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Events — June 27, 2014 at 9:28 am

Four Questions to Ask Before Your Next Fundraising Campaign



Rain is no longer in the daily forecast, popsicle stand businesses are booming, and I worked my ass off on the Chief last weekend– summer is officially here. For many of you, that means it’s time for a big summer campaign. It’s a great time to tie fundraising to a fun, physical activity like a race, a hike, or a ride.

No matter how you structure your summer campaign, here are four questions to consider as you develop your campaign strategy:

1. Is it truthful?

This is the most important question to ask yourself when you’re putting together your campaign, particularly when you’re looking to pitch the Ask tied to your campaign. As charities, you’re competing for attention, and it can be tempting to exaggerate your claim. Will the fundraising goal you’ve set really build that school? Will $25 really save a life? Be honest with yourself and your donor about what the amount raised will accomplished, as you’ll be expected to report on these goals in the coming months.

2. How does it benefit the donor?

When someone gives, what do they receive in return? I’m not talking about a token gift, I’m talking about the value of their donation. This is tied to #1, but it also expands on that. What experience are you offering the donor? What is the value of their participation? What are your promising them? Will you report back on what their donation accomplished?

3. How does it benefit your charity?

Sometimes it can be tempting to structure your campaign in a way that is enticing to the donor (see #2) but at the end of the day, the donation needs to benefit you. You may want to tie your campaign to a small, tangible result, but if all you do are big, expensive projects, that just won’t make sense. Structure your ask around what will benefit the work you’ve set out to do and the goals you’re seeking to accomplish.

4. Does it serve a need?

What are you really raising money for? Say your goal is $10,000. What does that $10,000 do? Your campaign will benefit your charity, yes, but more importantly what need is it addressing? People are more interested in causes than charities, so put the cause front and centre.

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