Fund-raising sources are diverse and encompass (a) donations from individual and organizational donors; (b) contributions from proposals or specific requests, annual campaigns, corporate and business support; and (c) in-kind contributions and partnerships. The purpose of fund-raising is to acquire new donors, retain current donors, upgrade current donors, or build new relationships with potential donors. As you may notice, fund-raising should focus on donors rather than on donations. The emphasis on donation may produce a one-time contribution. The focus on donors may translate into ongoing donations and multiplication of new donors through a current base of loyal donors.


An effective fund-raising proposal requires effective planning. The planning of fund-raising activities should start with a fund-raising proposal that sets clear justification, goals, objectives, and overall approaches and strategies (Box 12.2).


A fund-raising proposal should start with an introduction that explains why a systematic fund-raising plan is necessary as opposed to a shopping list of fund-raising activities that may be disconnected with one another. The introduction will then set the overall purpose of the fund-raising proposal, based on its overall impact in helping further

Box 12.2 Fund-Raising Principles

- Focus on the mission

- Build relationships

- Use effective strategies

- Planning

- Solicit diverse sources

- Have fun!

the mission, vision, strategic goals, and programmatic objectives of the organizations. Examples of impact may be to:

- Develop a systematic and coherent fund-raising process with the organization.

- Maximize individual and institutional giving.

- Increase donor commitment and loyalty.

- Improve fund-raising efficiency and effectiveness.

- Contribute to the financial sustainability of the organization.

Profile of the Organization of the Agency

A fund-raising proposal should not take it for granted that people already know about the organization, and therefore there is no need for presentation. The profile of the organization should be outlined by presenting key information to contextualize the fund-raising proposal. Some of the key information includes, but is not limited to:

- Name and location of the agency or organization

- Mission and vision statements

- Governing bodies

- Services/programs/projects

- Beneficiaries (provide statistics)

Box 12.3 provides an example of some basic information included in the profile of an organization.

Case Statement

The case statement (Box 12.4) is a concise document that makes the case about

1. What needs an organization helps meet

2. How the organization has managed to help meet the needs so far

3. What the challenges are to satisfy the needs more effectively or efficiently

4. What additional resources are needed to overcome the challenges

Goals and Objectives

The goals are the broad intents of the fund-raising proposal. The goals should be expressed in monetary terms and should constitute targets related to specific activities.

Box 12.3 Profile of Oshkosh Against Cancer

- Oshkosh Against Cancer

Mission: Provide support to eliminating cancer as a major health problem by preventing cancer, saving lives, and diminishing suffering from cancer, through research, education, advocacy, and service.

- Governing bodies: A board of 12 members

- Services: Health education, cancer prevention, and breast cancer screening

- Beneficiaries: 4,000 women per year

Need: Fifty percent of women in our target areas are at high risk of breast cancer.

Service: About 3,000 low-income women received free mammograms from our centers. - Challenges:

• A mammogram costs $100.00

• Forty percent of our clients cannot afford the cost of a mammogram.

• Federal grant is not available at the end of this fiscal year.

Additional resources: Funds needed to support mammogram cost for more than 1,000 women.

The objectives are the specific intermediary targets that the plan will help accomplish. Each goal should incorporate at least two objectives. The attainment of the objectives will concur to help achieve the goal (see Box 12.5).

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