Individual giving: the blueprint for success through strategic planning

Back in the spring of 2020, THINK shared some thought pieces with the sector as the world had entered the Covid-19 pandemic. Words like furlough, unprecedented, and Zoom had become part of our new world. Fundraisers were finding new ways of working; we saw more agility in decision-making across organisations and swift movements of channel budgets from one area to another. There was a shift to business partners supporting the decisions – being enablers and not barriers.

In such a challenging moment, income generation was critical for the survival of so many causal areas and it felt like there was a real step change in how fundraising was considered – prioritised even – across all elements of an organisation. In our thought pieces, we also talked a lot about ‘getting the basics right’ for fundraising.

Three years on, the world feels strange and fragile again, but for a myriad of different reasons other than a global pandemic. Conflict, war, financial insecurities and the gap of those with and those without becoming even bigger. And over these years, we have struggled to get the basics right. There are of course reasons for that. Fundraisers are under even more pressure to deliver income, with less investment, costs increasing and limited resources across most organisations.

We know that finding thinking space around your busy day is a luxury – and even finding time to ‘getting the basics right’ can be a challenge – but we cannot underestimate the importance of a well-thought out fundraising plan, whether annual or multi-year (although you should always have a multi-year, top-line financial investment plan for individual giving!).

A successful IG programme is not a stroke of luck (well, I guess there’s exceptions to that rule, sometimes); it’s a result of strategic thinking, meticulous planning, measuring and optimising performance – and having some strategic metrics in place for that – and an organisation’s commitment to long-term investment.

So, as we approach a new year, we wanted to share some thoughts for you to ponder on and hopefully support your work in generating funds for your critical causal areas. Here are some key reasons we believe planning is one of the critical foundations of a robust IG programme:

1. Strategic vision

An income generation programme without a clear strategy is like having dhal without roti. Planning allows you to define your fundraising objectives, identify audiences and design an approach towards achieving your goals. A strategic vision not only provides a roadmap for success, but also enables your organisation to adapt to changing circumstances and stay aligned with your mission. If you’re not clear what your strategic vision is and how your fundraising strategy relates to it, ask the question!

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An income generation programme without a clear strategy is like having dhal without roti.

2. Resource optimisation

Effective planning ensures that resources are used effectively. Carefully map out all your activity; ensure you are using robust data for income and expenditure and effective metrics for forecasting – so you are allocating resources where they are needed most. This enhances efficiency and maximises the impact of every bit of the donor pound you’re rightly reinvesting in.

3. Engagement and relationship building

That’s right. As important for IG fundraising as it is with philanthropy and high-net-worth giving, building lasting relationships with donors should be at the heart of your programme. Planning space enables you to create meaningful retention and stewardship strategies. Having regular, personalised communication of your work and acknowledgments of gifts are crucial elements that need to be carefully considered and incorporated into your planning process.

Don’t just plan for two newsletters a year – consider what your donor needs to know, why, how often and through what channel.

4. Diversified channel mix

As we saw back in 2020, reliance on a single IG acquisition channel can be risky. Robust planning involves having a diversified approach and including some testing activity to mitigate risk and adapt to changing landscapes.

A diversified channel mix supports long-term sustainability and resilience in the face of an uncertain future and the challenges that it brings.

5. Measuring performance

Clear, measurable KPIs are the backbone of any successful IG fundraising programme. Planning allows you to set realistic targets, track progress and make dynamic strategic decisions. Having regular reviews enables you and your team to identify what’s working well and where optimisations need to be made – ultimately fostering a culture of ‘test, learn, optimise’.

I know that having the space to think before your organisational planning deadline can be a huge challenge and that there’s a lot more to consider then just these five pointers. A robust income generation programme is not just a series of appeals and some acquisition activity; it should be a carefully orchestrated strategy, fuelled by a clear vision and an organisation’s commitment to investment in it, to make a meaningful impact and direct contribution to your organisation’s mission.

By reminding yourself of the importance of planning – you can unlock the full potential of your fundraising efforts and hopefully make the next few months a little less challenging.

Jindy Pal, Senior Consultant
November 2023

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If you’re a non-profit looking for support in the development of your individual giving programme, we’d love to talk to you – you can get in touch here.

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