Building the Right Infrastructure to Raise Funds

Proper infrastructure is crucial for consistent and successful fundraising in the nonprofit world. Without a solid foundation, your efforts may fall short, leaving your mission underfunded and your vision unrealized. Let’s break down the critical infrastructure you need to have in place to raise funds effectively.

Step 1: Conduct a Fundraising Audit
The journey to building effective fundraising infrastructure begins with looking inward. A fundraising audit evaluates your organization’s existing systems, databases, and processes to determine what is working and what needs to be improved. This introspection allows you to:
Understand how well you’re utilizing your data.
Identify gaps in your current strategy.
Pinpoint areas that need restructuring.
It is a diagnostic process that sets the stage for more informed decision-making. A clear understanding of your starting point makes creating a sustainable fundraising strategy possible.

Step 2: Perform a Market Analysis and Wealth Screening
It's time to look outward once you’ve examined your internal systems. A market analysis helps you understand your community, service area, or jurisdiction. Wealth screening complements this by identifying potential high-value donors, such as millionaire households in your target area. This process allows you to:
Segment your audience based on interests, motivations, and giving capacity.
Tailor your communication to specific donor profiles, making it more personal and impactful.
Develop targeted strategies to engage different donor segments.
For example, if you identify donors with a strong connection to education or healthcare, you can craft your approach to align with their interests and values.

Step 3: Create a Fundraising Plan with a Plan of Care
Your fundraising plan is your blueprint for action, detailing how you intend to raise funds. A key component of this plan is the “plan of care,” which outlines how you will engage with each donor segment. This includes:
Strategies for initiating relationships, such as email introductions or office visits.
Tactics for nurturing relationships through consistent communication and engagement.
A timeline for building trust before making a formal ask.
Remember, fundraising is about relationship-building. It often takes multiple interactions—emails, calls, visits, or event invitations—before a donor feels comfortable contributing. A thoughtful plan of care ensures you’re intentional about these touchpoints, paving the way for successful asks.

Step 4: Build Your Fundraising Execution Team
You'll need a dedicated team to execute your fundraising plan. Depending on your strategies, this team may include:
Volunteers or staff to handle communications, such as emails and phone calls.
Individuals responsible for donor visits or hosting events.
Board members or campaign cabinet members with experience in high-level fundraising.
Training your team to be professionals ensures that every aspect of your strategy is executed effectively. Whether setting appointments, leading tours, or coordinating events, their efforts are integral to achieving your fundraising goals.

Step 5: Establish a Campaign Cabinet
Consider forming a campaign cabinet for more extensive campaigns—a group of influential individuals who can champion your cause. These could include philanthropists or community leaders with experience raising funds for significant initiatives. Their networks and expertise can amplify your efforts and bring in substantial support.

Step 6: Activate Your Strategy
With your infrastructure in place, it’s time to activate your strategy. This includes:
Leveraging your fundraising plan and team to execute campaigns.
Continuously evaluating your processes to ensure they are yielding the desired results.
Staying consistent and intentional in your efforts.
Fundraising success doesn’t happen overnight. It requires a well-thought-out system, the right tools, and a team committed to your mission.

As a special note, today is a day of celebration for us at Solutions Matter LLC—it’s the birthday of our founder and lead consultant, Sharon Jones! Sharon has dedicated over 30 years to the nonprofit sector, empowering organizations to achieve remarkable results. Her leadership, vision, and commitment to excellence inspire our team and the clients we serve.

Happy birthday, Sharon! We are grateful for your tireless work and look forward to celebrating many more years of your impactful leadership.
By following the steps outlined above and investing in the proper infrastructure, your organization can achieve consistent and sustainable fundraising success, enabling you to make an even more significant impact on the communities you serve.

Rooney Akpesiri is the VP of Client Acquisition, Nonprofit Solutions Matter