What is Your Fundraising Strategy?

Implementing specific strategies is done in all levels of business and no less in fundraising. Fundraising strategies require careful thought. Some organizations concentrate all their efforts on a single annual event, while others may prefer a monthly event or some kind of ongoing fundraising that keeps them constantly in the public eye. What your strategy will be is largely decided by how much money you need and whom it is for.

Smaller, local fundraising efforts often use the once a year approach. This may be in the form of a school fete or a concert to which parents and grandparents are invited. It may be a camp or it may be a cookie drive or a raffle. If there are a limited number of helpers, the raffle or jumble sale is often a good way to go. Sometimes it’s better to have these say, four times a year rather than weekly, then people don’t get tired of them. Finding out whom your target market will be is also part of the strategy of fundraising.

There are many organizations that will help with ideas for fundraising strategies. For those who have never done fundraising before, using one of these organizations may be the ideal way to start out. You may be provided with a choice of candy bars or lollipops to sell, online magazines to subscribe to or many other ideas. You may decide to have a walkathon, runathon or skipathon. There are strategies to suit large, medium and small groups of helpers. Very often they will help you with advertisements and media kits.

Strategy is not only about what you will sell or do to make money and when, it is also to do with how you will advertise, how the event will be planned and how to get people involved in helping out. It is about ‘branding’ - how your organization will be known in the community and whether it will be local thing or go nationwide.

One good strategy for all fund-raisers is to present their need as an investment opportunity rather than a need. For instance, if you need funds for a school, present that school as the answer to the problem of unemployment in the area, rather than as funds needed to shore up a failing institution.

Sponsors are much more willing to donate money to what seems like an investment. And if their company employs people from the same area, you can point out how much better their future employees will be fitted for the job once they’ve been trained with the additional funds.

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