Fundraising may seem like an uphill task to many and for good reason. The apprehension of being turned down by your prospective donors is sure unnerving. Though,many fail to understand that there are people out there who would want to be associated with your campaign. Not having a well-thought-out strategy cuts down chances of scoring on such opportunities.
Listed below are some of the ways to achieve successful fundraising often undertaken by high performing companies.
Specifying the purpose of fundraising
At the heart of it, fundraising serves a purpose. Brainstorming with the team on the lines of why are we doing the fundraising, what purpose will it serve, who will be benefitted by the act, what will the donors gain out of it – helps explicitly set a goal in the minds of the fundraisers. If the team themselves aren’t clear of the objectives, they don’t stand a chance of persuading the party into making donations.
Knowing whom to target
“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself,” is a popular quote by renowned economists Peter F. Drucker.
Marketing strategies have evolved over time and yet at the core of it, marketers continue to device new ways to identify potential buyers who are interested in purchasing their goods and services. Once found, they are targeted via ads at the time when they are most likely in the mood of making a purchase.
Studies have shown that some organisations are better inclined towards contributing to the cause as compared to others.Approaching such a client solves half of the fundraising woes. For instance, corporates usually dedicate a separate wing to CSR. Targeting entities with an embed CSR bears favourable outcomes. Whether you want to set a meeting with people in your network, corporates, development banks, trusts or communities, targeting goes a long way.
Spend a good deal of time shortlisting clients with a past record of dealing in donations with purpose similar to yours. Fetch information on their interests, dedicated wings in the case of organisations and donation tasks they have undertaken.
While you’re at it, dig up as much on the fundraisers who have received from them.Go over their strategy if possible and take pointers.
What will the donors gain out of this fundraising?
Be very clear on the things your donors will gain by participating in the activity. Whether it brings awareness, potential customers, popularity, high CSR ranking or future gains – pen down these details and keep them handy while sponsor hunting.If the donors believe you are giving them something very valuable in return for their money, they are certain to respond positively.
Creating the content
If Bill Gates brands content as king, then it truly is. The piece of information bearing details of the reason for the fundraising effort and other nitty gritty is the real deal breaker. It’s the foremost form of communication you’d be sharing with the world about your campaign.
Creatively weave the message, so it becomes intriguing enough to strikes a chord with the people in the first glance just like a normal ad you see on the television. Try sharing a moving experience or witty relatable situation in a form that they can easily consume.
It may feel like you are living under a rock if social media isn’t your best bud in the promotion game. Almost everyone is using social media platforms these days.Create a campaign page with the message loud and clear. Encourage people in your network to like and share as well as invite them to open discussions. Ensure to attach a clear call to action link, taking them to quick payment gateways.
Approaching the sponsors
The nature of sponsors differs and your approach should be customised accordingly. Citing the example of corporates, communication has to be tweaked such that it grabs their attention in a few minutes that they usually give. Take the most experienced member of your team if the need be, but tone of communication must appear sincere. Highlight success of the previous events in presentations and the gains earned by the corporate sponsors.
Easy means to pay
Have different and easier means to enable payment.
Coordination among the team
The entire team from fundraisers, policy planners, writers, artists, and promoters should be on the same page pertaining to the strategy and its implementation. Constant follow up on results helps to tweak it further to draw maximum advantage.
Capturing the event
Ending communication with your sponsors once the event has taken place would be a folly. They want to see if their money has been well spent. Grab a camera and cover up the activities, write about it or make in house journals. Circulate them through social media.
Sending a feedback
Do not forget to write letters to your sponsors sharing bits about the success of the event. Enclose the copy of that journal as well as a thank you note. Small gestures ensure you land high in the good books of the sponsors bettering future prospects.