Whatever your fundraising ambitions, you need to have a strategy that details your goals, maps out your actions and provides a pathway to fundraising success.
There will come a time when your existing fundraising strategy (if you have one at all) will need to be reviewed - and there are many good reasons for doing this.
Simply put, a fundraising strategy maps what funds you’ll need to meet your goals. This includes identifying what actions you need to take to generate these funds and what resources you’ll also need along the way. It provides not just the basis for your ongoing fundraising activity, but also the platform for your board to decide how much investment will be required to make things happen.
A written fundraising strategy is a dynamic document. It isn’t produced so that it can sit on the shelf and gather dust. It will naturally evolve to reflect successes and failures, manage changes in external influences and meet new challenges.
The key elements of a fundraising strategy
Whilst every fundraising strategy is unique to the organisation it serves, they all share some common elements. These are:
1. Where are we now? Position audit
A review of the charity’s current fundraising activities over the last three years including a comprehensive SWOT analysis.
2. What are others doing? Key learnings research
A summary of the findings generated from research into comparator, benchmark and competitor charities.
3. Where do we want to be? Stakeholder research
An outline case for support for the charity and its wider fundraising operation would be prepared and tested with internal stakeholders. Focus groups to be held with internal teams.
4. Where is the money? Resources review
Validation of the case for support with selected prospects across the region and the UK, including gift evaluation and volunteer leadership identification.
5. Where are we going? Options appraisal
Develop the recommendations for the 3 to 5-year Charity Strategy including outline income and expenditure projections, key audiences and timeframes, risks, staff resource etc.
6. How do we get there? Fundraising strategy
Finalise and present the Fundraising Strategy to Trustees and SLT.
A complete strategy should recognise all three needs in the fundraising mix and deliver the best plan to raise funds, as and when appropriate, for each of them.
Further information
- Bradford Hospitals' Charity
- De Montfort University
- MCC Foundation
- Middlesex CCC
- The Goldsmiths' Company
- The Kennel Club Charitable Trust
- The Lord Leycester Hospital
- The Skinners' Company
- Wakefield Grammar School Foundation
Feasibility Studies
Campaign Management
Strategy Reviews and Development Audits
Periodic Consulting
Legacies
Communications
Strategy Reviews and Development Audits resources
The International Union for Conservation of Nature (IUCN) Red List
Bringing Partners together in a joint fundraising initiative.
akt, National LGBTQ+ Youth Homelessness Charity
Finding a bespoke solution for your charity.
The MCC Foundation
How a Fundraising Strategy Review can transform your organisation.
How To Appoint A Fundraising Consultancy
The National Lottery Heritage Fund
Finding A Way Through Your Next Fundraising Challenge
Advice For Health And Welfare
Advice For Sports And Recreation
Advice For Churches And Cathedrals
Update - Autumn/Winter 2024
Read about the latest Gifted updates from Autumn/Winter 2024.
Update - Spring/Summer 2024
Read about the latest Gifted updates from Spring/Summer 2024.
Update - Autumn/Winter 2023
Read about the latest Gifted updates from Autumn/Winter 2023.
Update - Spring/Summer 2023
Read about the latest Gifted updates from Spring/Summer 2023.
Update - Autumn/Winter 2022
Read about the latest Gifted updates from Autumn/Winter 2022.
Update - Spring/Summer 2022
Read about the latest Gifted updates from Summer/Spring 2022.
Update - Autumn/Winter 2021
Update - Spring/Summer 2021
Update - Autumn/Winter 2020
Update - Spring/Summer 2020
Update - Autumn/Winter 2019
Update - Spring/Summer 2019
Update - Autumn/Winter 2018
Update - Spring/Summer 2018
Update - Autumn/Winter 2017
Update - Spring/Summer 2017
Update - Autumn/Winter 2016
Gifted Talks Fundraising Podcast 3: Legacies - the extraordinary lifetime gift
In this episode, we discuss how to create a Legacy Giving programme:
- Today, 78% of UK wealth is held by 'baby boomers', with £5b forecast to be given away by 2050.
- Short-termism in fundraising planning, by putting off a proactive legacy campaign, will cost your charity many future major gifts.
- "These are the most unforgettable people you may never have met"
Please send your questions or suggestions for future discussion topics to: [email protected]
Gifted Talks Fundraising Podcast 2: Planning your next Christmas/Winter Campaign
Gifted Directors Amy Stevens, Chris Goldie and Andrew Day share their extensive fundraising experience, reflecting on current challenges and emerging opportunities across the Third Sector. These candid "kitchen table" conversations offer practical insights and helpful tips on a range of fundraising topics.
In this episode, we discuss how to turn the season of 'good cheer' into fundraising success:
- Being clear about the objectives for your Christmas Campaign.
- When is the best time to engage your prospects?
- Are Christmas Cards worth the effort?
- Keeping the engagement personal, and meaningful.
Please send your questions or suggestions for future discussion topics to: [email protected]
Gifted Talks Fundraising Podcast 1: School Bursaries - fundraising that changes lives
Gifted Directors Amy Stevens, Chris Goldie and Andrew Day share their extensive fundraising experience, reflecting on current challenges and emerging opportunities across the Third Sector. These candid "kitchen table" conversations offer practical insights and helpful tips on a range of fundraising topics.
In this episode, we discuss how the bursaries at independent schools:
- Have a powerful fundraising case.
- Are grounded in a long history of educational philanthropy.
- Not only transform the prospects for specific children, but strengthen the overall school culture.
Please send your questions or suggestions for future discussion topics to: [email protected]
Strategy Reviews and Development Audits
The Fundraising Landscape - Survey Results
Is your database working hard enough?
Trust Foundation Report Insights
How Strong Is Your ESG Policy
How Can Churches Come Back Stronger?
NHS Fundraising: Where Do We Go From Here?
Winter Webinar One: Recovery And Reslience
What can we learn from outside our sector?
Find out more
To arrange a no-obligation discussion of your fundraising needs, contact [email protected]