“Our big fundraiser for the year is _____________.”
I hear this a lot when speaking with smaller organizations about their fundraising and development strategy.
This response tells me a few things about the organization:
- They do not have an informed development plan.
- Because of that, they invest their time in all the wrong places.
- Their donors are not as engaged as they could be.
- The organization is nowhere near its fundraising potential.
But, it is not all doom and gloom. Here’s what else I hear:
- Their donor engagement funnel is very top-heavy. In other words, there is a lot of potential.
- Their donors are energized! Fundraising events tend to stir up a lot of excitement.
- They have a foundation up which to build their annual giving strategy and a pathway to major gift relationships.
The events don’t have to go away, they need to be ordered correctly within a comprehensive development plan.
Consider this: Moments. Movements. Missions.
- Moments draw donors to your ministry.
- Movements welcome them in.
- Missions give them purpose as part of your community.
This framework is great for organizations looking to step beyond events-based fundraising and into a comprehensive development plan.
- Moments = Events, giving days, etc.
- Movements = A comprehensive annual fund, monthly giving society and consistent communications
- Missions = Major giving, planned giving and capital campaigns
Many organizations just create moments and ride the excitement that comes a few times a year. Great organizations build a pathway that leads donors into the heart of their mission.
Don’t just invite your donors to dinner. Take them on a journey and make an impact together.
If you’d like to discuss creating a comprehensive development plan for your organization and how a capital campaign fits in, please contact me.
