Whether you got some time off around the holidays or not, January feels like a very different time than December, doesn’t it? The frenzy of e-mails, phone calls, and mailings has subsided. And while there is still a lot to do – thanking donors and chasing up details of gifts – it’s a new start - even if your fiscal year doesn’t end in December.
January is an opportunity and it doesn’t matter if you are the sole fundraising staff person or the director of a large development staff. This is time to hit the re-set button and make sure your fundraising is on course.
Here are 5 things to prioritize this month:
Understand your results: As soon as possible, get your finance director to give you a sketch of how the year ended.
Did you meet your goals for your fiscal year (or for the year-end push if your fiscal year doesn’t end in December)?
How does it compare to last year?
Where was there growth that was unexpected? This could signal opportunity.
Where was there a dip or stagnation? Is this something that needs adjusting?
Many finance directors will want to wait for weeks or even months to give you audited reports, but try your hardest to get numbers ASAP and assure your finance team that you understand they are not final, but you need them now.
It’s critical to have a handle on how your efforts performed before you can do any of the things below!
Solidify your plan: Hopefully, you have created a budget and a fundraising plan for this year before this point. (If not, this is the time to do it and you can check out our classic post on planning here).
But even if you have a 2016 plan, year-end results often affect the fundraising plan that you may have already created.
How can you budget accurately in October for your online fundraising in 2016, for example, when so much of it happens two months later in December? And in Major Gift fundraising, the strategy for the majority of donors will be affected by their year-end giving.
So, pull that plan out and see what may need adjusting based on new opportunities or challenges.
Determine the strategic theme for the year and beat that drum: Once you have a handle on the results and you know how they mesh with your fundraising plan, decide on a “theme” for your fundraising work in the coming year. Broadcast that theme to your staff so that you are all working towards the same goals
This theme could be about increasing retention, building excellent customer service, or broadening the donor base.
Whatever it is, you need to come up with a rallying cry to communicate those priorities and beat that drum. As the leader of your fundraising program, you need to inspire your fundraisers as well as your donors.
Make sure the right people are on board: Your fundraising will only be as successful as the people asking. January is a good time to do formal or informal evaluations of staff and volunteers.
Did they meet their goals and objectives last year?
Do they have the tools they need to succeed?
Do we need more people on the team?
Do they know where they are going in 2016?
If you aren’t regularly asking these questions, you’re leaving out a critical piece of being a development director. Your job is as much as about the people you manage and support in asking, as it is about asking itself.
Get your team and the rest of the organization behind you: Think of this as internal marketing. I know there’s a lot of other stuff to do, but this will pay off.
Your fundraising doesn’t – or shouldn’t - live in a silo. You need program directors, front line volunteers, finance staff, and communications people to all know how the fundraising did last year, what the plan is for 2016, and how they can help.
You will definitely have some people who don’t really care (although they should). But you’re looking to affect two groups: those who are doubting the effectiveness of your fundraising and those who can help.
The first group of Doubting Toms is important because you need to turn them around. You need to give them the facts, ask for their input, and get them on your side. The last thing you need is people within your organization carrying uninformed opinions about donors and fundraising into their work.
The second group is even more important. By sharing you successes and challenges with people in your organization outside of fundraising, you will most likely find a few that step up and want to know more or agree to be more involved. When I was a development director, I found this over and over again and I recruited some of the best fundraisers this way.
As a Development Director you have a ton to do this year. Setting yourself and your team up for success early in the year is critical. Doing these five things will help you now and when December rolls around again!
All the best in 2016 from all of us at Front Range Source!
