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RESOURCE MOBILIZATION
 Resource Mobilization involves: Fundraising,
and income generating activities
FUNDRAISING
INCOME
GENERATING
ACTIVITIES

FUNDRAISING
 Concept of Fundraising
 Why Fundraise? Purpose of Fundraising
 Survival Tactics in Fundraising
 Process of successful Fundraising
 Principles of Fundraising
 Fundraising Strategy
 Identifying Sources of Funds
 Addressing different stakeholders
 Funding Techniques
 Income generating Activities

Concept Of Fundraising
 Fundraising is a component of resource
mobilization.
 Fundraising is giving people the opportunity to
give. It’s a process whereby resources are
transferred from those able to give to those in
need to receive.

Why Fundraise
 Diversify and increase the number of different
income sources the organisation has.
 Develop and expand, or consolidate and maintain,
the existing workforce and programme or service.
 Reduce financial dependency on funds received
from any one source or any international funding
agency.
 Enhance long term organisational sustainability.
 Promote the organisation
 Member recruitment

Survival Tactics in Fundraising
 Know your mission- Do not compromise your values
 Long-term fundraising has to be planned
 Effective internal and external communication
 Investing in its own growth
 Making friends- “Fundraising is friend raising”
Building relationships with community and
supporters
 Servicing the funders and sustaining their support
 It is not a one off attempt- it takes time
 Focus on why you need the funds.
 Leadership is key

Process of Successful Fundraising

Principles of Fundraising
 Educate
 Ask
 Use personal approach
 Understand the donor’s point view
 Seek ethical donors
 Say thank you
 Invest time and money in retaining donors
 Maintain a good reputation
 Be accountable and transparent

Ask with Direction
$ 1
$ 5
$ 250
Provides 3 meals
per day
Provides
accommodatio
n for a week
Educates a
child for a
whole year

Pyramid of Donors
Large Donations
Donations
Regular Committed Giving
Repeat Gifts
First Gifts

Fundraising strategy
Main Issues to consider
 Funds for today
 Funds for tomorrow
 Funds for the future

Identifying Sources Of Funds
1. Foreign Donors
a) Outside The Country
b) Inside The Country
2. Corporations/Businesses
3. Government
4. Institutions and NGOs
5. Individuals

Addressing Different Stakeholders
 Developing a case for support
The Case must: “Catch the Eye – Warm the
Heart – Stir the Mind”
 The “case” is an expression of the cause, or a clear,
compelling statement of all the reasons why
anyone should consider making a contribution in
support of advancing an NGO’s vision to meet a
need. A reality of fundraising is that no one has to
say “yes” in response to a call for help. It is up to
the NGO to attract and persuade support.

Raising Money From Foreign Donors
 Identifying donors area of values and interests
 Knowledge of donors application requirements
and deadlines
 Knowledge of operation of international umbrellas
 Money flow
 E.g.
 IHEU
 HAMU

Raising Money From Business Corporations
 Approach
 Research
 Why should they give you money? What can you
give the business?
 Face-to-face approach
 Identify contact persons
 Set up a meeting

Raising Money From Local Community
 Voluntary support services “in kind”
 Cost Sharing
 Special Events
 Offering services to the community for a pay
 Cooperating with similar organisations to cut
costs
 For example hiring services

Raising Money From Individuals
 Ask- How?
 Face-to-face meetings
 Prepare Eye- catching literature

Fundraising Techniques
ANNUAL FUND – CURRENT INCOME (Today)
 Direct mail appeals
 Debit orders/pledges
 Membership Fees
 Special Events
 Competitions (raffles)
 Selling services
 Selling products
 Donor or supporter clubs (Friends of …)
 The internet
 Payroll deductions

 SPECIAL GIFTS – PROJECTS AND CAPITAL
CAMPAIGNS (Tomorrow)
 Project proposals (Corporations, Foundation,
Trusts, Foreign Sources)
 Face-to-face negotiations
 Matching grants
 Capital campaigns

 DEFERRED GIVING – ENDOWMENT (the future)
 Wills and bequests
 Endowments
 Insurance policies
 Unit Trusts

INCOME GENERATING ACTIVITIES
 Consider the organisation’s strength- Assets and
capital
 Consider the environment
 Consider low risk ventures
 Involve beneficiaries, given their capability

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