Successful fundraising requires following certain fundamental steps. Here are two things you have to do with every fundraiser:
1) Increase community awareness of your need
2) Increase community awareness of your offering
You may read this and think "Yep, we've got that covered. Everybody in our group knows what we're doing."
Let's take a closer look and see.
Creating Awareness Of Your Fundraising Need:
1) Can your need be expressed in a single sentence?
2) Has everyone in your group memorised that sentence?
3) Is expressing your need a part of your approach to all supporters?
Test your group from top to bottom.
Randomly ask individuals to tell you why your group is raising money.
I absolutely guarantee you that you'll be surprised at how weak the various answers are.
In many groups, more than 50% of those involved with the fundraiser will not be able to tell you in a single sentence the specific reasons why they are raising money.
What about outside your group?
Have you exhausted every possible approach in getting the word out to the community about your fundraiser?
Does everybody know why you need money?
Have you done each of these?
Public service radio announcements
Pre-kickoff letter, postcard, or email campaigns
Or, are you assuming that all you have to do is tell someone that you're doing a fundraiser and that they'll be glad to help?
The problem with that approach is that
1. Most of your group can't effectively communicate your need.
2. You are already assuming that your group has more than enough prospective supporters to meet your goal.
Both these problems limit your potential results.
Consider these three points:
One, if your need isn't communicated clearly and concisely, it will not be understood and recognised as a deserving cause by your prospective supporters.
Two, if your sellers don't really understand your groups need, then they won't work as hard to meet that need.
Three, if your need isn't general knowledge in your community, then your fundraising job will be much harder.
Think of "getting the word out" as warming up your potential fundraising supporters. By doing the advance prep work, you're much more likely to meet a positive response.
Creating Awareness Of Your Fundraising Offering
The second fundraising fundamental goes hand-in-hand with creating an awareness of your need.
Creating an awareness of your offering is just as important as telling people why your group needs money.
Your fundraising need and your fundraising offering should be closely linked in all of your communications.
At the same time you are getting the word out, you need to make sure the message gets through on exactly what your group is doing to raise funds.
Just as with expressing your need, everyone in your group should be able to sum up your fundraising offering in a single sentence.
That sentence should also reinforce the emotional foundation that is derived from recognition of your need.
So what on earth does all that mean?
Put simply, if someone believes your need is real and agrees with the value proposition of your offering, they will help you.
And what's your fundraising value proposition?
It's a summation of your offering, combined with a reminder of your need, that's expressed in a way that informs each prospective supporter of what's in it for them.
In other words, your prospect needs to:
1 - Be aware of your need
2 - Be linked to it on an emotional level
3 - Be in agreement that your offer has real value in it for them
Getting your need and your offering across to as many potential supporters as possible is the essence of fundraising.
Take the time to develop single sentence statements for your fundraiser covering both of these fundraising fundamentals.
Teach everyone in your group how to communicate these basic value statements when they talk to prospective supporters.
In conclusion, executing well on these fundraising fundamentals -- communicating your need and communicating your offering -- ensures that your fundraiser will be a smashing success.
We're all things fundraising.
If you're looking for some basic tools and ideas that can help you become more effective at raising money, check out our Fundraising Basics eBook! It's the perfect resource to help you on your fundraising journey.
Looking for a fun new way to fundraise?
Fundraise with socks! Our awesome fundraising socks really do sell themselves, which means more profit for your cause.
Take a look at our fantastic range of fundraising options. Fully online, in person, or a combination of both, our fundraising services are specially designed to ensure no matter how you like to fundraise, we have a fundraising solution for you.
Do It For Schools & Groups
HANDY ORDER FORM SERVICE
A no upfront cost fundraiser for schools & groups. No minimum order, free delivery for orders over 100 pairs, and an easy to use, eyecatching order form!
With two themes to choose from, you can fundraise with one theme or double the fun with both!
NEW FOR 2022! Individual online ordering now available!
Do It Yourself
FUNDRAISING SOCK PACKS
Purchase Fundraising Sock Packs from our online store and start fundraising straight away!
Choose from our off the shelf options or Build Your Own Fundraising Sock Pack just the way you like it!
It's a super profitable fundraiser, with a minimum profit of $35 for every pack sold, with free shipping for orders of 15 +packs.
Do It For Me
FULLY ONLINE & CONTACTLESS
A hands free, online fundraiser with no upfront costs, and access to our entire sock catalogue (that's over 150 different designs).
We'll create a dedicated webpage for your cause, with access to our entire sock catalogue. All you need to do is promote your fundraiser, and we'll take care of the rest, including delivery straight to your customer's door!