The funding outlook is tough! Is there a financially sustainable future for an NGO?
- samueljpart
- Feb 20
- 3 min read
Updated: Feb 28
Client: Charlotte Petty MD – Join for Joy
💡 From donor dependency to a validated revenue model.
The Challenge
Charlotte had just stepped into the role of Managing Director at Join for Joy, taking on both team leadership and fundraising responsibilities. The NGO was solely reliant on donor funding, but fundraising had become more competitive due to a £1bn reduction in government funding.
She came to me with a critical question: "How can I address the financial sustainability of the NGO in my investor pitch that goes out in a few months?" The challenge was clear—they could double down on fundraising efforts, but the real opportunity lay in making the NGO less reliant on donors altogether.
We had two key options:
🔹 Create a plan to Reduce costs (western headcount, wages, operational expenses)
🔹 Create a revenue stream to generate sustainable income.
The second option had the greatest long-term impact—not only would it make Join for Joy more resilient, but it would also make it more attractive to investors and donors by demonstrating a clear strategy to increased sustainability.
Our Approach
We agreed to focus on validating potential revenue streams by exploring products or services that could generate income while staying true to the NGO’s mission. The goal was to validate at least one revenue-generating product idea and highlight others for future exploration.
Identifying & Validating Revenue Opportunities:
✔️ Developed 3 potential product ideas based on Join for Joy’s existing strengths and offerings. ✔️ Identified new customer segments with the resources and need to buy these products.
✔️ Created detailed customer profiles and estimated the total addressable market.
💡 We had clear product ideas and knew who might buy them—but we needed proof of demand.
Testing the Market & Gaining Investor Confidence
✔️ Developed a pitch deck and reached out to representatives from each customer profile. ✔️ Set up meetings to pitch the product, gather feedback, and gauge buying intent. ✔️ Validated pricing and product content to understand what the market was willing to pay. ✔️ Sourced cost estimates for building, marketing, and delivering the product.
💡 By the end of this process, we had a validated revenue opportunity and a roadmap for building an MVP for early adopters.
The Results
✅ Charlotte now has a revenue-generating product concept, potentially reducing long-term reliance on donor funding. ✅ The NGO is now more attractive to investors, with a financial sustainability plan built into its strategy.
✅ She now has the confidence to present a financial growth plan to investors, rather than just asking for donations.
Charlotte Petty of Join for Joy www.joinforjoy.net
"Sam is a breath of fresh air—he instantly understood my problem and quickly got to work directing me down the right path so I wouldn’t waste resources. As for the result? An NGO with a potential revenue stream is a game-changer for donor conversations. Financial sustainability was never an option before I worked with Sam. Now, it might just be something I can build a legacy on!"
What’s Next?
I am now working with Charlotte to roll out an MVP of her new product, ensuring the project is:
🔹 Sustainable by nature (it will never drain the NGO’s resources beyond what it generates). 🔹 Managed with structure (we have monthly catch-ups and ad-hoc calls to refine the plan).
Charlotte is now building towards leading an NGO with a future-proof revenue model.
Does this case study resonate with you?
🔹 If your business relies on outside funding, I can help you explore sustainable revenue models. 🔹 If you need investor confidence, I’ll help you validate, test, and prove market demand. 🔹 If you want a clear strategy for financial resilience, we’ll build one that works for you.
🎯 Identify the Challenge → 🔍 Build a Strategy → 🚀 Take Action 👉 Book a free 30-min call to explore how I can help.
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