You are required to produce a fundraising plan for a non-profit or charitable organization (Client). Your plan should be written to be read and implemented by a senior member or members of the management team. It is thus a practical document that should utilize the theory you will learn during the course to inform the analysis you undertake.
The following headings may be useful in guiding the structure of your assignment – and further advice will be provided throughout the course. As we will discuss in class, fundraising plans can take many different forms, but you are asked to use these headings in guiding your work. The plan shall consist of two phases.
Organizational overview and audit (5-7 pages) and Preliminary Presentation - DUE Feb. 17 (15%)
Review the mission statement of the non-profit organization (Client). Why does the organization exist? What services or programs does the non-profit provide to meet the need or solve the problem? Why should prospective donors (individuals, corporations, foundations, etc.) provide gifts and what benefits accrue to donors who make gifts?
Assess your non-profit’s total development program: What fundraising strategies does the organization use to attract first-time donors? Are the same strategies used for renewals and for increases in gift amounts? What additional strategies are used? What is the current positioning?
Conduct an organizational SWOT and a market analysis.
Provide a summary of the challenges and opportunities you see in raising funds for this organization.
Your group will contact the Executive(s)-in-Residence (EiR) assigned for this class to set up one or two meetings to discuss your progress and seek EiR’s feedback. Attach the Minutes of these meetings and the summary of his or her suggestions, both for the Report and the Preliminary Presentation as an appendix to your Phase 1 report.
Preliminary Presentation (5%)
This is a preliminary presentation of your plan to your client. This presentation will include Phase 1 and the following sections:
Print your slides as a handout with six slides on a page and submit to me for feedback just before your oral presentation.
Fundraising plan and strategies (15 - 20 pages) (55%) (Due April 12)
Your Plan should include the following sections:
Prepare an integrated development campaign for your Client. This could include the following components.
The annual-giving program has three principal objectives: the acquisition of new donors, renewal of donors’ giving in subsequent years, and upgrading donor gifts from one year to the next. If your organization is using an annual giving plan of any type, assess its annual giving program in terms of the degree to which it is successful in generating support and in terms of additional annual plan options it might use to expand its program, given its current and potential donor base and level of organizational development. What resources would the organization have to add?
A major gift is defined by the dollar amount, which may vary considerably among nonprofit organizations and institutions. Conduct major gift prospect research and devise strategies and tactics to solicit major gifts.
In consultation with your client:
If your organization is using planned gift instruments of any type, assess its planned giving program in terms of the degree to which it is successful in generating support and in terms of additional planned gift instruments it might use to expand its program, given its current donor base and level of organizational development. What resources would the organization have to add?
Very often the initial step in the application process is submission of a letter of inquiry (also called a letter of intent) of one or two pages in length. Often the foundation will specify this as the initial step and provide guidelines for the letter. In all cases, the general recommendations made in this course should be modified to fit the guidelines recommended by the foundation you are approaching.
On behalf of your organization, prepare a letter of inquiry/letter of intent of one to two pages in length to a real foundation for a specific project (or general operating support if the foundation supports such activities). Be sure to attach a copy of the foundation’s or agency’s guidelines and/or instructions along with this assignment.
It is important to signal to the foundation program officer early in the letter that you understand the foundation’s areas of interest and the application process. It is also important to end the letter with a request for additional information, opportunity for discussion, permission to submit a full proposal, or other meaningful response from the foundation.
Prepare a grant application on behalf of your client (if applicable).
If you find that corporate philanthropy is appropriate for your project, explain why, then identify suitable partner candidates, including contact information for two or three most appropriate candidates, describe benefits and challenges of the potential partnership, as well as recommend relevant fundraising strategies and tactics. How would you evaluate a potential corporate partner for your non-profit?
Your Plan should include any recommendations or suggestions for how the total development program can be improved or made more effective. How would you assess and judge the overall success of the proposed plan?
Efficiency and effectiveness are two bases for evaluating fundraising production.
Efficiency is a measure of fundraising cost or fundraising share. One management task is to create efficiency in fundraising by reducing fundraising costs.
Effectiveness in fundraising refers to the increase in fundraising productivity even at the expense of increased cost. Pick one fundraising activity at your organization (this could be their direct mail program, a special event, etc.). Find out how much it costs to conduct this activity, and how much the organization may expect to raise from the activity (estimates).
Write a brief assessment of the efficiency and effectiveness of the fundraising effort. Is this activity a good use of the organization’s fundraising resources? Are there ways in which the organization could more efficiently use the fundraising resources devoted to this activity? Use metrics you’ve learned in the course to justify your answers. For example:
Percentage response - The response rate received to the original communication.
Cost per response - The total cost of the campaign divided by the number of respondents.
Percentage conversion - The percentage of enquiries that ultimately offered a donation.
Cost per donor - Total cost of the campaign divided by the number of donors attracted.
Revenue per donor - Total value of donations divided by the number of donors attracted.
Profit per donor - Total profit from a campaign (if any) divided by the number of donors attracted.
*This assignment has been adapted and modified from Tempel, E. R., Seiler, T. L., & Burlingame, D. F. (2016). Achieving excellence in fundraising. John Wiley & Sons.
Executive in Residence
Submit an electronic version of the final paper in MS Word format, in addition to a print copy. Copy all members of your group in this e-mail. Name your file in the following format: BUS_337_Client_Name_Group_Leader_Last_First-name, which should also appear in the Subject line of your e-mail. For example, US_337_Client_Name_Lead_Student_LastFirst_Name
Peter Turkstra Library, Redeemer University , 777 Garner Road East, Ancaster, ON, L9K 1J4, Canada Circulation Desk Telephone: 905.648.2139 ext. 4266, Email: firstname.lastname@example.org