Comprehensive fundraising strategy and plan with template for nonprofits 

Understanding the importance of a strategic fundraising plan 

When departments aren’t on the same page, things can spiral quickly. A fundraising strategy gets everyone moving in the same direction, ensuring straightforward communication between your team. 

A nonprofit strategic plan gives your organization clear direction—setting goals and deciding how to get there. It typically covers 1-5 years. Whether it’s for the next year or longer, it breaks down the steps you’ll take.  

It lays out both your financial goals and the marketing strategies to make them happen. But how do you kick it off? What strategies should you choose? 

4 basic types of nonprofit strategic plan models 

1. Standard 
This one’s simple. Set your goal (or goals), then outline the steps to crush them. Add in a timeline to keep things on track. This model is the go-to because it works for just about any situation. 

2. Real-time 
Real-time is all about flexibility. Instead of planning every step up front, you tackle one step at a time. You meet regularly to check progress, adjust, and move forward. It’s perfect when things feel uncertain, and you need to adapt quickly. 

3. Issue-based 
Got a specific issue? This plan zooms in on it. It’s a great way to refocus your team and even reconnect with your mission if you’ve lost your way. 

4. Incremental 
This one is all about taking small, manageable steps toward a big goal. It breaks down larger objectives into smaller, more achievable tasks, helping your nonprofit make steady progress over time. It’s great for organizations looking for less risky growth. 

Key components of a comprehensive fundraising strategy 

1. Executive summary 

Hit the highlights! Summarize your plan’s main points. This could also be a letter from your CEO to give it a personal and leaders touch. 

Example: “In the upcoming year, we aim to increase our donor base by 20% and launch a community outreach program to engage underserved youth.” 

2. Mission statement 

Your mission statement is the heart of your organization. It’s what fuels your work. What’s your mission? Why does it matter? What makes you stand out? 

Example: “Our mission is to provide food and shelter to homeless families, helping them build self-sufficiency and stability for a brighter future.” 

3. Vision statement 

Your vision statement shows where you want to go. Keep it simple—pick 3-4 key goals. Any more, and you risk spreading yourself too thin. Got more ideas? Save them for the next planning session. 

Example: “In the next five years, we envision a world where no family has to experience homelessness, with expanded outreach programs in every major city.” 

4. Values 

These are the core principles that guide your work, mission, and vision. They’ll keep you on track as you push toward your goals. 

Example: “We value compassion, integrity, and collaboration in every action we take toward ending homelessness.” 

5. Goals or priorities 

Lay out your big objectives. And don’t forget your why! Why are these goals important? Why do they matter to your organization? 

Example: “Our primary goal is to raise $100,000 in donations by the end of the year to expand our emergency housing program for families in need.” 

6. Key Performance Indicators (KPIs) 

KPIs are your success meter! They’ll tell you if your efforts are paying off. Want to know if your plan is working? Look at things like: 

• How many donations did you get? 
• How many people did your new program help? 

You’ll want to track a few donor metrics, too: 

• New donors you’ve snagged 
• How many donors keep coming back 
• Average size of donations 
• How many people show up to your events 
• Donor lifetime value 

Important KPIs for your nonprofit are: 

1. Donor acquisition rate 
2. Donor acquisition cost 
3. Donor retention rate 
4. Donor attrition rate 
5. Donation frequency 
6. Fundraising return on investment (ROI) 
7. Cost to raise a dollar (CRD) 
8. Donor lifetime value (DLV) 
9. Conversion rate 
10. Engagement rates 

Use these numbers to build a clear, transparent report that shows exactly how your fundraising is going. 

Examples of a nonprofit strategic plan  

These examples lay out the blueprint for success with targeted strategies and a solid plan for action: 

• Rose Community Foundation  
• Rewildingeurope 
• Durrell.org 

Making your fundraising plan 

Every fundraising plan is unique to the organization, but they all share some common ground: 

• Goals 
• Budget 
• Calendar/timeline 
• Activities 
• Gift pyramid 

Goals or priorities 

We love ambition, but let’s make sure your goals are SMART. SMART objective framework stands for: 

• Specific: Pick one key result you want to achieve. 
• Measurable: Set clear performance indicators to track your progress. 
• Achievable: Choose a goal you can realistically accomplish with your resources. 
• Realistic: Make sure it drives your organization’s success. 
• Timely: Set a realistic deadline to hit your target. 

Let’s look at an example. If your goal is to increase donations here’s what your SMART objectives could look like: 

• Raise $10,000 by the end of the second fiscal quarter. 
• Increase online donations by 20% by October. 
• Sign up 50 new monthly donors by September. 
• Host 3 successful fundraising events by the end of the year. 
• Engage 500 new email subscribers by May. 

Once you’ve locked in those SMART goals, gather the team and set a timeline to make it all happen! 

Set new goals 

Aim high but keep it real within your timeframe and keep in mind getting “micro-goals” done. Every strategy needs clear metrics and KPIs associated with them to measure their success. For example, how many new donors do you expect? And by when? 

Here are some goal-busting strategies to consider for your fundraising plan: 

Goal: Increase the total number of donors by 12% 

• Strategy 1: Launch a peer-to-peer fundraising campaign to bring in new donors online. 
• Strategy 2: Run one big fundraiser each quarter and a small one every month. 
• Strategy 3: Use Facebook and Instagram ads to drive a targeted crowd to your fundraising site.
• Strategy 4: Add apps like Google Pay, Apple Pay, PayPal and others to your donation pages to reduce donors’ drop-offs. 
• Strategy 5: Send a segmented email to re-engage 30 lapsed donors. 

Goal: Increase the average gift size by 6% 

• Strategy 1: Target one-time donors with a recurring donation campaign. 
• Strategy 2: Set up impact levels for all your online fundraisers. 
• Strategy 3: Build strong relationships with mid-level donors to boost their giving. 
• Strategy 4: Secure a corporate partner for a matching grant during year-end giving. 

These strategies will get you on the fast track to reaching your goals! 

Creating a budget  

It’s time to forecast! How much will each activity cost? How much revenue will it bring in? And don’t forget to consider how long each activity will take. 

Here’s how you break it down: 

1. Write down ALL your expenses (admin, programming, fundraising). 
2. Write down how much you expect from committed sources (grants, pledges, etc.). 
3. Subtract your committed income from your total expenses. This is what you need to raise through fundraising in the next year. 

For example, if your total budget is $300,000, you’ve got $30,000 in government grants, $40,000 in foundation grants, and $60,000 in pledges, then you need to raise $170,000 through other fundraisers.  

Evaluate past finances & fundraising plans 

Time to investigate your past finances. What do the numbers tell you? Look at how you’ve grown and where you’re heading. Check out where your fundraising came from: 

• Small- and mid-level donors 
• Major donors 
• Nonprofit grants 
• Corporate giving 

Have any fundraising or big costs outside your usual budget? Then it’s time to add those budget projections to your plan. Keep things clear and realistic. 

Look at these key points: 

• What did it cost to run the activity? (Staff, volunteers, everything!) 
• What benefits did your nonprofit get? (Revenue, new donors, brand exposure) 
• Any other important details? 

Dig into this info to figure out your return on investment (ROI). Is this activity worth doing again? Or is it time to shake things up and try something new? 

Create a calendar 

Take those goals and activities and plug them into your calendar. This is how you make sure you actually hit those targets! 

Think about your campaigns, events, grant deadlines, and everything else. Map them out month by month, keeping seasonal shifts in mind. 

For example, plan your holiday giving campaign for December. And maybe skip that big event in August when everyone’s off on vacation! 

Having everything in one place lets you see your whole year in a snapshot and avoid overlapping tasks. 

You can find support for making a calendar in our fundraising strategy template. 

Creating the case for support in implementing your fundraising plan 

Getting buy-in on your fundraising plan means to rally support from donors, stakeholders, and even your own team, you need to clearly communicate the value of the plan and how it benefits both the organization and those you serve.  

Here’s how you can build a strong case: 

1. Show the impact 
   Make it crystal clear how those donations will change lives. Share real stories that show the power of giving. (Example: A $1000 donation feeds five families for a week!) 

2. Highlight the benefits 
   Show how your plan will create lasting value. Think bigger programs, better services, and long-term sustainability. (Example: Our plan will double our outreach to underserved communities in the next two years!) 

3. Engage your donors 
   Make your donors feel like heroes. Let them know how their support makes the plan come alive. (Example: “Your gift directly fuels the expansion of our after-school programs!”) 
   
   Tip: Tell a compelling story that connects emotionally with your audience. This “narrative” should appeal to both the mind (logical reasons for supporting the cause) and the heart (emotional reasons, like how the cause makes a difference in people’s lives). 

4. Involve stakeholders early 
   Bring key players in from the start. Show them how their input helps shape accomplishment and leads to an even more impressive impact.  
   
   Tip: Use fundraising strategies like planning committees (groups of people who help guide the direction of the plan) and surveys (to gather input and opinions), host planning meetings, and offer workshops to get everyone’s voice heard! 

5. Communicate progress 
   Keep the excitement alive by updating everyone on your progress. Share milestones and wins!
   
   (Example: “Here’s what we’ve done in the last three months: X% of our fundraising goal achieved!”) 

When you make your case compelling and clear, you’ll not only gain support but also inspire everyone to be part of the journey. 

Tips for implementing and executing your fundraising plan 

SWOT analysis 

A SWOT analysis looks at your whole organization or just part of your plan. It breaks down: 

• Strengths 
• Weaknesses 
• Opportunities 
• Threats 

Strengths  • Which fundraising strategies for nonprofits have been absolute winners? • Where’s the strongest source of your funding coming from?  • What sets your organization apart from the rest?  • What special skills do your team members bring to the table?	Weaknesses  • Where are the gaps in your current fundraising plan?  • Which strategies just haven’t worked out? • What areas need a little more improvement to grow?
Opportunities  • What new fundraising ideas are you excited to try?  • Are there partnership chances you haven’t tapped into yet?  • What marketing opportunities are ready to be seized?	Threats  • What events or changes could throw your finances off track?  • Who else is out there chasing the same funding?  • Are any new laws, policy changes, or regulations heading your way that could cause trouble?

Keep these in mind to focus your efforts and take your nonprofit to the next level! 

Assign and delegate 

Every task needs a clear “owner” – someone who’s on the hook to make it happen. And don’t forget—set clear rules for when the task is done! Plus, plan check-ins to keep your team on track. 

List the people who’ll keep things on track. Without names tied to each task, a fundraising plan is just a document collecting dust. Make it come to life. Assign clear responsibilities so everyone knows what to do—and can review progress monthly. 

Tip: Use a project management tool. It keeps everyone on the same page and helps your team stay focused and on track. 

For example: 

Task	Owner	Completion Criteria
Set Fundraising Goal	John (Executive Director)	Goal set and approved by the board
Create Marketing Materials	Sarah (Marketing Lead)	Materials ready and shared with the team
Identify Potential Donors	Emily (Donor Relations)	List of potential donors compiled
Launch Donation Campaign	Michael (Campaign Manager)	The campaign is live on the website and social media
Track Campaign Progress	Anna (Data Analyst)	Weekly progress reports shared with the team

How you’ll be raising those funds 

Time to get creative with your fundraising. Here’s a list of ways to bring in those donations: 

• Crowdfunding campaigns 
• Face-to-face asks 
• Phone calls 
• Mail campaigns 
• Email marketing blasts 
• Fundraising events 
• Thank-a-thon (yes, this is real!) 
• Grants and matching gifts 
• Corporate sponsorships and partnerships 
• Recurring donation campaigns 
• A month-long focus on endowments and planned giving 
• Capital campaigns 

Need more ideas? Check out our complete list of fundraising tactics for extra inspiration! 

Next, list the steps you need to take before and after each activity. You might need to train volunteers, prep materials, or set up that campaign website. 

And don’t forget—think about both short-term and long-term activities. 

Consider new trends for your fundraising plan 

The way we market and fundraise is always changing—especially with all the new tech at our fingertips. Here are a couple of fresh trends you should consider when shaping your fundraising plan: 

Influencer marketing 

Ever heard the saying, “people donate to people they trust”? It’s spot on! A whopping 49% of consumers trust influencer recommendations, so teaming up with a celebrity or public figure can seriously raise your reach. 

Video marketing 

In today’s digital world, videos are your best friend! With more people watching videos on their smartphones—an average of 19 hours a week—video storytelling is a must for fundraising and get this: 57% of people who watch nonprofit videos end up donating.                     

Go into all the details 

For start, answer these questions: 

• How many staff members can dedicate time to fundraising? 
• How many hours can they spend each week? 
• Do you have volunteers to help with fundraising tasks? 
• How many total hours per week can all volunteers pitch in? 
• Are your board members required to fundraise for your organization? 
• How many hours per week can you count on them? 
• What’s your annual fundraising budget, including marketing costs? 

Use the right fundraising platform! 

No plan works without solid fundraising support—and that’s where RallyUp comes in! RallyUp is a 100% free fundraising platform that helps nonprofits plan and run campaigns easily and quickly. We’re all about helping nonprofits build lasting relationships with amazing donors.  

Ready to launch your first campaign? 

Sign up now and get started in just 15 minutes! Whether you’re just starting out or need a little help, we’ve got free nonprofit strategic plan templates to assist you. 

Get started

Be Ready to Adapt 

Remember, your fundraising plan is a living document. Set your goals, but stay flexible. If an exciting opportunity comes your way, don’t be afraid to swap it in for another strategy.  

Download our fundraising plan template for nonprofits  

Our free fundraising templates are designed to guide you step-by-step through creating a comprehensive, impactful fundraising plan. Whether you’re just starting out or looking to revamp your strategy, these templates have everything you need to make your fundraising efforts a success. 

Strategic Plan 

Download our template. 

SMART Fundraising Goals 

You can find support for making a SMART fundraising plan in our fundraising template. Here is an example of how you can fill it easily. 

Goal	Specific	Measurable	Achievable	Relevant	Time-Bound	Obstacles	Strategies
Secure major donations	Reach out to high-net-worth individuals for $50,000 in donations.	$50,000 from at least 5 major donors.	Network with past donors and new prospects.	Major donations provide the largest funding source.	Secure funds within 3 months.	Limited connections with high-net-worth individuals.	Use existing donor  networks,  attend networking events,  and offer  naming opportunities.
Launch crowdfunding campaign	Run a campaign on RallyUp to raise $25,000 from 500 donors.	$25,000 from 500 donors with an average donation of $50.	Use compelling storytelling and targeted ads.	Crowdfunding diversifies revenue and engages the community.	Run the campaign for 45 days.	Standing out among many crowdfunding campaigns.	Create a compelling video,  leverage social proof, and encourage  peer sharing.
Corporate sponsorships	Secure at least 3 corporate sponsors contributing $30,000 total.	$30,000 from 3 companies, each donating $10,000.	Leverage existing corporate relationships and impact reports.	Corporate sponsors provide financial support and visibility.	Secure commitments within 6 months.	Difficulty in demonstrating ROI for corporate sponsors.	Offer branding opportunities, employee engagement programs, and impact reports.
Host fundraising event	Organize a gala event with a goal of raising $20,000.	$20,000 in event ticket sales and donations.	Secure venue sponsors and auction items.	Events create brand awareness and donor connections.	Host event in 4 months.	High upfront costs and unpredictable attendance.	Secure event sponsorships, offer early-bird pricing, and promote  through social media.
Increase recurring donors	Increase monthly donors by 50, contributing an additional $10,000 yearly.	50 new monthly donors contributing $10,000 yearly.	Improve donor retention and engagement strategies.	Recurring donors ensure financial sustainability	Increase recurring donors by year-end.	Difficulty convincing one-time donors to give monthly.	Highlight  impact stories, offer exclusive perks, and use automated reminders.
Apply for grants	Apply to 5 grants totaling at least $15,000.	At least 5 grant applications with $15,000 awarded.	Identify and apply to aligned grant opportunities.	Grants provide crucial unrestricted funding.	Submit applications within the next 3 months.	Competitive grant landscape with limited funding.	Focus on well-matched  grants, improve storytelling in applications,  and build relationships with funders.
Social media campaign	Leverage social media to generate $5,500 in small donations.	$5,500 raised through online campaigns.	Run targeted ads and influencer partnerships.	Social media reaches younger donors and new audiences.	Reach goal within 2 months.	Algorithm changes and low engagement rates.	Use video content, collaborate  with  influencers,  and run interactive campaigns.

A gift range plan 

A gift range chart describes the number and value of donations your nonprofit needs to meet its fundraising goals. 

You can find support for making a gift range plan in our fundraising template. Here is a template for a hypothetical $500,000 fundraising campaign: 

Gift Amount ($)	Number Of Gifts Required	Number of Donors Needed	Cumulative Total ($)
50,000	1	1	50,000
25,000	2	2	100,000
10,000	5	5	150,000
5,000	10	10	200,000
2,500	20	20	250,000
1,000	50	50	300,000
500	100	100	350,000
250	200	200	400,000
100	500	500	500,000

2025 fundraising calendar 

You can find support for making a fundraising calendar in our fundraising template, an example of how you can fill it easily. 

Fundraising Activity	Quarter	Costs	Staff/Hours Needed	Volunteers Needed	Estimated Income	Estimated Costs	Net Income	Resources
New Year’s Resolution Giving Campaign	Q1 January-March	Staff $300, Event Space $400, Ads $350	10 hours	5	$5,000	$1010	$3090	Online platform, marketing materials
Winter Raffle or Sweepstakes	Q1	Tech & Software, Printing & Promo materials, Permits & Licenses	20 hours	10	$10,000	$2,000	$8,000	Prizes, ticketing system
Martin Luther King Jr. Day Service & Fundraising Event	Q1	Food & Beverages,Transportation & Logistics	15 hours	8	$7,500	$1,500	$6,000	Event space, marketing materials
Valentine’s Day Giving Drive	Q1	Giveaways & Incentives, Photography & Videography	10 hours	5	$4,000	$500	$3,500	Online platform, email campaigns
Super Bowl Fundraiser	Q1	Volunteer Training & Supplies	20 hours	12	$12,000	$3,000	$9,000	Event space, decorations, food
St. Patrick’s Day Charity Event	Q1		15 hours	8	$6,000	$1,500	$4,500	Venue, entertainment
Earth Day Green Fundraiser	Q2		12 hours	6	$5,000	$1,000	$4,000	Marketing materials, eco-friendly products
National Volunteer Month Appreciation Campaign	Q2 April-June		8 hours	5	$3,500	$500	$3,000	Recognition materials
Easter Egg Hunt & Charity Drive	Q2		18 hours	10	$8,000	$1,500	$6,500	Venue, event supplies
Mother’s Day Giving Challenge	Q2		10 hours	5	$5,000	$500	$4,500	Online platform, social media promotion
Memorial Day Tribute Fundraiser	Q2		12 hours	6	$7,000	$1,200	$5,800	Marketing materials, event setup
LGBTQ+ Pride Month Fundraiser	Q2		18 hours	8	$10,000	$2,000	$8,000	Marketing materials, event decorations
Independence Day Community Event	Q3 July-September		30 hours	15	$20,000	$5,000	$15,000	Venue, permits, entertainment
Back-to-School Supply Drive	Q3		12 hours	8	$6,000	$800	$5,200	School supplies, donation platform
Fall Festival & Giving Event	Q3		20 hours	10	$12,000	$2,500	$9,500	Event setup, venue
Halloween Themed Fundraiser	Q4 October-December		18 hours	8	$9,000	$2,000	$7,000	Costumes, decorations, marketing
Thanksgiving Gratitude Fundraiser	Q4		15 hours	7	$8,000	$1,500	$6,500	Event setup, promotional materials
Giving Tuesday Campaign	Q4		10 hours	5	$15,000	$500	$14,500	Online platform, email marketing
Holiday Season Charity Auction	Q4		25 hours	12	$25,000	$6,000	$19,000	Auction items, venue
End-of-Year Giving Campaign	Q4		10 hours	5	$10,000	$500	$9,500	Online platform, social media promotion

Alternatively, you can buy pre-designed fundraising strategic plans. 

Remember, your plan isn’t set in stone. It can change at any moment, so stay flexible and adjust as you go! 

Frequently Asked Questions (FAQs) about fundraising plans 

Got questions about fundraising plans? You’re not alone! Whether you’re new to fundraising or looking to fine-tune your strategy, we’ve got the answers you need.

General fundraising strategy questions  

Questions About Fundraising Methods Answered 

Technology & Compliance Questions Answered 

Want more fundraising tips? Check out these articles: 

• Fundraising 101: A Comprehensive Guide for Nonprofits 
• How to Run an Online 50/50 Raffle: The Definitive Guide 
• How to Ask for Donations 

Get the knowledge to level up your fundraising game!