How to Map your Annual Fundraising Strategy
As summer comes to a close and year-end quickly approaches, most nonprofits consider the 4th
Quarter to be the busiest time of their calendar year. Yet, despite the business, planning the
organization’s fundraising strategy for the upcoming calendar year should also be conducted at
this time.
This Topic of the Month examines both the importance of a nonprofit’s fundraising calendar and
how to create this pivotal plan by using Cathedral unique planning system called the MIDBI
Calendar™.
Calendar Basics
The executive director of a successful nonprofit will spend time carefully creating a strategy that
includes incremental achievements. An effective fundraising calendar will reflect these
organizational milestones and the corresponding deadlines. An effective calendar will also
outline how the organization will consistently cultivate strong relationships with donors of all
sizes throughout the year. In the end, these together are what make a fundraising calendar
invaluable to a nonprofit; it fuels the creative planning process and gives the organization a
roadmap to follow over the next 12 months.
Before developing the calendar, it is important to remember that diligence in tracking the
organization’s progress as outlined on the calendar is key; not only will it motivate the
organization to meet each goal but once you have utilized the calendar for more than a year,
you can begin comparing historical performance and revising any strategies as deemed
necessary.
MIDBI Calendar™
Cathedral’s experience in the nonprofit sector has led to the creation of an original fundraising
tool known as the MIDBI Calendar™. This calendar ensures that planning for each of the five
types of funding occurs each month alongside organizational milestones, both operational and
funding. The five types of funding are:
1.
2.
3.
4.
5.
Major Donors
Individuals
Donor Database
Board of Directors
Institutions
We will address each of these donor types individually, starting with a nonprofit’s most coveted
component: the major donor.
Cathedral Consulting Group, LLC
Page 1
Major Donors
The most important source of funding for nonprofits is those individuals who give significant
gifts. Most organization’s major donors usually fall between $1,000 and $10,000. These donors
require a special type of cultivation and should be viewed as investors in the organization’s
vision.
Major donors want to see specific details as to where the money will be utilized, evidence that
the plans will succeed, and how the plans will contribute to the overall mission of the
organization. Fostering these important relationships will not only help your organization
financially but also structurally, as the accountability measures often required by major donors
will improve operations by default. Leveraging these relationships for additional connections will
reap rewards, and sincere acknowledgements of gratitude will go a long way towards increasing
your bottom line. Cathedral’s Major Donor Cultivation Process will show you the tools and
activities that lead to major gifts. More on this topic can be read here on Cathedral’s website.
Individuals
Throughout the year, organizations must be responsive to all donations whether big or small as
their incremental accumulation is important to reaching the great fundraising goal. Once again,
maintaining visibility throughout the year is key to increasing donations from individuals of all
sizes.
An effective fundraising calendar should reflect a consistent communication plan with
individuals. For example, e-mail updates are a particularly effective way to keep smaller donors
interested in your cause while maximizing your ROI. Also remembering to include every donor
on your “thank you” list at year-end is also crucial. What might seem like a small donation to
some could very well be substantial to that particular donor, and they deserve
acknowledgement. How to expand your individual donor base can be found here on
Cathedral’s website.
Donor Database
The most important tool that a nonprofit has is information. Your donor database or “donor
management software” is the key to consistent, successful fundraising and can take your
organization to the next level. Maintaining this resource even during your busiest months, and
using slower periods to refine both your database and your utilization skills, should be
scheduled on the fundraising calendar. Key donor birthdays and/or significant dates is also a
way to maintain the personal touch necessary for these important relationships.
Reporting functions from a database also allow you to analyze your total annual donations in a
versatile way, such as annual, quarterly, and monthly changes in funding. Use what you learn
from this data to adjust events and goals on your fundraising calendar as necessary. A strong
database will also let you track revenue against expenses, particularly marketing expenses.
Comparing these figures will help you determine the effectiveness of your marketing campaigns,
establish a minimum ROI, and amend your strategy as you see fit. Cathedral will help you get
the most value out of your donor database. More on this topic can be read here on Cathedral’s
website.
Cathedral Consulting Group, LLC
Page 2
Board of Directors
Holding the fiducially responsibility of the organization, the Board of Directors is first and most
important source of funding for nonprofits is the Board. Scheduling specific board member
solicitation is important for an effective fundraising calendar.
A board that is engaged, enthusiastic and accountable can also be a tremendous aid in
identifying and targeting major donors. Most boards should meet 4-6 times each year, and
effective fundraising calendar will determine both the appropriate intervals for these meetings
and how to most effectively utilize the board in its fundraising activities.
Institutions
Foundations and corporations that align with your mission are an important source of funding.
There are over 100,000 foundations in the United States alone. It is staff’s responsibility to
identify the institutions that are looking for an organization like theirs, and to approach them
through grant writing. An effective fundraising calendar will schedule and outline each of these
steps.
For example, once the organization has identified institutions where its goals and values align,
the organization will need to approach each institution with a Letter of Inquiry specifically
tailored to the institution. After you have written and submitted grant proposals to institutions,
the next steps are a follow up call and a full proposal submission. Should your proposal get
approved, the grant would be received and it would be your organization’s responsibility to
deliver a report to the institution highlighting what was accomplished with their contribution as
well as any other requested information.
MIDBI™ In Action
Now that we have explored each aspect of the MIDBI Calendar™, below is a template for a 4th
Quarter MIDBI™ outlining a few examples how a successful nonprofit might put Cathedral’s
original tool into practice.
October
Major Donors:
X Date: _____________: Begin making calls in anticipation of year-end donations.
X Date: _____________: (Action/fundraising activity)
X Date: _____________: (Action/fundraising activity)
Individuals:
X Date: _____________: Email an update that includes stories from summer events.
X Date: _____________: (Action/fundraising activity)
X Date: _____________: (Action/fundraising activity)
Donor Database:
X Date: _____________: Mine your database for potential major donors.
X Date: _____________: (Action/fundraising activity)
X Date: _____________: (Action/fundraising activity)
Board of Directors:
X Date: _____________: Convene to confirm the 4th quarter strategy.
Cathedral Consulting Group, LLC
Page 3
X Date: _____________: (Action/fundraising activity)
X Date: _____________: (Action/fundraising activity)
Institutions:
X Date: _____________: Provide institutions an update on grant-related summer
accomplishments.
X Date: _____________: (Action/fundraising activity)
X Date: _____________: (Action/fundraising activity)
.
November
Major Donors:
X Date: _____________: Begin making calls in anticipation of year-end donations.
X Date: _____________: (Action/fundraising activity)
X Date: _____________: (Action/fundraising activity)
Individuals:
X Date: _____________: Email year-end newsletter recapping the year and looking
ahead.
X Date: _____________: (Action/fundraising activity)
X Date: _____________: (Action/fundraising activity)
Donor Database:
X Date: _____________: Prioritize potential major donors found last month and initiate
contact.
X Date: _____________: (Action/fundraising activity)
X Date: _____________: (Action/fundraising activity)
Board of Directors:
X Date: _____________: Final meeting of the year. Wrap up and look ahead.
X proposals.
X Date: _____________: (Action/fundraising activity)
X Date: _____________: (Action/fundraising activity)
Institutions:
X Date: _____________: Email year-end newsletter recapping the year and looking
ahead.
X Date: _____________: (Action/fundraising activity)
X Date: _____________: (Action/fundraising activity)
December
Major Donors:
X Date: _____________: Send Christmas cards.
X Date: _____________: Complete phone calls.
X Date: _____________: (Action/fundraising activity)
Individuals:
X Date: _____________: Send Christmas cards.
X Date: _____________: Phone largest individual donors.
X Date: _____________: (Action/fundraising activity)
Donor Database:
X Date: _____________: Track current 4th quarter expenses against historic.
X Date: _____________: (Action/fundraising activity)
X Date: _____________: (Action/fundraising activity)
Cathedral Consulting Group, LLC
Page 4
Board of Directors:
X Date: _____________: Track 4th Quarter Results and solicit individual board member
feedback.
X Date: _____________: (Action/fundraising activity)
X Date: _____________: (Action/fundraising activity)
Institutions:
X Date: _____________: Send Christmas cards and holiday/thank you gifts for the
year’s contributions.
X Date: _____________: (Action/fundraising activity)
X Date: _____________: (Action/fundraising activity)
Kimberly Reeve is a Managing Director, Michelle Fitzgerald is a former Senior Associate, and
Ben Aguilar is a Senior Associate in the New York office of Cathedral Consulting Group, LLC.
For more information, please visit Cathedral Consulting Group LLC online at
www.cathedralconsulting.com or contact us at info@cathedralconsulting.com.
Cathedral Consulting Group, LLC
Page 5