Harness the Power of 'P'

Step 1: Program
Begin with a thorough analysis of your fundraising program. You need to determine if your program is generating the revenues you need while minimizing expenses. A major shift could be in order as you evaluate how to properly organize your fundraising program. See if your program includes annual gifts, major gifts and planned gifts with a research component. Complete an audit to see if proper gift policies and procedures are in place for success.

Step 2: Priorities
You must align prospects with priorities. This will affect how you solicit using direct mail, special events, telephone or in person; who solicits; and when to solicit. You also need to determine if the solicitation will feature major priority elements of capital renovation and construction, equipment, education, research, endowment, programs, operations, charity care, seed monies for new initiatives, or other combinations of priorities. The more integrated the fundraising program, the greater the complexity of priorities and prospect integration. Creating a menu of priorities, with items of $1,000 to $1 million, is a must.

Step 3: Promotion
If you integrate annual, major and planned gifts, you need to establish a mix of activities based on target-market segmentation, time of year, utilization of staff and volunteers, plus the strategy you will employ. You must educate your staff, employees, and internal and external constituents. Understand that the total development of an integrated fundraising program may take several years. You must weigh short-term vs. long-term profits. Whenever possible, use whatever forms of communication you can to tell the story of how donor investments make a difference for the individuals you serve. Communicate through a general brochure, and create a newsletter, if funds allow. Use technological enhancements to your advantage. Promote a case for support.

Step 4: Planning
As you develop a fundraising plan, create an ongoing strategic plan. In just a few pages, clearly identify your mission, values, objectives, goals and tactics needed to complete the program. Be bold and specific with information regarding the amount to be generated, number of donors and number of gifts. Establish a sound multiyear fundraising strategy that you can continue on an annual basis. Have key stakeholders review, suggest and endorse "their" plans, as you need everyone's participation to succeed. Have a passion for the cause, and create a case for support that stands the test of time. List your top program priorities, and focus on completing these directives. Always critique results, and make changes where appropriate. Use and implement the plan. Most importantly, have it in writing.