Fundraising Management, Tim Oleary
Ahh…Springtime. The flowers bloom, the weather warms, and development professionals come out of hibernation to work on the next fiscal year’s plan and budget.
Don’t get caught napping this year. Follow these tips for proactive planning and budgeting…
- Strategy First – Make tactics the servants of strategy. Begin by looking at how many donors and net dollars you need to achieve your revenue goals, then work backward on the tactics. Most organizations simply split their budget into lines like appeals, acquisition, lapsed, etc. Look at the budget in its entirety and get out of the box to figure out how to reach your strategic goals.
- Net Efficiency – For a clearer picture, use key metrics like net cost to raise a dollar and net cost to acquire new donors rather than just focusing on gross revenue figures to meet a budget line.
- Micro-Segmentation – Where should your biggest investment be in the fiscal year ahead? If you said something like “lapsed” or “sustainers,” you have painted too broad of stroke. Today’s world consists of micro-segments, ones that require more personalization without the added cost. How will you address this? For example, break “sustainers” up into current sustainers giving via credit card vs. EFT. Go further with converted sustainers vs. directly acquired sustainers. You get the idea.
- Multi-Channel – Yes, budgeting for multi-channel campaigns can be more difficult, especially the more integrated they become. But that doesn’t mean you shouldn’t put in the work. After all, Blackbaud’s 2015 Charitable Giving Report tells us that online giving, mobile giving, and social media engagement are growing at a fast pace.
- Flexibility – Ever played dueling spreadsheets? Try mapping out a few budget scenarios that get you to the same goals. This gives you flexibility in ultimately deciding which is the best direction to take for your program and prepares you better for unforeseen challenges. Don’t get back-doored into just one approach simply because that’s how you’ve always done it.
- Testing – It always pays to put new offers, messages and creative in front of your donors. So set up a testing “slush” fund to drive your 12-month testing plan and constantly tune up the performance of your programs.
- Research – Lastly, include some research and modeling in your budget. Relationships matter in our world and the only way to truly get to know your donors’ their preferences, lifestyles, and giving habits is to invest in market research and modeling.
What we’re talking about here is spending a little extra time up front on a proactive budget—rather than scrambling midway through the next fiscal year. So shake off those winter blues and get to work on your plan and budget now!