21778 Chap.11 Building the Fundraising Plan: Objectives to Evaluation
Building the Fundraising Plan: Objectives to Evaluation
From recommendations to a costed plan
The final assessment asks for three in-depth recommendations that strengthen a case organisation’s revenue mix, built around seven elements from purpose to monitoring and evaluation.
This chapter sets those elements out in order, checks an event budget line by line using the cricket club’s Junior T20 Night, and shows how indicators, reporting rhythms and a calendar turn a plan into something a committee can run.
Making the plan believable
The rubric gives 50 of 100 points to the recommendations and 30 to the relevance of the information about the organisation.
Both are earned by realism: options grounded in the resources the organisation has, budgets with their assumptions shown, a calendar with owners, and indicators that a committee could actually collect. A sample plan with every number checked is the best model you have.
What this chapter covers
- 01
The seven elements of the plan
- 02
Writing a measurable objective
- 03
Financial feasibility of an event
- 04
Event margins and assumptions
- 05
Indicators for each revenue stream
- 06
Reporting cadence and timeframe
- 07
Checking a plan for consistency
Worked example · free
Cost a gala dinner and check its margin
- 1Revenue: 150 × 120 = $18,000 in tickets, plus $4,500 auction = $22,500.
- 1Net: 22,500 − 9,000 = $13,500.
- 1Margin: 13,500 ÷ 22,500 = 60%, exactly on target.
- 1Feasibility: no slack, so a few unsold tickets push it below target; pre-selling tables protects the result.
Key terms
- Fundraising Objective
- A measurable statement of how much will be raised, by when and for what purpose outcomes.
- Financial Feasibility
- Evidence that a recommendation’s revenue, costs and resources make it achievable for the organisation.
- Gross Margin
- Net event profit divided by event revenue, used as a target for fundraising events.
- Key Performance Indicator
- A measure, such as donor numbers or sponsor retention, used to monitor whether a plan is on track.
- Reporting Cadence
- The planned rhythm of progress reports, such as monthly to a committee and quarterly to sponsors.
- Implementation Calendar
- A month-by-month schedule of fundraising activities with an owner for each, used to show a realistic timeframe.
Building the Fundraising Plan: Objectives to Evaluation FAQ
What are the seven elements of the fundraising plan?
The task lists an overview of purpose and the need for fundraising, analysis of current revenue streams and activities, fundraising objectives, key strategies and tactics, financial feasibility, a realistic timeframe, and a monitoring and evaluation plan. Your three recommendations run through the middle elements.
How long should the final plan be?
A maximum of 2,000 words, plus or minus 10%, not counting the table of contents, executive summary, footnotes, endnotes, references and appendices. It is presented as a report with 1.5 line spacing, 12-point font and left alignment, and it is due on 2 November at 11:59pm.
How should I show financial feasibility?
Cost each recommendation line by line: quantities and prices for revenue, a cost line, the net figure and the margin. State the assumptions beside the totals, and show that the objective survives if one stream falls short, as a conservative headline target does.
How should I set out the monitoring and evaluation plan?
List indicators for each recommendation, such as donor numbers, conversion, average gift, event margin, sponsor retention or grant success, and say how often each will be reported and to whom. Tie every indicator to an objective, so a reader can see how success or shortfall would be recognised.
Can I recommend expanding a stream the organisation already has?
Yes. The task allows options that strengthen the current revenue mix by better leveraging existing streams as well as by adding new ones. Expanding an existing stream is often more realistic, because the resources and relationships it needs are already in place, but it may deepen concentration.
Assessment move
Write your objective sentence first and check every recommendation against it. Cost each option on one page with its assumptions, then build a twelve-month calendar with an owner for every activity. Finish by mapping each indicator to an objective and reading the plan for internal contradictions. Leave time to check every figure in the feasibility section against its appendix table before upload.
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