Developing a Diverse Fund Development Strategy

By Danielle Kidd Muenzfeld

In recent years, many Junior Leagues, as well as our parent organization, the Association of Junior Leagues International, Inc. (AJLI), have placed increased focus on their revenue models and considered how to improve and diversify fundraising activities. A sustainable, strategic fund development plan will enable Leagues, including Junior League of Washington (JLW), to grow their financial positions in pursuit of furthering our shared mission.

JLW began examination of its revenue model in 2014 with a Fund Development Advisory Task Force. Initial actions resulting from the Task Force led to changes to JLW’s structure, including formation of new committees and hiring of additional professional staff. The project, spearheaded by Carly Mitchell and the 2018–2019 Board of Directors, kicked off in March 2019 when the budget funds were allocated for use in the 2019-2020 JLW year. The fund allocation included dedicating additional resources to build a diverse fund development strategy for the JLW. This League year, the Board of Directors has moved this work forward by supplementing JLW’s diligence with the identification of external best practices.

To understand what those practices are and how they may benefit the League, JLW engaged Kelly Strategies, a consulting firm specializing in establishing fundraising strategies for nonprofits, to examine the League’s current income streams and fundraisers. Kelly Strategies kicked off in July of this year, and are

JLW HAS ENGAGED NINE SISTER LEAGUES, AS WELL AS AJLI, ON THE TOPIC OF DIVERSE FUND DEVELOPMENT IN ORDER TO DEVELOP RECOMMENDATIONS.

expected to present their findings during the November board meeting. Kelly Strategies’ recommendations will be focused on improving and diversifying the League’s current financial model. The plan and recommendations take into account the internal review of the League’s structure, discussions with the Board and JLW professional staff, contributions from the 2019 Fund Development Advisory Task Force, and JLW member feedback. JLW has engaged nine sister Leagues, as well as AJLI, on the topic of diverse fund development in order to develop recommendations. Sara McGanity, JLW’s Ways & Means Council Director, explained that these Leagues were selected strategically to obtain feedback based on several criteria. Each sister League had recently sunset a key fundraiser; represented a large, urban League; was recognized for their fund development efforts; and/or had worked with consultants to improve their own fundraising model. McGanity sees this collaboration as a way to understand how other Leagues are approaching the issue to collect best practices for JLW’s effort.

Leadership developing the diverse fund development strategy also acknowledges the strategies need to be appropriate for JLW, which starts with our members. In an email to JLW members in July 2019, JLW President Carly Mitchell explained that feedback from League members is critical in developing this strategy.

McGanity believes the member input sessions have been critical to creating a new fund development strategy because the plan needs to “reflect the League’s culture, volunteer structure, and personnel structure making it implementable.” League members had the opportunity to provide formal feedback in this process through two channels: (1) membership on a Fund Development Advisory Task Force, which is comprised of eight active members and sustainers and (2) attendance at member input sessions. The Task Force gave Kelly Strategies insight into JLW’s culture, history, mission, and values. The member input sessions

provided significant feedback to the consultants and the Task Force for the development of recommendations. More than 200 JLW members attended the September 2019 sessions or filled out a Member Input survey. At the sessions, members voiced their thoughts on building a culture of philanthropy across JLW and the engagement of League leaders in fundraising events. One suggested way to build a philanthropic culture is through additional fundraising training, such as sessions in “making the ask,” identifying and cultivating donors, and understanding the impact of JLW donations. Members also expressed interest in having additional options to earmark donations to specific JLW causes and initiatives. For example, today members may donate directly to the dues scholarship fund. JLW leaders are exploring ways to achieve this by studying budgeting, nonprofit best practices, and audit compliance.

ONE SUGGESTED WAY TO BUILD A PHILANTHROPIC CULTURE IS THROUGH ADDITIONAL FUNDRAISING TRAINING, SUCH AS SESSIONS IN “MAKING THE ASK,” IDENTIFYING AND CULTIVATING DONORS, AND UNDERSTANDING THE IMPACT OF JLW DONATIONS.

Kelly Strategies presented its recommendations in November 2019 to the Board of Directors. The Board plans to review the recommendations and engage members through another round of member input sessions in early 2020, including soliciting feedback at the second General Membership Meeting in January 2020, to discuss the recommendations and next steps. •