Nonprofit Fundraising: How To Do A Great Fundraiser

I’ve spent a lot of time with my team and also fundraising partners discussing the uncertainty for the social sector. One of the things that I’ve predicted was that there would be a lot of pent up demand. Let’s face it, the pandemic has made it tough for nonprofit fundraising. Nevertheless, groups across the country have shifted to getting creative in raising money because they need the funds. 

The reality is the needs of large and small nonprofits across our nation have increased. As an example, schools have shifted to educating their students virtually. Food pantries have had lines that have gone on for more than a mile. In other words, the needs in our communities are so large. All of this places pressure and increases the need for effective and successful nonprofit fundraising.

So, now that we’re moving forward in whatever we consider the normal of the moment, let’s discuss ways to engage your community in a great fundraiser.

Put a number on your nonprofit fundraising

I’ve seen hundreds of nonprofit fundraising campaigns, and one of the things I've noticed often is missing financial goals. What is the amount you want to raise? It’s essential to put it out there. Further, when you help people understand the need, they're more willing to support you. There's a reason why many nonprofits tell the public how much they need and why. And that's because it helps supporters to understand the connection between the fundraising goal and the need.

Build urgency into your fundraising campaign

If you have only 30 days to raise the money, let people know. It doesn’t matter how long your campaign is—weeks or months. No matter what, people need to understand when your campaign ends so they can get on board. Also, keep in mind that you’ll see gift momentum from your most active supporters on the front-end and at points when you drive urgency with deadlines. As well, a lot of donations come in as you get to the end because people see a deadline closing.

Use social media effectively, including images

I think most people got the message that they have to use photos on social media. However, many images don't convey the work, mission, or personality of the nonprofit posting. When people scroll their feeds and timelines, a great picture catches attention—and stays in the memory—even for nonprofit fundraising. To help you out, check out this article about nonprofit marketing trends to prioritize. You can also take a look at which marketing money-wasters to avoid.

Nonprofit fundraising and outcomes go together

Give your supporters an understanding of outcomes. Sometimes nonprofit leaders suggest it’s difficult to get “the numbers” about impact in their charity. But, here’s a question: why should anyone support you if you can’t get a handle on how the money impacts the cause? So, be as specific as possible. For instance, how many people get served? How many doses of medication do you supply? How many loaves of bread get distributed? Remember, information is power.

Don’t forget to make a specific ask and call to action

Make a specific ask or call to action. Would $10 help you? How about $20? I realize every dollar helps your nonprofit fundraising. But how many people giving you $10 or $20 would it take to achieve your goal? Are you seeking 100 people to teach kids how to read after school? Whatever it is, thread that into your call to action. So be specific with your call to action, especially when asking for money. 

Finally, nonprofit fundraising is about consistency, but also creativity. For example, look for unique fundraising ideas, especially during this time when money can be tight for people. You can even think of new angles and ways to get people engaged in your fundraiser. For instance, not too long ago, I wrote a piece in Forbes about how businesses, and nonprofits, can add sustainability to the work they do. In other words, there's a lot you can do to keep your campaign top of mind. In sum, be persistent in reminding people of the campaign, and also get creative.

? 2020 Wayne Elsey. All Rights Reserved.