Fundraising Strategy Project: Children's Cottage Society Analysis

This project presents a comprehensive fundraising strategy for the Children's Cottage Society, a non-profit organization focused on supporting children and families. The strategy begins with an overview of the organization's mission, vision, and the various programs it offers, including crisis nurseries, healthy families initiatives, and housing programs. The core of the project focuses on developing a fundraising plan, including identifying the organization's donor base, which includes high-net-worth individuals, corporate sponsors, and women philanthropists. The project proposes several fundraising strategies, such as online social fundraising and forming corporate partnerships, detailing the steps involved in each approach. The project emphasizes the importance of accountability and reporting processes, outlining principles for transparent financial management. It concludes with an evaluation framework, recommending the use of tools like FACE and average gift size to assess fundraising performance. The project draws on academic sources to support its recommendations, providing a practical guide for the Children's Cottage Society to enhance its fundraising efforts and support its mission.

Running head: FUNDRAISINGIN HEALTH AND HUMAN SERVICES
CHILDREN'S COTTAGE SOCIETY
Name of the Student:
Name of the University:
Author Note:

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Children's Cottage Society
Early development plays a very significant role in the development of children.
Therefore, any negative exposure during this stage would have an adverse effect on the life of
a child. Children's cottage society is a non-profitable organization that aims in understanding,
along with identifying the problems and issues that the child may feel and improve the
foundation of children's development. The major aim of this organization is to develop a
stronger base foundation in the community or society. Apart from this, parents also face
challenges in understanding their children or providing care of the children for multiple
reasons. Therefore, this organization claims that they provide non-judgement services that
aim in helping the parents through any situational crisis. The organization believes in seeking
help as it is the sign of strength. Thus, this organization works with multiple agencies that are
incorporate and would provide an efficient and best services according to the needs of the
people seeking help (Childrenscottage.ab.ca, 2020).
Vision Statement
'Safe children in Healthy Families'
Mission Statement
'Preventing harm and neglect to all children and building strong families through support
services, respite programs and crisis nurseries.'
Fundraising Objective
The major objective of fundraising is to generate a pool of funds that would help in
providing effective services towards the society and welfare of the community (Shaw, 2018).
Effective collection of funds would help in solve any existing problem or crisis the
organization is facing in delivering the services. The fundraising would increase the smooth

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functioning of the organisation in the management and administration. The organization is
offering multiple programs and thus, fundraising would help the organization in
accomplishing the needs of the community who seeks help.
The organization delivers multiple programs towards the welfare of society and is listed
below (Childrenscottage.ab.ca, 2020):
Crisis Nursery
This program is specifically for the emergent situation for parents or families of the child as
there would not be anyone for taking care. It is often difficult in the shorter notice, to find
someone for taking care of the child. Thus, this program is an effective option that would
encourage parents or families to avail the services. The services include under this program is
child care for up to 72 hours. Besides, this program also includes meals and other fun activity
that would engage the child. This service is only available for newborns babies until the age
range of eight years. There are only 14 places available for children to get into child care.
Healthy families
A healthy family is very important for the development of children. This program focuses on
new parents by providing parenting support. It includes education and building the skills of
parenting along with early childhood development. This program is provided by visiting the
parents, which means parents are in their comfort home. This services can be extended as
long as the service is needed.
Brenda's House
This program provides shelter for homelessness, and this program would let families find a
comfortable shelter as this program would assist in finding housing. Other features included
in this program are private rooms and on-site childcare. It also provides extended stays with
all sizes of families.

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Community respite
This program allows parents to take rest while this program would take off the child. This
program includes in-home infant respite along with volunteer daycare. However, this
program would only include a child of age up to six months old and would assist for any
support. In volunteer daycare, space would be available for only single-day use.
Housing programs
Many families are homeless. Thus, this program would allow homeless people to find a roof
and safe environment. This program includes rapid housing along with home links and home
bridge. The HomeBridge is a website that would help families in connecting with multiple
individuals or community resources. A housing coach on the website would help the families
in stabilizing their housing and preventing from homelessness. This program would include
multiple available and possible subsidies for assisting rents and expenses.
Organizational Donor Base
Donor base is an effective parameter that the organization needs to plan and strategies
accordingly. Targeting the particular population is important as the broader or general
population would consume excessive time (Alborough, 2017). Wrong target population
would not raise any funds, and therefore, specific target population who are genuinely
supporting would be beneficial (Sargeant & Jay, 2014). The first group of the donor should
be from high net worth group or individual. Many of the corporate sector's funds in multiple
non-profit organization as an activity of corporate social responsibility. Thus, finding such
enterprise and sharing the proposal of funding would pool a good source of funds. Other
groups are specific age group of women, and it has been found that women are increasing in
the world of philanthropy and thus specific age those who are 48 or above are likely to
provide a good amount of charity. Moreover, this fundraising is for providing services to the

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children and families, and women would be more emotionally attached and come forward for
the necessary help.
Proposed Fundraising Strategies
Strategies are used in every possible way in every industry in today's modern world.
Without effective strategies, neither any organization nor individual can achieve their goals.
Thus, for raising funds from the target market, it is important to formulate an effective plan
before practising any fundraising activities (Boenigk & Scherhag, 2014). There are multiple
strategies for a non-profit organization for raising funds. The first strategy that needs to be
incorporate in raising funds for the organization is online social fundraising. These strategies
are most common as well as the traditional way of raising funds (Castillo, Petrie & Wardell,
2014). However, some strategies do not lose their value because of their effective result.
People invest most of the time online as it provides multiple essential services. Digital
communication is the major element of this strategy as this would provide multiple ways and
platforms to connect with the potential targeted population and can extend seeking help from
them (Bimber, 2014). The major steps for implementing this strategy are: getting social, it is
the first approach of the strategy as it would allow the organization to receive feedback and
would try to identify the gap and change accordingly. The second step would be monitoring
and evaluating that would help in understanding the most used or accessed user media
platform. The third step is using the information gathered, as the organization would know
about the best social media or user media platform, they can launch their fundraising
campaign in the desired platform.
Another strategy that would have a huge impact on the fundraising campaign or
achieving the goal of raising funds for the services that the organization is providing.
Forming a partnership is the next strategy (Wixom, 2018). Working in a team or partner

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always amplifies the chance of accomplishing the goals. There are multiple ways that the
organization can practice the partnership. It can be done either through a strong relationship
with corporate or endorsing celebrity for the fundraising campaign. Endorsing celebrity
would enhance the rate of fundraising. However, it may involve additional charges.
Considering another situation, if a celebrity personally come forwards and highly influence
with the services of the organization, then it would be a great effective strategy for raising
funds (Kelly, Morgan & Coule, 2014). However, a partnership with corporate is the best
strategy. There are multiple funds that the corporate donates, such as corporate event
sponsorships or any corporate donations. The organization can approach corporate for co-
advertising as it is almost similar to sponsorship. Corporate sectors would provide funding if
the non-profit organization included the corporate into their advertisement (Hong & Kim,
2018). There are many other related corporate schemes or practices such as free advertising,
corporate champion, or any fundraising drives. There are other interesting schemes or
practice that the corporate does when the corporate accomplish or achieve any success. This
corporate donates towards the non-profit organization as a gratitude towards the goal.
Accountability and Reporting Processes
After analyzing and formulating effective strategies for fundraising, it is important for
establishing Accountability. Thus, Accountability is almost responsible or answerable to
every investor from multiple backgrounds as they have invested their money, faith, along
with time in the non-profit organization or children's cottage society (Pawson & Joannidès,
2015). Thus, it is important to formulate an effective reporting process that would help the
organization to justify the needs and demands of the investors. The first principle of the
reporting process is a system, which means there should be proper documentation of
procedures, technologies used and other internal or external factors included in the entire
process of fundraising (Sargeant & Jay, 2014). Followed by oversight, that is monitoring the

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financial reporting. The next step is the effective culture of the organization as it reflects the
value of children's cottage society. The knowledge is the last principle, and there should be
skilled staff or worker handling the entire process of fundraising.
Evaluation Framework
For the effectiveness of the strategy implemented in the fundraising process or
considering only the fundraising process, the organization needs to evaluate the performance
with the help of the evaluation framework (Tempel, Seiler & Burlingame, 2016). The most
common tool for evaluation of funds raised is the adoption of FACE. This tool gives the ratio
between the fundraising along with the administration's cost. This tool is most effective if the
donor bases are majorly individual. Another major tool for evaluation is the average gift size.
This tool is a metric which would calculate the overall donation of funds raised in the
organization within the specific time frame or interval of time. The time can be considered
according to the feasibility of the organization (Naeem, & Zaman, 2016). The third tool can
cost per dollar raised. This tool is also very common for evaluating the performance of
fundraised as it would calculate the operations of an organization. At every dollar raised, how
the organization is investing or spending in delivering the services.
Conclusion
From the above discussion, it can be concluded that the children's cottage society
provides services that include multiple programmes such as housing programs, crisis nursery,
and many other related programs. For providing these program at effective and efficiently,
fundraising is essential and can be achieved by implementing multiple strategies. One such
strategy is partnering with the corporate sector. Fundraising is an effective way that would
pool the sources of funds and capital and help the organization in achieving its objectives.

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References
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mediating gift giving in non‐profit organisations. International Journal of Nonprofit
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Bimber, B. (2014). Digital media in the Obama campaigns of 2008 and 2012: Adaptation to
the personalized political communication environment. Journal of information
technology & politics, 11(2), 130-150.
Boenigk, S., & Scherhag, C. (2014). Effects of donor priority strategy on relationship
fundraising outcomes. Nonprofit Management and Leadership, 24(3), 307-336.
Castillo, M., Petrie, R., & Wardell, C. (2014). Fundraising through online social networks: A
field experiment on peer-to-peer solicitation. Journal of public economics, 114, 29-35.
Childrenscottage.ab.ca. (2020). Children's Cottage Society. Retrieved 8 April 2020, from
http://childrenscottage.ab.ca/main/about-us/
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responsibility—the case of H-JUMP school. Public Money & Management, 38(4),
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Pawson, B., & Joannidès, V. (2015). What costs accountability? Financial accountability,
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