fundraisers, and think tanks toss around the term “program development” – but what does it
entail exactly? Here is a primer to get you started designing new fundable initiatives.
Finding a focus - Give the donors something to believe in.
Keep in mind that most foundations and corporations like to give money to a specific project.
Relatively few will give money for general operating support. Funders want to know that their
money is well spent -- it’s much easier to track the effectiveness of money given to a program
than money put into a pool that gets divided among salaries and resources. Perhaps more
importantly, however, donors want to identify with a cause and contribute directly to something
meaningful. Participating in an exciting project with carefully thought-out guidelines and
achievable goals will give them a sense of progress and lead to future funding opportunities.
The Big Picture
Where does this project fit in with your overall agenda both thematically and practically? How will
the project corroborate your other efforts? Will it interfere? Figure out a timeline by dividing the
project into parts (recruiting volunteers, finding a location, publicity, etc.). Map each part on the
timeline along with other activities going on at your organization during that time (newsletter,
membership drive, direct mail, etc.). Find out where overlaps will occur and how best to allocate
your resources.
Collaborate
Think of ways to join forces with another nonprofit or an association in your community. For
instance, ask high school students to participate in a park clean-up day. They can learn about
urban planning as they revitalize the park, making it a better place for all community members to
spend time. Think about people who might want to serve as a guest lecturer. A local author could
make a presentation at one of your meetings to gain attention for both sides. You could also
partner with a corporation that wants to improve its image and contribute more to the community.
These synergistic relationships will expand your reach as well as improve your chances with a
donor by giving them a chance to get more for their money.
The Plan - Defining Objectives and Methods
Turn your program idea into a specific goal – how many people will be helped, how many trees
will be planted, how many classrooms will be built – and figure out what steps are necessary to
reach the goal – these are your objectives. The actual activities you will undertake are the
methods. These steps should be testable and measurable to facilitate an empirical evaluation.
The following example delineates the relationship between the planning components.
Idea:
Reform education policy.
Goal:
Increase college graduation rates for minority students.
Objectives:
1) Begin scholarship program for minority students.
2) Support minority faculty.
3) Encourage minority high school students to continue to
graduation
Methods:
1) Offer merit scholarships in public high schools to minority students. Provide 200 in the next
year.
2) Lobby Congress to increase federal funds to universities with predominantly minority faculty.
3) Create high school enrichment programs to encourage minority students to continue to
college education.
Implementation - From ideas to action:
1. Conduct a needs assessment
Research and collect data on the area you are targeting,
recent trends that aggravate the problem, contributing
factors, and demographics of the constituency. Thorough
market research will help you determine where the program
will be most effective. Make sure to consider the interaction
of outside variables that will influence the outcome.
2. Set Goals and corresponding objectives and methods
3. Draft a Realistic Timetable
4. Document methods for achieving goals
5. Establish accountability for all projects by delegating each task at the beginning
6. Determine your evaluation plan
7. Consider the feasibility of the project
8. Consider how you will sustain the program after the initial funding.
9. Do you have the leadership experience and resource capability? Identify resources that will
strengthen your organizational structure to make the project more feasible.
SUMMARY
The design and implementation of a fundable nonprofit program may seem overwhelming until
you break it down into steps. Plan out a long-term schedule, but focus on accomplishing what is
feasible today. Watching an abstract inspiration turn into a legitimate project, get funded, and
take on a life of its own is one of the most exciting aspects of nonprofit work and is in large part
the territory of the development team. Program Development begins with an idea and takes you
through the logistical steps to make it a reality. But begin at the beginning. Let yourself dream
unhindered by details and practical considerations. Get together with others on your team to
brainstorm new ideas. Sometimes the most outlandish idea from one person will trigger the
most innovative ones from someone else. Remember that program development is a creative
process.
Focus
Picture
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