By Melissa Walton

I often talk about the key to leading a successful fundraising campaign being the initial needs analysis, to develop your WHY and HOW in Fundraising.  It all starts with a simple objective setting system, originally developed in the 1980’s by George Duran.  It’s called the S.M.A.R.T. model and it’s been shown to be extremely helpful for developing many types of fundraising campaigns.  S.M.A.R.T. stands for Specific, Measurable, Attainable, Relevant and Time-based.

Being “Specific” about the areas of performance, whether this campaign is web based, event based, make sure you have goals set from the start.

“Measurable” goals are important so you can find out what works best in the category of fundraising, creating a model you can regenerate for future clients.

“Attainable” goals are critical because we do not want to over promise and under deliver.

“Relevant” goals need to be at the forefront in your initial planning to increase recognition for the mission or cause for the client you’re raising funds.

“Time-Based” goals are important because we need to have realistic timelines.

After you’ve established the initial needs analysis and answered the following questions based on the S.M.A.R.T model, you should be able to develop the Customized Plan to fit the client’s needs and goals.  I especially look at the Time Based Goals and set benchmarks to ensure the plan in place is going accordingly and potentially reevaluate the strategy, if we are not seeing the optimal results by the specific dates. 

After strategizing the S.M.A.R.T method with your fundraising client, make sure to also address the following areas as well:

–       Organization message/mission is clear and consistent, meaning you can clearly define the Core Purpose, Core Values, Business Definition and Differentiation Factor for the organization.

–       Define Roles in leadership and Roles of Exec Directors vs Boards.

–       Strategize on how to have effective meetings and effectively put any committees together

–       Create and brainstorm new sourcing areas so you do not continuously rely on the same donors…identify new prospective individuals and organizations.

–       Create charts to show potential dollars missed by not asking or asking in wrong way and address uncomfortable “ask” tactics.

–       Use donor knowledge and research building relationships get the ball rolling with meetings.

–       Staff supervision and encouragement sessions should be put in place during this timeline.

–       Continue open conversation with your organization with the ability to add other coaching services.

The fundraising world can be complex and hard to navigate at times, there is no one specific formula for success.  Taking the time in the initial stages of planning can make all the difference with the outcome of your campaign.  The best way set yourself up for success is knowing your organization down to every last detail and that is why an initial needs analysis must be as thorough as possible.  I always like to tell my clients that the more strategy we have in place in the beginning, the better we can handle the changing landscape of fundraising for the future!