Purpose of Resource Mobilization

How can an organization raise the income needed to carry out its mission? Where are the required resources? How do you sustain your organization and work? These are the key questions confronting organizations when they consider how to maintain their work and strengthen organizational sustainability.

Preparing for Fundraising

Before you start fundraising, you should lay the foundation to have a compelling reason for donors to give. A plan that weighs your options can help save time and effort and have a better chance of success. Some of the key elements that will strengthen your case include:

• Clear sense and commitment to your vision and mission -- who you are, where you are going, and how your mission relates to the communities served
• Promising program that will yield results
• Evidence of past accomplishments
• Effective management and leadership by your board members and staff who will ensure the accountability and transparency of the organization
• Financial systems that will safeguard the resources raised, including adequate financial controls that demonstrate good management and builds trust
• Solid reputation, credibility, and positive image
• Mutual respect and knowledge sharing between the organization and the community it benefits, as well as other stakeholders
• The ability to attract, create, and sustain new resources, especially based in the local community

Researching the current situation

Fundraising requires knowledge of the country’s current situation, including legal and tax structures, as well as what kind of fundraising activity could succeed in your unique environment,

Mapping your community’s assets

Each community has a unique set of assets upon which to build its future. The first step in a fundraising strategy is to identify and inventory the range of financial and non-financial resources of the individuals, community (including NGOs, groups, and associations), and local institutions (including local government agencies). Non-financial resources include skills, talents (such as handicrafts), and capacities.

Volunteers as resources

Volunteers can provide great resources and benefits to your organization. Volunteering is generally done by choice, without monetary reward (apart from expenses), and benefits the community. To recruit and keep your volunteers, you need to recognize the motivations and expectations of a volunteer. People give their time because they get something out of the service they provide. For example, a young person may gain skills or experience to apply for future opportunities.

Leadership Responsibilities

A strong governance structure, such as a board of directors, is important to have in place to lead the organization in resource mobilization efforts. Funders may ask about the governance structure and composition (for example, gender breakdown or community member involvement) and board members’ names and affiliations.

Business ventures

As part of their mission statement, many CSOs work to improve the economic conditions of a targeted group by helping to create new sources of income. The strategies employed to realize these goals can also be useful in generating income for CSOs directly. A business plan can have a significant impact on the success and mission of a venture.

Generating resources from the sale of goods and services could be a type of business venture. The goods and services may be directly related to the mission or not. A common source of fees is to charge for training workshops or consulting in a technical field. Other ways could be to sell produce from a vegetable garden or nursery.

Identifying foundation support

Foundations, trusts, and other grantmaking entities that make grants are another major source of   funding for development projects. The first step in seeking a grant from a foundation is to identify those foundations that operate in your geographic area and support work on your specific issue. Foundations have priorities, guidelines, and requirements detailing what they support. Usually foundations require a letter of inquiry or proposal demonstrating that your organization or project is a good investment. Many foundations require additional sources of funding, including a demonstration of community or in-kind support.

Do not be discouraged if your request is declined; most foundations receive many more proposals then they can support. If you are awarded a grant, send a thank you note immediately. Respond promptly to the foundation’s request for reports and work with your bookkeeper to ensure that the financial records are sent on time.

Creating a positive reputation

Your reputation or the way others view your organization and work is built by many years of credible results and relationships that make a difference to your community and by processes that are transparent to the public and accountable to your stakeholders. A positive image can help funders feel confident about supporting your organization.

Your image is based on the effectiveness of your programs, the organization’s technical expertise,   staff and board credibility, and relationships with the community and other stakeholders. In addition to being a solid organization, you will need effective communication tools to share your organization’s results and strategies or “messages.” Your message should not only share what you are doing, but also educate the public about the issues you care about. It should also demonstrate the value you are adding to society. Your message should be targeted towards your audience and clarify your distinct niche.

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