What to include in a fundraising strategy

In our previous post we explained what a fundraising strategy is and why you need one, but what should you include?

To create a fundraising strategy, it involves key elements that must be included in order to effectively attract and engage with potential donors and supporters.  You must set out clear and defined goals of where your organisation is at currently and where you want to it be in the future.  That way you can start to identify how you are going to make that happen in a way that is inline with your goals and ethics.

Once you have outlined your fundraising goals and budget, you need to focus on the following:


  • Outline – You need to create a compelling narrative within your fundraising strategy that explains how important donations are to your organisation and what difference it will make. You should thoroughly highlight the impact of your organisation, the work you do and why you do it.


  • Fundraising Channels – When creating your fundraising strategy, it is important to determine what channels will be most effective for reaching your goals and target audience. These could include email campaigns, grants, events, social media, and gifts.  If you are choosing to go down the route of donors, then get to know their motivations behind donating to your organisation and make sure to show your gratitude throughout the process.



  • Timeline – Be specific and set a timeline that works with your goals and needs. This can then be evaluated over the period set out to ensure things are being met correctly, and changes made if needed.


  • Communication Plan – It’s important to be clear on how everything within the fundraising strategy will be communicated and the message you are trying to get across. This makes it more clear for potential donors and what they can expect from you.  Also, be mindful of regulations when planning your fundraising strategy and always comply with the rules set out with any fundraising activities and how you market them.  For more on this, you can read about the Fundraising Code of Practice. 


  • Analysis – Within your fundraising strategy you should include ways in which you plan to evaluate and analyse progress. What are the strengths and weaknesses to your plans? How can they be altered if something isn’t quite working? Do you need a back-up plan for certain parts of the strategy?


Final Thoughts

A fundraising strategy is key to any organisation wanting to be successful in reaching their goals.  Use these helpful tips when planning your fundraising strategy, or give us a call to find out more about our grant writing service and how we can assist with achieving your goals in an authentic and mindful way.


Pure Awards is an expert business award writing, grant writing and content creation agency with over 10 years’ experience.  For more details about our services and who we are, visit our website.