Planning to Succeed: How to Build a Fundraising Strategy That’s Realistic and Resilient

One of the most common challenges I see when I advise nonprofit leaders—especially smaller or growing organizations—is this: they don’t actually have a fundraising plan. They have goals, yes. They have hopes. But not a plan.

I understand why. Fundraising can feel unpredictable. Sometimes it’s easier to keep doing what’s worked in the past, or to scramble when a need arises. But in my experience—just like in investing—a plan doesn’t just help you reach your goal. It helps you survive the tough stretches and stay focused on what matters most.

Whether I’m supporting a client who wants to give more strategically, or offering guidance to a nonprofit figuring out how to scale, I always come back to the same foundation: strategy beats luck.

Here’s how to build a fundraising plan that’s both practical and powerful.

1. Start With the Why—and Then Define the How

Your fundraising strategy should be built around impact, not just revenue targets.

Ask: What are we trying to achieve in 1 year, 3 years, 5 years? What programs or outcomes do we want to deliver?

From there, you can back into:

• How much funding is needed?

• When is it needed?

• What kind of support—grants, individual gifts, corporate partners—best fits the vision?

2. Assign Roles, Not Just Tasks

Fundraising is a team sport.

Whether it’s a 3-person nonprofit or a national foundation, I always encourage organizations to be crystal clear about who is responsible for what.

• Who builds the donor pipeline?

• Who maintains the relationships?

• Who follows up, tracks, and reports?

  
  

  Tip: Even the Executive Director is the Chief Fundraiser. No one can delegate relationship-building entirely.

3. Set Realistic Fundraising Targets

I’ve seen organizations aim for a 50% year-over-year fundraising increase—without adding staff, improving systems, or identifying new prospects. It rarely ends well.

Instead:

• Be honest about what your team can handle.

• Build in room for learning, failure, and iteration.

• Set a mix of stretch and base goals.

  
  

  It’s okay to say: “We need to raise $500,000—but our base scenario is $350,000.”

4. Create a Timeline That Matches Reality

Many donors—especially foundations and corporates—have long lead times. A grant proposal submitted today may not yield funds for 9–12 months.

Your plan should reflect:

• When you’ll begin outreach.

• When you’ll follow up.

• When you can reasonably expect commitments.

  
  

  Tip: Start early. The best time to build relationships is before you need the money.

5. Build—and Prioritize—Your Prospect Pipeline

Start with people who already know and care about your work:

• Previous donors

• Volunteers

• Event attendees

• Friends of board members

Then expand to new audiences. Segment your list. Prioritize your top 10, top 25, top 50 prospects. Be intentional with your time.

6. Match the Ask to the Need

Not all money is equal.

• Unrestricted funds are the most flexible—but hardest to raise.

• Restricted or project-specific gifts may be easier but can tie your hands.

• Capital or endowment campaigns require deep commitment and credibility.

• Planned giving pays off later, not now—but builds long-term strength.

  
  

  Tip: Don’t chase every opportunity. Focus on the types of funding that match your strategy—and your capacity.

Final Thought:

A good fundraising plan is like a portfolio strategy—it gives you clarity, structure, and a way to say no to distractions. It helps you adapt without drifting.

Fundraising will always involve relationships, surprises, and some luck. But with a strong plan, you’re not just hoping for results—you’re preparing for them.

Next up: “Future-Proofing Your Mission: Planned Giving and Long-Term Funding”