Having a fundraising plan can mean the difference between struggling and success.

Yet most nonprofits don’t have one.

It’s crazy, isn’t it? You wouldn’t start off on a trip without a destination in mind (or maybe you would if you were in it for the adventure).

So why do so many nonprofits blaze a trail to raise money without knowing what their goal is or how they’ll get there?

Some don’t know where to start or what to include. Others are afraid that if they put something on paper, that carves it in stone and they don’t want that kind of restriction.

Whatever your reason, there are a lot of benefits to having a plan, like:

• A clear goal, so you know when you cross the finish line.
• What to say “yes” to and what to say “no” to during the day.
• Allocate resources throughout the year to make sure you have enough time, money, and manpower to pull off your fundraising activities.
• And probably dozens more reasons.

Planning doesn’t have to be hard or take a lot of time, but it does require some serious thought.

Carve out a little time to at least get the basics, if not all the detail for your coming year.

Remember that having a well-thought-out plan will move you from being reactive to being proactive, which will lessen your stress and make you more productive. And don’t we all want that?

So, grab a pen and paper and ponder these seven questions before you finish your fundraising plan for the year.

1. How much money do we need to raise?

You need a specific goal for your plan. If you just want to “raise more money” you’re setting yourself up for failure. After all, how much is more money? $1 more? $100 more? $1,000,000 more?

2. Where will the money come from?

You need a mix of revenue streams to ensure the health of your organization. Will you raise money from individuals? Foundations? Events? Don’t set a goal without knowing where you will raise the money. And don’t try to raise all the money from just one source.  If all your revenue comes from one grant or one special event, you’re flirting with disaster.  If something happens to that one revenue stream, you’ll find yourself struggling to keep the doors open.

3. Who will we ask?

Be specific. Who will you ask for money? Create lists of potential donors to ask.  Don’t expect the community at large to support you (it won’t happen).  You need to target current donors, lapsed donors, and warm prospects.  Cold calling doesn’t work too well in fundraising and it’s no fun, plus we all hate it, so don’t go there.

4. When will we ask?

Create a calendar of when you will ask. Include grant deadlines and events etc., to get a complete picture of your year. You’ll be so glad you did this!

5. How much will we ask for?

You need to think through the amount you will request from each donor. You may have to do a little research in some cases to find out how much is appropriate, particularly if you’re working with major givers. I suggest you tie it to something tangible if possible.  For example, how much does it cost to provide service to someone?  What does it cost to provide a meal or a night’s lodging?  What does it cost to spay or neuter an animal? When you can ask someone for a gift that means something, they’ll be more likely to say “yes.”

6. How will we follow up on a gift?

You need to know how you will thank your donors, how you will steward gifts, and how you will build relationships. You want to have this all thought-out in advance.  This is NOT the time to cut corners or be reactive.

7. How soon will we ask again?

Don’t be afraid to ask several times during the year for a gift. If you only ask once during the year, I promise you that you are leaving money on the table! If you are doing a good job building relationships with your donors, they WANT to support the work you are doing. Make it easy for them by giving them multiple opportunities to give.

The answers to these 7 questions will get you started down the path to creating a year of fundraising success, so you can raise more money and change more lives. 

Sandy Rees is a native East Tennessean has worked as a nonprofit Coach, consultant, and fundraiser since 1998 at organizations including Knox Area Rescue Ministries, Second Harvest Food Bank, and the Joy of Music School. In 2005, she started Sandy Rees Consulting and developed the GetFullyFunded method for fundraising. Her passion is showing small nonprofit organizations how to raise more money, strengthen their Boards, and build relationships with donors. Her strengths include direct mail, nonprofit marketing, strategic planning, and Board development. 

Sandy lives on a small farm outside Loudon, Tennessee. In her spare time, she likes to quilt, garden, and ride her horses. You can learn more about Sandy at www.getfullyfunded.com