Nonprofit Plans / Campaigns can be difficult to ideate, difficult to plan, difficult to execute, difficult to monitor and difficult to successfully repeat. The Clemons-Associates team has developed a short list of professional MISSION CRITICAL tools ('templated development tools in the fundraising space') so as to accomplish major achievements surrounding any nonprofit's goals.
These tools, once developed and refined, greatly impact many elements including the organization's BRAND AWARENESS, STORY, APPEAL, CALL to ACTION, FUNDRAISING, ongoing COMMUNICATIONS, STEWARDSHIP and more. Let's looks at the list designed for a recent Clemons-Associates client.
River of Hope DEVELOPMENT TOOLS
Delivered by Clemons-Associates
MARKETING PLAN & FUNDRAISING AUDIT
A mission-critical tool in nonprofit development
Each nonprofit needs a marketing plan to effectively reach potential supporters, raise awareness about their cause, and cultivate donor relationships, while a fundraising audit helps identify areas of strength/weakness/opportunities/threats.Regarding River of Hope, interviews were used to help identify the organization’s state of the union relative to current donor profile, messaging, and fundraising strategies. The goal is to ultimately position the organization to maximize their revenue and impact by understanding where their current efforts are falling short and where they can optimize their approach.
Key points about why a nonprofit needs a marketing audit:
Targeted outreach:
A plan helps identify the right audience segments to reach with messaging that resonates, maximizing the impact of marketing efforts.
Brand awareness:
By defining a clear brand identity and message, a marketing plan can build recognition for the nonprofit and its mission.
Donor engagement:
A well-structured plan can foster deeper connections with existing (and new) donors and encourage repeat giving.
Campaign effectiveness:
A plan provides a framework to develop and execute targeted fundraising campaigns, measuring their success and making necessary adjustments.
Key points about why a nonprofit needs a fundraising audit:
Identify weaknesses:
Our audit helped pinpoint areas in the fundraising process that are underperforming, like inefficient donor identification, donor cultivation and ineffective appeals.
Optimize strategies:
By analyzing the audit data, we identified opportunities to improve fundraising tactics, such as donor segmentation, digital assets and/or communication channels. For example, we built a PRAYER GUIDE, VOLUNTEERISM PLATFORM and new landing pages for River of Hope.
Resource allocation:
Our audit revealed where resources were weak (e.g., lack of record keeping in a CRM) where adjustments should be made to maximize fundraising results.
Benchmarking:
Comparing fundraising performance against industry standards and similar nonprofits, our marketing auditaimed at evaluating River of Hope’s target audience with the idea of building support for their cause (Case for Support), while the fundraising audit provided insights into the lack of effectiveness surrounding fundraising efforts. Consultants recommended moving toward data-driven improvements to increase donations and achieve the organization’s goals.
River of Hope will use audit data in 2025 and beyond
Applications:
a) Develop KPIs
b) Improve Benchmarking
c) Improve Brand Awareness
d) Improve Donor Engagement
e) Improve Record Keeping (CRM)
f) Develop and execute House Gatherings
g) Develop and execute Campaigns
h) Hone Donor Profiling; Database Building
i) Act on new Communications Strategy
j) Build and deploy Stewardship Plan
STRATEGIC FUNDRAISING PLAN
A mission-critical tool in nonprofit development
The strategic fundraising plan was specifically designed for River of Hope as a play-by-play guidebook to help build donor base, create awareness, deliver messages (value proposition) and raise money. Fundraising Experts/Consultants find the strategic fundraising plan accomplishes the following for respective nonprofit organizations:
Guides your organization
A strategic plan provides a blueprint for your organization's fundraising efforts, including goals, steps, and resources. It can help your organization stay on track and work efficiently towards its mission.
Helps you allocate resources
A strategic plan can help you make decisions about how to allocate your resources.
Helps you set realistic goals
A strategic plan can help you set goals that are ambitious but achievable.
Helps you maximize donor support
A strategic plan can help you prepare to maximize donor support by clearly outlining tools, resources and digital assets.
Helps you build a sustainable revenue stream
A strategic plan can help you develop a sustainable stream of revenue.
Helps you recruit staff/volunteers
A strategic plan can help you message future work which a) organizes tasks and action items; b) positively impact lives (constituents).
Helps you build a supportive work environment
A strategic plan can help you build a supportive work environment by clearly defining roles and expectations: it can be a key resource in recruiting Board Members, Campaign Committee Members and/or Volunteers.
Building Blocks within the River of Hope strategic fundraising plan:
Internal Marketing & Fundraising Audit
Unique Donor Base
Communications Strategy
Strategic Plan
River of Hope will use this tool in 2025 and beyond
Applications:
a) Goal Setting
b) Staff Communication
c) Volunteer Communication
d) Annual Plans; Tasks; Calendar of Events
e) Budget Planning
f) Donor Profiling; Database Building
g) Communications Strategy
h) Stewardship
CASE for SUPPORT
A mission-critical tool in nonprofit development
In a nutshell, the case for support (CFS) is a strategic document that outlines an organization's mission, vision, and goals. It conveys the nonprofit's unique identity, demonstrating why it deserves support from donors, volunteers, and other stakeholders. Important Reminders: The case for support is a document that explains a nonprofit's mission, why it's important, and why people should support it. It's a versatile tool that can be used in many ways, including:
Fundraising
A case for support is the foundation for all fundraising communications, including house gatherings, board recruitment, grant proposals, appeal letters, and emails. It is also helpful in donor meetings and on social media.
Messaging
A case for support should sharpen an organization's message about the problem it's trying to solve, why it's important, and how it will be solved. The case should emphasize how lives are positively impacted.
Website content
A case for support can be shared on a nonprofit's website. In the River of Hope’s new dedicated site, the CFS can be downloaded in several areas.
Campaign documents
A case for support should be the basis for other campaign documents, such as trifolds, pamphlets, one-sheeter brochures, infographic and stewardship documents.
Digital Assets
A case for support should be a focus point for content within newly developed digital assets such as blogs, e-newsletters, podcasts, and more.
A case for support can be tailored for different purposes, such as:
Campaign-specific
For a major capital or endowment campaign, the CFS is the basis of a nonprofit’s messaging/value proposition.
Program-specific
To focus messaging for a specific program, such as a MEMBERSHIP, ASSOCIATION, VOLUNTEER GROUP or PLANNED GIVING SOCIETY, the CFS is the basis of a nonprofit’s messaging/value proposition
River of Hope will use this tool in 2025 and beyond
Applications:
a) Grant writing
b) Church Presentation Requests and Follow Ups
c) Appeal Letters
d) House Gatherings
e) Donor Solicitation and Follow Ups
f) Donor ‘on request’ deliverables
g) Stewardship
WEBSITE
A mission-critical tool in nonprofit development
While 501(c)(3) organizations are not legally required to have a website, 91% of nonprofits do. A dedicated website is a critical tool for nonprofits to tell their story, reach new audiences, and build credibility:
Visibility
River of Hope’s website will help people find your organization online and learn about your mission, programs, and events.
Credibility
River of Hope’s website will help build trust by sharing transparent information and showcasing your successes.
Fundraising
River of Hope’s website will be a central hub for online donations and fundraising campaigns.
Communication
River of Hope’s website will be used to share updates, blog posts, and event calendars, and to maintain ongoing communication with your audience.
Dedicated Pages
River of Hope’s website features several key landing pages to emphasize organization, plans, programs, impact, leader introduction, giving opportunity.
Analytics
River of Hope’s website analytics can provide insights into visitor and donor behavior, which can help you tailor your content and improve your strategic decisions.
Compliance
River of Hope’s website can be used to share important documents and reports, and to maintain compliance with public disclosure requirements.
River of Hope will use this tool in 2025 and beyond
Applications:
a) Visibility (build awareness)
b) Credibility (ROL’s has the correct ministry for North Korea)
c) Fundraising (promote and inspire online giving)
d) Communication (worldwide…in several languages)
e) Specifically designed Landing Pages
f) Analytics
g) Compliance
.PPT PRESENTATION
A mission-critical tool in nonprofit development
Nonprofits use presentations to communicate their mission and vision, and to gain support for their cause. River of Hope’s presentation was developed with several goals in mind:
Share the nonprofit's story
Show River of Hope’s work and how it achieves the mission. Sharing stories of impact can help motivate audiences and connect them with the cause.
Secure support
Help secure River of Hope’s long-term support from donors, grant funders, board members, volunteers and other stakeholders.
Update board members
River of Hope’s presentation can update board members, staff, volunteers, friends/family, supporters on current projects and campaigns, and to get their approval for plans to further the organization's mission.
Strategies within building River of Hope’s presentation:
Engage the audience
Used stories, analogies, and life-changing case studies surrounding River of Hope’s platform.
Show passion
River of Hope’s founder/leader is a visionary; Show how he cares about the subject by his words, testimonials, ministries, care, support.
Consider the audience
Inspire empathy from Western audiences by visuals, statistics, testimonies, case studies, images, news.
River of Hope will use this tool in 2025 and beyond
Applications:
a) Presentation to Churches
b) Presentation to Associations
c) Presentation to Family Foundations
d) Presentation to Boards; Decision Makers (Funders)
e) House Gatherings
f) On-on-Many Donor Solicitations
g) Excellent Tool for trusted, trained Board
h) Excellent Tool for trusted, trained Campaign Committee
i) Excellent Tool for trusted, trained Volunteers, Ambassadors
j) Excellent Tool for trusted, trained Staff Members
BRAND IDENTITY
A mission-critical tool in nonprofit development
A nonprofit's visual identity is a critical component of its overall branding. Logos, names, typography, and colors are often the first things that come to people's minds when thinking of a particular charity.
With this in mind, River of Hope’s gained a new brand identity (along with a styleguide) to establish a recognizable identity, build trust, and connect with the community: Goals of the organization’s new brand is intended to:
Build trust: A brand can help build trust and confidence with potential donors and supporters.
Increase donor loyalty: A strong brand can increase donor loyalty and support.
Connect with the community: A brand can help nonprofits create a stronger connection with the community, which can lead to increased support and engagement.
Establish a familiar face: A solid branding image can establish a nonprofit as a familiar face, which is important in the nonprofit world.
Reinforce mission statement: A brand can reinforce a nonprofit's mission statement and values.
Find new customers: A brand can help nonprofits find new customers and delight existing customers.
Improve mission focus: A brand strategy can help nonprofits create a focused mission.
River of Hope will use this tool in 2025 and beyond
Applications:
a) Incorporate brand into Newsletters
b) Incorporate brand into Cultivations
c) Incorporate brand into Presentations
d) Incorporate brand into Blogs
e) Incorporate brand into House Gatherings
f) Incorporate brand into Print Collateral
g) Incorporate brand into Donor Solicitations
h) Use in sponsorships, collaborations
i) Use in invitations, special events
j) Use in global outreach, mass communications
PRAYER GUIDE
A mission-critical tool in nonprofit development
We know prayer can be a source of strength, guidance, and unity for all nonprofits, but especially faith-based and humanitarian organizations. Prayer helps sustain nonprofits through the challenges of their work. In the case of River of Hope, a newly developed prayer guide was specifically designed with the below applications in mind.
River of Hope will use this tool in 2025 and beyond
Applications:
a) Prayer Guide is downloadable ‘in exchange’ for a donor’s gift
b) Prayer Guide is downloadable ‘in exchange’ for a volunteers who self-identify to help
c) Incorporate Prayer Guide into Messaging
d) Incorporate Prayer Guide into Blogs
e) Incorporate Prayer Guide into Interviews
f) Incorporate Prayer Guide into Podcasts
g) Incorporate Prayer Guide into Donor Solicitations
h) Use in House Gatherings (have participants download PDF?)
i) Use in Group Presentations (have participants download PDF?)
j) Use as an incentive (free gift) via annual giving and YE appeals
BUDGET
A mission-critical tool in nonprofit development
A budget is a guide that can help a nonprofit plan as well as assess its current financial health. River of Hope ‘re-invented’ their 2025 budget ($3,166,000) to represent needs, resources, labor, etc. We considered actual cash flow and expenses with regards to fiduciary needs associated with achieving the mission. Considered goals:
Achieve the mission
A budget helps nonprofits focus on their goals and ensure they have the resources to accomplish them.
Grow sustainably
A budget helps nonprofits grow without overspending by keeping costs in line with revenue.
Build trust with donors
A budget helps nonprofits demonstrate that they are using funds wisely, which builds trust with donors.
Improve communication
A budget helps nonprofits communicate ‘use of funds’.
Plan for the future
A budget helps nonprofits forecast their financial position, which allows them to anticipate challenges and opportunities.
Manage cash flow
A budget helps nonprofits manage cash flow by projecting cash flow and identifying potential cash deficits or surpluses.
Prepare stakeholders for collaboration
A budget helps nonprofits convey where monies are procured and how they are deployed.
Evaluate performance
A budget helps nonprofits evaluate the financial performance of different programs and initiatives.
Identify areas for improvement
A budget helps nonprofits identify inefficient processes and areas for operational improvement.
River of Hope will use this tool in 2025 and beyond
Applications:
a) Incorporate budget into Grant Submissions
b) Incorporate budget into Cultivations
c) Incorporate budget into Presentations
d) Incorporate budget into Blogs
e) Incorporate budget into House Gatherings
f) Incorporate budget into Print Collateral
g) Incorporate budget into Donor Solicitations
h) Use in annual planning
i) Use in campaign building
j) Use in annual giving and YE appeals
SPECIFIC CAMPAIGN TOOLS
Specialized and Customized tools in nonprofit development
Nonprofit organizations gain enlightenment and actionable plans from their consultants and subject-matter-experts. In the case of River of Hope, newly developed resources, landing pages and stand-alone collateral components were specifically designed with several goals in mind including brand awareness, storytelling, donor engagement, volunteer invitation and online giving/fundraising.
Short list of River of Hope’s specialized elements:
a) History and Solutions of Problem
b) ‘Join the Mission’ invitation
c) Message from the Leader
d) Prayer Guide
e) Volunteerism Platform / Engagement Campaign
f) Case Studies/Storytelling (constituent impact)
g) Ways to Give
h) FOUR-PART PROGRAM (how organization systematically approaches problem)
i) House Gatherings Guide
j) Stewardship Samples
Question to ask your Fundraising Consultant:
What is your approach to developing/delivering mission critical elements?
1. Marketing Plan and Fundraising Audit
2. Strategic Fundraising Plan
3. Case for Support
4. Website(s)
5. Presentation(s)
6. Brand Identification
7. Special Collateral (see above Prayer Guide)
8. Budget
9. Special Campaigns Tools (see above)
Bottom line: Proven and tested development tools should be a key part of your strategy whether your campaign goals are $300,000, $300M or any figure in between.
These same tools should be in place to help define brand identity, raise awareness, tell your story, make an appeal, accept gifts and steward contributions. Clemons-Associates works closely with each client on developing these mission critical elements (we have developed and/or collected quite a tool chest over the last 25 years). Contact one of our team members and we can share case studies, templates and best practices tools.
Craig Clemons with Friend, Philanthropist and President/Founder/Board Chairman of Express Employment Professionals, Bob Funk, Sr.
Seeking expert assistance from seasoned professionals?
Contact Craig Clemons at craig@clemons-associates.com or one of our rock star associates for more details. Clemons & Associates is on standby to help you with brand identity, strategic messaging, campaigns, digital assets, programs/projects and/or development endeavors.