Planning your nonprofit’s fundraising initiatives each year involves managing many moving parts. From diversifying your revenue streams for increased financial stability to keeping donors at all levels engaged in supporting your mission, your team needs to take multiple variables into account to achieve your funding goals.
The best way to keep all of your campaign information organized throughout the whole year is to create a fundraising calendar. This comprehensive resource allows your team to see exactly what initiatives are going on or coming up so everyone can stay on track with their responsibilities and execute campaigns successfully.
In this guide, we’ll discuss four tips for creating an annual fundraising calendar that will effectively guide your organization’s revenue generation efforts. Let’s get started!
Every successful fundraising plan begins with clear goals. Your overarching goals for the year lay the foundation for the smaller revenue generation and supporter engagement targets you’ll set for each individual initiative on your fundraising calendar.
As you develop your overarching goals, take the following considerations into account:
Then, format your goals using the SMART method—i.e., ensuring they’re specific, measurable, attainable, relevant, and time-bound—based on your brainstorming in the consideration stage.
Once you have your goals in place, start creating the calendar by laying out your primary fundraisers for the year. These initiatives are typically large undertakings that happen on specific dates, such as:
Annual fund solicitation is also an intensive fundraising activity for most nonprofits, but it can take place at various times throughout the year, so make note of when your organization plans to promote your annual fund in your calendar.
For your nonprofit to be financially sustainable, you need steady revenue coming in between your major fundraising initiatives. Supplement your calendar with year-round campaigns such as:
Although these fundraisers are ongoing, some of them lend themselves to additional promotion at specific times of the year, so note this in your fundraising calendar. For example, ShopRaise recommends marketing gift card fundraisers more heavily in November (to prepare for the holiday season) and April (leading up to Mother’s Day, Father’s Day, school graduations, and peak wedding season). Additionally, some companies may ramp up workplace giving around Employee Appreciation Day in March, making it a great time to promote matching gifts.
Before finalizing your fundraising calendar, ensure everyone at your organization is on the same page about your revenue generation goals and tactics for the year. One essential step in this process is checking that your calendar aligns with the information in your nonprofit’s other major planning tools, including your:
Additionally, meet with nonprofit staff members in various departments—especially development, marketing, and financial professionals—to get their direct input on your calendar and goals. Your organization’s board of directors will likely need to approve your plan, and they might also provide insights that can help you refine your calendar for maximum effectiveness.
Every nonprofit is different, so make sure to adapt the tips above to align with your organization’s needs, mission, and supporter preferences. Once you start using your calendar to guide your fundraising efforts, take note of its strengths and potential areas for improvement so you can plan even more effectively in the coming years.
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