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Bill Scott “Whats Your 365 Plan”

Another year is here.  What is going to be different about this year that is going to cause your station to raise more money?  If you keep doing the same thing year after year, you’ll continue to see the same results.


I once had a station tell me that they had gotten all the money there was to get out of their market.  My reply was, “I agree, at least the way you are currently fundraising.”  Long story short, we were able to come alongside that station with a 365 plan and saw unbelievable giving.


So what is your 365 plan for 2021?  You should have on your calendar your direct mail for the year, digital plan, and on-air fundraising strategy, major donors, just to name a few things and they need to be ready to roll in January.  Also, what is your plan to go deeper with your audience? Remember, you have to be worth more to get more.


If all of your eggs are in your on-air fundraiser basket, you are doing it wrong.  Fundraising is a 365 event.  Everything you do should point back to fundraising.  Your announcers, promotions, outreach, events, etc…  


It’s important to keep in mind that everyone in your company is part of the fundraising 365 model or at least should be.  If someone works at your station, they are a fundraiser.  Time to tear down the silos in your organization and make sure everyone is on the fundraising team.


I would encourage your team to spend two days to build your fundraising 365 plan.  If you need help, feel free to reach out to me.  This is something that Vidare Creative does for several organizations each year.


Have an amazing fundraising year in 2021.


Bill Scott – Chief Content Officer, Vidare Creative / www.VidareCreative.com. Contact Bill at bill@vidarecreative.com

One thought on “Bill Scott “Whats Your 365 Plan”

  • You are absolutely correct! The old saying “Timing is Everything” applies to fundraising activities and events.

    The dates of (and timing between) pledge drives, direct mail dates, national holidays, and other activities and events is critical in maximizing donor revenue.

    A detailed analysis of revenue results from past years can help determine an optimal schedule for the coming year.


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