What Makes a Good Fundraising Campaign?

Whether you're a seasoned nonprofit or a newcomer, fundraising is key for securing the resources needed to support your community. So, what does it take to create a great fundraising campaign?

The Power of Storytelling

At the heart of every successful fundraising campaign is a compelling story. Donors don't donate to causes; they donate to stories that move them emotionally. According to Classy, building a narrative that resonates emotionally with donors will greatly increase engagement and contributions. When donors can envision the direct impact of their contributions, they feel a personal connection and a sense of accomplishment, which encourages them to give more generously and consistently. To this end, your fundraising story should include real-life examples of those you help and the impact of donations. As another tip, remember to capture your audience's attention by using a personal tone and clearly highlighting the problem. You’ve now got a story to capture the hearts of thousands. 

Setting Clear and Achievable Goals

Be clear about what you want to achieve with your fundraising campaign. Whether it's raising $10,000 for new equipment or funding a year-long project, clearly defined goals build trust and motivate donations. As OneCause suggests, setting measurable objectives helps you track progress and celebrate milestones, keeping both you and your donors engaged.

Ease of Donation

Make donating easy and accessible, using a user-friendly platform. Even better, meet your community where they are by providing multiple ways to give. The easier it is to donate, the more likely people are to do so. P.S. We’re Usorum and we have a new way to raise donations by engaging communities in brainstorms and forums. Reach out to learn more.

Expressing Gratitude

Make sure to acknowledge and appreciate your donors. Personalized thank-you notes, shout-outs on social media, and regular updates on the campaign’s progress keep your supporters engaged and valued. Even a simple thank you goes a long way, since gratitude fosters loyalty and encourages repeat donations. In a study conducted by Bloomerang, they found that the retention rate for new donors increased by around 25% if multiple appreciation calls were made to supporters within 90 days versus if no calls occurred. So remember that there are people behind the dollars and thank them for their generosity. 

Visuals that Speak Volumes

Visual content not only captures attention but also helps convey your message in a more relatable and impactful way. When you showcase the faces of those you're helping and the tangible changes you're making, you create a powerful, emotional connection with potential donors. Seeing the direct results of their contributions can motivate donors by allowing them to visualize the difference they can make. This sense of connection and understanding can significantly increase their willingness to contribute more generously. A picture is worth a thousand words, and this still holds true in fundraising.

Leveraging Social Media

Social media is a powerful tool for spreading the word about your campaign. Create shareable content, engage with your followers, and leverage influencers to expand your reach. Platforms like Facebook, Twitter, and Instagram can amplify your message and connect you with a larger audience. More people means more eyes on your campaign, which means more donations. 

Effective Communication

Communicate regularly with your donors. Keep them updated on how their contributions are making a difference by using emails, newsletters, and social media to maintain a steady flow of information. Regular communication not only keeps your supporters informed but also strengthens their connection to your cause, increasing donor retention and year-over-year giving.

Data-Driven Decisions

Use data to guide your efforts. Track what works and what doesn’t. Analyze past campaigns to see which strategies yielded the best results and apply those insights to your current efforts. This approach ensures that you’re making informed decisions that optimize your fundraising efforts.

Case Study

Carolina For The Kids (CFTK) is an excellent example of a nonprofit that has used some of the approaches mentioned. CFTK, whose mission is to provide emotional, medical, and financial support to patients and families treated at UNC Children's Hospital, has been dancing in support of the hospital for decades. In the midst of the COVID-19 pandemic, CFTK held a virtual dance marathon to continue their support. They were able to raise more than $250,000 by leveraging social media and using visuals to generate connections.  

Conclusion

In short, a successful fundraising campaign depends on: strong stories, clear goals, easy donation processes, genuine gratitude, powerful visuals, smart use of social media, regular communication, and strategies based on data. Each of these factors can support your fundraising goals and build lasting relationships with your supporters. As the most underlooked common thread among these, build trust with potential donors and past donors and show them how their donations really make a difference. That is the essence of a good fundraising campaign.

As always, thank you for your part in saving the world,

Usorum

We’re Usorum. We create peer-to-peer and bottom-up conversations for nonprofit communities. We do this by hosting 'brainstorms' for nonprofit organizations, where they can ask their community to digitally engage around a common topic. For those nonprofits who want to, the brainstorm can also serve as a fundraising and a volunteer recruitment tool. Our second offer is an ongoing digital forum for the communities serviced across nonprofits, with a culture of people directly supporting each other and providing their techniques on adversity into a shared lived experience library. If you believe in community engagement, check us out at Usorum.com