Whether you’re brand new to canvassing for charitable donations or are a seasoned professional, it helps to revisit fundraising basics every now and again. After all, the top charitable entities all had to start with fundraising 101.
So, the same goes for any other charity that starts out.
Here are a few of the most important fundraising basics you need to master if you wish to establish a database of donors and sponsorships to promote your worthy cause.
While a nonprofit organization is not a business in the traditional sense of the word, you have to approach it like one if you want it to be successful in doing the good work it was established to do. As such, it’s vital to have an elevator pitch and professional corporate identity in place before you approach potential benefactors. After all, if you can’t tell someone what your charity is about, they are unlikely to donate to your cause.
A logo and website may not seem like your most pressing concern when you’re trying to raise funds to create change in your community. But, you need to make sure that you stand out among the 1.5 million nonprofit organizations that are registered in the U.S. alone. This means that you need to put some hard work into your marketing materials and website. They have to be captivating and memorable. It all starts with a look and feel. Your logo is the first visual representation of your brand that many people will encounter. As such, it has to be visually pleasing. At the same time, it needs to communicate your mission and purpose clearly. Charities like Feeding America, Doctors of the World, Oxfam, and One Drop understand this all too well. Here are some more NPO logos to serve as inspiration.
TOP TIP: Reach out to copywriters and graphic designers who are willing to donate their time to your nonprofit in lieu of donations in monetary terms. Freelancers can always do with a tax rebate. And, having a team of skilled marketing professionals on board can make all the difference when it comes to creating a strong, memorable look and feel for your nonprofit.
What type of person is most likely to donate to your cause? While we’d all like to think that our cause is appealing to the entire population, the fact of the matter is that certain demographics are drawn to certain charities. For instance, as a rule of thumb, the Baby Boomer generation tends to donate to charities that promote the arts. On the other hand, millennials are more likely to contribute to NPOs that support environmental initiatives. Naturally, there will be outliers. Yet, it helps to have at least a basic idea of what your donor demographic looks like. Once you’re able to draw up a basic benefactor persona (or two or three) it becomes far simpler to tailor your fundraising approach. You can make sure that it speaks to a specific group’s core values and drives your campaign message home.
Your donors are the lifeblood of your charitable organization. So, it is vital to grow a strong and vibrant network of patrons and supporters. This is basic fundraising 101. Start creating your donor database as soon as possible. This way, you can capture all the information you need to keep your benefactor in the loop and share your campaign messaging as effectively as possible. The most basic information you need to gather includes the names, ages, occupations, addresses, and corporate affiliations of each of your regular donors. This will not only help you keep in touch but can also provide vital insights that can help you scale your fundraising initiatives later on.
Grants can make up a significant portion of nonprofit organizations' revenue, so it is essential to understand how to apply for these funds. That said, there are many kinds and variations to consider. Some are one-offs, while others extend over years. Some cover operational expenses, while others seek out nonprofits that are being established or looking to grow. The trick lies in doing the legwork to find grants that suit your cause. Once you’ve pinpointed suitable grantmakers and foundations, follow their application process to the letter. Applying for these funds can seem tedious, but take the time to tick all the boxes. This will help to better your chances of receiving the grant in question.
The modern-day fundraiser has a variety of digital tools at its disposal. These tools make it far simpler for nonprofits and charities to accrue funds to support their causes. These include everything from virtual auctions to crowdfunding platforms and seamless payment gateways. By making it easy for existing and potential benefactors to donate, you can immediately increase engagement!
TOP TIP: Lockdown measures worldwide to curb the spread of the COVID-19 pandemic have made many people rather wary of participating in live auctions and other fundraising events. As such, digital campaigns have really taken off. Consider a virtual fundraiser for your next fundraising event if you want to sidestep this potential participation hurdle.
All nonprofits and charity organizations have to start somewhere. Fundraising 101 begins with establishing a professional image and elevator pitch for your nonprofit, understanding your target demographic, and establishing a fundraising network. Leveraging technology to your advantage and getting to grips with grants are also crucial when growing your organization. With these fundraising basics sorted, the groundwork is laid for a fruitful future.
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