What is a fundraiser?
A fundraiser is an event intended to ask donors for money or other donations to support a cause, charity or nonprofit organization. Attending a fundraiser offers donors a chance to meet other people who support the same cause and members of the group they support. Sometimes, fundraisers include entertainment or food provided by the organizers of the event.
These events are also an excellent opportunity to tell donors about how their funds support the organization through speeches, testimonies or slideshows.
How to plan a fundraiser
Fundraisers involve careful planning, budgeting, scheduling and marketing to ensure a successful event that donors can enjoy. Follow these steps to plan your fundraiser:
1. Choose a goal
Before you plan a fundraiser, choose a goal for your event by deciding how you plan to use the donations you receive. This goal can provide direction when planning the fundraiser. For example, if your organization requires money to continue operating next year, you may focus the event on what your organization does and how it affects the world around you. When you market the fundraiser, tell your supporters why you’re hosting it. If people understand the reasons for an event, they are more likely to donate or attend.
2. Consult with others
If you know other people who have managed a successful fundraiser, consider asking them for advice. For example, if your organization has partnered with another charitable group that hosts multiple fundraisers, you may ask the group’s marketing director for advice on your event. Someone with experience can help you plan a realistic schedule and budget for your fundraiser. If they’re located in your area, they may also have some connections who can help you with a venue or catering.
3. Set a goal and budget
Plan how much money it may take to cover the cost of the event and the goal of the fundraiser. For example, if you want to fund a new set of instruments for the local children's orchestra, calculate the cost of the instruments, along with the cost of the fundraiser. Consider calling vendors and venues in your area for pricing as you set up your budget so you can accurately estimate those costs. You may also include these costs in your budget:
Hired staff, such as caterers
Favors for guests who attend
Entertainment
Food and drinks
Decorations
4. Know your audience
Determine who is likely to be interested in your cause or organization. You may already know about current supporters, but if you are a new organization or are seeking one-time donations for a cause, do some research to determine your target audience. Learn about the demographics of your target audience and plan an event they may enjoy. For example, if your cause appeals to families with small children, consider a family-friendly fundraiser, such as a game night or fair.
Demographics def
To sell a product or service effectively, you must understand who you are trying to reach. One method of understanding customers is by defining your business' target demographic. Demographics represent customers' characteristics, which you can use to create more tailored marketing efforts. You can consider age, various hobbies, past times, interests connected to your cause, location, education, sex, language etc.
5. Find a location
The ideal venue depends on your audience and the type of fundraiser you want to have. Visit different places in your area to determine the best venue for your event. Depending on the size of your fundraiser and your expected attendees, you may consider nontraditional venue options, such as parks or arcades, to generate interest. Tell the staff about your event and let them know how your organization plans to use any donated funds. Some companies may offer discounts to support a charitable cause or organization.
6. Set a schedule
Once you have a location, set a date for your fundraiser. The date may depend on the venue's availability. If you have some flexibility, aim for a day and time that may be ideal for your intended guests. An evening fundraiser may suit most working professionals, for example. If your venue is outdoors, consider the weather when you plan your event, particularly during a season with a high chance of rain or extreme temperatures.
7. Market your fundraiser
Consider the best way to communicate the details of your fundraiser to your target audience. For example, a younger audience may find your event information on social media, while older donors may prefer to receive phone calls or mailed invitations. Use several marketing channels to reach a wide audience.
Marketing channel def: A marketing channel is a way for a company to reach its prospective customers. Unlike distribution channels that aim to get products in front of potential customers, marketing channels refer to how you get these prospective customers to consider buying what you're selling. Marketing channels ultimately aim to increase brand awareness, product awareness and help drive traffic. Companies often use multiple marketing channels with various strategies depending on the region.
These channels may include:
Email - marketing
Targeted - online advertisements.
Traditional - media, such as newspapers and TV stations
Direct - mail
Flyers - mail outs
Social - media
Event - website
If you have many members or volunteers in your organization, it’s helpful to ask them to tell people they know about the fundraiser. They can also post information on their personal social media accounts or email their friends or relatives. Personal connections can bring in new donors or unexpected donations.
8. Partner with corporate sponsors
Meet with local businesses and ask them to sponsor your fundraiser. If they can cover the costs associated with your event, you can use more donations to fund your cause or organization. Emphasize to business owners that consumers like to support companies that contribute to charitable groups, especially if those groups are improving the local community. Companies can use this sponsorship as advertising for their business. Ask the members of your organization and your volunteers if they know any business owners who might be interested in sponsoring your fundraiser.
9. Establish a way to accept donations
Whether you prefer to receive checks, cash or digital donations, be sure you set up a simple way for people to donate. If you choose to receive cash during the event, consider investing in a lockbox or a similar secure option for storing cash. You may also wish to store checks in a secure location or provide an address for donors to mail checks in advance. If you prefer online donations, set up a secure website or find a website where you can host your fundraiser. You may also consider accepting credit card payments using a credit card machine.
10. Thank attendants, sponsors and volunteers
After the event, send thank you cards to everyone who attended. Consider offering the option to join a mailing list that provides regular updates showing how their money is benefiting your organization or charity.
Also, send thank you cards or gifts to any sponsors or volunteers who helped with your event.
The best way to ensure you can host another successful fundraiser is to show appreciation to everyone who helped with the first one. You may also want to offer volunteers and guests the chance to offer feedback after your fundraiser is over. Consider sending out an anonymous survey to learn about any areas of the event you could improve for the next fundraiser.
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