Are you new to fundraising and awareness campaigns?
Raising money and building awareness can be a difficult job. Just figuring out where to start can leave you feeling overwhelmed, frustrated and confused — as thought time is speeding up as deadlines draw near. At the United Awareness Group, we’ve been there and we understand. If we’ve learned anything in the 10 years+ we’ve been helping organizations raise funds and build awareness, it’s this:
Planning is critical.
It takes a little extra at the beginning, but pays huge dividends in the end. To create a good plan, you have to get clear on some basics, set your goals and define some operating parameters.
Here is a list of questions to help get you started. If you can answer each one of these questions, you are well on your way to a well planned campaign…
Note: It’s not absolutely necessary, but we strongly suggest writing your answers down and discussing them with your team or board members. Writing is one step beyond thinking and that much closer to doing…
What do we need the money for?
You would be surprised to learn that clearly stating the intended purpose for funds is often lost in the planning shuffle. Please, don’t skip this step…
Knowing where the money goes will not only allow you to set your organization’s fundraising priorities, it will help you communicate effectively to prospective donors, volunteers, internal stakeholders and co-sponsor/partners.
Stating a goal for the funds you raise can be simple. In fact, the simpler, the better. The Terry Fox Run is perfect example: Money for Cancer Research. Almost every Canadian over the age of ten knows this, and millions of others around the world. That’s how effective a clear and simple goal statement can be. Less words, better.
If you decide where the money goes that from the outset and state it as clearly and concisely as you can, you’ve already managed to avoid one of the biggest fundraising pitfalls.
How much money can we raise?
If you don’t have a realistic goal then you’ll never achieve it. But, what’s realistic? Look at what’s been done. The Internet and library are your best options for doing a quick environment scan to see what kind of funds you can illicit with different kinds of campaigns. Do a quick “environment scan”; there are some links to North America Agencies and reports on our References page.
How soon do we need funds?
This will help determine the type of fundraising you begin with. Certain methods create immediate cash flow, others take more planning but can have a continuing effect for years. Not sure about long term vs. short term? Easy answer: start small and build from there. You can leverage a smaller success into a larger campaign. The key is starting somewhere…
What is the duration of the campaign?
Creating a timeline helps determine the scope. You can change it later as needed, but start with a calendar in hand and mark milestone dates on it.
Decide these things first:
Is it a one-time fundraiser, an annual event or an awareness campaign that will span years.
Where do we need to implement our campaign?
This is a bit more about scope and helps determine the type of media and awareness building techniques to use. The demographic and location of your best audience will decide several factors.
Who can help with the fundraiser?
Your volunteer base is key to your campaign. What kind of volunteers do you need? What will their commitment be and how can you find the right people for your cause?
How can we get other organizations involved?
Corporate sponsors, local governments and partnering with other non-profits —
all have been successful. Which is right for you?
How do we motivate our team?
Help people understand the importance of your cause and there’s no limit to what they’ll do for you. Communication is the key. First, get clear on the greatest shared goal your campaign will fulfill, and then focus on that.
What has worked in the past?
Look at your own experience and use the experience of others. What kind of fundraisers have actually raised money in the past… previous events, branded product sales, etc.?
Who should we contact to promote our campaign?
Press, radio, TV, politicians, business groups… all of these people love to help if you have a great cause and communicate its importance with passion.
We hope these questions will help you get started in your planning process. After all, it’s due to your commitment, persistence and generosity that many find hope.
For Further Resources, visit our References.
Learn more about the United Awareness Group.
email us or call 1.877.673.2111
