Setting up a Schedule
No matter what you call it — schedule, timetable, plan, or program — a successful fundraising activity or event needs to follow some kind of defined schedule. The larger the program or event you are planning, the more complex your plan needs to be.
Not unlike managing any other type of project, you will need to list various tasks and, based on the completion date of your fundraising efforts, include a timetable that indicates deadlines for completing tasks. Schedules need to be comprehensive yet not so complicated that other people cannot follow the plan of action. There should also be room for any adjustments that need to be made.
Hold a pre-event dress rehearsal or at least a walk-through. Prepare a script or action plan for the event that spells out what is happening when and who is participating. Have a pre-event conference with all the key players and review the action plan. This is an excellent way to confirm who is doing what, identify concerns, and address them in advance.
Mapping a Timeline
If you are planning a fundraising drive for six months from now, you should map out what needs to be done during that time and how long it should take to complete the various tasks. You may plan by working backward from your completion date in accordance with how many weeks it will take to finish each task. Don't forget to consider the timing of publicity for your event. You will need to time the release of publicity to appear several weeks, or even months, in advance of your fundraiser. Include deadlines in your schedule for getting the word out about your event.
The dates that appear on your timetable, also known as baseline dates, are the initial dates for starting and finishing a task. You will use these dates along with your ongoing schedule to compare all tasks' expected completion date with where they currently stand. Your timeline should be tied in to your budget (more on budgeting in Chapter 6). You will need to watch the budget in conjunction with the timetable to see how much money you are laying out in advance and how much you are spending as you progress. It is critical to keep in mind that if you are spending $2,000 a month from a $10,000 planning budget, you will run out of money in five months. If the big push for your event is scheduled to begin in six months, you will be out of funds by the time you get there.
Schedule the most important tasks early on. For example, you would want to find a location before deciding on a local caterer or determining how many tables and chairs to order. Reserve your location six months to a year ahead of your event, if possible.
Keep in mind that just because a job can be completed in six or seven hours it does not mean it will be completed in one day. Elapsed time is how much real time is needed to complete an activity. Someone working on a specific task may need twenty hours to complete the job. However, because he will not put in twenty straight hours, you will need to determine how much time he can put in on a daily or weekly basis before determining when that job should be completed. For example, a commitment of five hours per week will mean the job will be completed in the twenty-hour total but over the course of four weeks.
Printers' Schedules
Printing is a very time-sensitive aspect of your fundraising project. You will need to know well in advance when the printer you choose to work with needs final copy for advertising and promotional materials as well as day-of programs and organizational literature. Background materials on your nonprofit may already be available, but this may be the ideal time to update such material and run more copies.
High quality digital printing enables programs to be designed with variable data to customize each piece for its intended recipient. For example, if you wanted to reach out to a strong supporter, you could thank her for her past support and suggest a donation reflecting an incremental increase over the prior donating period. Meanwhile, in that same variable print run, an inactive recipient from your database could receive a solicitation mentioning how much her support has been missed. Experience has shown that response rates from variable printing projects are higher than with traditional offset printing, where identical pieces are mailed to everyone.
One of the biggest errors that is made during the planning phase of a fundraiser is not allowing sufficient time for concept development and design as well as printing, assembling, sorting, addressing, and mailing. Efficient project planning and management is essential. The additional cost for a rush turnaround by the printer and the mailing house can reduce your net revenue.
Ensure consistency between your printed materials and your website so your branding remains strong. This will help your charity stand out as a well-run organization, inspiring confidence from your target audience.
