What’s new for the new year? We think about this for ourselves as individuals, and ideally, we put in place support to help us reach our goals. The same is true with fundraising. Take a moment to get charged up about what your nonprofit wants to achieve and put in place one of the supports you need to get the money to make it happen. We’ll walk you through how to start creating a case for support and the benefits you can achieve when you start early in the year.
Step one. Define what you want to accomplish this year. Refer to your strategic plan, budget, minutes from board meetings, or any tools you have available that document what your organization or institution seeks to achieve. You may have binders full of documents with different and competing information, you may have a one-page outline of projected expenses and revenue, or you may have your recollections of what people say they want to make happen. Don’t let the magnitude or lack of information get in your way. Start where you are. Read through what you have, or recollect what people keep saying. Write down – in simple language – a list of priorities. If your list is too long, look at similarities in priorities and condense these into a more inclusive priority. Limit your list to three priorities.
Steps two and three. For each priority, determine how much needs to be raised. Include costs such as staff, equipment, contractors, and transportation. Write down the total number for each priority. Consider how much time your organization spends on each priority and then allocate an appropriate percentage of your operating costs to each priority. This would include a percentage of items such as insurance, bookkeeping, technology services, human resources, and rent. Add the percentage to each priority. This is the fundraising goal. Finally, for each priority, define the impact or what you are seeking to achieve.
Now make this information visually engaging. Create an attention-getting “cover page.” On the next page, list your priorities, including the fundraising goal and impact. That’s it. Now share it with others on your team and get their feedback. Don’t worry when most people don’t like what you created. It’s a starting place that will get your team in motion, creating a stronger piece. You have started the process of creating a case for support for your annual fundraising.
As your team builds on what you created, they will ultimately come up with a piece everyone can use as they talk to those who support your nonprofit, and those who you want to support it. Remember, most nonprofits experience a donor attrition rate of up to 40%. This means you always want to be talking with your donors – and those who could become your donors – so that you reach your fundraising goals. Don’t wait until the fourth quarter. Get started now and chart your own path. Equip your staff and volunteers. Reduce stress and avoid burnout. Move away from crisis fundraising. Happy New Year!
© Mel and Pearl Shaw, authors of “Prerequisites for Fundraising Success.” We provide fundraising counsel to higher education, nonprofits, and philanthropy. Video conferencing always available. Visit www.saadandshaw.com.
