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Fundraising is a key function in the voluntary sector. Without income, organisations die. "An organisation with a revenue problem,
has a serious problem - all other problems are luxuries of success". While
the client quote perhaps slightly oversells the importance of fundraising,
generating income is crucial. For all the importance, many organisations treat
fundraising either too gingerly or too heavy-handedly. Fundraising can appear a
mysterious process to outsiders. In truth, because only people sell to people,
many aspects of fundraising are only partially analysable. On the other
hand, expenditure on fundraising and marketing can be treated as any other
investment. PPRIFM is our proven method of improving fundraising effectiveness through
looking at the total system.
PPRIFM’s starting point is to look at revenue and marketing
as a system. Analysing the system shows that the key systems cycle –
input, process, output, measurement – applies in fundraising as in other
business systems. PPRIFM consists of:
- a quality approach to fundraising (business excellence and ISO9000
compliant);
- six key revenue stages, with key information reporting based on
probabilities:
- suspect, "green": market analysis and identification;
- prospect, "yellow": early contact, expression of interest;
- lead, "white": stated requirement;
- commitment, "purple": organisational deployment;
- bid, "blue": proposal or tender;
- agreement, "red": negotiation and award;
- a management information system (in Access) for tracking and reporting;
- infrastructure – filing, reporting, contact management;
- training and support – draft documentation and worked examples;
- links to contact and knowledge management systems (e.g. Maximiser and
intranets);
- links to project management systems for larger stages (e.g. big tenders).
Traditional product sales methodologies work best where
clients are similar and many, pricelists hold firm, content knowledge is minimal
and the client need is directly satisfied by the product. PPRIFM’s
flexible approach works best in voluntary sector environments which need to move
a donor to action, not push a product. PPRIFM works for both corporate and individual
donors, although it is better for larger amounts where its stochastic background
helps to make sense of variable outcomes.
One client for the private sector version, PPRISM, was a
large outsourcing supplier who needed to provide much better reporting of the
true state of revenue and organise sales forces working centrally and locally. As revenue was a mix of very large and very small assignments, PPRISM’s
probabilistic based reporting provided them with a step change improvement and
led to the board understanding much better the dynamics of fundraising. Another PPRISM user was a large distribution company which had had several false starts
in new markets and wanted the rigour PPRISM provides to allow them to treat
fundraising opportunities as client problem solving projects without getting out
of control.
Z/Yen, as the developer of PPRIFM, is ideally placed to help
the voluntary sector with specification, design, customisation and installation. Z/Yen delivers strategic, systems, people and organisational improvement – PPRIFM improves the processes, results and personal effectiveness of the
fundraising and marketing organisation. Where needed, Z/Yen works to provide
ongoing support for PPRIFM information systems. |
