What is Fundraising Strategy?

What is Fundraising Strategy?

Cost: $200


The words ‘strategy’ and ‘strategic’ are arguably among the most misused words in management and leadership. In fundraising practice, as with many other areas of specialty, the use of ‘strategic’ as an adjective or label often occurs and usually implies something better than what might otherwise be the case.

But ‘strategy’ and ‘strategic’ are often poorly or incorrectly used as labels.

A document referred to as ‘Strategic Plan’ is sometimes a collection of objectives and broad statements – which are fine – but do they really constitute a genuine ‘strategy’?


People will often express their aspiration for improvement as “We need to be more strategic about our fundraising” … but what does this really mean? What are the implications of developing and implementing genuine strategy?


People sometime say “We use a number of fundraising strategies here such as direct mail, events, major gifts … etc” but direct mail, events, major gifts are not strategies at all. They are different types of fundraising activities. Strategy is something else entirely.


So what is a strategy? Can you define what the word means in 25 words or less?

What is it that sets ‘fundraising strategy’ apart from anything else in fundraising?

Any fundraising organisation would benefit by improving their fundraising strategy, no doubt, but where do you start?


After you have developed the best plan and strategy imaginable … the whole effort can still crumble through poor implementation and discipline … so what can fundraisers do to avoid that?


This webinar will

  • explore the meaning and implications of strategy and being strategic
  • outline the elements of fundraising activity and practice that are required to develop strategy
  • explore a process of developing a strategy (or strategies) that will improve fundraising practice and performance
  • outline ways of dealing with some of the common pitfalls of implementing plans and strategies


Webinar attendees will acquire a much better understanding of the meaning, development and implementation of fundraising strategy, providing an opportunity for greater improvement in their organisation’s fundraising practice and performance.

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Fundraising Consultants & Researchers at AskRIGHT
AskRIGHT fundraising consultants and researchers help non-profit organisations raise more money by providing optimal fundraising strategies, identification of donors and fundraising training.
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