Group Dynamics
The makeup of your organization or association will play a major factor in your fundraising choice. Consider the age and sex of your members, their interests, lifestyles, economic status, and level of commitment as you evaluate the kind of project to undertake. A group loosely formed without organizational ties or bylaws may choose to take on a less complicated project for fear of a loss of interest. It's easier for one of several friends planning a project to just walk away if he is dissatisfied than it is for a board member of a long-standing nonprofit organization.
In addition, look to the resources available to your group. Someone may know retail sales, have experience in running an auction, or be familiar with staging a local theater presentation. Take advantage of members' skills and talents as well as their connections. Whom you know is often just as important as what you know.
Organizations that select a fundraising vehicle together tend to experience a greater level of volunteerism than those that utilize one that was predetermined from previous members or an outside consultant or marketing firm. Studies show that volunteers work best when they have a sense of ownership stemming from being part of the decision-making process.
Finally, the overall assessment of your group or organization and how you wish to be perceived by the community should factor into your selection. The Hell's Angels could hold a biker rally and beer bash to raise funds and no one would blink an eye. If, however, a conservative neighborhood association held such an event, some people might question their credibility. Keep in mind the overall image you're presenting to the public.
Researching Your Target Audience
Who are the donors? Chapter 1 discussed learning about your potential audience of supporters. If you want to convince your audience to donate money, you'll need to find something that grabs their attention. Donations in the modern world of fundraising are driven by market research.
You've probably heard the expression “Give the people what they want.” Take heed. One of the biggest failures of fundraising efforts is not taking the audience into consideration. Too often, groups get caught up and go full speed ahead with ideas they love but that don't necessarily appeal to their potential donors. Don't let this happen to you!
By doing preliminary research, you can characterize those individuals you expect to donate funds. If, for example, you are doing a fundraising event for a sports team, then you know players and their families are most likely to attend. What would interest the students and draw them and their parents back to the school in the evening or on a weekend?
The worthiness of your cause is the number one reason people will donate. Others include:
A personal involvement in the issue or cause
An enjoyment of the activity or a need for the services offered
Support of the group behind the fundraiser
Support for the community
The good feeling derived from giving
A tax write-off
The simple fact that they were asked
These are among the major reasons people donate money to charities and other nonprofits.
Acting Locally
Although your first tendency may be to find an activity the entire town or city might attend, the reality is that fundraising efforts receive the bulk of their support from a nucleus centered closely around the group running the activities. Initially, the people involved will reach out to those they know, and those people may then take it one step further and reach out to people they know. People within a small circle (three degrees of separation) will provide the bulk of your funds, unless you are able to build a large-scale marketing campaign. From kids selling magazine subscriptions to executives looking for players for a fundraising golf tournament, the first people members turn to are family, friends, neighbors, business associates, and social contacts.
Driving Causes Home
The phrase, “Think globally, act locally” is appropriate when planning your activity. Perhaps your goal is to effect positive sweeping changes for the environment, especially at a time when Arctic icecaps are melting rapidly thousands of miles away. However, it is primarily the friends, family, and neighbors of your membership that will attend your “clean up the environment” fundraising dinner on Friday night.
Your cause, the activity you are planning, and how well you have promoted your need for money and the fundraising activity will determine how far you branch out to the target audience.
