Fundraising Zone Strategic Planning

8/6/2019 Fundraising Zone Strategic Planning

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Get in the Fund-Raising Zone:

Creating a development planfor your organization

PETsMART CharitiesWebinar May, 2005


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Workshop Goal

To provide a template and direction increating your own development plan and

giving you the tools you need to sell it toyour Board.


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Fund-Raising Fundamental

There are four steps to fund-raising plan, plan, plan, and work the plan.

Kim Klein

Grassroots Fund-Raising Journal


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Why should you do adevelopment plan?

Manage resources (time and money) Manage expectations (set realistic

goals)

Monitor progress

Maintain accountability

Improve delegation


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QuestionWhat is your biggest challenge in raising

money for your shelter or rescueorganization?


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What do you need to do adevelopment plan?

Executive Director andDirector of Developmentworking together

Support & leadership ofBoard President

Support of Board

Communication withBoard

Dedicated DevelopmentCommittee

Strategic Plan

Fund-raising history,

projections, and budget


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What do you need to do adevelopment plan? (continued)

I fyou dont have all of theseelements, consider:

Consultants

Peer comparison (survey)

Board retreat

Reference strategic plan


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Overview of the Process

1. Review Past2. Discuss Goals

3. Draft Plan4. Review with Executive Director

5. Share with Board President,Development Committee6. Work the plan


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How do you create a

development plan?

Development Director gets feedbackfrom Executive Director

Review current fund-raising activities

Ask what EDs goals and thoughts areabout current activities

Timeframe:

6 months before start of year


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How do you create a

development plan? (continued)

DD and ED get feedback fromDevelopment Chair & Board President

DD does an evaluation of fund-raisingactivities (see template)


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Evaluation Giving HistoryActual Actual Change Actual Change Actual Change Change,

Source 2000 2001 00-01 2002 01-02 2003 02-03 2000-2003

Auto Donations 64,525$ 81,785$ 27% 41,115$ -50% 32,620$ -21% -49%

Bequests 230,014$ 38,477$ -83% 17,000$ -56% 34,382$ 102% -85%

Board Giving 37,000$ 45,000$ 22% 49,036$ 9% 48,485$ -1% 31%

Cages 8,250$ 9,751$ 18% 5,000$ -49% 4,645$ -7% -44%

Calendar -$ -$ 59,360$ 69,875$ 18%

Corporations & Foundations 71,000$ 32,105$ -55% 38,957$ 21% 111,521$ 186% 57%

Direct Mail 16,997$ 74,860$ 340% 160,628$ 115% 191,973$ 20% 1029%Electronic Fund 80$ 1,649$ 1961% 2,456$ 49% 3,275$ 33% 3993%

Honor/Memorial 13,798$ 20,850$ 51% 16,911$ -19% 36,550$ 116% 165%

Howl-o-Ween Hop 47,683$ 59,927$ 26% 60,000$ 0% 63,000$ 5% 32%

Major Donor Appeal 40,647$ 26,270$ -35% 26,216$ 0% 47,544$ 81% 17%

Newsletter 15,013$ 15,901$ 6% 17,288$ 9% 22,711$ 31% 51%

Past Board/Volunteers 1,500$ 3,533$ 136% 9,155$ 159% 9,170$ 0% 511%

Walkathon 115,000$ 154,000$ 34% 157,000$ 2% 139,000$ -11% 21%

Workplace giving 10,877$ 30,989$ 185% 28,738$ -7% 33,054$ 15% 204%

Unsolicited/other 30,913$ 75,414$ 144% 74,861$ -1% 91,015$ 22% 194%

Total 703,297$ 670,511$ -5% 763,720$ 14% 938,819$ 23% 33%

Total, excluding bequests 473,283$ 632,034$ 34% 746,720$ 18% 904,437$ 21% 91%


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Evaluation Giving Trends

Number of

Gifts Dollars

Number of

Gifts Dollars

Number of

Gifts Dollars

Number of

Gifts Dollars

$5,000 and above 14 331,151$ 13 145,248$ 11 110,612$ 17 216,480$

$2,500-$4,999 5 14,969$ 8 23,427$ 8 23,533$ 10 28,700$

$1,000-$2,499 48 56,810$ 66 84,443$ 91 112,179$ 103 127,417$

$500-$999 66 36,694$ 91 52,997$ 111 64,035$ 124 74,523$

$250-$499 84 25,047$ 122 38,280$ 155 49,335$ 147 47,822$

$100-$249 563 69,805$ 639 82,565$ 857 111,243$ 1,004 129,842$

$50-$99 993 55,928$ 921 53,668$ 1,314 73,448$ 1,561 83,975$

$25-$49 1,988 58,697$ 2,069 59,932$ 3,275 91,929$ 3,879 104,450$

$1-$24 3,254 42,528$ 3,049 38,630$ 4,401 55,045$ 4,832 59,917$

7,015 691,629$ 6,978 579,190$ 10,223 691,359$ 11,677 873,126$

source: Paradigm

data generated 7/5/04

2000 2001 2002 2003


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Evaluation Process

List activities Consider resources used (time + money)

Prioritize activities based onorganizations goals

Make recommendations for developmentplan including fixing problems,emphasizing strengths


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Evaluation process

Priority Activity Date Time frame Staff Resources Volunteer Resources

Gross

Revenue

Net

Revenue

March for the

Animals

last

Sunday in

March

Planning Aug-Mar;

data entry Mar-June

Director of Volunteers & Events,

Development Coordinator, Program

Coordinator

Committee of 8-10, 2-3 volunteers

do data entry;30 volunteers day

of event $ 190,000 168,000

Pet CalendarPublished

in

September

Planning Jan - June;

kickoff event in Sept.,

sales until 12/31

Director of Development, Ass't. Dir.

Of Development committee of 8-10 volunteers $ 70,000 $ 39,000

Howl-o-Ween HopLast

Saturday in

October Planning April - Oct.

Ass't Dir. Of Development, Dir. Of

Development

committee of 8-10 volunteers; 15

addi'tl volunteers w eekend of

event $ 63,000 $ 42,000

Direct Mail

8xs/year ongoing

Director of Development, Ass't. Dir.

Of Development none $ 180,000 $ 100,000

Major Donors

Fall October-early Dec.

Director of Development, Executive

Director Development Committee $ 30,000 $ 1,000

Planned Giving

ongoing ongoing Director of Development none 20,000$ 19,000$

TOTAL 553,000$ 369,000$

Fund-Raising Activities/Events


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How do you create a

development plan? (continued)

DD creates development plan fromevaluation.

Includes overall direction and specific goals

Each activity has expenses, income, andsteps

Calendar Fund-raising history, projections, and

budget


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Plan Elements

Program Goals

Goals Specific, measurable outcomes youwant to achieve

Sample:

How l-o-Ween Hop Goals:

To increase attendance at the event from 275 to 350To attract a younger crowd (30-40 age range targeted)

To increase corporate sponsorshipsTo continue a high quality silent auction, with one or twopremium live auction items.


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Plan Elements

Action Steps

Action Steps Specific steps to be taken toachieve your goals.

Sample How l-o-Ween Hop Action Steps:

Create separate sub-committees for each Hop activity sponsorships,ticket sales/marketing, auction, and logistics

Recruit new committee, especially for the ticket sales/marketingcommittee in the target age range

Begin work on the auction in April, allowing committee members timeto solicit larger items and package them creatively

Determine event theme in spring to be carried through on all marketingmaterials and decorations

Hire a band to appeal to the target audience


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Plan Elements

Program Income & Expenses

Program: The How l-o-Ween Hop

2003 income: $63,0002003 expenses: $23,4512003 net income: $39,549

Projected 2004 income: $66,900Projected 2004 expenses: $24,100

P rojected 2004 net income: $42,800


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Pulling it all together

Assembling all the informationinto a comprehensive plan


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How do you create a

development plan? (continued)Sample gift projections

Projected Actual Projected Projected ProjectedSource 2004 2004 2005 2006 2007

Auto Donations 50,000$ 50,028$ 30,000$ 15,000$ -$

Bequests 20,000$ 98,485$ 20,000$ 20,000$ 25,000$

Board Giving 46,000$ 57,094$ 50,000$ 50,000$ 50,000$

Cages 2,000$ 2,000$ 1,500$ 1,500$ 1,500$

Calendar 68,000$ 82,920$ 80,000$ 72,000$ 74,000$

Corporations & Foundations 35,000$ 86,469$ 50,000$ 50,000$ 50,000$

Direct Mail 180,000$ $ 187,441 210,000$ 215,000$ 220,000$

Electronic Fund 3,000$ 3,852$ 3,200$ 3,400$ 3,400$

Honor/Memorial 22,000$ 30,988$ 25,000$ 25,000$ 25,000$

Howl-o-Ween Hop 65,000$ 61,200$ 68,000$ 70,000$ 70,000$

Major Donor Appeal 40,000$ 27,249$ 50,000$ 65,000$ 75,000$

Newsletter 17,000$ 20,383$ 18,000$ 18,000$ 18,000$

Past Board/Volunteers 9,500$ 10,935$ 10,000$ 10,000$ 10,000$

Walkathon 180,000$ 197,569$ 195,000$ 203,000$ 214,000$

Workplace giving 38,000$ 39,990$ 40,000$ 42,000$ 45,000$

Unsolicited/other 55,000$ 131,660$ 55,000$ 55,000$ 55,000$

Total 830,500$ 1,088,263$ 905,700$ 914,900$ 935,900$

Total, excluding bequests 810,500$ 989,778$ 885,700$ 894,900$ 910,900$

all totals are gross

3/5/05


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How do you create a

development plan? (continued)Sample - Monthly Calendar

Date Program What

Who's

Responsible Status

1-Aug HOP Hop sponsor deadline Elizabeth

2-Aug PC Revised proof due, send copy to proofreader Brooke/David

6-Aug LB Mail 10,00th pet on the scooter story to lunch attendees David

9-Aug PC Corrections returned to Brooke David

10-Aug LB Deadline for proposal to Bernice Barbour Foundation David

13-Aug NS Mail invites to Scooter lunch on 9/10 Elizabeth

16-Aug PC Calendar released to printer Brooke/David

20-Aug DM Holiday acquisition concepts due Newport

20-Aug PC Mail invitations to pet calendar reception David

23-Aug DM Fall acquisition mails Newport

30-Aug NL Fall newsletter mails Elizabeth


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How do you sell a development

plan? (continued)

DD presents development plan to ED DD and ED present plan to

Development Chair and Board President

Plan is presented to DevelopmentCommittee

Board is informed of overall directionand goals of plan


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How do you implement a

development plan?

Assign work and follow-up DD and ED review regularly

Repeat cycle each year Refer to when new ideas are presented

Be patient -- effective fund-raising anddonor cultivation takes time


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Get in the Fund-Raising Zone

The Rewards

Fundraising Zone Strategic Planning

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