YWCA Annual Fund Development Planning Toolkit

YWCA Annual Fund Development Planning Toolkit

The Annual Fund Development Planning Toolkit is a roadmap to fundraising success for YWCA local associations. It provides vision, focus, organization, constructive routine and logic to your work, and enables you to efficiently deploy and maximize your staff and volunteer resources.

Your plan should include two major components: 1) your approach and timeline for raising “investment dollars” required to fund your mission this year and 2) steps you will take in the upcoming year to expand your YWCA’s fundraising capacity.

Annual fund development plans are very specific to local associations. This tool is organized in 5 parts to assist YWCAs in developing your plans:

Part I Your Plan for Raising Funds Required to Support Your Annual Budget

Part II Steps to Strengthen the Fundraising Capacity of Your YWCA

Part III An Outline For Summarizing and Presenting Your Plan to Your Board And Staff

Part IV More Resources

Part V Worksheets/Templates That Can be Adapted for Your Association

PART I: YOUR PLAN FOR RAISING FUNDS

Developing a strong annual fund plan is a process that engages key staff and volunteers. The effort is often staffed by the association’s lead development person, working closely with the CEO/ED. The association’s board fundraising committee provides input, reviews the plan and recommends its approval by the board. The Plan is then presented to the Board, with a focus on the critical need for funds, key steps to achieve the goal and the responsibility of every board member in the success of the fundraising effort. It’s important that every board member understand and embrace the plan.

Consider the following 10 steps in constructing your annual fund development plan.

1.  Identify the Scope of Your Fund Development Plan, including specific activities and functions:

1.  Annual fundraising from individuals, including fundraising events

2.  Corporate sponsorships of fundraising activities

3.  Planned giving and endowments

4.  Corporate and foundation program grants (where such grants are included in the scope of the association’s fund development function).

2.  Summarize Recent Performance (Worksheet 1). This information provides background and perspective to your plan.

Complete columns 1, 2 and 3 now (the past 2 years “actual” and the current year “estimated). Complete the 4th column “upcoming year” at the conclusion of your planning process.

The worksheet includes:

·  Total funds raised

·  Number of donors

·  Number of major donors (e.g. gifts of $1,000+)

·  Total gifts from major donors

·  Capacity-building steps taken in the time period

3.  Review and Strengthen your Fundraising “Case for Support”

Your fundraising “Case” clearly and strategically identifies the value that your association provides to your community. It includes the key needs you address and how your association “moves the dial.” It distinguishes the YWCA from other local organizations. Consider these steps:

1.  Incorporate the new YWCA Mission Impact Framework

·  The three key platforms

·  Our “commitments”

·  Our competitive advantage as the YWCA in providing:

§  Direct service

§  Issue education

§  Public policy advocacy

2.  Review major changes at your association that could affect your Case e.g. new programs; revise your Case accordingly

3.  Vet your draft Case with your board, key staff and other stakeholders

4.  Finalize your Case for the upcoming year

5.  Secure board approval of the Case

4.  Evaluate and Enhance Your Fundraising Events (Worksheet 2). Well-strategized and carefully designed fundraising events are great tools for raising resources and achieving other association goals such as increasing visibility, educating the community on key issues, building the YWCA’s credibility and clout. However if poorly designed, events can result in burnout, lost opportunity, donor fatigue and financial problems. Evaluate each of your major events every year in terms of:

1.  Effectiveness in raising needed funds

2.  Secondary benefits

§  Promoting the YWCA mission

§  Raising your associations profile

§  Educating the community about key issues

§  Increasing the association’s clout

Review your event results (e.g. number of donors, dollars raised, other benefits) and assess the energy and chemistry generated by the event. Consider surveying key volunteers and donors for their input and ideas. Implement enhancements that will result in increased return on investment. Examples could include strategies for recruiting more major donors, increasing the mission-focus of the event program, recruiting government, civic and corporate leaders to attend, growing/retaining sponsors.

5.  Strengthen Your Major Gifts Program (Worksheet 3) We are calling-out major gifts as a core component of your plan for three reasons:

·  Major gifts super-charge your annual fund

·  YWCAs deserve major gifts

·  Most YWCAs are not receiving major gifts commensurate with their value to the community.

Steps to more major gifts include: building your major gifts case, identifying current donors who can give more and

non-donors who share your values and have capacity; engagement; making the “ask”; and stewardship. In the W-3

“Moves” column, detail specific actions for cultivation each major gift prospect.

6.  Set your Fundraising Goal (Worksheet 4): Your annual fund goal “rolls-up” the funds you project to raise in each component of your plan. Your goal should reflect:

·  The dollars needed by your YWCA to deliver on its mission within a balanced budget

·  The fundraising capacity you are developing

·  Feasibility considerations

Set a realistic budgeted goal .If the goal is overly aspirational and unrealistic, it can result in a deficit budget, undermine the financial vitality of your YWCA, and demoralize board members and fundraising volunteers.

Also set a “stretch” goal that is ambitious yet achievable to excite and challenge volunteers and staff.

7.  Identify steps to Develop/Improve Your Planned Giving/Endowment Program (Worksheet 5). Planned gift/endowment programs have the potential to significantly increase resources over the short term, and several cases local associations have recently received large planned gifts. Planned giving/endowment programs also are the acorns that grow into the oak trees that sustain future generations. Regardless of the size of your YWCA, you can take steps now to promote planned giving. Simple steps like integrating planned giving messages into your ongoing communications. Worksheet 5 identifies steps you can take at three stages of development. Put a check next to the steps that your YWCA will undertake in the upcoming year.

8.  Assign Responsibility for Key Activities (Worksheet 6). Approach every fundraising component as a “project”. Identify a key board and staff leader for each component, and others who will assist. For example, the board of directors campaign should be assigned to a small task group of board members (generous donors), and staffed by the CEO/ED or senior development person. Likewise, each event should have a board chair, supported by a committee of volunteers and a lead staff person. Consider expanding your volunteer base by recruiting non-board members e.g. donors, board alumnae, prospects.

9.  Lay Out Your Fundraising Calendar (Worksheet 7). Your Annual Fund Calendar integrates all of your fund development activities. It’s an important tool for:

·  Assessing your staff and volunteer requirements

·  Distributing the workload in a reasonable way

·  Scheduling activities to maximize results e.g. take advantage of YWCA-relevant holiday opportunities, avoid school vacation/break times for your events, avoid conflicts with other major community events

·  Timing fund development revenue to coincide with cash-flow requirements

·  Pacing “touches” with donors i.e. avoid over-asking and donor fatigue

10. Plan for Corporate and Foundation Program Grants (Worksheet 8). In some local associations, program grants from corporations and foundations are included in the fund development function. Your plan should incorporate this activity, identifying:

·  Specific YWCA programs that require subsidy, and the amount required

·  Corporations and foundations whose priorities sync with those program

·  The amount to be requested

·  Proposal due date

·  Staff/Board lead

PART II: STEPS TO STRENGTHEN YOUR FUNDRAISING CAPACITY

Developing a strong fundraising program is an ongoing process that is never really done. Your annual fund development planning process is an excellent opportunity to prioritize steps you will take each year to advance your association’s fund raising capacity. Worksheet 9 is a template for documenting your plans. For example, consider:

·  Strengthening your program relevance, outcomes, cost-effectiveness

·  Developing your board for fundraising e.g.:

§  Board training

§  Recruitment of board members with access to key sectors, major gifts, corporate underwriting

§  Implement a “Board Fund Development Commitment” process

·  Increase your visibility in the community

·  Enhance the culture of philanthropy throughout your YWCA (e.g. training for staff at all levels)

·  Further develop your fundraising technology and systems

·  Strengthen your fund raising staff

o  Enhance your stewardship program

o  Expand your public relations activities

Identify the highest impact improvements to make in the upcoming year. Be sure they are doable, and get buy-in from board and staff.

PART III: PRESENTING YOUR PLAN TO BOARD AND STAFF

It’s important to inform and engage the board and staff in the YWCA’s fundraising efforts. Following is an outline for summarizing and presenting the key components of the work you have completed in the preceding planning steps. Review and discuss the document with the board at a board retreat or regular board meeting. Make it a major agenda item at a regular staff meeting or retreat. Emphasize the importance of the plan to the vitality of the YWCA, and the role all play in its success

THE YWCA ANNUAL FUND PLAN FOR 2016

Introduction:

·  The YWCA’s critical services, and key budget dynamics

·  The importance of fundraising to the YWCA’s success

·  The importance of constituency development for fundraising, education, advocacy

Highlights of Next Year’s Plan

·  Our 2016 “Case for Support” with key messages

·  2016 goal with prior year comparisons

·  Fundraising components and projections for each

·  The calendar of activities

·  Enhancements to events

·  Priority initiatives:

o  Major gifts

o  Planned giving/endowment

·  Initiatives to improve capacity

All Hands on Deck! We all Play a Role: Responsibilities of Board Members

PART IV: WORKSHEETS/TEMPLATES THAT CAN BE ADAPTED TO YOUR ASSOCIATION

The following worksheets are attached:

1.  Past Fundraising Performance, 2016 Goals

2.  Enhancing Our Fundraising Events

3.  Identifying and Cultivating Major Gift Prospects

4.  Setting Our Annual Fundraising Goal

5.  Steps to Develop/Enhance Our Planned Giving/Endowment Program

6.  Annual Fundraising Assignments

7.  Our Fundraising Calendar

8.  Corporate and Foundation Program Grants

9.  Steps to Build Our Fundraising Capacity

PART V: MORE ANNUAL FUND RESOURCES ON THE YWCA USA INTRANET

YWCA USA Intranet Resource Library: Click on “Financial Vitality”, then “Fundraising and Fund Development” for a variety of articles and tools.

In the YWCA Intranet, click “Training” then “Webinars on Demand”

Sessions conducted June-November 2013:

·  Fund Raising 101 / ·  Special Events
·  Developing your Annual Fundraising Plan / ·  Capital Campaigns
·  Major Gifts / ·  Planned Giving and Endowment

If you have questions or comments, contact Rita Ryder, YWCA USA Director of Member Services, at or 206-461-4873.

WORKSHEET 1: PAST PERFORMANCE, 2016 GOALS

2013
(Actual) / 2014
(Actual) / 2015
(Estimated) / 2016
(Planned)
Total Dollars Raised / $ / $ / $ / $
# Donors
# Major Donors
Total Major Donor $s / $ / $ / $ / $
Major Capacity-Building Steps
Implemented / · 
· 
·  / · 
· 
·  / · 
· 
·  / · 
· 
· 

WORKSHEET 2: ENHANCING OUR FUNDRAISING EVENTS

EVENT NAME:
Net $s raised, current year: $______Net $s raised, past year $______Next year’s net goal: $______
Metric / Score (1-5) / Improvements to Make / Benefits / Cost (if any)
Appropriateness:
·  Mission alignment
·  Good match for our constituencies
·  Content richness
Productivity
·  $’s raised
o  Major gifts
o  Other gifts
·  Underwriting success
o  # of grants
o  Amount
·  Secondary benefits (specify)
·  Ratio: Net proceeds/staff and volunteer hours
Trends
·  # attendees
·  Total raised
·  Energy/enthusiasm
o  Volunteers
o  Attendees
o  Underwriters

WORKSHEET 3: IDENTIFYING AND CULTIVATING MAJOR GIFTS PROSPECTS

(Major gifts prospects: current donors who have major gift capacity

or non-donors with shared values, mission alignment, capacity)

Prospect Name / Engagement/
Passion (1-5) / Current
Gift / Capacity / Solicitation Approach/
”Moves” / Lead Contact
$ / $
$ / $
$ / $
$ / $
$ / $
$ / $
$ / $
$ / $
$ / $
$ / $
$ / $

WORKSHEET 4: OUR ANNUAL FUNDRAISING GOAL

Key Constituents/
AF Components / Results Last Year / Budget Goal This Year / Stretch Goal This Year
#Donors / $s / #Donors / $s / #Donors / $s
Board of Directors
Major Donors ($1,000+)
Corporate Underwriters
·  (name)
·  (name)
·  (name)
Event Attendees
·  Event 1
·  Event 2
·  Event 3
Social Media Donors
Direct Mail Donors
Other Annual Fund Donors
TOTAL / $ / $ / $

WORKSHEET 5: STEPS TO DEVELOP/ENHANCE OUR PLANNED GIVING/ENDOWMENT PROGRAM

Put an “X” next to the steps your YWCA will undertake this year

PHASE 1 / PHASE 2 / PHASE 3
Identify staff lead / Planned Giving Committee / Planned Giving Officer
Develop gift acceptance policies / Board Campaign / More complex “tools”
Basic board/staff training / Legacy Society / Endowment Campaign
Gift notification form / Inaugural members campaign
Bequest language / Prospect outreach
Planned giving messages
and “Case” / Less complex “tools”
Integrate messages into communications / Asset management agent
Annual Fund add-on / Investment goals/asset allocation policy
Other: / Other: / Other:

WORKSHEET 6: ANNUAL FUNDRAISING ASSIGNMENTS

KEY CONSTITUENTS/
AF COMPONENTS / BOARD/VOLUNTEER LEAD / STAFF LEAD / ASSISTS
Board of Directors
Major Donors ($1,000+)
Corporate Underwriters
·  (name)
·  (name)
·  (name)
Event Attendees
·  Event 1
·  Event 2
·  Event 3
Social Media Donors
Direct Mail Donors
Other Annual Fund Donors
Planned Giving/Endowment

WORKSHEET 7: YOUR FUND RAISING CALENDAR

Components / Jan / Feb / Mar / Apr / May / June / July / Aug / Sept / Oct / Nov / Dec
Board Campaign / X
Major Donor Campaign / X / X / X / X / X
Board Alumnae Campaign / X / X / X
Inspire Luncheon / X
Annual Auction / X
Holiday Campaigns / X / X / X / X / X
Planned Giving/Endowment / X / X / X / X / X / X
Social Media Campaign / X
Major Donor Steward Event / X / X / X / X
Other Projects / X / X
Steps to strengthen the YWCA’s culture of philanthropy
Steps to strengthen capacity: board, staff, systems

WORKSHEET 8: CORPORATE AND FOUNDATION PROGRAM GRANTS