8 Steps To Strategic Planning

By Michele Donohue

Is your funds development office feeling overextended? Strategy and planning save more energy than they expend when it comes to raising money.

That’s the view of Carole V. Rylander, who has 21-years experience helping nonprofits in funds development, planning and governance. She explained “Eight Proven Strategies for Keeping Development Efforts on Target” Monday at the Association of Fundraising Professionals international conference in San Diego, Calif.

See if her tips can help your office “tackle the chaos”:

Strategy 1: Have Two Plans and Use Them
“Planning takes far longer than execution,” said Rylander. She explained that nonprofits should develop a strategic plan and a donor-centered fund development plan. These plans will chart the course that the organization hopes to achieve over a period of time and helps the fundraisers understand what achievable, time-specific targets they should aim for.

Strategy 2: Recruit, Educate and Engage Leadership
Rylander explained that you should always keep people in mind for board nominations. “I realized I need to be involved with suggesting people who can grow in the system and help me in my development efforts,” said Rylander.

Strategy 3: Know What You Are Offering
Organizations should “verbalize the rational for why your organization exists,” said Rylander. Create case studies that focus on your organization’s impact. Don’t talk about your organization’s plans without first introducing why there is a need for your organization. These stories stick with donors.

Strategy 4: Report on What the Donor Enabled
Rylander said that keeping donors informed is “essential.” Subsequent asks are easier if the donor knows how the contribution is used. “Capture that information and measure your programs,” said Rylander. The difference can change a one-time donation to contributions over that donor’s lifetime.

Strategy 5: Make Sure That Database is in Order
Databases create a wealth of information. But, that’s only if the database stays functional. Segmenting donor data can ease the stress when looking at donors. Rylander suggested re-segmenting the data at least annually.

Strategy 6: Systems, Policies Procedures, Education and Working with Colleagues
Rylander suggested making concrete policies for each department so that procedures can be followed and voted on by executive directors or boards. That way approval for budgets and fundraising rests on the top.

Strategy 7: Be Intentional About Planning Your Professional Advancement
Rylander discussed joining professional groups to contribute support and ideas. Most colleagues can answer questions that come up with your organization or share resources. She suggested joining a local AFP Chapter or receiving certified fundraising executive (CFRE) certification.

Strategy 8: Recognize that You Make Ethical Decisions Every Day
Consult standard ethical practices that are followed in the nonprofit sector and funds development, Rylander said. “It’s important to be mindful of how you make those decisions,” said Rylander. “What is your ethical framework?” By establishing an ethical structure you set a standard for your organization.