Fundraising Principles and Practice, 3rd Edition

CHAPTER SEVENFUNDRAISING PLANNING

Objectives

By the end of this chapter, you should be able to:

1. Develop SMART fundraising objectives.
2. Develop an appropriate strategic direction.
3. Segment a range of individual and organizational markets.
4. Develop a positioning strategy.
5. Explain why an organization's brand must be considered in fundraising planning.
6. Integrate plans for specific forms of fundraising into the aggregate fundraising plan for the organization.
7. Schedule, monitor, and control your fundraising activity.

Introduction

In Chapter 6, we presented a generic framework for a fundraising plan (see Figure 6.1). We dealt with the early stages of the plan, highlighting the significance of the fundraising audit, and suggesting categories of data that the fundraising team should look to assemble before writing the operational sections of the plan. The significance of this material lay in developing a detailed picture of where the organization stood presently in relation to its donor markets, competitors, etc. We also reviewed the role and contribution of the SWOT analysis in summarizing this data and suggested that in most cases it would be appropriate to conduct a SWOT analysis on the organization from the perspective of each major category of donors. These, we argued, would provide a good working summary of “where the organization is now.”

In this chapter, we will move on to consider ...