraising strategy
There is no mystery to planning a strategy. Think of it as
a journey - what questions will you ask before you set off?
- Why do I want to go? - the purpose.
- Where do I want to go? - the objectives.
- When do I want to go? - the timescale.
- How am I going to get there? -the strategies.
Choosing a train at random can be interesting but it won't
get you to a particular place by a particular time. Decide
where you want to go before you set off.
Let's go back to basics - what is the purpose of an activity?
To raise income? To raise profile? To recruit supporters?
To build something? Be careful - these are 'means' not 'ends'.
Ask why rather than what and the answer is more likely to
be: to raise money to help the organisation achieve its primary
purpose.
Everything you do must relate back to this primary purpose.
Every fundraising plan should start with a reiteration of
the organisation's purpose and the role of fundraising in
helping to achieve it. Your strategy should be constructed
in the following sections:
- Organisation's purpose and mission.
- Fundraising objectives.
- Case for funding and leadership.
- Analysis of your organisation.
- Analysis of the marketplace.
- Key areas for development.
- Strategic plans.
- Monitoring and review process.
Find out more about other fundraising issues and examples
in the In more depth section.
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