Nonprofits that operate without a fundraising plan often chase dollars without direction. The result? Missed opportunities, erratic revenue, and donor attrition. In fact, one of the reasons Hudson Ferris was founded in 2011 was because our Founder, Ed Leibman, saw that nonprofits without professionalized fundraising operations spent a lot of time chasing the Bill Gates of the world, while missing out on more strategic opportunities.
A structured plan removes guesswork and aligns every campaign with organizational priorities. For nonprofits ready to boost efficiency and secure long-term support, building a clear, actionable plan is the first move—and where the expertise of a fundraising consultant becomes invaluable.
What Is a Fundraising Plan and Why Does It Matter?
A fundraising plan is a comprehensive strategy document that defines how a nonprofit will raise the money it needs to operate and grow. It aligns financial goals with the organization’s mission and capabilities, outlining the tactics, timelines, and team responsibilities needed to meet revenue targets.
The benefits are measurable:
- Stronger donor engagement through personalized strategies
- Accurate financial forecasting to support staffing, programs, and operations
- Improved fundraising efficiency through targeted outreach and better resource allocation
Key Elements of a Strong Fundraising Plan
1. Setting Clear Fundraising Goals
Start with SMART goals—specific, measurable, achievable, relevant, and time-bound. These goals distinguish between short-term annual revenue needs and longer-term strategic ambitions.
You may consider hiring a consultant to help you set your fundraising goals. Consultants can help organizations:
- Evaluate past performance: Consultants can help you analyze where your past fundraising success ranks among industry standards
- Analyze market trends: Consultants are often tapped into the wider market, and can identify external factors which may not be on your organization’s radar.
- Set realistic fundraising targets that stretch capacity without breaking it: Consultants can help you figure out what kind of growth is reasonable. This information can be very helpful in recruiting campaign leadership, managing Board expectation, and ensuring that organization growth matches fundraising success.
2. Understanding Your Donor Base
Segmenting your donors is non-negotiable. Use donor data to identify trends in giving behavior and tailor strategies accordingly.
Break donor types into:
- Corporate sponsors
- Foundations and grantmakers
- Individual donors: Small, mid-level, and major (Small family foundations can often be treated as individuals)
For each segment, build messaging that addresses their unique interests and giving patterns. Consultants bring experience and third-party insight that often reveals hidden giving potential in your existing database.
3. Choosing the Right Fundraising Strategies
No one-size-fits-all approach exists. An effective nonprofit fundraising plan incorporates a mix of proven methods:
- Major gift solicitation
- Annual appeals
- Foundation grants
- Crowdfunding and peer-to-peer campaigns
- Special events and galas
Success requires a multi-channel fundraising strategy that coordinates direct mail, digital, events, and one-on-one donor engagement. Use fundraising plan examples to explore what’s worked in comparable organizations.
4. Budgeting for Fundraising Success
Every strategy has a cost. Track all expenses tied to fundraising—including staff time, technology, marketing, and event production. Then compare projected return on investment (ROI) across initiatives.
5. Creating a Fundraising Timeline
A timeline brings structure to your year. Build a fundraising calendar that includes:
- Application deadlines for major grants
- Dates for seasonal campaigns
- Key donor engagement milestones
Factor in time to adapt based on performance mid-year. This flexibility ensures you capitalize on what’s working and fix what’s not.
6. Building a Gift Table
A gift range chart breaks your overall goal into manageable pieces by mapping gift amounts and the number of donors needed at each level. It’s also recommended that you build some conversion rates into the pyramid so that all parties can plan accordingly
Example for a $1,500,000 campaign:
Gift Level | Number of prospects | Number of closed gifts | Total from Gift Level |
$500,000 | 3 | 1 | $500,000 |
$250,000 | 4 | 1 | $250,000 |
$100,000 | 6 | 2 | $200,000 |
$50,000 | 12 | 6 | $300,000 |
$25,000 | 20 | 10 | $250,000 |
Campaign Total: | $1,500,000 |
There are many tools available to screen your donors and ensure that your projections map their capacity, including Donor Atlas and Donor Search, Hudson Ferris’ preferred donor research tools. Subscribing to Margaret entitles you to an exclusive discount on Donor Atlas. So, if you’re thinking about starting a campaign, click here to learn more about how Margaret can help.
7. Crafting a Compelling Case for Support
Your case for support translates your mission into a compelling argument for giving. The most effective cases vary by audience:
- Major donors want impact data and long-term vision
- Grant funders require alignment with specific funding priorities
- General donors respond to emotional storytelling backed by results
Every campaign should tie into this core narrative.
At Hudson Ferris, we coach our clients to make sure every case for support accomplishes 3 main objectives:
- Emotional Resonance: If people are going to donate, they will need to feel something. Focus on a sympathetic recipient of services here.
- Portability: A strong case for support doesn’t lose
- Connection to Funds as a Problem Solver
8. Assigning Roles and Responsibilities
Fundraising succeeds when everyone knows their role. This part of the plan clarifies who does what and when. Staff members often manage campaign logistics, maintain donor databases, and execute communications. Board members provide strategic direction and leverage their networks, while volunteers and ambassadors extend your organization’s reach within the community.
Where many nonprofits falter is in coordination. Without a clear framework, roles overlap, and efforts scatter. Fundraising consultants step in to streamline collaboration. They help define reporting structures, set expectations, and ensure that the entire team moves in sync toward fundraising goals. With strong role alignment, your plan transforms from a document into a cohesive system.
9. Implementing Donor Stewardship and Retention Strategies
Acquiring a donor is only the beginning. The real value lies in building relationships that extend across multiple campaigns and years. Stewardship must feel intentional—donors should never wonder whether their contribution mattered. This means prompt acknowledgments, meaningful follow-ups, and consistent updates about the impact of their support.
Retention strategies vary based on donor type. A major donor might value personal updates from leadership or one-on-one meetings. Meanwhile, recurring donors often respond well to automated messages that reflect their ongoing impact. Consultants help design tiered stewardship strategies that scale, allowing your team to keep engagement high without burning out.
10. Tracking Progress and Adjusting Strategies
A strategic fundraising plan only works if you track results. Use KPIs like:
- Total revenue vs. goal
- Donor retention rate
- Average gift size
- Meetings and other touchpoints with donors
Fundraising analytics and CRM tools allow your team to adapt quickly, reallocate resources, and correct course mid-cycle.
Why Every Nonprofit Needs a Strategic Fundraising Plan
A well-structured fundraising plan for nonprofits drives accountability, boosts revenue predictability, and ensures that every action supports your larger mission. Whether you use a nonprofit fundraising plan template, build one from scratch, or bring in external support—what matters most is that your plan is practical, data-driven, and actionable.
Hudson Ferris specializes in building strategic fundraising plans tailored to your goals. If you’re ready to grow your impact and maximize fundraising returns, contact us today for expert support.