To achieve success in your fundraising there are sure a few basic steps to follow and in this article today I present to you two things you should do with each fundraiser:
1) Raise community awareness of your need
2) Raise community awareness on your proposal
Everyone who reads this is like, “Yeah, we’ve covered this. Everyone in our group knows what we’re doing.”
Let’s take a closer look, shall we?
Raising awareness of your fundraising here are pertinent questions you need to answer. You will need to answer questions like:
1) Can you express your need in one sentence?
2) Does everyone in your group remember the phrase?
3) Do all of the supporters adequately understand the need for your policy?
Check your group from in to in. Ask people at random to tell them why your group is collecting the money. I guarantee you will be amazed at how weak the various answers receives will be.
In many groups, more than 50% of people involved in fundraising cannot tell you the specific reasons for the fundraising.
What have you done outside your group?
Can you honestly say that you have exhausted all possible means to inform the community about your fundraising? Does everyone know what you need the money for?
Have you done any of these things below?
- Press release
- Roadside signs
- Coverage of the paper
- Public Service Radio Ads
The pre-kickoff letter, postcard or email campaigns will you tell someone that you are raising a fund and asking them if they are happy to help? Two problems with that approach are: Most of your group cannot communicate your need effectively. Second, you already think your group has enough supporters to reach your goal. These two issues limit your potential outcomes.
Consider these three aspects:
- One is that unless you communicate your need clearly and concisely, your prospective supporters will not understand and internalize it as a worthy cause.
- Second, if your salespeople don’t really understand your group’s needs, they won’t do their best to meet that need.
- Third, if your need is not common knowledge in your community, your fundraising job can be a tough one. Think of it as “getting the word out” like the beachhead softness during the Normandy attack. If you don’t make an advance Prep work, you are likely to get a negative reaction.
Awareness of your fundraising offer. The Second Fundraising Foundation should work closely with you to raise awareness of your needs and proposal. It is important for them to be aware of your offer, as well as telling people why your group needs the money or funds that you are raising.
Your purpose of fundraising and fundraising promise are interconnected in all your communications.
At the same time you are putting out the word, you need to make sure that your group gets the message about what fundraising needs are. When you express your need, everyone in your group can summarize your fundraising goal in one sentence.
That word reinforces the emotional foundation that comes with identifying your need.
So what does that mean? Simply put, if someone believes your need is real and agrees with your goal or vision, they will definitely help you out.
What is your fundraising value plan?
This is the essence of your goal or objective, it reminds you of your need, and it tells every upcoming supporter what they have.
In other words, your expectation:
1 – Be aware of your needs
2 – Connect with it on an emotional level
3 – Accept that your offer has real value
The essence of fundraising is to reach as many supporters as you can about your need and offer or proposal.
Take the time to develop a single-sentence statement for your fundraiser that covers these two fundraising basics.
Teach everyone in your group how to communicate these core value statements when talking to prospective supporters.
Handle these fundraising basics – communicate your need, communicate your offer – and following the aforementioned steps in this article I believe you are going to have a successful fundraising outcome.