Lucky 7 Dog Rescue – Development Plan

Introduction
The purpose of this document is to demonstrate a development plan for the fundraising efforts of
Lucky 7 Dog Rescue. In this document you will find an organization assessment as well as a
development plan. Within the assessment and development plan there is an identifiable need to
establish a basis of donors at the higher levels of the fundraising pyramid. Included in the
development plan, there are informational sessions, events, and corporate involvement designed
to create a balanced fundraising pyramid with a sturdy pipeline for donors.
Assessment
Currently, Lucky 7’s fundraising program consists mainly of money raised during special
events. The organization has hosted events such as “Mutts and Manis,” “Tails and Ales,” and
yoga with puppies. These events are designed to identify prospects and obtain first time donors.
Events focused on individual contributions have been beneficial in bringing in nearly 70% of
Lucky 7’s revenue. However, smaller events such as these tend to be costly and more time
consuming. It should be considered where to generate larger portions of revenue without
expelling as much time and effort on one group of donors.
Lucky 7 does have one annual anniversary event which aims to upgrade donors and
identify major gift donors through the personal contact and conversation at the event. However,
because so much of Lucky 7’s fundraising focuses on prospects and first-time donors, it is
necessary to establish other activities to help retain and increase the giving of donors. Creating
activities with the intention of establishing a donor pipeline will help even out the distribution of
funds and longevity of donor relations.

Currently the organization’s fundraising pyramid rests heavily towards the bottom. This indicates
the organization has a large base of donors at the lower level and lacks donors at the higher
levels.
Principal gifts
program

Major Gifts Program

Annual Giving
Program
Ideally, the organization would want to get closer to the 80/20 distribution where 80% of
the funds would come from 20% of the donors. The distribution would look more like the
pyramid above. This indicates a healthy distribution of donors and funds achieved through
various solicitation method
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Budget

Revenue

12%

24%

64%

Fundraising Program Service Revenue Contributions

Lucky 7’s revenue mix contains program service revenue, fundraising, and charitable
contributions. Currently, the organization does not receive any grants. 64% of the organization’s
funds come from individual donors who are passionate about the work and mission Lucky 7 has
brought the community.
 Development Plan
Activity name Target audience Goal/Purpose Description (including solicitation method) Time of year
amount, number of (quarter)
individuals
Annual appeals Current donors Receive donations Giving letter through direct mail End of year
from 70% of donors
on file for general
operating budget
Dog Corporations Generate $500 from Sponsoring dogs available for adoption Ongoing
Sponsorships each sponsorship for
the general operating
budget
Dining with the Current donors, Deepen relationships Invite current donors via email/phone to dinner with dogs available Mid-year
Dogs Corporations with current donors, for adoption
Sponsorships
Campaign for Corporations, Generate funds for a Quiet phase – obtaining lead gift for project (start)Beginning of
Crisis foundations, 3 year Crisis task Public phase – obtaining major and general gifts year
current donors, force *Use of informational pamphlets, case statement, social media
new donors
Envisioning the Current donors Generate planned Information session with current donors invited through direct mail Beginning of year
future with (higher level) gifts and deepen
Lucky 7 relationships with
current donors
Yard Games & New and current Generate revenue for Special event advertised on social media and at local businesses to Summer
Yorkies donors (lower the general operating identify prospects and new donors
level) budget
Dog Wash New and current Generate revenue for Special event advertised on social media and at local businesses to Spring
donors general operating identify prospects and new donors
budget
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• Annual appeals – An annual appeals is necessary to fund

the general operating budget through the current donors of

the organization. Sending out an annual giving letter at the

end of the year is a good way to remind current donors

about upcoming goals and past accomplishments of the

organization as a whole. Everything the donor needs to

know about the organization and how to donate is contained

in one envelope making the donation an easy process.

• Dog Sponsorships – As a way to involve corporations, Lucky 7 would consider selling

dog sponsorships. The idea is to have a corporation pay $500 to the organization to

“sponsor” a dog that is available for adoption. This would allow for the corporation to

pick a name for the dog, as well as guaranteed social media posts about the dog’s

sponsorships. This is good exchange for corporations to receive publicity, especially

because it will likely attract individuals passionate about animal welfare to their business.

Lucky 7 would look for corporations that identify with the organization’s mission and

have donated to similar organizations in the past. For example, Petco is a well-known

corporation which donates to many f undraising efforts for animal welfare organizations.
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• Dining with dogs – An annual event involving current donors to sit down with adoptable

dogs would help strengthen the donor’s relationship to the organization. The donors

would be able to see what they are impacting directly and be more incentivized to donate.

Also, this event would be beneficial for corporations who are

sponsoring dogs. The dogs could each wear a bandana with the

sponsor’s logo as an advertisement for that company. This event

would be marketed via direct mail or phone because we would

want the personal connection with each donor coming to the event

to start during the initial invitation.

• Campaign for Crisis – Lucky 7 Dog Rescue aims to start a crisis

response task force to rescue dogs out of disaster areas. The goal of the campaign would

be to raise $57,000. This campaign would be designed to fund 3 trips to crisis areas to

rescue 30 dogs out of each area. To begin, all board members must contribute to the

campaign. Then, the organization would work on personal solicitation of well-known

donors in the area to obtain the lead gift. After this gift is found, the campaign will be

advertised on social media for the general public and major gifts.

• Envisioning the future with Lucky 7 – This informational meeting with current donors

is designed to focus on the future of Lucky 7. The head of program development would

plan the meeting to focus on the goals the organization has and how important the donors

are in achieving these goals. Donors in the higher level of the fundraising pyramid would

be invited by direct mail to discuss various donation methods available.

• Yard Games & Yorkies – This special event would be designed to attract potential

prospects and new donors through the engaging activities and cute title. The event would

be similar to a backyard barbeque with food trucks and yard games. We would ask for a
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small entrance donation to contribute to the general operating budget and the event costs.

However, the main goal of the event is to engage with the community and build the

reputation of the organization. It would be advertised via social media and with posters

distributed to local businesses.

• Dog Wash – A dog wash can help obtain new donors and communicate the mission of

the organization. Lucky 7 could host an informational session to help express the

organization’s mission on educating the public about animal welfare. The session could

include the proper way to wash your dog and provide pamphlets with information about

doggy hygiene. Also, the dog wash is a good way to find other animal lovers within the

community who look for fun events to do with their dogs. This will help build the list of

donors to be used for future events. The event would be marketed via social media and

with posters to local businesses to keep costs low (because it would not be a high revenue

generating event.