Article by Crowdster contributor Helen Cartwright.
Among the major obstacles faced by nonprofit organizations is fundraising. These events are often employed as means of raising funds for nonprofit organizations, schools, church groups, and athletic teams. In the modern marketplace, fundraising is no longer the fun activity it used to be; it has become a vital funding element that requires carefully executed programs that can generate impact and results. While there are numerous fundraising ideas out there, finding means of achieving a massive turnout is often a daunting task. This is true in the face of many obstacles that a charitable organization encounters when hosting a fundraising event.
The Paradox of Choice
This is the greatest challenge you will face when hosting a fundraising. If you are operating in the same sector with another organization that has similar goals, prospective donors could have a hard time determining which between the two charities deserve to be prioritized. For instance, a donor can find themselves in a dilemma when deciding whether to lend their financial support to a charity that feeds the homeless or to one that provides essential services for women and children. This could result in your receiving little no funding at all.
To overcome the obstacles mentioned above, you could employ social media to advertise your cause- leverage the power of technology in disseminating truths about your organization to prospective donors to stay a step ahead of your competition. It is achievable because of the rapid digitalization of the masses; more people are using computers, smartphones, and tablets on a daily basis.
Social media is a vital tool that can be employed to convey your message efficiently. You can go an extra mile by including a video message in your campaign. Videos are quite emphatic, and you can get your message across in a more personal way, expediently. You can also stand out by showing professionalism as it is possible to garner more credibility if your appointed spokesperson is capable of interacting with the press and public effectively. Your website should also be well organized, and your emails should be written in a concise manner. Detailed information on how best you can market your cause can be found on the Fundraiser Insight.
Insufficient Enthusiasm when Soliciting Donors for Contributions
If your charity fails to exhibit a passion for helping and serving others, and a sense of urgency with its fundraising efforts, the chances are that fewer donors will get convinced to lend their financial support. It is essential that you work towards invoking urgency and excitement, especially when communicating with potential donors. To attain greater success, you will want to do this daily as opposed to just when your organization needs charity.
In your effort to demonstrate the relationship between your cause and the greater good, you may consider integrating an interesting story about your charitable work. Most people are interested in detailed information about the intended destination of their contributions. There is no better way to explain this than creating a window through which they can peek into your past to get a good idea of where you are headed. Stories about your work and how it began will serve to lift the donors’ confidence in you. Such narratives afford you an opportunity to be explicit about your origin and methods and how you put the donations to work.
Setting the Bar Too High
While you shouldn’t underestimate your ability to garner enough donors to reach your targeted amount, a campaign goal that is too high could deter donors from giving. When prospective donors come across a campaign page whose goal amount is exaggerated, they figure that whatever they give, big or small will not make much of a difference. You must, therefore, set a realistic goal that will make your donors feel like they are making an impact by donating.
Besides, you may consider including attractive phrases in your appeal. For example, a phrase like “no donation is too small” or “even a penny is money” could persuade more donors to give towards your cause. Also, demonstrate to your audience the impact of a small donation.
The Fear of Regret
The prospect of regretting the very decision to donate could hold your prospective donors back from giving. Therefore, you must take steps towards reassuring your donors that getting involved in your campaign is the right decision. This can be achieved by presenting your organization as trustworthy. For instance, prioritize transparency in all your operations; share your cause to help your donors connect with your passion. Moreover, you will want to remind your audience constantly that deciding against donating will definitely have negative consequences on your noble cause, thus persuading them to give.
The Bystander Effect
This denotes refusing or simply neglecting to do something, hoping that someone else will do it. For instance, if you had reasons to believe that you are the only person who can help someone in need, you would feel responsible enough to step in. This is in contrast to a situation where you stand among a group of bystanders; that responsibility is diffused accordingly. Similarly, if your web visitors and email subscribers realize that you have asked a multitude of people to donate towards a single cause, they will overestimate the number of supporters you may have and fail to take action.
You can break this barrier by making your appeal a personal message while ensuring that your emails address each one of the recipients by name, and if possible, make reference to their past involvement. Moreover, be emphatic on the significance of each donor. You could also feature impact stories of the people you have helped in the past while profiling your past donors and their listed reasons for giving.
Fundraising is not always a walk in the park, which is especially true in the current economic climate. However, anticipating the challenges mentioned above and using innovative techniques to overcome them will yield tremendous results. Every charitable organization must comprehend the importance of being savvy when soliciting donors. This should be followed by formulation of a strategy that is capable of duplicating and delivering consistent results over a prolonged period.