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Fundraising Diagnostic
Objective: Practical, high-level questions to uncover gaps, spark insights, and determine your point of departure
Approach: Use to structure internal discussions, collect data, and identify next steps.
Diagnostic Journey
Strategy & Alignment
Strategy & Alignment
1
Mission Alignment
"Do our fundraising goals clearly map to our mission and biggest impact areas?"
"Have we articulated a compelling, evidence-backed case for support for each donor segment?"
2
Revenue Targets & Diversification
"Are our annual and multi-year goals well-defined and realistic?"
"How reliant are we on a handful of donors or grants—what's our risk if one disappears?"
3
Value Proposition
"Do we communicate why our solution is uniquely cost-effective or evidence-based in a way donors 'get'?"
"How do we demonstrate real impact (cost per outcome, RCT data, etc.) to stand out?"
4
Market Position
"How do we differentiate ourselves from similar organizations in our space?"
"Have we identified our unique strengths and competitive advantages in the fundraising landscape?"
5
Growth Strategy
"What are our plans for scaling fundraising operations as we grow?"
"Have we identified new funding streams or donor segments to pursue in the next 1-3 years?"
6
Risk Management
"What contingency plans do we have for economic downturns or funding disruptions?"
"How are we protecting and future-proofing our most valuable donor relationships?"
Team & Structure
Evaluating your organizational capacity and culture is crucial for fundraising success. Consider these key areas:
Staffing & Roles
"Are our fundraising responsibilities clearly defined (major gifts, grants, digital, etc.)?"
"Do we have the right experience and capacity for our revenue goals?"
"How well do our different fundraising roles coordinate and communicate?"
"Do we have clear career paths and professional development opportunities for fundraising staff?"
"Are we appropriately staffed for each funding stream, or are there gaps?"
Leadership & Governance
"Is there direct involvement from leadership (CEO, board) in fundraising strategy and relationship-building?"
"Do board members donate themselves and tap their networks?"
"How effectively does our board fundraising committee function?"
"Is there a clear process for leadership review and approval of fundraising strategies?"
"Do we have the right mix of skills and connections on our board for fundraising success?"
Development Culture
"How do we incentivize, support, or reward our fundraising staff (training, recognition)?"
"Is fundraising seen as crucial to our mission—or just an afterthought?"
"How well do program and development teams collaborate?"
"Do we celebrate fundraising wins across the organization?"
"How do we maintain morale and prevent burnout among development staff?"
Consider conducting regular assessments of these areas to identify opportunities for strengthening your fundraising infrastructure and team dynamics.
Revenue Streams
Portfolio Review
"What percentage of funds comes from individual donors, foundations, corporates, events, online campaigns, etc.?"
Unrestricted vs. Restricted
"How much of our funding is flexible? Does that align with what we need to cover overhead and new initiatives?"
Opportunities for Growth
"Which revenue channel offers the highest ROI or greatest potential for expansion?"
"Do we rely excessively on one or two sources that put us at risk?"
"Do we actively educate donors on the value of unrestricted support?"
"Are we missing any channel (major gifts, monthly giving, corporate matches) that could stabilize funding?"
Technology & Systems
A robust technology infrastructure is crucial for modern fundraising success. Regular evaluation of your systems and tools ensures you're maximizing efficiency and donor relationships while maintaining data security and accessibility.
CRM & Data Management
"What donor database or CRM do we use, and do we leverage it fully (segmentation, donor history, analytics)?"
"Is our data clean, secure, and easily accessible for outreach and reporting?"
"How frequently do we clean and update our donor records?"
"Do we have clear data entry protocols and training for all users?"
"What backup systems are in place to protect donor information?"
Automation & Reporting
"Do we automate acknowledgments, reminders, or stewardship touchpoints?"
"Can we quickly pull segmented lists (lapsed donors, high-capacity prospects)?"
"How sophisticated are our reporting capabilities for different stakeholders?"
"Are we using automation tools for social media and email campaigns?"
"Do we have customizable dashboard views for different team members?"
Integration
"Are our website donation forms, social media, and CRM linked seamlessly?"
"How do we track and measure all online/offline donor interactions?"
"Can data flow automatically between our various platforms?"
"Do we have APIs or integrations with other key software tools?"
"How well do our systems support cross-channel campaign tracking?"
Regular technology audits help identify gaps and opportunities for improving your fundraising systems. Consider both current needs and future scalability when evaluating your tech stack.
Performance Metrics
1
Donor Retention & Lifetime Value
"What's our overall donor retention rate? Do we segment first-time vs. repeat donors?"
"Do we track donor lifetime value (LTV), and how does that shape our acquisition spending?"
"How does our retention compare to industry benchmarks by donor segment and giving level?"
"Are we analyzing which donor engagement tactics most impact retention?"
2
ROI / Cost per Dollar Raised
"Which fundraising methods yield the highest net return? Which are least efficient?"
"Are we investing appropriately in high-return channels or underfunding them?"
"What's our average cost to acquire new donors across different channels?"
"How do our fundraising costs align with sector standards?"
3
Upgrade & Conversion Rates
"Are we converting one-time donors to recurring or major donors?"
"Do we measure how many donors increase their gift year-to-year?"
"What percentage of donors move up our giving pyramid annually?"
"How effective are our upgrade campaigns and major donor cultivation efforts?"
4
Campaign Performance & Response Rates
"What are our email open rates, click-through rates, and conversion rates?"
"How do different appeal types perform across various donor segments?"
"Are we testing and optimizing our fundraising messages and channels?"
5
Stewardship & Engagement Metrics
"How quickly do we acknowledge gifts and what's our thank-you process?"
"Do we track donor satisfaction and feedback systematically?"
"What metrics do we use to measure the strength of donor relationships?"
Donor Engagement & Stewardship
1
Messaging & Storytelling
"Do we tie donations to tangible outcomes or cost-effectiveness metrics (e.g., cost per net, cost per child served)?"
"Are we balancing emotional resonance with credible data from RCTs or evaluations?"
2
Communication Cadence
"How soon and how personally do we thank donors? Are updates scheduled regularly?"
"Do different donor segments receive targeted messages or is it all one-size-fits-all?"
3
Transparency
"Do we openly share where funds go, highlight successes and failures, and provide detailed impact reports?"
"Are we leveraging external endorsements or ratings (e.g., GiveWell, Charity Navigator) in outreach?"
Operations & Processes
1
Workflow & Efficiency
"Are there bottlenecks or manual tasks (e.g., gift processing, grant writing) that slow us down?"
"Could updated tools or SOPs free up staff for more strategic donor engagement?"
2
Interdepartmental Coordination
"Do program teams, finance, and fundraising collaborate on proposals and reporting?"
"Is there a consistent process for sharing impact data with development staff?"
3
Scalability
"If our donor base doubled, could current systems/processes handle it?"
"What's the plan to scale operations if we secure a large new grant or major donor?"
Reflecting on Gaps & Next Steps
Identifying Root Causes
"For any shortfall (low retention, unfilled roles, etc.), ask: Why? Keep digging until the real barrier emerges."
"Are we missing data to diagnose certain problems? How can we gather it?"
Prioritizing Quick Wins vs. Strategic Projects
"Which actions are easiest to fix right now (e.g., faster thank-yous, monthly giving opt-in)?"
"Which bigger issues (like hiring a Director of Development) need board approval or larger budget changes?"
Setting Targets & Accountability
"Which KPIs (retention, ROI, LTV) do we want to improve over the next year?"
"How do we embed regular check-ins on these targets so progress is tracked?"
Conclusion & Action Plan
1
Summarize Key Takeaways:
Insightful questions help pinpoint missing capabilities or data.
A structured diagnostic ensures no crucial area is overlooked.
2
Encourage Team Discussion:
Use these questions in staff workshops or board sessions to spark honest assessments and solutions.
3
Next Steps:
Compile answers, highlight major gaps, and craft a prioritized roadmap (quick fixes + long-term improvements).
Revisit your case for support: ensure donors see the compelling, evidence-based difference you make.