Five Ways to Enhance Your Fundraising Campaign

Whether big, medium or small, running a fundraising campaign is all about communication. Getting the words right, and presenting them well takes careful planning and thinking. But, if you put the work in and if you get the underlying campaign structure right, it can really have a positive effect and lead to your targets being met and even exceeded. Below we've provided five tips to help you achieve this. The first three tips focus on communications, while the last two present additional methods by which you can hopefully boost your campaign success.


 

1. Set a Clear Goal & Establish a Timeline

When you're gearing up for your new fundraising campaign, it is often a good idea to include a fundraising goal / target. It could be that the campaign is for a specific goal (e.g. replacing the roof of your community centre), or it could be that you are aiming to reach a set funding target. Either way, making clear the ultimate aim of you campaign can help to motivate supporters to dig deep and so help make the campaign a success. Another useful method of motivating supporters is to provide a donations counter on your website (which could be a plug-in application that shows the amount of total donations so far, or it could just be a text update of the same). Providing a visual donations counter on your website will immediately let supporters know that the target is still short and so is more likely to spur them into action.
 
Similarly, make sure that all of your communications provide a clear set of dates for how long your fundraising campaign will run. Having a set deadline may sound somewhat limiting, but it can also help to focus and rally your supporters to action (particularly if you campaign is related to a particular time of year, with Christmas being the most obvious example).  
 

2. Be Clear About Where the Money Will Go

 
What are the donations that you are soliciting going to be used for? Communicating that particular message is not only so necessary for reasons of transparency (which is so key these days), but also this provides you with a useful space to tell a story about the work that your charity does. Who will benefit from the campaign? What good results do you expect it to achieve? Who are the actual people that it will reach? Remember, people donate to good causes in order to help other people - so make sure they know who they are helping.
 
And, also, when the campaign is over, update your supporters about those results too. Provide them with the appropriately warm and fuzzy feeling of having helped others, by giving them a rosy review of what their donations achieved.
 

3. Use Every Tool At Your Disposal

 
It used to be the case that websites and email were the be all and end all of online communication. Well, we all know now that this is no longer the case - instead, social media rules the digital roost and woe betide those charities that forget to cater to this audience.
 
So, when you're running your fundraising campaign, don't just use your Facebook and Twitter profiles to keep people up to date on campaign developments - try taking things a step further by, for example, integrating a donations button / section into your Facebook (and Tweeting about that on Twitter) etc. And don't forget the power of online video storytelling too - a single Youtube video on its own may not generate a huge amount of direct traffic / contributions for your campaign, it is true. But a well made / heartfelt video (even if it's put together using basic equipment), can also then be posted on your social media profiles and website and so help to spread the word in a dynamic and appealing way.
 

4. Ask Your Supporters to Fundraise Too

 
First and foremost you obviously want to attract donations for your campaign. However, some supporters will be willing to go even further for your cause. You can help satisfy their craving to make a difference while also advancing your campaign by letting them fundraise on behalf of your organisation. Preparing a fundraising pack for these fundraisers, and providing them with clear guidance and support, can help take a lot of the pressure off of your shoulders, thereby allowing you to focus on the bigger campaign picture.
 

5. Solicit Matched Giving

 
This option won't be for everyone but, where possible and in situations where your organisation already has an established relationship with a business / corporation, you could consider approaching your business partner with a proposal in which they would agree to match the public donations received during the campaign. The incentive for the business partner (besides obviously doing some good) could come in the form of being branded as the official backer / sponsor for your campaign / organisation, thereby promoting them to a whole new clientele. And so, in one fell swoop, you could potentially double your campaign contributions and make everyone feel good at the end of the day!