Developing a ‘simple’ fundraising strategy

The key elements of a simple but successful fundraising strategy are;

  • Establishing the current position
    Where does the majority of your existing and regular income come from?  What plans do you need to put in place to maintain that?  What are the strengths and weaknesses in your existing fundraising activities?
  • Aims and Priorities
    What are the organisation’s aims and priorities and what is the gap between the costs of those and your current position?  What are your plans to grow expenditure, and so also income, over the coming few years?  Include details of your different activities and how they may be packaged into projects and fundraised for on a restricted basis.
  • New Opportunities
    What are the opportunities amongst your existing funding sources?  Could you apply for larger or multi-year grants from existing supporters for example?  What are the untapped opportunities amongst other funding sources?  Include an analysis of risks and resources for each fundraising source you are considering to enable you to focus on the most appropriate.
  • Activities and Timeframe
    Which fundraising activities are you planning to undertake throughout the year to achieve your income target?  What is the timeframe for these?  On a monthly basis, when do you expect the income generated by these activities to come in?  What are the staffing needs for these activities?
  • Budget
    How much do you need to invest in your fundraising activities over the year?  What are your staff costs?  From here you can work out your return on investment in different areas of fundraising and analyse the most profitable and the most risky.
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