Domain 5: Leadership & Management (19%) Flashcards
What to have in place before raising funds
- A clear sense of Mission & vision
- A continuous planning process
- The necessary resources to achieve the plan
- Understanding of how the org meets the needs of its constituencies
- Fundraising goals
What planning enables the org to do
- Ensure the mission & purpose meet the needs of the constituency
- Determine its focus
- Create strategies to accomplish goals
- Establish resources needed
- Articulate strength and accountability
- Manage and monitor progress
- Provide the basis for management
Purpose of a strategic focus
Allows the org to set a course for a peroid of time (typically 3-5 years) naming major steps the org will take to achieve its goals
What strategic planning acheives
- Requires thinking at a macro level
- Forces examination of the operating environment
- Engages stakeholders in the future
- Clarifies values, vision & mission
- Sets/defines measurable goals/strategies
- Outlines responsibilities, timelines, resources
- Defines success and how it is measured
Relationship between Strategic planning & development planning
The strategic plan is a major source of direction & information for the development plan
Development plan put the strategic org plan into action
Steps to building a realistic budget
- Match the budget to the development plan covering the same period
- Incorporate appropriate monitoring and benchmark points
- Choose a method based on prior year or zero-based
- Demonstrate a direct relationship between expense and income projections
- Continually analyze and adjust as needed
Marketing Activities
- Research
- Segmenting markets
- setting overall and program goals
- Planning organizational strategies
- budgeting and resource allocation
- communications
- Public relations
- Evaluation
Key points in marketing fundraising
- Know your audience
- Bring about a transaction
- Keep the audience focus in mind
- Do a limited number of things well
- Communicate activities to target audiences
- Refine your activities and marketing as needed
- concentrate efforts
Ingredients of a good marketing plan
- Achievable goals
- identified target markets clearly articulated
- messages specific strategies to achieve goals
- assignment of resources
- defined time frames
- indicators of success
- methods for monitoring & evaluating progress
Communication Caveats
- avoid underestimating the importance of communication
- Avoid overestimating the influence of communication
- General messages may not be of interest to general audiences or media
Hierarchy of effective communications
Marketing vehicles ideally suited for planned giving
- Direct mail (bc its cost-effective)
- Newsletters (show what others have done)
- Clinics & seminars (these provide prospects)
- Educate other professionals
What development staff needs to know about marketing planned giving
- Sound knowledge of how each planned giving option works
- Where prospects can get more information
- Questions to ask donors to direct/assist them appropriately
Marketing capital campaigns
- Personal contacts are far more important
- Those closest to the org contribute the most
- Can’t rely on PR
- Primarily for image, and awareness, building
- Publicity can enhance other efforts
How to tell story of capital campaign
- Press releases
- News conferences for high-interest activities
- staged events
