Home | Business News | Browse by Publication | C | Chartered Management Institute: Checklists: Marketing Strategy

Fund raising.

Article Excerpt
Introduction

Success in fund raising depends upon a subtle balance of negotiation skills, planning resources and budgets, PR and marketing. Above all it is about building positive relationships with potential donors and convincing them that your cause is the best investment. To be successful, a fund raising appeal must stand out from the crowd and make sound business sense.

Fund raising often provides the requesting organisation with the opportunity to do something they otherwise may not be able to and can boost staff morale through team fund raising or incentive schemes. It is also important to understand the benefits to the donor, which can be in the areas of PR, by providing a positive public image, marketing and taxation (talk to your accountant or finance department).

Ensure conformity with the Charities Act. You can get advice on this complex law from the Charity Commission (See Additional Resources).

This checklist is a guide for managers handling corporate fund raising for the first time. The economic recession, cuts in government grants and, arguably, the National Lottery have placed enormous demands on corporate charitable funds.

National Occupational Standards for Management and Leadership

This checklist has relevance to the following standards: E: Using resources, unit 3

Definition

Fund raising consists of persuading another party to support a requesting organisation by giving money, gifts in kind or other resources which enable the project to happen. The project could be an activity (e.g. supporting a hospice or a research programme), an item (e.g. funding equipment for a school or publication of a book) or an event (e.g. a fun run or a theatre performance).

There are three main types of...

View this article FREE - Now for a Limited Time, try Goliath Business News
Free for 3 Days!