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A fundraising campaign is a set of activities organized to raise money. It can be short and specific, or long term with a series of phases and milestones. Here we will cover the elements of building a fundraising campaign.
Building an internal team to drive campaign execution can help you make your campaign successful. Identify the key people you will need to support your campaign. For example, consider:
Determine what you need to achieve through this specific campaign to support your mission.
1. Set a monetary goal and outline what you plan to fund with that dollar amount and the impact that can be made from it. For example, if your goal is $5K, what will your organization do with the $5K and how will that create the desired impact and why is that important?
2. If possible, break down the main goal into smaller milestones or values that can be used to help a donor understand the value of their gift. For example, what does a $50, $100, $500 gift to your organization fund?
Establishing why a person should donate by defining tangible impacts is an important part of building your campaign, it will help you show people why you need their support rather than tell.
Start by drafting a strong theory of change. Meaning – How will what you plan to do create the impact your community desires?
Some organizations pick one month out of the year to push their supporters to fundraise if it is their birthday month. Giving their fundraising ask a relevant tie to an important day for many people.
List characteristics of people you aim to reach with this campaign. If you’re having trouble, look at you existing support base to understand who already is engaged by your cause. You can also survey your supporters to find out more about them. Examples of characteristics:
This list will help you determine what types of stories and content you need to make to connect to this community and create compelling fundraising appeals.
Referring back to your campaign theme and target audience, map out the stories and visuals you’ll use to engage people.
Create a promotional calendar for your campaign to figure out how much content you want to create. You want to publish regularly to create a drumbeat of promotion. How can you build in strong fundraising moments that leverage events or holidays?
You can manufacture a moment by hosting a live video fundraiser where you tour your programs and interview beneficiaries or staff about why they programs are important?
Once you have a game plan, how you will steward supporters before during and after the campaign?
BEFORE CAMPAIGN
DURING CAMPAIGN
AFTER CAMPAIGN