1. 12 Month Plan A key to success and sustainability
Presented by Kathleen Kelley, CFRE
Board member of AFP-NNE

2. A plan should be simple, straightforward, efficient, based on reality and rooted in an understanding of both your organization’s challenges and opportunities.
According to Heather Yandow’s 2014 Individual Donor Benchmark Report, the secret sauce for raising more money is to have a fundraising plan. In the survey results from 87 nonprofits, the only correlation between fundraising efforts and fundraising success is whether or not the organization had a fundraising plan.

3. Agenda Strategies & Experience Available Resources Case(s) for support
Revenue and market analysis
Setting the goal
Mapping Success
Strategies by segment
Activities, Assignments and Due Dates
Costs and Estimated Revenue
Evaluation and modification
Development Plan Manual

4. Burning Question Poll
Are you willing to invest 10% or more of the fundraising goal to reach it? (Yes, No, Don’t know why)
Do you have at least a part-time staff person to dedicate to orchestrating the plan? (Yes, No, Don’t know why)
How much more is the current fundraising goal than last years actual? (10%, 15%, 25%, 50%, 100%)
What is your burning question for today?

5. Your History Major Donors, Individual Donors, Government Grants,
Foundation Partners,
Corporate Sponsors,
Board Members,
Planned Giving Donors,
Special Event Attendees,
Membership,
Volunteers,
Other
Your History

6. Staff, Board Members, Fundraising Committee Members and Volunteers
Donor Bill of Rights, Ethics, Letter of Good Standing, 501c3 and Gift Acceptance Policies
Technology: communications, data management, records management, grant and donor research 
Budget
Available Resources

7. Something people will want to talk about
Case for Support
Compelling,
Motivating,
Informative,
Relatable,
Pressing, and
Something people will want to talk about

8. Quick Poll
Who does the communications and marketing for your organization? (ED, Development, Marketing, Student Intern, No One, DNK, Other)
Does the CEO/ED limit access to board members? (Yes, No, DNK)
How is the goal set? (ED/CEO, Board, Development Committee, CFO/Business Manager, DNK, Other)
Who approves the plan? (Board, Senior Staff, no one, DNK, Other)
What is the process for approval? (At annual retreat, part of budgeting process, DNK, None, Other)

9. Revenue Stream Analysis
Earned Income
Bequests
Sales of Merchandise/Tickets
Sponsorships
Individual Gifts
Major Gifts
Private Foundation Grants
Federal and State Grants
Special Events

10. How and how much do competitors in your market fundraise?
What have been philanthropic trends among similar organizations? For regional nonprofits generally?
How many prospective donors, lapsed donors and active donors know what you do versus the number of people likely to donate to similar causes?
What is the economy doing regionally and nationally?
Market Analysis

11. Set the Goal
What are the organization’s projected expenses for the next fiscal year?
How do the projected expenses break down between administration versus and program costs?
Are there new program ideas that can be presented as seed funding opportunities to donors or granting agencies?
Do you know the 80/20 rule?
Are there five donors with capacity and already in your donor data base willing (already cultivated) to make a gift of 20-30% of that goal?

12. Other Goals: Increasing total # of donors.
Acquiring # of donors to replace those that have lapsed
Launching a new fundraising strategy: giving circle, planning giving program, DAF appeal, Giving Tuesday, Peer to Peer
Reducing # of lapsed donors
Increasing revenue from fundraising events
Retaining donors year over year at 65% or higher
Other Goals:

13. Other goals Increase board participation and giving rates
Boosting volunteer effectiveness and hours
Growing the monthly or recurring giving program
Upgrading current donors to a higher gift level
Improving open rates
Growing direct mail response rates

14. Quick Poll How often do you feel the goal is out of your control?
Are you a part of setting the fundraising goal?
What do you do to improve the goal setting process?

15. Using a gift chart Right size the goal for the plan
Do you know 4-5 individuals willing to
contribute 10-30%?
Do you know individuals you could
meet with in the next two months to
pitch a gift of $15,000?
These “board level leadership gifts”,
require Board members willing to help secure
gifts from friends and associates.
Goal Amount: $200,000
Gift Range
No. Gifts required
No. Prospects required
Subtotal
Cumulative total
Cumulative %
$ 20,000 1 4
$ ,000
$ ,000
10%
15,000
35,000
18%
10,000 2 8
20,000
55,000
28%
7,000 3 12
21,000
76,000
38%
5,500
16,500
92,500
46%
4,500 5 20
22,500
115,000
58%
4,000 7 28
28,000
143,000
72%
3,000
164,000
82%
2,000 10 40
184,000
92%
Under 2,000.00 16 64
16,000
200,000
100%
Totals 55
220
$200,000.00

16. FY 20xx Income Projections
Sample Budget:
Income Categories
FY 20xx Income Actual
FY 20xx Income Projections
% of Total
20xx Income
Government
$385,972.00*
$380,851.00
62%
Foundations
37,003.00
27,000.00 4%
Individuals/Family Trusts
62,033.00
53,000.00 9%
Service Organizations
2,045.00
2,000.00
.3%
Federated Campaigns
(ST, CFC, United Way)
89,692.00
107,000.00
17%
Special Events
32,155.00
32,000.00 5%
Other (Unsolicited Income)
17,955.00*
3,000.00
.5%
Interest Income
1,800.00
2,500.00
.4%
20xx Audited Excess Revenues
10,767.00
1.8%
TOTAL INCOME
$628,655.00
$618,118.00
100%

17. Mapping Success Segmented goals Strategies Assigned tasks Deadlines
Solid estimate of actual gift
Solid estimate of cost to secure gift

18. Constituent Avatars Individual Foundation Corporation
 analysis of potential by constituency and by strategy

19. Major donor strategies
Strategy
Number to be Solicited
Average Gift
Estimated Income
Associated Expenses
Net Income
Completion Deadline
Who is Responsible
Renewing annual donors - $
Renewing annual donors - $7500 +
Renewing annual donors - $5000 +
Lapsed donors (Gave in previous years but not last year)
Prospective annual donors - Volunteers and Prospects
ED/CEO 5 phone month to major donors - ask for advise
Ask for planned gift
Personalized Thank you note immediately from Board Chair or CEO
House parties to strengthen relationships with prospective and current donors
Review current donors to determine a list for moving donors into higher donations
Put widget on website for accepting donations from DAF’s
Phone bank thank-a-thons for major donors
Visible swag for big donors at events
Annual recognition for long term, legacy, recurring and major donors
Consider forming giving circles to support just your programs
Make presentation to existing giving circles or religious organizations
Ask a donor to "match gifts"

20. Individual donor strategy
Number to be Solicited
Average Gift
Estimated Income
Associated Expenses
Net Income
Completion Deadline
Who is Responsible
Renewing annual donors (Previous year totals)
Personal Solicitation
Lapsed donors (Gave in previous years but not last year)
Prospective annual donors (volunteers, community members)
campaign
Monthly giving
House parties
Annual Appeal direct mail letter
Quarterly renewal effort (via )
VIP treatment
Offer “donor-exclusive” volunteer opportunities
Recognize volunteers
Testimonials at volunteer events or mission moments
Immediate Acknowledgement
Thank you notes for all gifts
Personal Solicitation
Offer a matching gift opportunity

21. Date of Meeting with Liaison
Grant strategy
Government Grants
Contact/Liaison
Date of Meeting with Liaison
Target Ask Amount
Estimated Income
Associated Expenses
Net Income
Application Deadline
Who is Responsible
Approach 2 local banks & 3 regional foundations
Submit applications specifically for grants that cover operating expenses.
Set up meeting with program officer of the granting agency, or attend the overview meeting for those interested in applying for a grant
Research past awards by granting agency and discuss with program officer how we fit into their goals
Find 5 opportunities and submit applications for program related work

22. Business and private foundation strategies
Business Donors/Sponsors
Strategy
Number to be Solicited
Target Ask Amount
Estimated Income
Costs
Net Income
Proposal Deadline
Who is Responsible
Corporation name $
Private Foundations
Program Officer
Date of Meeting with PO
Associated Expenses
Application Deadline
Introduce sponsorship program 18 months in advance
Corporations & business owners a chance to network at our site
Host a Chamber after hours event
Offer educational programs for employees

23. Special event strategy
Number to be Invited
Ticket Price
Estimated Income
Associated Expenses
Net Income
Completion Deadline
Who is Responsible
Giving Tuesday $
Hosting special events to generate new donors
Hosting special events to strengthen relationships with existing donors,
Schedule Peer to Peer Campaign
Schedule “Day of Giving” Campaign
Raffles at events to find potential constituents and physical address,
Social media communication campaign before #Giving Tuesday
Feature Mission Moments during event
Highlight the work of Volunteers at event

24. Earned revenue strategy
Point of Sale Location
Item Price
Estimated Income
Associated Expenses
Net Income
Completion Deadline
Staff Responsibilities
T-shirts
Bumper Stickers

25. What strategies will you use?

26. What gets measured gets managed; what gets managed gets prioritized; what gets prioritized gets done
Emily’s Actions
Greg’s Actions
Impact
Evaluate, Measure, Modify
"When performance is measured, performance improves. When performance is measured and reported, the rate of improvement accelerates."  -- Thomas Monson

27. Table of Contents for a Development Plan
Introduction
Situational Analysis and Challenges
Goals- Revenue Targets
Goals- Donor targets
Objectives, Strategies, Actions Chart
Priority One: Board and Staff Development
Priority Two: Individual Giving
Priority Three: Program-Based Partnerships
Priority Four: Foundations and Corporate Donations
Priority Five: Communication Plan including Social Media
Priority Six: Corporate Sponsorship
Priority Seven: Government Grants
Priority Eight: Special Events
Conclusions
A: Competitive Matrix
B: Board Member Job Description
C: Development Committee Description
D: Development Education Training Session
E: Grantsmanship Presentation
F: Sample Research Profiles
G: Corporate Partnerships Presentation
H: Marketing Advisory Committee
I: Corporate Sponsorship Tools
J: Major Gifts Tools
K: Third Party Event Selection & Criteria

28. Questions