Strategic Planning IS Fundraising
Over the last ten years, I’ve worked in just about every seat inside a nonprofit: director of programs, program staff, executive assistant, fundraiser, grant writer, corporate relations manager. Each role gave me a different perspective on what it takes to move a mission forward.
Three and a half years ago, I started my own nonprofit consulting business, and while I love many aspects of this work, fundraising quickly became one of my favorite pieces. Here’s why: without funding, you can have an incredible mission, outstanding staff, and excellent programs, but you still won’t be able to move your vision forward.
Fundraising isn’t just about asking people for money. At its core, fundraising is about building relationships, communicating impact, and showing people why their investment matters. But there’s another piece that often gets overlooked: fundraising requires a plan.
Why a Strategic Plan Matters to Fundraising
When funders look at your nonprofit, they want to see more than passion. They want to see that you’ve thought about the future, that you’re going to stick around, and that their dollars will have lasting impact.
That’s where your strategic plan comes in. A good plan isn’t just an internal roadmap…it’s a fundraising tool. It signals to donors and funders:
Here’s where we’re going in the next three years.
Here’s how we’ll get there.
Here’s the difference your investment will make.
Think about it this way: if someone invited you on a trip and said, “I’ve never been there before, but I think I can figure it out along the way,” you might hesitate to get in the car. But if they said, “I’ve mapped the route, here’s the GPS, and here’s how long it will take,” you’d feel much more confident joining them. Funders are the same way—they want to see the map.
Motivation Beyond Money
Strategic planning isn’t just for funders. It motivates your staff and board too. It takes the day-to-day work and connects it to something bigger—growth, sustainability, and the future of your mission. When everyone knows the destination and their role in getting there, it builds momentum across the organization.
And that buzzword we hear so often in the nonprofit world—sustainability? A strategic plan gives it teeth. Without one, sustainability is just wishful thinking. With one, it becomes a concrete pathway.
Of course, a plan only works if you actually use it. The best strategic plans aren’t documents that collect dust on a shelf—they’re guides that shape decisions and keep the organization accountable.
That means checking in on it regularly (I recommend every 90 days) and making sure your staff, board, and volunteers all understand it. When your team can point to the plan and say, “Here’s what we’re working toward,” your funders can see it too. And when they see it, they’re far more likely to invest.
So here’s the point: strategic planning is fundraising. It shows sustainability, viability, motivation, and direction. It reassures funders that your organization isn’t just dreaming big. It’s charting a real path forward.
If you don’t yet have a plan, consider investing in one. A strategic plan that’s well-built and well-used can make the difference between funders hesitating and funders saying, “Yes, I believe in where you’re headed.”
Because at the end of the day, fundraising isn’t only about raising dollars. It’s about building belief. And nothing builds belief quite like a clear, compelling plan.
