This article was written by Abigail Schulz, at Continuetogive.com.
With hundreds of thousands of online fundraisers out there asking donors to help support causes, nonprofit initiatives, and personal tragedies, crafting a compelling story that will resonate with givers is more important than ever.
You might have a great idea for a fundraising campaign, but how do you successfully bring all the different pieces of the puzzle together, from social media to conducting local outreach? It’s literally a hundred thousand dollar decision in some cases and the experts at Continue to Give have put together some great tips for you so that you can improve the chance of reaching your fundraising goal! Below, you can learn how to strategically plan for your successful fundraiser.
Step 1: Brainstorm Why You’re Fundraising
According to Continue to Give’s research, less than 40% of personal fundraisers actually reach their goal or even get close to their goal. Yikes! One of reasons is that people think you can just throw up a free crowdfunding profile and then random people will donate to your campaign.
Yes, sometime this happens but the chances are so few and far in-between that a random stranger will first discover and then donate to your cause that we’d prefer it if you erased that idea out of your mind all together. The truth is that fundraising takes time, planning, and commitment. Before launching a project, take a few second to answer a few of the questions below.
What is the money I’m trying to raise going towards? If you truly don’t know what you’re going to use the money for, then the people that give won’t know the answer either. This will make people more skeptical when donating to your campaign and make them less likely to pass it on to a friend. Make sure you account for every dollar that you’re asking for and what its purpose is.
Who would be interested in donating to this cause? Don’t ask people that work in a paper mill to donate to a forest conservation effort that eliminates cutting down trees. For one, that’s their job that is at stake, and they may even be offended. Always try to seek out a like-minded audience.
Am I going to follow through with what the donation funds are intended for? The worst thing a person can do is start a fundraiser and let down their donors by failing to follow through with their promises. Not only does this erode credibility, but depending on the amount donated, could cause a lawsuit! Don’t do this. Ever.
Have you outlined a timetable? Are you raising money for cancer? Then consider planning your fundraiser during Breast Cancer Awareness Month. Don’t forget that, it may take a month or two to really create a plan of action. A good way to start getting your plan straight is to start talking to people about your fundraiser. Get people excited. Finalize all your pictures. Write your . Plan events. Buy bracelets to give away, etc. Plan, Plan, Plan. Then, expound on your ideas and how long will it take you to get everything in order to open the door to your fundraiser! Good things take time.
Step 2: Devise a Marketing Plan
Now that you have done some planning it’s time to market your fundraiser! Here’s how you get started: Write a description of your fundraiser. Include bullet points and describe exactly what the money is going to be donated to. Make sure you also write out how you are going to implement your plan.
If you need money to start a record label, then show people the cost breakdown. You need so much money for X (first thing you need to purchase), and so much money for Y (second thing you need to purchase), etc. Let them know the progression and steps you are going to take and follow to reach your ultimate goal! You want people to donate online to you right? So tell them why they should and build confidence in them that you have a real plan for the money you collect.
Remember to put up pictures! Are you raising money for your dog’s surgery? Then take pictures of your dog, which can help others empathize with your cause or initiative. Pictures do not mean taking sexy selfies. Pictures should relate to what you are fundraising for. You can even do a video to talk to people about your passion for what you are doing and how they can be a part of that by donating.
Once you’ve figured out to whom you are going to target for donations, it’s then time to determine out how to reach them. If you are raising money to build a playground in a city in Texas, then you are not going to market the idea to people in New York. It’s more likely that local moms and kids would be interested in your fundraiser. These donors are most likely going to be found at other playgrounds, read school newsletters, visit daycares, etc.
Do you see the logic? Your specific fundraiser should have a very specific target audience that will be interested in or even be moved by your cause! All you have to do is find the best way to contact your audience. Start thinking about you you will conduct an email campaign, and whether or not you should start a group on Facebook or start a personal phone calls campaign. Find out where your audience is and how you can reach them.
Step 3: Implement Your Fundraising Plan
You should only implement your fundraising plan if you’ve carefully thought through the steps above. So, let’s recap!
First, start brainstorming what you are going to start fundraising for, what it’s about, what steps you are going to take once you get the money, who shares your passion, and WRITE IT DOWN!
Next, finalize all your brainstorming notes. Make a final draft with pictures and other content and research how to reach the targeted audience that will share your same passion in your fundraiser.
Finally, it’s time to implement your fundraiser, which you’ve put thought and hard work into. You can start a fundraiser online through fundraising platforms such as Continue to Give or other websites that will allow you to take credit card donations.
