Stages of a fundraising campaign

Fandraise campaigns can be carried out in several stages. First, you need to inform the audience about the problem, then launch funds from a specific project and only then ask donors to subscribe to regular donations. About why it is necessary to act in this way, the greenhouse of WWF Russia, the author and co-host of the online course “Fandraining tools”, Maria Aleshina , told the greenhouse .

According to the observation of the expert, the success of the campaign largely depends on how understandable the topic is the non -profit organization for potential donors offers. Also, the effectiveness of the campaign can be evaluated based on the goals.

What goal can be set

1. Collect the right amount for a specific project.
2. Attract new donors that subscribe to recurrent (regular) donations.
3. Attract new partners or sponsors.
4. To inform people about the problem.

Stages of a fundraising campaign

According to Maria Aleshina, the fundraising campaign will most effectively divide into several stages that will help build trusting relationships with donors. First, tell about the problem and attract the attention of readers, then launch funds from funds and finally, thanks to the formed database of donors, to invite them to regularly help your organization. Maria Aleshina identified three stages of which the campaign may consist.

1. Promotion of the topic. According to Maria Aleshina, it is quite difficult to find a response to little -known problems. “If a non -profit organization works with a little -known problem, for example, collects money to treat people with a rare disease, then it is extremely difficult to find finances,” says Aleshina.

“The awareness stage can become part of a large fundraising campaign.” Maria Aleshina

In this case, the expert advises to launch an information campaign and tell people about the problem. For example, to publish on the site and on social networks of the history of people who need help, to interview volunteers, to attract the media.

The expert advises to evaluate the effectiveness of this stage. Follow the media index, statistics on the site and coverage of materials in social networks.

An example of the promotion of the topic is the project of the interregional public organization of nephrological patients "Nefro-Liga" on transplantation and donation of bodies. The project page tells what transplantation is, what difficulties patients face, an online test test, statistics and information about how to help. The project landing looks clear, with a modern design and informatively.

2. Collection of funds for targeted aid . After a wide audience learned about the problem, you can run a separate campaign to raise funds for a particular project. “It is difficult for donors to immediately decide on monthly write -offs, so it is better to focus on a one -time donation,” says Maria Aleshina.

An example of the means of raising funds is the page of the World Wildlife Fund with an appeal to help save Tigrenk. On it, the user reads a short description of the problem, a specialist commentary and can make an online donation using a form.

3. Offer to arrange a monthly donation . The previous two stages can last several months. During this time, the NPO must thank those who helped, if possible to conduct an offline event, send the donors a report and show how exactly it was possible to help.

Only after, according to Maria Aleshina, the audience can be targeted (distinguished by groups) and offer to make a monthly write -off. “In the letter, the donor needs to tell about the problem, and show how his means could already help. Then explain that your organization needs regular support so that you can systematically help others, ”advised Maria Aleshina.

An example of this stage of work with the audience is the appeal of the Overchle charitable organization. Specialists of the "night" periodically ask users to arrange a regular donation in the form of a small amount.

For example, the VKontakte post assigned to November 30, 2017 gained about two thousand likes, about 900 reposts and 92 thousand views. “We wrote a simple and understandable post that 252 rubles is one night in a warmth for a homeless person in winter. This is a small amount, not round, it is captivating, ”said Victoria Ryzhkova, the Overker Fandraizer.

According to Ryzhkova, the number of donors increased by more than 400 people: if at the time of the launch of the action the “night” there were 869 regular donors totaling 823 thousand rubles a month, then according to the results of the subscriber post, there were 1311 in the amount of 904 thousand rubles.