I will spend one more week focusing on fundraising for leaders. Today, I will share the two fundamentals of fundraising. You must set a financial goal to raise and choose a leader who will be responsible to achieve it.
If you have an official budgeting process, your CFO may ask what you expect to raise the following year, so they can build the whole budget based on that amount. Regardless of your budgeting process, however, fundraising must start by setting a goal for the next year and beyond.
How do we set a fundraising goal? Start with this question, “What is the dream for my ministry?” Dream big with both the vision and the support required to manifest it. Remember that dreams should not be limited by our knowledge of how to accomplish them, meaning if your dream is to raise one million dollars yearly, but you do not know how to do that, don’t be afraid to set your goal at a million dollars.
I learned a lesson from Lee Kuan Yew, the famous Singaporean state leader. The question that was central to his journey of leadership success was, “How can we get there?” This is a simple question, but notice this, he did not ask, “Can we get there?” By adding the “How,” he assumes that he can get there, then he goes on a search to figure out how. Remember this. It is very powerful.
Friend, set that budget at a million dollars (or whatever number you want), then go on a search to figure out how to raise it. I am not sure where the answer will lie for you, but I do know that your growth almost always lies central to that answer.
After you set your financial goal, choose the person who will lead the effort to make it happen. What should you look for in that person?
- A leader, not just a fundraiser. Often, people choose someone who is outgoing, or someone who has done fundraising in the past. These are good qualities, but not what is ultimately needed. Rather, choose a leader who can build a department, a strong team, and develop a full-scope fundraising strategy, then rally a team to achieve it. Someone who can do that year after year. You must choose a leader who understands messaging, branding, and how to build relationships.
- Someone with a history of success in the area of fundraising and is a leader as described above. Look for this on their resume and in interviews. Bring on someone with a history of winning who is passionate about the mission, not just a high-energy person who loves the ministry.
Finally, remember that a fundraising strategy has to be supported by a powerful vision and a coherent brand. People cannot fundraise unless there is something worth donating to and fundraising for.
What is the mission that will move hearts? That is for you to determine then powerfully communicate to the world.
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