Fundraising strategies

I have been working in fundraising a long time, and I know how to develop strategies, and how to deliver them. But when I talk to others, I often focus too much on the delivery and not enough on the development. So I decided to articulate my thoughts in a blog post. As Simon Sinek says, 'Start with the Why'

Firstly, why am I doing this post? Because I know that sharing my strategic knowledge and expertise helps others in the sector, and - in the long run - it will help me. Articulating what I do instinctively is not always easy in an interview situation, for example. 

Simplified example 'synergy' model (C) CT-S

One of the things I have noticed with strategy development in some charities is that there can be a 'missing link' between operational delivery and fundraising strategy. By that, I mean that the financial need hasn't been linked closely to the beneficial outcome. That sounds crazy, but sometimes a fundraising target is set as a percentage increase, rather than articulated as "£x would enable us to deliver...". 

There is nothing more motivational to fundraisers, and indeed donors, than the impact of the charity's work. 

I start with the ‘Why’. This enables me to identify the case for support before I even begin looking at the strategy. Once you have the Why clearly articulated, strategy development can begin. 

My first action is then an audit: what has already been done, how has it performed, what is happening in the sector? This gives context to the plans that will evolve from creating clear objectives (the What, defined by the Why) and provide insight into which tactics ('How') you will consider putting into the plan to deliver your objectives.

Objectives can be SMART (and they can be stretch goals - 'wouldn't it be amazing if...'), but they also need to be agile . In these challenging times when we just don't know what will happen (pandemics, war, economic crises), having objectives that can be flexed is an advantage. Mixing your strategic approaches (see illustration) is also a wise move in uncertain times. 

Strategic approaches, from a presentation by
Cameron Cummings of JAA Media

Before you get to your 'How' (tactics you will use to deliver your objectives), getting internal buy-in and the collaboration - or even just understanding - of peers within the charity is also vital in ensuring success. This is the internal 'Who', though you will also use Who to look at audiences.

If your senior management team understands your strategy and how it will impact their teams (whether fundraising or not), then you are more likely to achieve the outcomes you intend. It will also help as you plan the resources you need to deliver, as it is likely that you will need support from others that you do not directly line manage. 

Make sure your tactics have a budget and a schedule ('When'). And 'When' can mean  a longer-term ROI or lifetime value, as well as a short-term income target. 

I developed the fundraising strategy template I use from the Chartered Institute of Fundraising's Diploma training, but I have adapted it considerably according to cause and income stream. There's some resources below, but do talk to your peers in other charities too.

Resources

• Chartered Institute of Fundraising - Strategy for small charities
• Developing a Fundraising Strategy - CAF
• Developing your fundraising strategy - DSC
• How to develop a killer fundraising strategy - Goodbox
• Wouldn't it be amazing if... check out Rob Woods, Brightspot Fundraising
• RAW London - planning and strategy in charity campaigns (includes presentation by Cameron, from JAA)
• JAA Media
• Hospice strategy resources from Brightspot Fundraising 

Liked this? Try...

• Trust in charities
• Mentoring
• Tales from a fundraiser