Annual Fund Plan

Donors are not all the same

They vary greatly in their level of interest and commitment, financial capacity, and reasons for giving. They want different things, and they respond to different approaches. Managing that variety is the heart of annual fundraising.

An annual fund plan helps your organization apply good fundraising practice to a very diverse constituency, in efficient and effective ways.

Answer these key questions and you’ll be on your way to a smart and effective annual fund strategy:

Current Donors

• Who supports us now?
• Why do they support us?
• How will we retain the support of all?
• How will we increase the support of some?

Prospective Donors

• Who might support us?
• How do we approach/engage them?
• What resources do we need?
• How will we keep them informed?
• How will we thank and acknowledge them?

How we execute

• What is our timetable for each element and for the program as a whole?
• Who is responsible for each element?

The annual fund plan should address:

Operations

Planning, management, execution

• Staffing, roles, responsibilities, expectations, accountability
• Data systems, data management and analysis
• Ongoing management reporting and evaluation
• Budget

Strategy

Renewal, acquisition, & upgrading

• Solicitation strategies and methods, tools, timetable for acquisition, retention, renewal, upgrading:
• Major gift
• Direct response (mail, digital, mobile)
• Event(s) – owned and third-party
• Planned giving program
• Foundation solicitation
• Sponsorships
• Other

Communications

Telling your story to produce support

• Case for Support
• Communications, PR, promotions
• Donor stewardship, care, services, recognition

The planning process is ongoing: ideally, an organization will know its plan for a year or more in advance. Changes occur constantly, but without a plan to change, programs become unfocused and less productive.