Menu

Annual Fundraising Plan

Use this step by step fundraising plan with a printable pdf workbook and calendar template to help you build your communication plan.

Learn how to create a fundraising plan that connects with your donors and inspires action all year long.

We encourage you to read this guide as well as download our printable workbook and calendar that helps you think through your communications plan and get crystal clear on your messaging strategy.

We provide

  • Multi-channel fundraising strategy
  • Helpful insider tips
  • Pre-written sample messages

Do you want to take your fundraising to the next level?
Our team of digital marketing experts are excited to hear how they can help you raise 4X more this year.

Fundraising Plan

Planning

How to Create a Fundraising Planning Strategy

We asked our 800 attendees at our “Jumpstart Your Annual Fundraising Plan” webinar (see video in this section), “What are your biggest annual fundraising challenges?” We found out that even if you know how to create a fundraising plan for the year, with great capital campaigns and fundraising events, if you fail to properly plan your communication and donor engagement strategy, you are leaving valuable donation opportunities on the table.

Other big hurdles attendees face are:

  • 24% said that developing a strategy was difficult
  • 34% have a hard time deciding which tactics are best

That inspired us to provide a deeper dive into annual planning strategies with this guide. We’re providing you with some insight into:

  • Monthly messaging strategy from our Digital Marketing Experts
  • Editable writing samples that you can customize
  • Save and use for future planning for your organization

Do you have a small team and need digital fundraising expertise?

Our Digital Marketing Experts can help you create compelling campaigns, contact us for a fundraising consultation to learn more.

Keep the Donor at the Center of Your Plan

Help donors feel valued and involved in your cause–this reduces churn and deepens the connection to your supporters, creating less work for you.

Annual Planning Guide

Learn to Make an Comprehensive Fundraising Plan Using this Workbook and Messaging Strategy

annual fundraising plan

Insider Fund Development Tips and Calendar

Each month features a full calendar and cheat sheet of major holidays, giving days, awareness days and insider tips to begin organizing your campaign planning.

Your Communication Plan

A multi-channel fundraising communication plan will enable the broadest reach of your message to increase your offline and online fundraising results. It also creates a more seamless experience for donors across channels and devices, and from program to program.

Pre-written sample messages are provided each month for you to modify for your organization. Simply click into any date or text field to customize the message to convey your organization’s brand and story. Save it and share it with your supporters, volunteers and donors.

Messaging Strategy

Follow our proven communication strategy to increase donor engagement and results. Messages should fall into the four types detailed below and be scheduled so they begin by creating awareness and build to cultivating a long-term relationship with donors.

Exposition

Explain to your donors who you are and why they should care about your cause. Communicate strategically in the beginning of the month through direct mail, email, social posts and texts.

Impact

Ramp up your communication in the middle of the month to let donors know how they can make a difference. Feature those who benefit from your organization in a post or newsletter.

Ask

Create emails to ask and thank donors for their support. Also reach out via text and social posts to increase giving.

Stewardship

Continue to cultivate your relationship with your donors through storytelling on social media, email and text dialogue.

FREE BONUS:

Download this guide as a PDF and easily save it on your computer for quick reference or print it for your nonprofit organization’s next event meeting.

Fundraising plan workbook

Select the month below to see what you should be doing at that time fo the year

01

JAN

How to start your fundraising plan off on the right foot

Insider Tip

Send a survey, quiz or questionnaire to your donors to ask about the programs that matter the most to them throughout the year

January fundraising plan

Your January Fundraising Communication Plan Example

Check out this video from fundraising coach, Sandy Rees. In this video you will learn the 6 questions nonprofits ask themselves in order to put together a kick-ass fundraising plan to raise all the money they need to fully fund their programs.

Date: January 1st

Direct Mail (Headline and Call-to-action)

Exposition

Happy New Year from [Org Name]! Make a difference in peoples’ lives this year. Visit [orgname].com to find out how you can help

Date: January 10th

Social Post (Video Link)

Impact

It’s important to think about those in need today and always. Watch how generous donations helped the [Family] get through the cold winter. #CutEnergyCostDay

Date: January 22nd

Text (Subscribe)

Ask

Sending a virtual hug from [Org Name]! The homeless need more than a hug right now. Text [KEYWORD] to [00000] to donate any amount you can.

Date: January 31st

Email (Embed Image or Video)

Stewardship

Subject: You helped turn a family’s life around
Dear [Name],
Meet the [Family], they were able to get housing this winter because of your donation…

02

FEB

Plan to thank and show your donors some love

Insider Tip

Show your donors how much you love them by sending personal messages in February

February fundraising plan

Your February Fundraising Communication Plan Example

Date: February 1st

Direct Mail (Headline and Call-to-action)

Exposition

Today, root for [Org] on our quest to end heart disease! 
 Help us give heart patients new hope this year and beyond.
 Visit [orgname].com to find out how you can help

Date: February 14th

Social Post (Video Link)

Impact

Our heart patients love you. Watch how generous donations helped [Name] 
find new hope. #ValentinesDay #GoRed #HappyHeart

Date: February 20th

Text (Subscribe)

Ask

Help [Org Name] bring down heart disease and strokes. 
It’s time to reduce our risk for heart attacks. Text [KEYWORD] to [00000] to stay updated.

Date: February 28th

Email (Embed Image or Video)

Stewardship

Subject: You helped bring [000] patients new hope
Dear [Donor Name],
Meet [Name], she was able to 
prevent a stroke because of your donation…

03

MAR

Keep your donors informed of their impact

Insider Tip

Remind donors what their dollars have done for your organization already by sharing your impact in an infographic

March fundraising plan

Your March Fundraising Communication Plan Example

Date: March 2nd

Direct Mail (Headline and Call-to-action)

Exposition

[Org Name] believes the best way to show your 
 employee’s appreciation is through diversity and inclusion.
 Visit [orgname].com to find out how you can help.

Date: March 8th

Social Post (Video Link)

Impact

We create change for minorities and empower women. Watch how generous donations helped [Name] conquer her biggest fears. #InternationalWomensDay

Date: March 21st

Text (Subscribe)

Ask

Help [Org Name] create real change for all.
 Let’s create change for women, families and communities. Text [KEYWORD] to [00000] to donate any amount you can.

Date: March 27th

Email (Embed Image or Video)

Stewardship

Subject: You helped bring [000] women to safety
Dear [Donor Name],
Meet [Name], she was able to escape abuse and regain her dignity because of your donation…

04

APR

See how a plan helps you get to know your donors

Insider Tip

Encourage peer-to-peer fundraising campaigns or rally your donors together for volunteer days

April fundraising plan

Your April Fundraising Communication Plan Example

Date: April 2nd

Direct Mail (Headline and Call-to-action)

Exposition

We at [Org Name] believe every child deserves a challenging education to help them succeed in life. Visit [orgname].com to find out how you can help

Date: April 12th

Social Post (Video Link)

Impact

Kids love grilled cheese. You know what else they love? Smarts. Watch how generous donations helped [Name] fill more than just his belly. #GrilledCheeseDay #[OrgName]

Date: April 22nd

Text (Subscribe)

Ask

Help [Org Name] send [0000] students to camp this year!
 Together, we can help every child realize their potential.
 Text [KEYWORD] to [00000] to stay updated.

Date: April 27th

Email (Embed Image or Video)

Stewardship

Subject: You helped bring [000] to work today
Dear [Donor Name],
Meet [Name], he was able to fulfill his dream of visiting WWF because of your donation…

05

MAY

Let’s continue to grow your annual fund during the summer.

Insider Tip

Grow your donor base by sending personal messages to families and small businesses

May fundraising plan

Your May Fundraising Communication Plan Example

Date: May 4th

Direct Mail (Headline and Call-to-action)

Exposition

[Org Name] “May the force be with you and help our 
community do or do not, there is no try.” – Yoda Visit [orgname].com to find out how you can help

Date: May 13th

Social Post (Video Link)

Impact

Happy Mother’s Day to all our hard working moms out there. Watch how generous donations helped [Name] find her true calling through balance. #HappyMothersDay

Date: May 15th

Text (Subscribe)

Ask

Help [Org Name] give families hope for the future!
 Families affected by disaster need daily essentials.
 Text [KEYWORD] to [00000] to donate any amount you can.

Date: May 28th

Email (Embed Image or Video)

Stewardship

Subject: You helped [000] families regain hope
Dear [Donor Name],
Meet [Family], they were able to 
create new memories because of your donation…

06

JUN

Summer fundraising is a time for fun with your donors

Insider Tip

Have fun with your message and surprise donors by announcing your Run/Walk event on Doughnut Day

June fundraising plan

Your June Fundraising Communication Plan Example

Date: June 5th

Direct Mail (Headline and Call-to-action)

Exposition

The earth can’t wait. [Org Name] will never stop fighting
 for a healthier world for generations to come.
 Visit [orgname].com to find out how you can help

Date: June 8th

Social Post (Video Link)

Impact

Our oceans can’t wait. Watch how generous donations helped clean up 21,000 
gallons of ocean water on the west coast. #WorldOceansDay

Date: June 21st

Text (Subscribe)

Ask

Help [Org Name] keep the environment healthy and clean.
 It takes [$0000} to plant [000] new trees in the rain forest.
 Text [KEYWORD] to [00000] to stay updated.

Date: June 27th

Email (Embed Image or Video)

Stewardship

Subject: You helped plant [000] trees in the rain forest
Dear [Donor Name],
We were able to plant [000] trees and clean up [000] gallons of water because of your donation…

07

JUL

Show your donors how your annual fund is progressing mid year

Insider Tip

Celebrate the mid-year milestone with your donors by shooting a video to show them how their dollars helped

July fundraising plan

Your July Fundraising Communication Plan Example

Date: July 2nd

Direct Mail (Headline and Call-to-action)

Exposition

[Org Name] won’t allow any pet to be forgotten. Our 
program saves pets who are at high risk for euthanasia.
 Visit [orgname].com to find out how you can help.

Date: July 16th

Social Post (Video Link)

Impact

Throw a dog a cone. Watch how generous donations helped thousands of dogs 
get a second lick at life. #IceCreamDay #[OrgName]

Date: July 23rd

Text (Subscribe)

Ask

Help [Org Name] save more puppies and kittens!
 Connect more loving homes and loving pets with us.
 Text [KEYWORD] to [00000] to donate any amount you can.

Date: July 26th

Email (Embed Image or Video)

Stewardship

Subject: You helped [Name] get a new family

Dear [Donor Name],
Meet [Name], he has a new loving family, complete with Aunts and Uncles, because of your donation…

08

AUG

Plan to engage your donors on a personal level

Insider Tip

Plan a day or weekend camp supporting your organization and others to involve donors on a personal level

August fundraising plan

Your August Fundraising Communication Plan Example

Date: August 5th

Direct Mail (Headline and Call-to-action)

Exposition

Helping youth is the key to building a better society. 
[OrgName] helps build character and life-long friendships.
 Visit [orgname].com to find out how you can help.

Date: August 9th

Social Post (Video Link)

Impact

We prefer “Bookworm”

Watch how generous donations helped kids read more 
than [000] books this summer. #BookLoversDay

Date: August 12th

Text (Subscribe)

Ask

Help [Org Name] create more opportunities for kids!
 Send kids to camp to make friends and discover the world.
 Text [KEYWORD] to [00000] to stay updated.

Date: January 31st

Email (Embed Image or Video)

Stewardship

Subject: You helped [Name] acquire a new life skill

Dear [Donor Name],
Meet [Name], he was able to learn 
survival skills with his new friends because of your donation…

09

SEP

Begin to grow your volunteer and supporter base

Insider Tip

Recruit volunteers for your Day of Charity by appealing to them before Labor Day and right after to stay timely

September fundraising plan

Your September Fundraising Communication Plan Example

Date: September 5th

Direct Mail (Headline and Call-to-action)

Exposition

We work to spread a message of hope for mental health.
 [OrgName] helps by using creativity as an outlet.
 Visit [orgname].com to find out how you can help

Date: September 13th

Social Post (Video Link)

Impact

“Stigma erodes confidence that mental illnesses are real” Watch how generous donations helped break the stigma
 behind mental health treatment. #PositiveThinkingDay

Date: September 21st

Text (Subscribe)

Ask

Help [Org Name] break the stigma behind mental health!
 Help us educate through the use of artistic expression.
 Text [KEYWORD] to [00000] to donate any amount you can.

Date: September 28th

Email (Embed Image or Video)

Stewardship

Subject: You helped [Name] find a new outlet for her anxiety

Dear [Donor Name],
Meet [Name], she was able to tap into 
writing to help calm her anxiety because of your donation…

10

OCT

Kick your fundraising plan into high gear before the BIG giving season

Insider Tip

Before the busiest time of the year for giving, send out a survey to ask donors how and why they want to give

October fundraising plan

Your October Fundraising Communication Plan Example

Date: October 5th

Direct Mail (Headline and Call-to-action)

Exposition

Help unlock the creative potential for underserved teens.
 [OrgName] creates a safe space for self-expression.
 Visit [orgname].com to find out how you can help.

Date: October 12th

Social Post (Video Link)

Impact

Immerse your imagination. Watch how generous donations helped teens perform 
[00] plays this school year. #WorldSightDay

Date: October 19th

Text (Subscribe)

Ask

Help [Org Name] create a home for diverse performances.
 Help us educate and nurture innovation through creativity.
 Text [KEYWORD] to [00000] to stay updated.

Date: October 31st

Email (Embed Image or Video)

Stewardship

Subject: You helped [Name] learn to be brave

Dear [Donor Name],
Meet [Name], he was able to figure out how to tell his story in a play because of your donation…

11

NOV

#GivingTuesday is an essential element of a successful fundraising plan

Insider Tip

Build up communication before #GivingTuesday by teaming up with local businesses to appeal to donors personally

November fundraising plan

#GivingTuesday Tips

#GivingTuesday is a Uniquely Mobile Experience

#GivingTuesday is a social media movement at its core and nearly 80% of all social media time takes place on a mobile device. Getting people to promote your campaign from their phone will help reach more donors.

Share Your Fundraising Goals

Let your community know your #GivingTuesday goals and share updates throughout the day so they can share in the results and help you achieve them.

#GivingTuesday Inspires More Supporters

Let your community know your #GivingTuesday goals and share updates throughout the day so they can share in the results and help you achieve them.

Your November Fundraising Communication Plan Example

Date: November 1st

Direct Mail (Headline and Call-to-action)

Exposition

From hungry to hopeful. #GivingTuesday
 [OrgName] provides nourishing food across our community.
 Visit [orgname].com to find out how you can help.

Date: November 13th

Social Post (Video Link)

Impact

Fill plates and offer hope to families in need. Watch how donations helped provide [0000] meals to our community. #WorldKindnessDay #GivingTuesday.

Date: November 27th

Text (Subscribe)

Ask

Help [Org Name] end hunger on #GivingTuesday
. Help us distribute food and address the cause of hunger.
 Text [KEYWORD] to [00000] to donate any amount you can.

Date: November 29th

Email (Embed Image or Video)

Stewardship

Subject: You helped [Name] give back to his community

Dear [Donor Name],
Meet [Name], he was able to get back on his feet and be a volunteer because of your donation…

12

DEC

How to end your fundraising plan with a bang

Insider Tip

Create an end-of-year wrap-up video to show your donors how much they did to help your organization all year

December fundraising plan

Year-End Giving Tips

Why a Year-End Campaign is Important

From Thanksgiving to New Year’s Eve, generosity skyrockets. People donate to causes they care about more frequently then any other time of year. A strong year-end push can set your organization up to start 2019 stronger than ever.

Comprehensive Year-End Giving Campaigns

Reinforce your message with multiple appeals. It takes a minimum of three exposures of your message for a person to make a decision.

Schedule Messages and Include Impact Metrics

Schedule your text messages for consistency, regardless of what you are doing. Also include impact metrics within your donation page so donors can see how their gift is being used.

Your December Fundraising Communication Plan Example

Date: December 3rd

Direct Mail (Headline and Call-to-action)

Exposition

Our mission is to provide service to people in need.
 [OrgName] resolves to build bridges of hope and mercy.
 Visit [orgname].com to find out how you can help.

Date: December 10th

Social Post (Video Link)

Impact

We value all human life. Watch how generous donations helped care for the poor, 
embrace solidarity and support families. #HumanRightsDay

Date: December 24th

Text (Subscribe)

Ask

Help [Org Name] give more than gifts to people in need.
 Help us spread good will to our community. Text [KEYWORD] to [00000] to stay updated.

Date: December 24th

Email (Embed Image or Video)

Stewardship

Subject: You helped [Name] find new hope

Dear [Donor Name],
Meet [Name], she was able to get through the holiday season because of your donation…

7 Steps to Your Own

Day of Giving

This guide provides ideas on different days throughout the year to reach out to supporters or donors. You can also create your own Day of Giving and have a fun and unique day solely for your organization.

R

Utilize multiple channels for communications

Share your message through multiple communication channels to increase the likelihood of them being
seen and to keep your cause top-of-mind with donors.

R

Boost social media posts on your Day of Giving

Increase the volume of your posts on your Day of Giving to be sure you are seen by a broader audience. Tailor messages to get the word out about other opportunities to support your cause beyond donations.

R

Share videos

Share a video from a person who benefited from your organization or have the Executive Director provide an update or say thank you to make it personal.

R

Communicate frequently

Start early and continue to provide consistent communication up to and through your Day of Giving.

R

Demonstrate impact

Let donors know you are close to your goal to increase the number and amount of gifts. Include impact
metrics for different donation amounts to make it more attainable.

R

Ask donors if they can be acknowledged

Some donors prefer to be anonymous, but others use it as a way to share their passion for helping others, including your cause. Share the names of donors or a link to your Real-Time Event Thermometer on your Day of Giving on social media.

R

Send a thank you

In addition to an email with their tax receipt, take it one step further and send a written thank you to stay connected with your donors on a personal level. Send at least two updates on how donations are being used to make a difference through your organization.

MobileCause has supported tens of thousands of successful fundraising and communication plans

Our team of digital marketing experts work hands-on with you on each component of your campaign to ensure it has all the elements of success. From identifying fundraising strategies to campaign setup, we’ll partner with you every step of the way so you can achieve your fundraising goals.

 



Pin It on Pinterest

Share This