Every non-profit needs a strategic plan. It’s the blueprint for growing impact and delivering on your mission. It guides decisions about programs, staffing, and focus. But when it comes to funding the plan, many organizations struggle. The plan is bold, the vision is inspiring, but the resources to make it happen don't seem to be there.
That’s where fundraising campaigns come in. A well-designed campaign transforms a strategic plan from a document guiding board and leadership decisions, into a compelling and inspiring call to action for funders. Here’s are 7 tips from F+H Partners to bridge the gap.
1. Be Clear and Credible
Before you think about campaign goals, revisit your strategic plan. Perhaps it has been months or even years since you had time to review it. Ask:
- Which priorities require significant investment?
- What outcomes are ambitious enough for donors to see as transformational?
- How do these priorities align with our mission and values?
The key thing to remember is that donors don’t fund vague aspirations. They invest in clear, measurable outcomes. If your plan lists “expand programs” or “increase capacity,” translate those into specifics: “Launch three new community health clinics by 2028” or “Double scholarship funding for underserved students.”
Clear specifics show you have thought carefully about your goals, bolstering your credibility with funders.
2. Build a Case That Inspires
A strategic plan is a communication tool for internal audiences. A campaign case statement aims to speaks to donors. The language must shift from operational goals to human impact.
Instead of: “We aim to upgrade our facilities to meet compliance standards.”
Try: “We envision a space where every child can learn in safety and dignity. No family should have to choose between education and well-being.”
Your case should answer three donor questions:
- Why now? What broader societal urgency drives this campaign?
- Why this organization? What makes you uniquely positioned to deliver?
- Why me? How does my gift create meaningful change?
3. Align Leadership and Governance
It may seem obvious, but campaigns only succeed when leaders own the vision and goals. That means:
- Board alignment: Trustees must understand how the campaign advances their strategic plan (and be ready to lead by example).
- Executive commitment: The CEO should be comfortable championing the case in every conversation.
- Development staff engagement: Development leaders need clear priorities and authority to act. They should not be tasked with developing programs and organization strategy to fit the demands of funding goals.
If leadership sees the campaign as “just fundraising,” donors will too. It needs to be a strategic imperative which permeates all activities and communications.
4. Test Before You Launch
Even the most compelling case needs validation. A feasibility study gauges donor capacity, but more importantly, it tests whether your strategic priorities resonate externally.
Questions to explore:
- Do donors see these initiatives as urgent and impactful?
- Are they confident in your leadership and financial stewardship?
- What level of investment feels realistic?
Feedback often reveals gaps in messaging or priorities. Use it to refine your case before sinking significant staff and financial resources into your campaign.
5. Sequence for Success
Not every strategic priority belongs in the same campaign. Consider:
- Phasing: Can you structure the campaign in stages—starting with high-visibility projects that build momentum?
- Bundling: Which initiatives naturally align for donor appeal?
- Timing: Are there external factors (economic trends, sector shifts) that influence when to launch?
A campaign should feel focused and logical. Donors will struggle to connect with a campaign that is sprawling and unfocused. Packaging your outcomes into digestible sections will help you capture attention and build understanding.
6. Connect Your Vision to Your Donor’s Values
Strategic plans often emphasize organizational needs—staffing, technology, facilities. It is human nature to view the world from your own perspective. Take the time to imagine yourself in the donor’s shoes and translate internal priorities into goals that connect with their values and priorities.
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- Internal priority: Upgrade CRM system.
- Donor framing: “Your gift will ensure we can steward relationships with care and transparency. An investment in systems will help us express our appreciation to every donor, and make sure every dollar donated has the greatest possible impact.”
The facts matter and need to be your foundation. Use them to build a great story that will help donors absorb and remember the key elements of your strategy.
7. Keep the Plan Alive
A campaign and the underlying strategic plan should not remain completely static. Reliable reference points are needed, but as priorities evolve, communicate your progress and adapt messaging. Many donors are risk averse and will not join your effort until they see others leading and signs that there is forward momentum.
Keeping these tips in mind, you will be well on your way drafting your campaign case for support and building a successful campaign. To take your vision from the page and make it reality, focus on building messaging that speaks to donors, solidifying internal support from your board and senior leadership, test your assumptions through a feasibility study, and plan out a phased campaign to create momentum. When done well, your campaign is an interwoven part of your strategic plan that is the critical fuel driving your mission.
Like this article? Read more from our Campaign Planning Series:
How to Know If Your Organization Is Ready for a Major Campaign
First Dollar vs. Last Dollar Funding: Explaining Campaign Stages to Boards