The Funding Roadmap: Align Your Story, Team and Sales Process
The For Impact Funding Roadmap has been built, tested, and refined in working with thousands of organizations to raise over $2Billion. Though each organization is unique, we believe the Roadmap has universal application – Whether you’re a startup, a college running a large campaign, or an international NGO – every funding initiative needs a STORY, a TEAM, and a FUNDING PROCESS.
[Download Roadmap image here.]
Here are some quick thoughts on the Roadmap. [We’re also leading a teleseminar this Tuesday with more explanation, examples and help to APPLY the Funding Road Map to your funding. Register here.]
Design your STORY
The funding roadmap begins with STORY. A great story is anchored in hope-filled purpose, simplifies what you do, and serves as a litmus for action.
- Simplify your MESSAGE. Message is what people HEAR, not what you SAY. What do we want people to HEAR? Ultimately, this should be a message about CHANGING, SAVING, or IMPACTING lives.
- Create your FUNDING RATIONALE. A Funding Rationale is why you need the money, and what you will do with money. Another way of thinking about this is around defining the ask. (Most organizations don’t have a good ‘ask’.)
- Design your PRESENTATION. The ‘ASK’ is an experience. We actually stop to think about the complete experience, from predisposition, to the environment, to the materials.
Really important point about STORY. This is not just a ‘funding thing’ – It guides your IMPACT and provides MEANING for your TEAM. Organizations so often enter a cycle of strategic planning – I wish there was a norm to enter into a cycle of STORY planning!
Develop your TEAM
Jim Collins says, “First WHO, then WHAT.” With our Funding Roadmap we might say, “First WHY, then WHO, then WHAT!”
- Commit to SALES. Every organization needs to STOP and make a commitment to sales. What does this mean for your team? For your organization? For your strategy/resources?
- Engage LEADERSHIP. Leadership needs to be bought into the STORY and likely even the source of the STORY. Leadership also needs to be bought into the model.
- Model TEAM SELLING. This is about defining roles and responsibilities for staff, board and champions.
Important note: In a true sales model, your board is not responsible for fundraising! In a true sales model there is a role for board members that is very different from saying they are responsible for fundraising.
FUND your VISION
- Identify/ Prioritize/ Strategize your PROSPECTS. Prospects. Drive. Everything.
There is a lot to say on prospects (that’s why we have a whole guidebook) but here are some key points:
- Focus on your top prospects
- Focus ‘top-down’
- Present the Opportunity (And don’t make decisions for your prospects!)
- When building a strategy ask this question, “What would it look like to maximize this relationship?”
- Maximize relationships at this given moment
- Just VISIT. In the words of the prolific sales trainer, Brian Tracy, “Spend more time with better prospects.” We’ve been teaching this for years. There is so much value in the old maxim, “JUST SHOW UP.”
The visit is the entire context for the ASK. It has three parts:
- The Presentation
- Just ASK. This is kind of an alpha/omega to everything we teach.
Finally, it’s worth tying this all together as it relates to the For Impact Point of View:
Impact Drives Income.
Impact is about your STORY.
You need a PROCESS to make the INCOME happen.
And, PEOPLE drive everything!