Fundraising 101 | Getting Started
If you are anything like me, you spend a good deal of time concerned with (or just plain worried about) fundraising. As an executive of any non-profit whether brand new or well-established, the responsibility and stress of fundraising are overwhelming. Consider however, that cultivating a strong model for fundraising transforms this overwhelming responsibility into a manageable, successful operation.
As I think about non-profits that consistently meet and exceed fundraising goals, I notice a strong trend toward institutional unity. More specifically, an institutionally unified message and a clear, calendared set of plans to reach specific goals. This makes philosophical sense, but making it happen in practice is challenging.
I like to think of institutional unity as a process of advancement. Advancement is a thoughtful, intentional and action-oriented activity—specifically the thought and intention to move perpetually forward and the action by which you do it. In your role as executive and fundraiser, you not only want to maintain and sustain your institution and its programs, but you want them to thoughtfully and intentionally move forward.
Organizing fundraising around this model of advancement provides one practical framework for efficient and effective fundraising. Its effectiveness relies on a collaborative venture between development, public relations, communications, the board of trustees, the executive and programmatic leadership team and your organization's network of friends. Taken individually, each of these divisions is responsible for advancing the institution in very specific ways. Taken together, they represent a powerful, unified advancement team-- and one that is more able to effectively fundraise.
Recognizing the many important functions each of these areas serve other than fundraising, let’s explore how the work of each relates to institutional advancement and financial growth.
If you are concerned that this framework requires considerably more staff resources than you have available . . . fear not! Establishing this framework with a staff of any size is possible and can be effective when you consider these important relationships as you plan for fundraising.
As I think about non-profits that consistently meet and exceed fundraising goals, I notice a strong trend toward institutional unity. More specifically, an institutionally unified message and a clear, calendared set of plans to reach specific goals. This makes philosophical sense, but making it happen in practice is challenging.
I like to think of institutional unity as a process of advancement. Advancement is a thoughtful, intentional and action-oriented activity—specifically the thought and intention to move perpetually forward and the action by which you do it. In your role as executive and fundraiser, you not only want to maintain and sustain your institution and its programs, but you want them to thoughtfully and intentionally move forward.
Organizing fundraising around this model of advancement provides one practical framework for efficient and effective fundraising. Its effectiveness relies on a collaborative venture between development, public relations, communications, the board of trustees, the executive and programmatic leadership team and your organization's network of friends. Taken individually, each of these divisions is responsible for advancing the institution in very specific ways. Taken together, they represent a powerful, unified advancement team-- and one that is more able to effectively fundraise.
Recognizing the many important functions each of these areas serve other than fundraising, let’s explore how the work of each relates to institutional advancement and financial growth.
- Executive and Programmatic Leadership: direct strategic planning and long-range institutional vision that honors the mission of the institution and the constituents it serves.
- Public Relations and Communications: promote, market and distribute institutional messages consistent with the strategic plan and long-range vision.
- Board of Trustees and Extended Network of Friends: serve as faithful prophets (faithful/disciplined field representatives) of institutional messages in order to expand your institution’s network of friends and prospective supporters.
- Development: create fundraising strategies and multi year plans that are anchored by the strategic plan, in line with institutional messages, unique to your institution, relevant to the strengths and needs of your constituents, deeply involve your board and patrons, and provide a sense of ownership for prospective funders.
If you are concerned that this framework requires considerably more staff resources than you have available . . . fear not! Establishing this framework with a staff of any size is possible and can be effective when you consider these important relationships as you plan for fundraising.