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Editor Note: this blog post is the 3rd part in a series of professional articles about sports fundraising. It was written by a published author and expert in the field, Dr. Richard Leonard specifically for SPONSOR.ME blog readers.
This article presents a detailed breakdown of a fundraising program plan that can be adopted by any athletic organization, team or even an individual athlete who wants to take fundraising to the brand-new level. Even though the plan is versatile, it was developed with athletic organizations in mind and might or might not include crowdfunding as a part of the fundraising plan.
Before copying the plan below and starting preparing for your next fundraiser, note that there is no single standard format for a fundraising plan. General sections are typically consistent, but order and format are not.
Athletic Organization Fundraising Plan Sectional Breakdown
Let the breakdown below serve as a guideline for your fundraising plan.
The breakdown includes 13 sections, some of which are supposed to turn out pretty concise (e.g., the section I represents the Title Page, and the section XIII (“Appendix”) is about adding extra details, if needed).
I. Title Page (unpretentious creativity and professionalism is desirable)
- Athletic Organization Name (school, university, club)
- Operational Address, Phone Numbers, E-Mails, Web Page
- Athletic Organization Logo
- Page Title – Fundraising Program Plan
- Date of Plan
- Fundraising Administrators and Team Members
- Completion/Distribution Date
- Copy Numbers (for tracking)
II. Table of Contents
III. Fundraising Plan Summation
One/Two Page Synopsis of:
- Overall Fundraising Program
- Abstract of Projected Fundraising Events, Activities, and Programs
- Marketing Strategies
- Operational Systems
- Management Team
- Financial Status and Need
IV. Fundraising Program Vision, Mission, and Value Statements
All-Encompassing Statements on the Fundraising Program’s Philosophy, Future Vision, and Major Operational Goals
V. Athletic Organization and Fundraising Program History
Add a short synopsis, where you will write about:
- Athletic Organization (or a team’s or an individual athlete’s) History
- Past Fundraising Efforts and Achievements
VI. Long-Term Fundraising Goals (3-5 years)
- Four to Five Total Long-Term Goals of the Fundraising Program
- Broad and Quantitative (if possible)
VII. Short-Term Fundraising Goals (1-2 years)
- Specific Actions for Each Long-Term Goal (this year or next)
- Precise and Measurable
- Accountability
- Time Frames
VIII. Fundraising S.W.O.T. Analysis
- Strengths, Weaknesses, Opportunities, and Threats
- Scenario Analysis
IX. Fundraising Policies, Procedures, and Ethical Obligations
- Breakdown of the Fundraising Program’s Policies (rules)
- Breakdown of the Fundraising Program’s Procedures (critical fundraising functions)
- Ethical Guidelines / Ethical Code of Conduct
X. Fundraising Program Human Resource Management
- Fundraising Team’s Job Descriptions
- BOD Job Descriptions
- Staff Job Descriptions
- Net Human Resource Requirements and Action Plan
- Selection and Hiring Procedures
- I.T. System
- Orientation and Training
- Performance Appraisals
- Compensation and Benefits
- Disciplinary System
- Safety and Health Issues
XI. Fundraising Marketing and Promotions
- Fundraising Marketing Mix (product, price, place, promotion)
- Brand Development
- Target Audience
- Marketing Communication Mix
XII. Fundraising Program Financial Planning and Financial Statements
Add expenditure and revenue projections to the Fundraising Plan.
XIII. Appendix
- Event Itineraries
- Training Program Agendas
- Timetables and Schedules
- Booster Club Criteria
- Legal Documentation
The following list provides generic fundraising plan tips for consideration prior to implementing the plan:
• Fundraising plans should have a purpose beyond just planning for planning’s sake.
• Fundraising plans should blend seamlessly into the athletic organization’s overall program plan. The fundraising plan’s vision/mission, goals, and specific action must be strategically in line with the overall direction and aspirations of the athletic organization (a concept known as unity of strategies).
• Fundraising planning is a continuous process. Plans need periodic revisiting to evaluate and adjust or they become stagnant and irrelevant.
• The smaller the athletic program, the more targeted the plan should be on legitimate potential donors/supporters. If not, the plan could waste valuable time and limited resources.
• Fundraising plans need to have definitive long-term goals as well as concentrated short-term actions.
• Contingency planning should be strongly considered if the fundraising program’s operating environment is considered volatile.
• Stringent financial controls should be adopted throughout the entire fundraising process (including the planning stage).
• A fundraising plan is only as good as its execution.
For more detailed information on this and other fundraising topics, please go to: http://fitpublishing.com/books/fundraising-sport-and-athletics
