Campaigns to End Violence against Women and Girls - Virtual ...

egularly, at least every six months, and adjusted accordingly if necessary, so that it
continues to be a realistic projection of future income and expenses.
8.2 FUNDRAISING
OVERVIEW
Fundraising strategy
A fundraising strategy sets clear fundraising goals (e.g. the amounts of money intended
to be raised, or pooled from existing income of alliance partners, for what aspects of the
campaign, from what types of organizations) and defines how these goals will be
pursued. Any campaign that needs external funding should include a fundraising
strategy in its overall strategic plan. Substantial time and skills are needed for successful
fundraising and management of donor funds. Without any strategy or plan, campaigners
may end up spending most of their time chasing money – at the expense of campaign
implementation. Communication and fundraising strategies are interlinked, as quality
communication enhances the visibility and credibility of a campaign, making it therefore
more appealing to potential donors
External donor support
Large campaigns, or those that may have insufficient existing resources pooled from
alliance partners, may have to look to external funders for support. These commonly fit
into four categories: institutional, individual, community or corporate donors.
The term “institutional donors” generally refers to funding organizations that give
grants to other organizations and sometimes individuals, within a policy framework that
reflects the mandate of the organization. Corporate donors (also often referred to as
sponsors), who are typically businesses who wish to make a financial or in-kind donation
towards the campaign or sponsor specific activities, can be approached in similar ways
as institutional donors. However, they are not considered institutional donors, since their
philanthropic activities usually do not reflect the core mandate of the broader
organization.
Different types of people can be approached for individual donor support to a
campaign: the campaigners themselves and members of their social networks;
participants in campaign events; community members (in campaigns with a community
mobilization component); visitors to the campaign website and other members of the
target audience; and segments of the “general public” that may have an interest in the
campaign theme.
In campaigns that include community mobilization, raising financial and in-kind
contributions from the communities involved can give a boost to the campaign – both in
terms of available resources and credibility. Community donor support can come from
organizations such as small businesses, associations, clubs, and faith-based groups.
MAIN STEPS IN PLANNING FOR CAMPAIGN FUNDRAISING
1. Preparing the campaign budget: How much money does the fundraising strategy
need to generate so that the campaign can be run with a reasonable chance for
success? Two reasonably detailed budgets should be prepared: the core budget,
the absolute minimum needed for the campaign to yield meaningful outcomes, as
well as a “best case scenario” budget, with budget lines for additional activities.
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Campaigns December 2011