Maximising Your Fundraising Potential: Top Tips
When you start fundraising, there are a few key things that you can do to really make your cause shine. And importantly, this starts with what is known as “the ask” – the moment when you first approach someone.
The ask typically happens at three main points in the crowdfunding process. The first time “the ask” happens is usually to your closest circle of friends, usually when you’re started your fundraiser but before you’ve shared it. The logic behind this is that people are most likely to give when they see others have already donated, and the people most likely to donate are those in your closest circle.
The second time comes when you start to share your fundraiser publicly. This might be on social media (and we have a section on why this is important below), in person or at events. After the initial reveal of your fundraiser, you may find that donations start to slow down. But don’t panic: it’s all part of the process.
The third ask happens when you go back to friends, colleagues and other people you know and ask them one last time to make a donation.
Each of these moments requires a specific approach and use of language. We’ve put some tips together to teach you how to ask for donations in a range of situations.
Our tips on how to ask for donations
1. Remember to tell your story
Not everyone who you ask will know what your situation is. Whether you’re contacting them by email or asking them in person, remember to tell your story and tell it well. If you have a longer story that contains many details, in your initial request keep it short and sweet.
To find out more about how to tell your story, have a look at our storytelling tips.
2. Tailor your message to the moment
The best way to receive a positive response – and a donation – is to appeal to each person’s individual interests, keeping their personalities in mind. If you know a donor would respond better to a warm, lighthearted email, keep your wording informal and light. For another donor who would respond better to a formal approach, deliver your message accordingly.
And if you’re raising money for a charity or a non-profit organisation, remember to emphasise the tax benefits of making a donation to your cause.
3. Explain what will happen if they don’t donate
It’s so important to convey a sense of urgency when sharing your fundraiser. Without that urgency, your potential donors may wait before they donate, which means that you’ll have to ask them again at a later point. If you explain what will happen if you don’t succeed in your crowdfunding efforts, you may well see a spike in donations. Bear in mind that even negative consequences can still be framed in a positive light. TV and radio charity appeals do this well, saying things like, “If this is something which is valuable to you…” or “If you’d like to keep receiving all these benefits…” Follow their lead in keeping things urgent yet positive.
4. Keep a positive attitude and expect people to donate
Don’t be discouraged by the people who turn you down at first. Remember that people have widely differing priorities with their budget and their cash flow. You can’t predict when people will offer support, so keep your chin up and hang on in!
5. Start the relationship and strengthen it
Does your cause address an ongoing need or is it a one-off thing? If it’s ongoing, you need to view a donation as the beginning of a relationship with the donor. Whether your cause is short or long-term, donors should feel like they’re part of your fundraiser and part of the unfolding story. Stay in touch – updates and thank-you’s are vital here. The worst thing is when donors only hear from you when you’re asking them for donations.
Traps to avoid when asking for donations
You might be nervous about asking for donations or feel that you’re being too demanding. Don’t worry! – even seasoned fundraisers still get nervous every once in a while. Asking for donations can be made easier by using a mental checklist and practising your approach.
Here are a few mistakes we’ve seen people make when they asked for donations and how you can avoid them.
1. Not knowing what you’re asking for or being vague about it
It’s important to have clearly defined goals when you set out to ask for donations. Are you raising money for medical expenses? If so, list the expenses that you need help with. It’s easy to get so wrapped up in thinking about how you’re going to ask for donations and then forget to communicate exactly what you’re asking for clearly. Make sure your objectives are clear. State them near the top of your fundraising page and at the beginning of any donation request letters.
2. Being overly formal
While you could ask organisations to donate to your fundraiser, the majority of your potential donors will most likely be people who know you (or the beneficiary) personally. So there’s no need to be overly formal. In fact, it’s counterproductive, because it creates distance and makes people feel awkward. If you are warm, genuine and human, donors are more likely to respond in kind.
3. Not knowing who you’re asking
When you ask for donations, don’t just focus on the need. Think also about who you’re asking and what their understanding and needs might be. For example, when approaching a potential donor, ask yourself:
- Why does this person care? There is a reason you contacted him or her for donations. Keep that reason in mind and communicate it when you approach each potential donor.
- How does your potential donor know the beneficiary? Maybe they were childhood friends with the beneficiary or their neighbour. It’s appropriate to mention this relationship when asking for donations to create a more personal, intimate connection and help increase your chance of success.
- Why would they have reservations? Consider why someone might not want to donate and then try to address it if possible. For example, some people may worry that they can’t afford to make a large enough donation to make a difference. By addressing this concern and listing specific expenses that can be paid with small donations, you can get more people to contribute.
4. Being scared of rejection
You won’t get a donation from every single person that you approach and that’s perfectly normal. It doesn’t mean that you did a bad job of fundraising or that the people you asked are terrible people – sometimes people get distracted. Bearing this in mind, you can politely follow up with anyone who didn’t donate the first time you contacted them.
5. Being fake
Use all the tools available to you – words, pictures, video, prizes, themed donation parties – the possibilities are nearly endless! Giving your fundraiser personality and vibrancy can make a world of difference to your results.
6. Being too vague
This no-no applies to almost every aspect of your fundraiser, from description to donation requests. People are deluged with information. Vagueness doesn’t grab anyone’s attention – specificity does. Clearly state why you’re fundraising, what the current situation is and what the desired outcome is.
Be specific when listing your expenses too. Some successful fundraisers itemise every expense – not just an expensive item like an operation, but also the money for petrol or taxis to get to doctors’ appointments etc. Potential donors will appreciate that level of transparency.
Now you’re asking – get the donations that you need
There are a few more important pointers when it comes to best practices on how to make your fundraiser really shine. You should take these into account on each step of your fundraising journey. They include:
- Writing a compelling story: This is mentioned above, but a really important part of your fundraising journey is having your story on your GoFundMe page. From those aware of your fundraising cause to those who come across the link to your page, the fundraising story you write is a really important tool in telling people why you’re raising money (which can help to increase donations). Talk about the good cause you’re raising for in as much detail as possible.
- Adding pictures and video: On a similar vein to the point above, adding pictures and video can help to illustrate why you’re raising money and why that specific cause is close to your heart. They help to tell the story and look compelling, too.
- Sharing on social media: As mentioned above, sharing your fundraiser on social media is a key way to shout about it and to start seeing donations rolling in. Much like the three “asks”, it’s important to keep sharing the link each step of the way. Do it when you start your fundraiser, at any key moments like meeting a fundraising goal, raising the target, completing a challenge or any offline fundraising, too.
- Post updates to the page: Your kind donors will want to know about how your fundraising journey is going. Like with sharing on social media, remember to post updates when you meet specific targets. Not only does it mean that people can remain invested in your journey, but the fundraising page itself also looks active.
- Thank your donors: Thanking people for their donations is an important part of fundraising. It shows genuine appreciation for the donation but also could mean that people feel compelled to donate again. You could thank people through GoFundMe, but also writing personalised letters or emails saying thank you is also appreciated. Touches like letting donors know exactly what their donation means to the cause also help here.
- Host fundraising events: A brilliant way to really get things going is to host fundraising events amongst your social circles. There’s a wide range of options to choose from – it could be a coffee morning where people contribute for their cake, a baking competition, an office sports day or even things like charity concerts. The possibilities are endless.
When you’re fundraising, remember that people generally love helping other people. It’s part of human nature! When you ask for donations, you’re simply tapping into that very human impulse. If you make it enjoyable, you’ll be on your way to raising lots of money for your cause.