Building a Better Annual Plan “By the Numbers”
Number One: Build your Case:
How will you change lives/save lives?
How much do you hope to raise?
August 22, 2012
Number One: Build your Case:
How will you change lives/save lives?
How much do you hope to raise?
Willy Sutton was a depression-era bank robber. He was wanted for robberies in New York, New Orleans, and Miami. After his capture on March 9, 1950, a reporter asked him why he robbed banks. “Because that’s where the money is,” he replied. Aside from his lack of moral justification, his reasoning was sound. Go were the money is.
How much should organizations expect to spend for each dollar raised through fundraising activities? Many organizations should anticipate a period of at least three years—and perhaps as many as five—to realize their optimal return on investment. According to a recent study (see below), the average yield is $1 dollar for every 24 cents spent. However, there is wide fluctuation depending on several variables, such as:
When using written communication, always use a structured, sequential approach to all cultivation and solicitation. To the extent possible, solicit from the “inside out” and “top down”—i.e. begin by soliciting “insiders” such as board, and “top” prospects considered capable of the largest gifts, gradually working toward the solicitation of the least-engaged constituencies and the donors with the least financial capacity. (At times, the sequential approach may be relaxed to take advantage of the timing of special events, as appropriate). Use the commitment of early donors as motivation in soliciting subsequent groups.
Nonprofit consultants come in all shapes and sizes. Which one fits your needs? Sedate and well-groomed? Specialist or full service? Lean and hungry? Local or global? Miniature or standard size? Finding a nonprofit consultant, fundraising consultant or firm that’s a prefect fit won’t necessarily be easy.
“Enough. Enough already!” said the capital campaign donor when the performing arts center came back for the third campaign in less than five years.
Stewardship is the “careful and responsible management of something entrusted to one’s care,” according to Merriam-Webster’s Collegiate Dictionary. For purposes of this article, I am referring to the responsible “care” of the people who make planned gifts, rather than the gifts themselves. Planned giving donors, perhaps even more than donors of other types of gifts, expect and deserve nonmonetary benefits such as honoring the intent of the gift, paying attention to the gift process, communicating with the donor after the gift is complete, and sustaining the relationship for the long-term benefit of both the donor and the organization. Sometimes this process is referred to as donor services.
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