by Chris Trevorrow. April 2022.
‘Fundraising is the gentle art of teaching people the joy of giving’ Hank Rosso
Leading trends in income generation for voluntary groups in 2022 include a continued reliance on digital even with the reintroduction of face to face and the hybrid approaches that accommodate both options. Alongside this is the growth of peer-to-peer fundraising – think Captain Tom and all those who emulated him but with fewer zeros – and the need to continue to accommodate cashless donations even for face-to-face fundraisers.
At the same time, we are entering tough economic times making it essential that voluntary groups develop a fundraising strategy, building a case for support which they can communicate and share with all their stakeholders and engage and retaining a strong supporter base. A fundraising strategy pulls together information about your objectives and identifies what you need and how you’ll achieve it
A fundraising plan helps manage resources often using a calendar to map out key dates and deadlines both internal and external to an organisation. In developing a plan, a group needs to consider the fundraising channels and tools that will work for them.
- individual giving might involve an old-fashioned collection but with a cashless option. There are a wide range of options using smart phones that don’t require a card reader Pledjar donation app, QR codes eg Bopp, Give Star
- Utilising donation functions on social media platforms such as Facebook and Instagram
- Selecting the right gift giving platform to encourage your supporters to fundraise for you
- Ensuring face to face events deliver a good return on resources and cost see Cabinet office guide to organising an event
- Hybrid events can combine the best of in-person and digital by increasing participation, limiting environmental impact and being cost effective. People might pay a premium for the inperson experience but others can also take part and donate if you live stream the event for example on Facebook
Successful fundraisers seek to build an ongoing dialogue with supporters, encouraging them to give by clearly communicating the difference the group makes to people in an engaging and motivating way. They look to build the supporter relationship making connections and thanking them properly.
Key factors in fundraising success:
- Know your audience and what matters to them
- Engage and inspire through stories
- Create a sense of buy in before you make an ask
- Make donation frictionless
- Create a time limited campaign
- Link to external events
- Thank supporters and share success
- Make everyone in your organisation a fundraiser
If you would like to discuss fundraising with us, please get in touch at firstname.lastname@example.org