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.
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
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.
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
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
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
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
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
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
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
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
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
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
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
#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
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.
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.
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.
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.
Communicate frequently
Start early and continue to provide consistent communication up to and through your Day of Giving.
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.
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.
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.
Related Resources
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.