Creating fundraisers is a little like juggling torches that are on fire, isn’t it? For the best fundraising executives, it could provide great wins and satisfaction. But, let’s face it, many people raise funds for a cause—including board members—and for them, it’s a little less thrilling. There are plenty of great articles about fundraising. Still, practical ideas on what to avoid are often missing, so here goes!
1. Don’t Be Vague About Your Fundraising Cause
One of the biggest fails any organization can make is to be too vague. For instance, if you’ve ever done something like this on social, “We need your help,” that’s a bit vague. The fact is that donors want to know—quickly—why they should support your cause. Are you raising funds for a community center? Is your school fundraiser looking to purchase new uniforms for your school basketball team? Be specific from the outset about why you need help.
Fundraising pitfall: “Support us!”
Do this instead: “Join us in raising $5,000 to provide new computers to our school’s second grade classroom.”
2. Don’t Overwhelm Your Audience
While providing more than vague requests for support is essential, fundraising needs to be balanced. You want to avoid overwhelming donors with long posts, emails, or busy donation forms. Too many events are also a fundraising pitfall to avoid since donors can get tired of the approach. Always think about simple and direct messages. Those are the ones that stick in a donor’s memory because they’re easy to understand.
Fundraising pitfall: “We have an exciting year ahead with a car wash, auction, bake sale, and our annual gala!” (Too much information too soon).
Do this instead: “Get a bite to eat at our bake sale. Can’t make it? Consider a quick school fundraising donation.” (Then insert a simple donation form URL or text-to-give number).
3. Don’t Ignore Your Donors After They’ve Given to Your Fundraiser
Oh, this one’s a biggie. Unfortunately, schools, nonprofits and other social good organizations still forget to thank donors. Radio silence isn’t a good strategy to raise funds. In reality, donors want to be thanked for their choice to support a good cause. So, busy teams should always consider how they will thank donors no matter what’s happening. Aside from thanking donors, provide updates about how their support helps the cause.
Fundraising pitfall: Ghosting donors.
Do this instead: Make it a point to automate thank you’s if necessary, but better still, send personal thank you’s to donors and make every donor feel special.
4. Don’t Set Unrealistic Fundraising Goals
Wouldn’t it be great to raise $1 million? Yes, it would be. However, many organizations have budgets of less than $1 million, so raising $1,000 or $2,000 is a realistic goal. The fact is that when you set unrealistic goals, like those infamous ‘stretch goals,’ if it becomes clear you’re not going to make it, it’s disappointing. Moreover, your fundraisers lose confidence. So, make it challenging—but achievable.
Fundraising pitfall: “We have to raise $5,000 in 30 days!” (Where’s your major donor?).
Do this instead: “We’re looking to raise $5,000 in the next 90 days in our shoe drive fundraiser for our booster club instruments. Every pair of shoes counts!”
5. Don’t Forget to Promote Your Fundraiser
Sure, this one can seem obvious, but you’d be surprised how many fundraisers don’t make it because there’s no concerted marketing push. If no one knows what’s happening, you’re throwing a party and not sending out invitations. So, promote your fundraiser with a mix of marketing approaches, including email, social media, and great messaging. The more people know, the higher the chance of hitting and exceeding your funding goals!
Fundraising pitfall: “We placed a few flyers around town.” (It’s not enough!).
Do this instead: “We developed a marketing plan for our fundraiser and are doing a digital blitz, including social posts, emails and we’re also partnering with community partners.”
6. Don’t Make Fundraising All About the Money
We know fundraising is about, well, money. But, if your fundraiser’s only focused on the money without the heart and the purpose, it’s not going to succeed. Fundraising is about connecting with people emotionally first. Potential donors need to understand why they should donate to your cause. Also, when you keep on shouting about your fundraiser and the money, you’re coming across as too salesy. No one likes to be sold to and feel pressured. Share stories!
Avoid: “We need your urgent donation now!” (Unfortunately, too many urgent appeals and ‘poverty porn’ have dissuaded people from responding to them anymore.
Instead, do this: “Meet members of our school band and hear each of their stories about how playing in the band has helped them reach their potential.”
7. Don’t Overcomplicate the Donation Process
It’s essential to keep the donation process super simple. If donors have to jump through hoops to make a contribution, they’re not going to do it. One way to keep things simple is to offer easy-to-use payment options. Of course, make sure that the donation page is mobile-friendly! Also, make it a point to ask for only a little information. Ask for only what you need to process a donation and create a relationship.
Fundraising pitfall: A donation page that looks like it was created 5 years ago, isn’t mobile-friendly, or has too many options. (Remember, attention spans are short!)
Do this instead: Create a great-looking mobile-optimized donation form and use text-to-give as an added quick option.
Fundraising Done Right: Don’t Forget to Have Fun
Finally, make sure your fundraiser is on brand and exciting. If your campaign feels heavy, it’s going to come across that way to donors. People can tell when your brand is enthusiastic about its fundraiser—whatever the cause. So, allow your brand personality to shine through and keep the creativity, passion, and even fun consistent. Remember, making a difference is something we should all celebrate!
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