A Structure for Project Literature

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St Ogg’s Church

Anyplace

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Project Name

Campaign Strategy

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Executive Summary

X

Executive Summary2

Contents3

1.0Background

2.0Outline Fundraising Strategy

2.1Basic strategy

2.2Donor constituencies

Individuals/church members
Individuals/local community
Trusts and foundations/local
Trusts and foundations/your county and UK
Local companies
English Heritage & Lottery funding
Regional, national and EU government
Volunteer leadership
Gift schedule
Project portfolio
Gift management
Donor stewardship and reciprocation

3.0Implementation and Timetable

3.1Key fundraising milestones

3.2Roles & responsibilities

Project team
Campaign Leadership Board/Trustees
Major gift fundraising
Corporate sponsorship
PR and communications
Events
Evaluation
Project implementation plan
Campaign implementation plan

4.0Risk Assessment

4.1External environment (PESTLE analysis)

4.2Internal environment (SWOT analysis)

Campaign Plan

1.0Background

1.1This document outlines the plan for the PLACE Parish XX Campaign. It provides an overview for the project’s management team. Detailed action plans to deliver each aspect of the programme will be developed in conjunction with this strategy. The plan will enable all those involved in the campaign to have a common understanding of the processes, tasks and timetable for the campaign.

1.2The PLACE Parochial Church Council (PCC) is responding to [eg. the need to modernise the amenities provided by the PLACE Parish Hall to the community of the parish by proposing to construct an extension to the current building and to modernise the facilities throughout].

Phase Ia will be a project to [eg. construct a modern parish office in steel, glass and oak designed to complement the existing Parish Hall dating back to the 16th century.

Phase 1b will [eg. see the original hall restored and modern social facilities created which address current health and safety regulations].

1.3To date …… donor(s) have made a gift(s)/indicated that a grant/pledge totalling approx. £…. k towards the £xxx, 000 target required to [eg. build the Parish Office] (Phase 1a) . It is planned that this phase of the campaign will commence in [month] 2005 and be opened in month 200….

1.4This plan sets out the key stages of the process as follows:

Outline fundraising strategy,
Implementation and timetable,
Risk Management

2.0Outline Fundraising Strategy

2.1Basic strategy – to raise funds to support the goals of the Xxxx Campaign. Funding requirement are as follows:

Phase 1a: £xxx,000 (including …… and …….).
Phase 1b: £xxx,000 (including …… and …….).
Donor constituencies – there are …… donor constituencies as follows:
Individuals/church members Target: £… (…% of goal)
Individuals/parish community Target: £…(…% of goal)
Charitable trusts/parish and local Target: £… (…% of goal)
Charitable trusts/county and UK Target: £… (…% of goal)
Locally based companies Target: £… (…% of goal)
English Heritage/Lottery funding Target: £… (…% of goal)
Government, regional & EU community

development sourcesTarget: £…(…% of goal)

Figure 1Potential Donor Constituencies

2.3Volunteer leadership

2.3.1Chair.

2.3.2Members.

2.3.3Other volunteers.

2.4Gift schedule

The total goal is £x.00 million. The gift pyramid could look something like Figure 2, though gifts are not expected to fit this pattern absolutely. Fundraising experience suggests that for every one gift that you solicit, approx. four prospects will need to be identified. Most major gift prospects will need to be identified in the first six months of the project, ie. January to June YEAR.

Figure 2Gift Pyramid

2.5Project portfolio

(a)Xxxxx(Capital project)

Description: xxx

Cost: £xxx,000

Timescale: x months

(b)xxxx

Description: xxx

Cost: £xxx,000

Timescale: x months

(c)Xxx

Description: xxx

Cost: £xxx,000

Timescale: x months

2.6Gift management

(a)Recording

(b)Banking

(c)Accounting

(d)Reporting

(e)Tracking (pledges, instalments)

2.7Donor stewardship and reciprocation

(a)Thanking

(b)Recognising

(c)Informing

(d)Involving

3.0Implementation and Timetable

3.1Key fundraising milestones

3.2Roles & responsibilities

3.2.1Project team

3.2.2Campaign Leadership Board

3.2.3Major gift fundraising

3.2.4Congregation fundraising

3.2.5Community fundraising

3.2.6Local business fundraising/sponsorship

3.2.7PR and communications

3.2.8Events

3.2.9Feedback, monitoring, evaluation

3.2.10Implementation plan

3.3
Campaign Implementation Plan

4.0Risk Assessment

4.1External environment / PESTLE analysis

Political (Global, national, regional, local and community trends, changes, events)

Economic (world, national, and local trends, changes, events)

Social (developments in society: culture, behaviour, expectations, composition)

Technological (Developments: computer hardware, software, applications, other equipment, materials, products and processes)

Legal (World, EU, National legislation changes, prospects)

Environmental (Global, EU, national, local issues, pressures, movements)

For an overview and explanation of how to approach a PESTLE audit, see Renewal Associates (2003) briefing at:

4.2Internal environment / SWOT analysis

Strengths

Weaknesses

Opportunities

Threats

Project Name

Campaign Strategy

A Structure for Project Literature

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St Ogg’s Church

X

CONTENTS

Page

Executive Summary2

Contents3

Campaign Plan