Resource Mobilization

This brief is one in a series of tips for civil society organizations written from a funder’s perspective.
It is intended to stimulate inquiry, rather than to provide rigid instructions.
T i p s f o r S t r e n g t h e n i n g O r g a n i z a t i o n a l C a p a c i t y
Resource Mobilization Project Development Financial Systems Grant Proposal Writing
Tips for mobilizing resources Tips for developing and Tips for establishing an Tips for developing and writing
closer to home to strengthen implementing a project and key accountable and transparent a proposal, including critical
organizational capacity and questions to ask in the process. financial system to build elements to facilitate project
deliver benefits to the financial sustainability. success.
community.

These tips include diverse Budgeting Monitoring & Evaluation Reporting to Funders
methods for mobilizing Tips for preparing a budget with Tips for reviewing and Tips for maintaining and
resources starting with an emphasis on its purpose, assessing progress towards strengthening your relationship
preparing for fundraising, steps, and components. objectives, identifying problems with funders following a grant
assessing and using and strategies, and making award. .
community strengths, and adjustments to plans.
soliciting external funding
sources.

PURPOSE OF RESOURCE MOBILIZATION Evidence of past accomplishments

Effective management and leadership by your board
How can an organization raise the income needed to carry members and staff who will ensure the accountability
out its mission? Where are the required resources? How do and transparency of the organization
you sustain your organization and work? These are the key Financial systems that will safeguard the resources
questions confronting organizations when they consider raised, including adequate financial controls that
how to maintain their work and strengthen organizational demonstrate good management and builds trust
sustainability. Solid reputation, credibility, and positive image
Mutual respect and knowledge sharing between the
Developing a plan or strategy for resource mobilization can organization and the community it benefits, as well as
lead to creative efforts in using your own local assets to gain other stakeholders
support for your organization. Multiple sources of funding The ability to attract, create, and sustain new
can increase your independence and flexibility to implement resources, especially based in the local community
programs and reduce reliance on external (or foreign)
funding. With increased competition for scarce grant RESEARCHING THE CURRENT SITUATION
resources, thinking of, and creating options for new, diverse,
Fundraising requires knowledge of the country’s current
and multiple funding streams will help your organization
situation, including legal and tax structures, as well as what
manage its programs.
kind of fundraising activity could succeed in your unique
environment, for example:
This brief starts with aspects to consider prior to mobilizing
resources. The tips on resource mobilization first discuss • The legal situation in your country may allow or
restrict certain types of activities for your type of
what your organization can do locally before soliciting
organization. Be familiar with any special permission
external sources for funding.
that is required for your fundraising activities
• Tax consequences may affect how your organization
PREPARING FOR FUNDRAISING reports the income and should be a consideration for
Before you start fundraising, you should lay the foundation selecting the appropriate activity
to have a compelling reason for donors to give. A plan that • Tax relief for individual or corporate donations may
weighs your options can help save time and effort and have be an incentive for giving
a better chance of success. Some of the key elements that will • Successful fundraising efforts of other civil society
strengthen your case include: organizations (CSOs) may be replicated. On the other
Clear sense and commitment to your vision and hand, creating innovative and fresh ideas may also
mission -- who you are, where you are going, and how inspire people to contribute
your mission relates to the communities served • Building on local cultural and religious practices and
Promising program that will yield results traditions may help to attract a certain audience

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MAPPING YOUR COMMUNITY’S ASSETS volunteers in your CSO. Corporations, local

government offices, community associations, and
Each community has a unique set of assets upon which to other agencies may have skilled human resources to
build its future. The first step in a fundraising strategy is to fill gaps in your organization. Mapping your
identify and inventory the range of financial and non- community’s assets may help you to identify local
financial resources of the individuals, community (including residents with specific skills and capacities.
NGOs, groups, and associations), and local institutions
• Ensure quality of the work by interviewing, selecting,
(including local government agencies). Non-financial and hiring the person with the appropriate
resources include skills, talents (such as handicrafts), and qualifications. Managing volunteers can be as time
capacities. consuming as managing staff.
• Retain volunteers by supervising them and providing
Mapping can help your organization consider alternate and
support and mentorship as required. Volunteers
efficient resources for your proposed project. You may
usually desire opportunities that are meaningful and
rediscover innovative solutions by mapping traditional
can fulfill their own needs (such as skills
technologies and practices, in areas such as pest control or
development, social environment, networks,
conflict resolution. By being aware of your community
learning).
members’ skills, you may be able to use a local resident to
deliver services or training, rather than hiring an external • Recognize and acknowledge the volunteer in staff
meetings and in public (in a newsletter or public
consultant.
event). Appreciation goes a long way.
Focusing on the community’s assets could help to localize • Keep track of volunteer hours and record this in your
your fundraising and engage the local citizens to invest in reports to funders and other stakeholders. This is a
their own future and create a sense of hope and control. demonstration of in-kind support.
Knowing one another’s assets could also help to build
relationships among local residents, associations, and LEADERSHIP RESPONSIBILITIES
institutions.
A strong governance structure, such as a board of directors,
VOLUNTEERS AS RESOURCES is important to have in place to lead the organization in
resource mobilization efforts. Funders may ask about the
Volunteers can provide great resources and benefits to your governance structure and composition (for example, gender
organization. Volunteering is generally done by choice, breakdown or community member involvement) and board
without monetary reward (apart from expenses), and members’ names and affiliations.
benefits the community. To recruit and keep your volunteers,
you need to recognize the motivations and expectations of a The Board of Directors typically consists of volunteers with
volunteer. People give their time because they get specific skills, knowledge, and experience. In many cases,
something out of the service they provide. For example, a they will be the body that is responsible and accountable to
young person may gain skills or experience to apply for funders for the governance and finances of the organization.
future opportunities.
Example of Leadership Responsibilities
Volunteers can be retirees, technical experts, young people, Consider including resource mobilization as
or student interns. They can serve for a long term, such as on one of the responsibilities for board members.
your board or short term, such as providing labor to build a Some examples of what a board member could
health facility. They may be a local resident or someone from do to help mobilize resources are:
another country. Regardless of who they are and what skills • Cultivate potential supporters
they bring, you may want to think systematically about • Speak on behalf of the organization and
managing volunteers to get the most of this valuable human issues
resource. Some steps are: • Strategize with staff on fundraising
• Recruit volunteers
• Identify tasks that need to get done, outline a job • Donate to the organization.
description, duration of the volunteer service, and
profile or skills required.
• Depending on your needs, recruit volunteers from
places such as local schools or universities or inquire
about foreign volunteer programs for placement of

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INCOME GENERATION ACTIVITIES • Nominate a volunteer to serve as the manager of the

event and enlist other volunteers -- this could be a
MEMBERSHIP DUES way to test new leadership skills and build a team
Your organization may have members who form, own and
• Find a local business sponsor to donate cash or goods
operate the organization. The organization can generate
in exchange for free advertising.
cash from membership dues or subscriptions. The amount
should be spelled out in the original charter or bylaws and
COST RECOVERY
may be done on a sliding scale. Members are also a good
CSOs may choose to charge a nominal fee for their products
source of volunteers and spokespeople for your cause. In
or services. This helps the CSO to recover some of their costs
return, the organization will be accountable to the
and be accountable to their paying “clients.” However, in
membership base and provide benefits to them.
reality, many of the CSOs work in areas where the poor do
not have the ability to pay. An alternative could be to
Example of a Membership Drive
subsidize some of the costs by charging those who can pay.
To enroll new members, consider
To determine people’s ability to pay, CSOs will need to
conducting a house-to-house membership
analyze their clients, market, and other competition.
drive where volunteers recruit new people
to join your organization. Give new
members an incentive to join -- a social
BUSINESS VENTURES
gathering to orient new members, a As part of their mission statement, many CSOs work to
membership card to show their affiliation, improve the economic conditions of a targeted group by
or a reduced price for the first month. helping to create new sources of income. The strategies
employed to realize these goals can also be useful in
generating income for CSOs directly. A business plan can
SPECIAL EVENTS
have a significant impact on the success and mission of a
Special events, also known as benefits, are a popular
venture.
fundraising activity. The organization sells tickets to a social
event, concert, dance, or sports tournament and adds a
Generating resources from the sale of goods and services
margin of profit. You can also sell crafts, T-shirts with your
could be a type of business venture. The goods and services
logo, or food at the event to make more money. You can
may be directly related to the mission or not. A common
have a “work party” where you bring the community
source of fees is to charge for training workshops or
together for a day to help renovate houses or a community
consulting in a technical field. Other ways could be to sell
library.
produce from a vegetable garden or nursery.

Special events can be a fun way to publicize your cause,

Before you venture into a commercial or business
raise awareness of a specific issue, introduce a new program,
proposition, some of the aspects to consider and to develop
create a positive image of your organization, outreach to
into a business plan are:
your community about your services, mobilize your
constituency, and celebrate your accomplishments.
Conduct research on the business venture:
• What for-profit activities are allowable by law for your
Special events can also be labor-intensive, take staff time, organization?
and lose money. To maximize your chance of success, some
• If a for-profit venture is not possible, can you spin-off
tips in planning the event are: the an enterprise with the sole purpose of financing
the non-profit, mission driven organization?
• Tie the event to your mission or cause • What are the potential philosophical conflicts between
• Choose an event that people want to attend your organization’s mission and the profit-making
• Choose a date that does not conflict with seasonal venture?
duties
• Repeat your event annually if successful -- the first Think strategically:
year may be the hardest and you may have learned • How is the mission of your organization related to the
lessons for the next one proposed venture?
• What are the goals and objectives of business?
• Set an appropriate price
• Recruit a local celebrity or dignitary to serve as an
honorary chair

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Conduct a market analysis: support. If you are awarded a grant, send a thank you note
• What is the potential market for your product or immediately. Respond promptly to the foundation’s request
services based on a market analysis, pricing structure, for reports and work with your bookkeeper to ensure that
and strategy describing your niche? the financial records are sent on time.
• Have you identified a buyer for your services or
products? Funders have their own guidelines, requirements, and
• What are the global, regional, or local trends affecting application procedures. The grant proposal is a written
your product or services? description of your project plan based on the key questions
• What is the competition from other companies, described in the tips on “Grant Proposal Writing.” Before
including their coverage, market share, pricing, etc? writing the proposal, think through and outline the key
components below:
Develop a financial and operating plan:
• What is the capacity of your organization and staff to COMPONENTS OF A GRANT PROPOSAL
run a business? What are the gaps and how will you
fill them? A business venture requires specific skills in Contact Responsible person’s name,
accounting, marketing, financial management, Information organization, address, email, telephone.
personnel management, and quality control.
Overview Summary of proposal, including a
• How and who will you operate your business, statement on the purpose of the project
including daily activities? and why funds are being requested.
• What are the start-up costs, monthly operating
expenses, investment capital required, and profit and Context Description of critical issues affecting
your community and why project is
loss projections? necessary. Funders may ask for a
• How will you raise funds to cover these costs? needs statement which provides a
• What reserves do you have in case you can not meet scope of the problem, including
statistics. Focus this section on what
the costs?
your intended project is addressing.
• What is your timeframe?
• What are your contingency plans, in case you can not Project How project will be implemented,
raise the capital or if there are any unforeseen Description including: measurable goals and
objectives, activities, beneficiaries’
circumstances, such as a natural disaster or political involvement, anticipated results,
instability? timeframe, collaborating organizations
or agencies
The plan could be used to obtain capital from outside
Monitoring and How project will be monitored and
sources or serve as a guide for internal use. A business Evaluation evaluated to ensure that the project is
venture can be profitable, but it can also be risky, taking an on track and that the results are being
investment of time and money that could have gone into achieved.

your programs.
Budget Costs for project, amount requested, in-
kind contributions, and other sources of
IDENTIFYING FOUNDATION SUPPORT funding. State currency and exchange
rate on which your budget is based.
Foundations, trusts, and other grantmaking entities that
Organization Background, governance structure and
make grants are another major source of funding for Information composition, mission, past
development projects. The first step in seeking a grant from accomplishments, staff qualifications,
a foundation is to identify those foundations that operate in internal controls, legal status.

your geographic area and support work on your specific

issue. Foundations have priorities, guidelines, and
CULTIVATING INDIVIDUAL DONORS
requirements detailing what they support. Usually
foundations require a letter of inquiry or proposal Your organization can raise funds from individuals and
demonstrating that your organization or project is a good present or past beneficiaries who give of their money and
investment. Many foundations require additional sources of time. Individual solicitations require unique approaches
funding, including a demonstration of community or in-kind depending on the person’s interests, motivations, and ability
support. to give. For example, professionals can give regular,
moderate amounts and may consider membership fees. The
Do not be discouraged if your request is declined; most general public may want to give loose change at public
foundations receive many more proposals then they can collection boxes or buy a ticket for a special event.

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Developing a list of potential individual donors who can Intermediary CSOs, that may be funded by bilateral
give substantial sums (also called “prospect list”) starts with governments or individual donors, could be a source of
understanding what motivates them to give. It is important grant funding or fee for service. They frequently sub-
to recognize the motivations and incentives of the prospects contract with smaller organizations, paying them to help
so that you can tailor how you ask for a donation. implement part of a broader development program or
initiative, utilizing the unique skills of the particular group.
For donors to keep giving, it is critical to ensure that you For example, community organizations may be able to
continue to meet their expectations and continue to educate provide popular education programming, mobilize the
and inspire them about your cause. Depending on the donor, community, organize volunteers, administer micro-credit
this may be a report with photos describing your programs, and offer other critical services.
achievements and how the funds were used. Treat your
donors with respect and honor their commitment by using Faith based organizations could be another source of
their donations appropriately. Your strongest supporters are support depending on your locale. Religious leaders may be
those who you have already convinced to give once. approached for their support, usually through a member of
their congregation. They may be able to provide a venue for
SOLICITING BUSINESS CONTRIBUTIONS meetings, workshops, or even an event such as a theatrical
performance, talent show, or art exhibit on their property.
Corporations or local businesses may be interested in
contributing more than just funds. Ask for their expertise, Local authorities, government agencies, multilateral or
volunteers, products, or services. Small businesses located bilateral agencies, and foreign embassies could be a source
in the community’s neighborhood may have a personal of direct grants, fees for service, technical assistance, or in-
interest in the organization’s work and may sponsor events kind contributions. These sources may require discussion
or provide prizes for raffles. A business may want to be regarding your respective missions, values, and
associated with your organization because: development priorities. Access for smaller, rural
• Your organization’s reputation organizations to these agencies may be difficult, but building
• Your expertise on a specific issue or services you offer a strong reputation for your work, networking with diverse
• Your organization offers advertising for the groups, and serving in leadership positions representing
company’s product or services to a new market your constituency can help you and your organization be
segment recognized.
• Your organization provides an avenue to improve the
company’s image in the community or country CREATING A POSITIVE REPUTATION
Accessibility to the decision makers of a company may be
Your reputation or the way others view your organization
the biggest challenge you face. As with individual donor
and work is built by many years of credible results and
solicitation, building a relationship will require time and
relationships that make a difference to your community and
effort. Use your board members and network of friends to
by processes that are transparent to the public and
open doors. Use your best marketing tactics to convince
accountable to your stakeholders. A positive image can help
them that forming an alliance with your organization will be
funders feel confident about supporting your organization.
beneficial to them. Corporations may provide grants to those
Your image is based on the effectiveness of your programs,
organizations their employees are affiliated with.
the organization’s technical expertise, staff and board
credibility, and relationships with the community and other
Alliances with businesses also come with risks. Ensure that
stakeholders.
the company’s values are aligned with yours and that
funding does not distract you from your mission.
In addition to being a solid organization, you will need
effective communication tools to share your organization’s
OTHER SOURCES OF DONATIONS results and strategies or “messages.” Your message should
Professional associations, such as the the Rotary or Lions not only share what you are doing, but also educate the
Clubs, can provide excellent opportunities to network and public about the issues you care about. It should also
connect to international sources of funding. Local demonstrate the value you are adding to society. Your
associations or community clubs may also provide donations message should be targeted towards your audience and
or be a partner to organize charity events. Expatriate clarify your distinct niche.
associations or international schools may also be interested
in donating goods, such as books, toys, or furniture. Your organization will need to tailor your method of

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communication to your situation and budget. Some types of For information on strengthening your governance structure or
communications tools are: annual reports, brochures, building effective boards, see Board Essentials under the
Knowledge Center of the website: www.boardsource.org.
newsletters, public bulletin board, media coverage,
advertising on community radio stations, and public or For recruiting volunteers and other resources for nonprofit
special events launching your new program. organizations, log into the website: www.idealist.org.

For information on mapping community assets, download the

The Internet as a Communication Tool workbook, Discovering Community Power: A Guide to Mobilizing
Local Assets and Your Organization’s Capacity, (2005) by the Asset
The Internet is increasingly of interest to Based Community Development (ABCD) Institute in
fundraisers as a means of reaching new cooperation with the W. K. Kellogg Foundation on the ABCD
Website: www.northwestern.edu/ipr/abcd.html.
audiences and potentially, new donors. Experts
in this area advise that significant up-front For information on strategies for NGO commercial ventures, see
investment is required including creating a web the article, Strategies to Strengthen NGO Capacity in Resource
site that has content describing your work, the Mobilization through Business Activities, (2001) by Mechai
issues you seek to address, and your strategies Viravaidya and Jonathan Hayseen on the Population and
Community Development Association (Thailand) website:
for change. Maintaining your web site is also
www.pda.or.th/eng.
required in order to remain up to date and to
keep visitors informed of your progress.
Internet fundraising advocates suggest that
while economic results are not immediate, web
sites can help educate and cultivate potential
donors over time.
The World Bank Small Grants Program is one of the
few global programs of the World Bank that provides direct
grants to civil society organizations through the World Bank’s
While many CSOs continue to receive support from external
Country Offices. The Small Grants Program seeds and supports
funders, the trend is for this source of income to serve as activities related to civic engagement that empower and enable
supplement that is useful, but not one that creates citizens to take initiatives to influence development outcomes.
dependency. Your organization’s future ultimately depends www.worldbank.org/smallgrantsprogram
on the value your local community places on your work. Social Development Department - The World Bank
These tips should help you to develop creative methods for Tips by Yumi Sera and Susan Beaudry, 2007
your community to support your work.

FOR MORE INFORMATION

For information on organizational development, such as toolkits
on communication, fundraising, and strategic planning, see the
CIVICUS website: www.civicus.org.

For resources and manuals specifically for development and

humanitarian NGOs, including manuals on financing income
generation activities in conflict-affected countries, NGO capacity
assessments, and building a small NGO, see the website
www.networklearning.org.

For practical information, tools, and guidance on supporting

NGO and community based organizations, wee the NGO
support toolkit on the International HIV/AIDS Alliance
website: www.ngosupport.net.

For information on foundations and tips on grant proposal

writing and budgeting, see the Foundation Center website:
www.foundationcenter.org

For information on mobilizing funds and resources, see the

Resource Alliance website: www.resourcealliance.org.

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