Harvest of Knowledge Partner Conference May 5, 2017 Increasing Your Goal Is Not a Plan: Effective Planning to Transform Agency Capacity Harvest of Knowledge Partner Conference May 5, 2017

Our Presenters Travis Carley, Senior Vice President, CCS Fourteen years of experience providing strategic guidance to non-profit organizations across all sectors Planned, directed, and supervised campaigns for healthcare, education, religious, and social service organizations Designed, directed, and implemented more than 50 projects raising more than a combined $350 million Ted Blackburn, Senior Vice President, CCS Thirteen years of experience with CCS Strong focus on strategizing and implementing unprecedented principal and major gift programs 2

About CCS Founded 1947 Comprehensive Global   All sectors of nonprofit world: higher education, private/independent schools, health, arts, advocacy, international, social & civic, religious   Largest firm based on staff and market share   Counsel to 10,000+ non-profits   Among five oldest firms and leading member of the Giving Institute   90% of our work comes from repeat clients or direct referrals

Objectives for Our Time Together Define and understand what a fundraising plan is and what makes it effective Review the four steps to effective fundraising planning Understand how to use CCS’s tools to create your plan Ask questions that matter to your organization

Overview of the Day Overview of Fundraising Planning Step 1: Program Analysis Step 2: Determining Goals and Objectives Step 3: Creating Action Plans Step 4: Assembling Your Fundraising Plan

Overview of Fundraising Planning Increasing Your Goal Is Not a Plan: Effective Planning to Transform Agency Capacity Overview of Fundraising Planning

What is a Strategic Fundraising Plan? Analysis What did we do? = Data/Results What worked and what didn’t? = Analysis What could we have done differently? = Opportunities/Challenges Planning What do we need? = Goals How will we get it? = Objectives What work is required? = Actions Who will do it and when? = Assignments/Timeline Write it down Follow it!

Involve key decision makers Who Should Be Involved? Key Stakeholders Board development committee Executive Director/President/CEO VP/Director of Development Other fundraising staff Buy-in and ownership is essential Involve key decision makers early and in key discussions

Importance of Strategic Planning to Fundraising Planning Strategic vision, goals, plan Fundraising Planning Funding opportunities, new partnerships, etc. CDOs and DODs find themselves involved with both processes and play critical roles in informing both.

Vision, Goals, and Case Compelling Case Impactful Goals Clear Vision

Vision, Goal, and Case Inspire Sound Planning (Big Picture) Broad Inspiring Out-of-the-Box Thinking Aspirational Goal (Action) Defined Strategic Focused Thinking Achievable Case (Story) Comprehensive Compelling / Motivating Relational Thinking Impactful / Transformational

Four Steps to a Strategic Fundraising Plan Analyze Current Situation Identify Goals and Objectives Determine Specific Action Plans Assemble the Plan

Step 1: Fundraising Analysis Increasing Your Goal Is Not a Plan: Effective Planning to Transform Agency Capacity Step 1: Fundraising Analysis

What Information is Required? Without good data, analysis is impossible! Operating Revenue and Expenses Fundraising Performance By source/constituency By method Development Expenses Activity Goals and Performance

What Information is Required?

Analyze Current Situation Conduct a review of current programs and operations Overall results – Is the program growing? Progress against goals – Are we achieving success? Cost to Raise $1 – Are we efficient? Is there room for investment? Fundraising by source – Diversified and balanced? Fundraising by method – What methods are working? Cost to Raise $1 by method – What does each method cost? Industry/Peer comparison – How do we compare?

Giving by Source and Method

Compare with Industry Standards

Which Methods are Most Effective?

Evaluate Efficiency Cost per Dollar Raised Standards:  Charity Navigator $0.10 ($0.03) – 10 pts $0.20 ($0.10) – 7.5 pts  BBB Wise Giving Alliance < $0.35  National Average $0.20

Build and Analyze Your Table of Gifts

Summary of Analysis Identify challenges and areas for growth How are we doing? What are our strengths and opportunities? What stands in the way of growth? What is the solution? What can/should be added to the program? What can be changed or eliminated to improve performance? Where are our greatest opportunities?

Step 2: Determining Goals and Objectives Increasing Your Goal Is Not a Plan: Effective Planning to Transform Agency Capacity Step 2: Determining Goals and Objectives

Determining Fundraising Goals Consult your organization’s strategic plan, the overall plan should drive the fundraising plan Review both program need and fundraising potential Identify annual goals for the life of the plan Monetary goals Activity goals Operational goals

Constituencies and Methods Guiding Principles Constituencies and Methods Foundations New grants Renewed grants Individuals Direct Mail Online Solicitation Major Gifts Events (tickets, etc.) Board giving Planned gifts Organizations Cash Third-Party Events Corporations CRM Food and Funds Drives Event Sponsorship In-Kind Corporate Foundation Employee Matching

Guiding Principles Upgrade Renew Acquire Constituencies Methods Individuals Personal Solicitation Direct Mail Online giving Special Events Food and Funds Drives Corporations Cash Product Employee Giving/Matching Sponsorship Foundations Grants Upgrade Renew Acquire

(personal solicitations, corporate and foundation support) Guiding Principles Balanced Model Planned Gifts Major Gifts (personal solicitations, corporate and foundation support) Renewable Gifts (direct mail, online giving, special events, cause-related marketing, other individual and philanthropic giving) 70% - 90% from Deferred and Major Gifts 10% - 30% from Renewable Gifts

Guiding Principles Focus where the greatest potential exists Individual major gifts Top prospects by constituency Next, focus on effective methods Take advantage of great opportunities Say “NO” to bad ideas Ask for money! Always ask, “Is this raising money?”

Determining Fundraising Goals As a group, let’s review the Goals and Objectives Questionnaire This tool is designed to stimulate your own thinking about your organization and its fundraising programs and what specific goals will lead to success Keep track of your answers to the questions to identify opportunities to set both high-level departmental goals tactical fundraising goals

Step 3: Creating Action Plans Increasing Your Goal Is Not a Plan: Effective Planning to Transform Agency Capacity Step 3: Creating Action Plans

Creating Action Plans Development function Goal and objectives Revenue goal Budgeted expenses Staff responsible Specific actions

Step 4: Assembling Your Fundraising Plan Increasing Your Goal Is Not a Plan: Effective Planning to Transform Agency Capacity Step 4: Assembling Your Fundraising Plan

Assembling Your Fundraising Plan Start with an outline Add detailed bullets Review and revision Draft full plan text Approval

CCS Learning Fundraising Plan Template Mission, Vision and Objectives – Mission first! Program Analytical Summary – Objective Rational Philanthropic Revenue by Source Philanthropic Revenue by Method Fundraising Costs and Efficiency Summary of Analysis Goals and Objectives – Goals and Objectives Questionnaire Strategy and Action Plans – Action Plan Worksheets Appendix – Supporting Documents

Other Questions

Thank you! Please visit the following site to download a copy of the “Snapshot of Today’s Philanthropic Landscape”: http://ccsfundraising.com/resources/ www.ccsfundraising.com