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Fundraising: Plan Your Way To Fundraising Success

The Byways 101 online tutorial (www.byways101.org) contends that building a strong financial foundation is an important goal for all byways and an important aspect of planning for byway organizations. Fundraising success directly links to other success factors, such as a clear vision, a healthy organization, active partnership and sound planning. Byway organizations that develop and implement effective, long-term funding plans and promotes the plans to potential funding sources stay on the road to fundraising success.

Byways need information, strategies, tools and muscle to move ahead. Here are some important questions for the byway group members to ask themselves:

• Do your byway group members know how to create a budget that supports the long-term plans for your byway, as well as a work plan and a contingency plan?
• Do your byway group members have the skill and ability to develop a strong grant proposal?
• Has your group identified potential funding sources beyond those of the National Scenic Byways Program?
• Do the leaders have a clear understanding of Federal funding requirements and administrative responsibilities associated with these funds?
• Has your group developed a comprehensive, multi-year financial plan?

Create A Fundraising Plan
A fundraising plan is a document that goes beyond identifying potential sources of funding. It also addresses structure, leadership and message—essential components of any successful organization. A fundraising plan is the best way to ensure that an organization identifies its goals, and has realistic revenue expectations. It is the “road map” that keeps staff and leadership on track to meet the organization’s financial and program goals.

Every fundraising plan shares several common elements. However, not all organizations require the same amount of attention or focus on each element. The basic elements include:

• Mission Statement
• Case Statement
• Leadership Development
• Establish and/or Refine Goals and Objectives
• Fundraising Strategies, which may involve:
  - Foundations
  - Individuals
  - Corporations
  - Government
  - Membership
  - Direct Mail
  - Merchandising
  - Special Events
  - Advertising
  - Online Giving
  - Endowments
  - Donor Engagement
  - Fundraising Calendar
  - Budget
  - Printed Materials

Byway group members should establish major goals, prioritize them, and sketch out a year-by-year project strategy. They must challenge themselves to find innovative solutions to accomplish their byway’s hopes and dreams. Will the projects they plan advance the goals outlined in their corridor management plan? The members of the byway organization and other stakeholders need to identify possible funding sources and prioritize projects and grant applications. Has the byway group brainstormed ways to fundraise locally, regionally, or within the State? A wide range of funding sources yields the best results.

Improve Community Involvement
There are various strategies for increasing community involvement. A clear, concise mission statement can help members clearly and easily articulate the organization’s purpose. It can also help ensure that a consistent message is delivered to the community.

Develop presentation materials focusing on the organization’s role and its accomplishments, and the benefits of byway designation. The materials can be used to educate the community, update stakeholders and recruit new members. Sample materials might include a narrative for oral presentations, a brochure or other printed material (not tourism oriented), and a PowerPoint presentation.

Don’t wait to be invited. Ask to give presentations to local community groups, such as homeowner’s associations, historical societies, garden clubs and environmental groups. Whenever possible, collect the names of those present at a presentation, or give away a free T-shirt or cap at a festival or event in exchange for business cards “entries.” Use this information
to extend your communication. For example, send a thank-you postcard with an invitation to your next meeting. At the very minimum, the follow up should provide a website or some other way to receive additional information or sign up as a volunteer.

Welcome newcomers to your meetings. Roll out the red carpet. Thank them for coming and try to learn what interests them about your byway. If possible, give them a small gift (lapel pin, T-shirt, etc.), and invite them back! Follow up with a handwritten note or phone call.

Does the byway group have a “Byway Champion”? The ideal candidate is someone fairly well known and respected in the community who can act as a voice for the byway at high-profile events, and when possible, speak to the press, community organizations, government/elected officials, and others on behalf of the byway. This person might be a political or other public figure; someone who is known and respected by the communities, organizations and agencies.

Brainstorm Implementation Ideas
How does the byway group implement a fundraising plan? Here are some suggestions. The byway group needs a regular process of accumulating revenue for match money, promotional purchases or “moments of opportunities.” Apply for grants under the National
Scenic Byways Program and from many other public and private funding sources. It is important to note that National Scenic Byways Program funds cannot be used for fundraising. Does the byway group have a dues-based membership program? Byway fundraisers (raffles, bake sales, auctions, etc.) can be a source of marketing and revenue generation. Evaluate the talents for grant writing within the byway group. Investigate the possibility of contracting with a professional grant writer. But remember, time spent on fundraising and grant writing to secure Federal funds cannot be paid for with NSBP funds.

Learn from other byway groups, too. For example, the Coulee Corridor’s “The Big Event And Byway Idol Contest” was a unique and successful fundraising project that might be helpful to your group. From the moment the Coulee Corridor Consortium (CCC) in Washington put out the word that they were seeking applicants for a singing contest, the 2009 Big Event was rolling. Every year the CCC puts on The Big Event as their major fundraising opportunity. It is always a fun-filled day filled with partner displays and a barbeque dinner. People come from all along the byway to participate and learn more about the vision and goals for the byway. This year following dinner, the group added a Byway Idol Contest, modeled after the popular TV show. Excitement built as eleven final local talents performed for an audience of approximately 450 locals from Omak to Moses Lake. Sixty-one sponsors contributed prize money and services to The Big Event. First prize and second-place winners received $5,000 and $2,500, respectively, in money and prizes. In addition, about $5,000 was raised for the byway to continue to educate residents and visitors about the Coulee Corridor National Scenic Byway.

Following are some “Tips for Fundraising in Tough Times” from editors Tom Belfore and Roger Craver of The Agitator, a newsletter aimed at sharing information on the current economic crisis within a community framework.

The list first appeared in the November 21, 2008 issue; it has been edited and included here with permission.

• You’re not starting at ground zero, but everything you are doing needs to re-justify itself for the demanding year ahead. Focus on your strengths.
• Do everything you can to hang onto existing donors. Make them feel special: personalize where you can, solicit their input, communicate with them in innovative ways, profile them online or in your newsletter. Celebrate wins and progress… there’s no tonic like good news.
• Be cautious about prospecting. The best strategy of all is improving donor retention.
• Communicate prudent management steps undertaken by the byway group. Extravagant is out!
• Stay visible. Re-double your efforts to penetrate the free media. Promote your wins or program achievements.
• Match your message to the times. Tough times are not about you and your organization. They’re about the impact on the people you serve, the good works or causes you advance. Stay true to your mission and make sure your message focuses on that.

It is imperative that the byway organization be its own worst critic. An objective analysis of the strengths, weaknesses, opportunities and threats forces a clearer understanding of the organization’s position. An effective analysis helps determine in which areas a company or organization is succeeding, allowing it to allocate resources to maintain those successes
and create new opportunities.

Becoming a successful byway organization depends, in part, on raising enough funds to accomplish your goals.

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