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Get in the Fund-Raising Zone

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Creating a development plan for your organization
PETsMART Charities Webinar – May, 2005

Workshop Goal
To provide a template and direction in creating your own development plan and giving you the tools you need to sell it to your Board.

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Fund-Raising Fundamental “There are four steps to fund-raising – plan. plan.” – Kim Klein Grassroots Fund-Raising Journal 3 . and work the plan. plan.

Why should you do a development plan? Manage resources (time and money) Manage expectations (set realistic goals) Monitor progress Maintain accountability Improve delegation 4 .

Question What is your biggest challenge in raising money for your shelter or rescue organization? 5 .

projections.What do you need to do a development plan? Executive Director and Director of Development working together Support & leadership of Board President Support of Board Communication with Board Dedicated Development Committee Strategic Plan Fund-raising history. and budget 6 .

consider: Consultants Peer comparison (survey) Board retreat Reference strategic plan 7 .What do you need to do a development plan? (continued) If you don’t have all of these elements.

Review with Executive Director 5. Share with Board President. Work the plan 8 . Development Committee 6. Draft Plan 4.Overview of the Process 1. Review Past 2. Discuss Goals 3.

How do you create a development plan? Development Director gets feedback from Executive Director Review current fund-raising activities Ask what ED’s goals and thoughts are about current activities Timeframe: 6 months before start of year 9 .

How do you create a development plan? (continued) DD and ED get feedback from Development Chair & Board President DD does an evaluation of fund-raising activities (see template) 10 .

054 91.957 160.861 Change 01-02 -50% -56% 9% -49% 21% 115% 49% -19% 0% 0% 9% 159% 2% -7% -1% $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ Actual 2003 32.973 3.216 17.013 1.036 5.034 -5% $ 763.414 Change 00-01 27% -83% 22% 18% -55% 340% 1961% 51% 26% -35% 6% 136% 34% 185% 144% $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ Actual 2002 41.270 15.649 20.360 38.437 11 .525 230.989 75.382 48.738 74.798 47.645 69.297 $ 473.500 115.875 111.683 40.000 8.115 17.819 18% $ 904.250 71.913 $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ Actual 2001 81.000 10.850 59.155 157.720 34% $ 746.628 2.711 9.000 9.000 47.170 139.521 191.Evaluation – Giving History Actual Source Auto Donations Bequests Board Giving Cages Calendar Corporations & Foundations Direct Mail Electronic Fund Honor/Memorial Howl-o-Ween Hop Major Donor Appeal Newsletter Past Board/Volunteers Walkathon Workplace giving Unsolicited/other Total Total.000 49.000 59.997 80 13.456 16.485 4.785 38.927 26.620 34.533 154.720 14% $ 938.015 Change Change.901 3.751 32.275 36.877 30.000 33.000 26.014 37.911 60. 02-03 2000-2003 -21% -49% 102% -85% -1% 31% -7% -44% 18% 186% 57% 20% 1029% 33% 3993% 116% 165% 5% 32% 81% 17% 31% 51% 0% 511% -11% 21% 15% 204% 22% 194% 23% 21% 33% 91% $ 703.647 15.511 $ 632.477 45.000 16.550 63.544 22.105 74.000 28.283 $ 670.288 9. excluding bequests $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ 2000 64.860 1.000 30.

822 $ 129.049 Dollars $ 145.697 42.932 $ 38.978 $ 579.988 3.126 source: Paradigm data generated 7/5/04 12 .000-$2.694 25.805 55.417 $ 74.Evaluation – Giving Trends 2000 Number of Gifts 14 5 48 66 84 563 993 1.677 $ 873.533 $ 112.450 $ 59.035 $ 49.335 $ 111.917 $5.448 $ 91.045 2003 Number of Gifts 17 10 103 124 147 1.443 $ 52.700 $ 127.499 $500-$999 $250-$499 $100-$249 $50-$99 $25-$49 $1-$24 $ $ $ $ $ $ $ $ $ 7.500-$4.612 $ 23.223 $ 691.565 $ 53.929 $ 55.879 4.179 $ 64.528 691.280 $ 82.275 4.668 $ 59.997 $ 38.810 36.314 3.243 $ 73.928 58.047 69.004 1.015 $ 6.151 14.427 $ 84.254 Dollars 331.000 and above $2.969 56.975 $ 104.480 $ 28.842 $ 83.832 Dollars $ 216.999 $1.561 3.401 Dollars $ 110.630 2002 Number of Gifts 11 8 91 111 155 857 1.359 11.069 3.190 10.629 2001 Number of Gifts 13 8 66 91 122 639 921 2.248 $ 23.523 $ 47.

emphasizing strengths 13 .Evaluation Process List activities Consider resources used (time + money) Prioritize activities based on organization’s goals Make recommendations for development plan – including fixing problems.

000 $ 100.000 $ 19.000 Director of Development none TOTAL $ 20.000 14 . September sales until 12/31 Of Development Last Saturday in October Planning April . Director of Development.June.000 Director of Development. Of Development.Oct. Dir. 15 addi'tl volunteers w eekend of event $ 70.000 $ 42.30 volunteers day of event $ 190.000 Direct Mail 8xs/year Major Donors Fall Planned Giving ongoing ongoing October-early Dec.000 $ 369. Program Coordinator Volunteer Resources Planning Aug-Mar. Dir. 2-3 volunteers do data entry.000 How l-o-Ween Hop Ass't Dir. in kickoff event in Sept.000 $ 1. ongoing Director of Development.000 $ 39.Evaluation process Fund-Raising Activities/Events Gross Revenue Net Revenue Priority Activity March for the Anim als Date last Sunday in March Tim e fram e Staff Resources Director of Volunteers & Events. Ass't. Executive Director Development Committee $ 30.. Dir. Of Development $ 63. data entry Mar-June Committee of 8-10. Ass't. Development Coordinator. committee of 8-10 volunteers committee of 8-10 volunteers.000 Pet Calendar Published Planning Jan .000 168.000 $ 553. Of Development none $ 180.

Includes overall direction and specific goals Each activity has expenses.How do you create a development plan? (continued) DD creates development plan from evaluation. and budget 15 . and steps Calendar Fund-raising history. projections. income.

Plan Elements – Program Goals Goals – Specific. 16 . with one or two premium live auction items. measurable outcomes you want to achieve Sample: Howl-o-Ween Hop Goals: •To increase attendance at the event from 275 to 350 •To attract a younger crowd (30-40 age range targeted) •To increase corporate sponsorships •To continue a high quality silent auction.

Plan Elements – Action Steps Action Steps – Specific steps to be taken to achieve your goals. especially for the ticket sales/marketing committee in the target age range •Begin work on the auction in April. allowing committee members time to solicit larger items and package them creatively •Determine event theme in spring to be carried through on all marketing materials and decorations •Hire a band to appeal to the target audience 17 . auction. ticket sales/marketing. Sample Howl-o-Ween Hop Action Steps: •Create separate sub-committees for each Hop activity – sponsorships. and logistics •Recruit new committee.

451 $39.Plan Elements – Program Income & Expenses Program: 2003 income: 2003 expenses: 2003 net income: Projected 2004 income: Projected 2004 expenses: Projected 2004 net income: The Howl-o-Ween Hop $63.000 $23.900 $24.549 $66.800 18 .100 $42.

Pulling it all together Assembling all the information into a comprehensive plan 19 .

000 50.000 18.935 197.000 2.200 25.778 $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ Projected 2005 30.000 42.700 885.200 27.000 17.000 3.400 25.500 $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ (continued) Actual 2004 50.000 75.000 210.000 1.000 905.000 3.500 72.000 82.500 74. excluding bequests $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ 2004 50.000 20.383 10.How do you create a development plan? Sample – gift projections Projected Source Auto Donations Bequests Board Giving Cages Calendar Corporations & Foundations Direct Mail Electronic Fund Honor/Memorial Howl-o-Ween Hop Major Donor Appeal Newsletter Past Board/Volunteers Walkathon Workplace giving Unsolicited/other Total Total.000 50.000 214.000 1.000 50.000 35.000 50.900 all totals are gross 3/5/05 20 .000 1.469 187.000 50.000 45.000 935.660 1.249 20.000 3.000 40.000 70.000 18.000 20.000 68.000 10.000 830.000 55.852 30.000 18.028 98.485 57.094 2.990 131.000 3.000 20.000 22.000 70.988 61.000 55.000 180.000 65.900 910.441 3.000 40.000 38.900 894.000 50.000 220.000 914.000 65.400 25.500 810.000 203.500 80.000 10.920 86.000 46.700 $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ Projected 2006 15.000 50.000 10.000 68.000 9.000 55.000 55.000 195.900 $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ Projected 2007 25.088.000 215.569 39.263 989.500 180.

Monthly Calendar Who's Responsible Elizabeth Brooke/David David David David Elizabeth Brooke/David Newport David Newport Elizabeth Status 21 . send copy to proofreader Mail 10.How do you create a development plan? Date Program What 1-Aug HOP 2-Aug PC 6-Aug LB 9-Aug PC 10-Aug LB 13-Aug NS 16-Aug PC 20-Aug DM 20-Aug PC 23-Aug DM 30-Aug NL Hop sponsor deadline Revised proof due.00th pet on the scooter story to lunch attendees Corrections returned to Brooke Deadline for proposal to Bernice Barbour Foundation Mail invites to Scooter lunch on 9/10 Calendar released to printer Holiday acquisition concepts due Mail invitations to pet calendar reception Fall acquisition mails Fall newsletter mails (continued) Sample .

How do you sell a development plan? (continued) DD presents development plan to ED DD and ED present plan to Development Chair and Board President Plan is presented to Development Committee Board is informed of overall direction and goals of plan 22 .

effective fund-raising and donor cultivation takes time 23 .How do you implement a development plan? Assign work and follow-up DD and ED review regularly Repeat cycle each year Refer to when new ideas are presented Be patient -.

Get in the Fund-Raising Zone The Rewards .