Fundraising and Marketing for CSOs

From Capable Partners Botswana (CAP) and FHII 360, this guide builds on the content of Technical Assistance (TA) sessions held in July 2011, in which 8 CAP partner civil society organisations (CSOs) developed and practiced their fundraising and marketing skills based on the concepts and tools presented in this document.

The resource guide provides step-by-step directions to develop two critical documents that can help CSOs in Botswana think about sustainability: a fundraising strategy and a marketing strategy. Additionally, tools are provided in the resource guide and are also complemented by experiences of 3 CSOs through case studies.

Contents include the following:

Background and Introduction
Rationale - Why a Resource Guide on Fundraising and Marketing?
Shrinking International Resources
Increased competition
Lack of Funding Diversity
Opportunities
What Does an Organisaton Need Before It Can Begin to Think About Fundraising and/or Marketing?
Developing a Fundraising Strategy
Step 1 - Analyse your Funding Gaps
Step 2 - Analyse your Funding Environment / Opportunities
Step 3 - Cultivate a Relationship
Step 4 - Solicit Funding
Step 5 - Stewardship
Step 6 - Evaluation and Feedback
Factors of Successful Fundraising: Case Studies
Botswana
Legal Network on Ethics, Law and HIV/AIDS (BONELA)’s Success 
Positive Innovation for the Next Generation (PING)’s Success
Stepping Stones International (SSI)’s Success
Developing a Strategic Marketing Plan for CSOs
Step 1 - SWOT (Strengths, Weaknesses/Limitations, Opportunities, and Threats) Analysis
Step 2 - Defining and Understanding your Target Audiences
Step 3 - Define Objectives for your Target Audiences
Step 4 - Develop your Marketing Tactics and Message
Step 5 - Develop your Implementation Plan 2
Practical Marketing Tips for CSOs
Annex 1: Funding Gap Analysis for 2011 (Example)
Annex 2: Proposal Template
Annex 3: Steps to Develop a Strategic Marketing Plan

For access to this manual, please contact FHI 360 through the contact information below.