|
4.4 Raise Funds |
|
Finding appropriate ways to fund programs is a significant barrier to longterm
success. Funding models vary from solely private to public / private
partnerships. There is no single correct model of success and while privately
funded programs have greater flexibility on messaging and delivery, they can
lack sustainability. Publicly funded programs can address the issue of
sustainability, however they are susceptible to political change and
bureaucratic processes. A combination public / private model can work well
with a clear MOU stipulating roles, responsibilities and goals. This may still
suffer from the same issues facing other structures where political change
and private sector expectations for longer term government investment can
affect overall funding.
The United States, “More Matters” Program works within a unique public /
private partnership bringing together industry and government on common
messaging. The Australian model operates under a similar public / private
sector partnership arrangement, where the campaign is “owned” by
government and licensed to private sector interests. This approach ensures
messages are consistent across the campaign and are in line with government
policy.
Within today’s competitive fundraising market, fundraisers must address
various donor concerns. The most prominent is “what is the return on
investment” (ROI) that the donor will receive for their contribution.
ROI can be shown in a variety of ways. Produce industry sponsorship will look
for increased sales and awareness of products. Government and public sector
groups are more likely to require an evaluation showing impact on a social
behaviour or a specific demographic group within society. Overall,
determining the ROI is critical before developing a funding request.
Program costing will also vary depending on the marketing strategies
formulated and the integrated nature of the tactics for the program. Appendix
6 provides a generic budget which can be used in considering this issue. In
addition it includes sample letters used within the Canadian National program
requesting funds.
|
| |
Appendicies
|
