Fundraising can often feel overwhelming. There is pressure to deliver immediate results while also planning for sustainable growth. It is possible – if you have all the resources you need. 

As you know, fundraisers are often asked to achieve miraculous results with limited budgets and resources. Strategies are frequently written based on what’s been done in the past with a percentage increase added because ‘that should be achievable’. But is it? 

Do your fundraising goals align with your nonprofit’s capacity, attitudes and goals?  

In my years of helping fundraisers raise money and grow net income, I’ve found six foundational keys that need to be assessed and balanced to develop a fundraising strategy that drives growth. 

These six keys can help you achieve both short-term success and long-term stability.  

Understanding them will take you from fundraising overwhelm to fundraising success.

1. Ambition 

Establishing clear, ambitious goals is the first step in creating a successful fundraising strategy. This involves defining what your organization aims to achieve in the next 3-5 years or beyond and ensuring these goals are aspirational AND attainable. 

When you get it right, clear goals show you and your team the path ahead, motivating everyone to work harder and pushing you to explore new opportunities. 

If you fail to have enough ambition your fundraising program will stagnate or, worse still, start to decline.

2. Risk Management

Understanding your organization’s attitude towards risk is crucial. A healthy approach to risk means you’re willing to seize opportunities and understand potential downsides. 

Growth is expensive, and you need a “how can we make more money?” approach focusing on net income. 

Avoiding risk can significantly hold back your nonprofit. Sticking to what you know so you don’t risk your reserves, or reputation can lead to a decline in income. Which ultimately leaves you more vulnerable than taking the risk in the first place. 

3. Cash Flow Planning

Effective cash flow management ensures your organization has the money to support current operations and future growth. This includes budgeting for immediate needs while setting aside funds for long-term projects. 

Understanding the level of investment your nonprofit can afford is so important. Investing in fundraising is essential for growth, but you still need to pay the bills. 

Conversely having too much money in reserves doesn’t help you achieve your nonprofit’s mission. Some nonprofit leaders will argue large reserves are immoral.

4. Brand

What are you raising money for? Is it a cause that a lot of people have an affinity with? Or is your target audience smaller? The truth is some causes will be easier to raise money for. And this needs to be considered when planning your long-term growth. 

Whatever your cause, your fundraising should reflect your organization’s values. And your brand also needs to allow you to produce effective fundraising.

5. Fundraising Offer

Crafting compelling offers that resonate with your audience are key. Whether it’s a new campaign or a regular giving program, your offer should have a single focus, be tangible and most importantly, be easy to understand. 

It is important that your offer appeals to donors and not your staff, board or volunteers. 

6. People and Systems

Investing in your team and systems is essential for sustainable growth. This includes training staff, developing efficient processes, and leveraging technology to enhance your fundraising efforts. 

Underinvestment in this area can’t be balanced by overcompensating in the other keys to growth.   

To achieve sustainable, scaleable growth, you must commit to being adequately resourced. 

Achieving Balance

These six keys are foundational to achieving growth in your nonprofit. Every one of them is a scale that requires balancing. There isn’t one metric or attitude that will work for every nonprofit.  

Getting these right requires investigating attitudes within your nonprofit, understanding your financial position, and committing to providing your team with resources – such as bigger budgets to spend, recruiting staff or upgrading the donor database. 

When you understand these six keys, writing a fundraising strategy will be far less overwhelming. You will build an effective fundraising program, confident that it is aligned with your nonprofit’s capabilities and goals – and your board will be comfortable signing it off, too!