Very few people enter a marathon without any training. So why do so many charities think they can launch an appeal without having a clear idea of how they will meet their objectives? Those that are bold enough to run a marathon with little training usually end up hobbling around injured and spending a lot of money on the physiotherapist. Charities can damage themselves too.
“How quickly can you raise £1million?” or “How much can you raise next year?” are often the questions that confront a fundraising team. Whilst fundraisers should have challenging targets, they must also be SMART*. Fundraising is becoming ever more competitive and has the best chance of being effective if it is placed at the centre of the organisation and works to a well-thought-out plan.
Organisations need to be fit for fundraising. Is your organisation agile enough to meet the demands placed on it? When next planning an appeal, why not ask these questions:
If you cannot give positive answers to all of these questions, you should ask yourself whether your organisation is fit and agile enough to make this appeal a success. Perhaps some more thinking and training is needed?
(January 2005)
* SMART (Specific, Measurable, Achievable, Relevant, Time-specific)
Ansoff argues that expansion comes from either approaching a new market or promoting a new product. Organisations can also take new products to new markets but this is generally a high risk option. Above all else, we would argue for clarity of thinking. Before expanding, be clear about what your options are and take a considered approach.