To succeed in fundraising, your non-profit must diversify its efforts to strike a balance between sporadic and ongoing fundraising activities that ensures multiple streams of income for the medium and long term.

Some very basic marketing planning can help you zoom in on the right donors and avoid a shot gun approach to your fundraising efforts.

Be mindful of your target market as you write your plan - your best bet for securing funds from donors is to restrict your episodic fundraising activities to two to three campaigns per year.

Don't forget to plan out your strategy for ongoing initiatives too, this will include everything from cause marketing activities to grant solicitations to maintaining newsletters, attending and exhibiting at events, and other brand-building activities.