Fundraising Best Practices

Practical tips for getting the most out of your fundraising campaigns.

Successful fundraising is both an art and a science. By implementing these best practices, you can significantly increase your campaign's reach, engagement, and overall impact. Remember that consistency, clarity, and genuine connection are key to motivating supporters.

1. Craft a compelling campaign story

Your campaign narrative is the heart of your fundraiser. It's what connects emotionally with potential supporters and inspires them to act.

• Be Clear and Concise: clearly explain who you are, what you are fundraising for, and why it matters. Avoid jargon and get straight to the point.
• Tell a Story, Don't Just State Facts: people connect with stories. Share the personal impact of your cause, introduce beneficiaries (if appropriate and with consent), and illustrate the problem you are solving.
• Use good photos: a strong image or a short video often says more than the text will. Use clear pictures that match what you are asking for.
• Define a Clear Call to Action: tell people exactly what you want them to do (e.g., "Donate Now", "Buy a Product", "Share this Campaign").

2. Set realistic and transparent goals

Setting clear goals provides direction for your campaign and builds trust with your supporters.

• Be Specific: instead of a vague goal like "raise money for the school," try "raise $5,000 for new library books."
• Make it Achievable: while it's good to aim high, an unattainable goal can be demotivating. Research similar campaigns or break down a larger goal into smaller, manageable milestones.
• Explain how the money will be used: set out what you are spending it on. Donors give more readily when they can see where their money goes.
• Show Progress: use a fundraising thermometer or regularly update your supporters on how close you are to reaching your goal.

3. Promote your campaign effectively

Even the most compelling campaign needs effective promotion to reach potential supporters.

• Use more than one channel: don't rely on a single method. Email, social media, your website, community groups and word of mouth all pull in different people.
• Personalise Your Outreach: when possible, personalise messages to different segments of your audience. A direct, personal appeal is often more effective than a generic one.
• Make Sharing Easy: include social sharing buttons on your campaign page and encourage your supporters to spread the word to their networks.
• Provide Regular Updates: keep your audience informed about campaign progress, milestones achieved, and upcoming events. This maintains momentum.
• Engage with Local Media or Influencers: if relevant, reach out to local newspapers, radio stations, or social media influencers who align with your cause.

4. Engage with your supporters

Building relationships with your donors can lead to ongoing support and advocacy.

• Respond Promptly: answer questions and reply to comments in a timely and friendly manner.
• Acknowledge Every Donation: Send a thank-you message for every contribution, regardless of the amount. Personalise these when possible.
• Create a Community: foster a sense of community around your campaign. Share stories, host Q&A sessions, or create a dedicated group or forum if appropriate.
• Seek Feedback: ask your supporters for their input and ideas. This makes them feel valued and involved.

5. Show gratitude and report impact

Thanking your donors and showing them the impact of their contributions is essential for building long-term relationships.

• Timely Thank-Yous: Send thank-you notes or emails promptly after a donation is made.
• Be Specific About Impact: after the campaign, report back on what was achieved with the funds raised. Share photos, videos, or testimonials to illustrate the difference their support made.
• Offer Non-Monetary Ways to Stay Involved: keep your supporters engaged by offering other ways to contribute, such as volunteering or advocating for your cause.
• Consider a wrap-up report: a short summary of how the campaign went, thanking everyone involved, makes the next one easier to run.

Continue learning

Fundraising is an ongoing learning process. Don't be afraid to try new approaches, analyse your results, and adapt your strategies for future campaigns. For more specific guidance on using the platform's features for your campaign, explore other articles in this help centre.