Fundraising — Seven Tips for Getting Started
Many people, myself included, find the fundraising part of doing a charity event as challenging as the physical training. Even after all of my years as a fundraiser, I still get a little pit in my stomach when I look at those big numbers to which I’ve just committed myself. You can let the dollars intimidate you or you can take a deep breath and shift your approach from one of dread to one of empowerment.
Before you make one phone call or send a single letter, sit down and write the answers to the following questions:
Why am I doing this event?
Why am I passionate about this cause?
What’s my story?
When you’ve answered those questions, you can begin writing your letter and developing your “elevator talk,” the thirty-second speech you’ll use when someone asks you why you’re involved in this particular event. When you’re putting together your initial fundraising letter, keep in mind the following:
Begin with a story. You want people to keep reading, so engage them with your passion and belief in the cause. Tell them why this event is so important to you.
Keep it short. If it’s a printed letter, use no more than one sheet. For a web page or for email, keep it under 500 words.
Skip the facts and figures. People are motivated to give because of the personal nature of the appeal, not because of numbers. If you feel you need to include statistics, save them for the end.
Seek not only financial contributions, but memories, pictures, and other mementos as well. When I did my first LLSA ride, I was stunned by the number of people who sent me stories and pictures of their loved ones who had been touched by the disease. I kept the pictures with me when I trained and pinned the stories to my bulletin board. It was both sobering and motivating on days when I just didn’t feel like getting on the bike. When you allow your donors to share something besides money with you, you deepen your connection to them and give them a greater appreciation for your hard work.
Approach everyone you know. Don’t make assumptions about whether or not people can or will support your efforts. You may receive large contributions from people you never expected to write you a check, and sometimes those you’re convinced will be generous aren’t. Be grateful for those who contribute and understanding of those who don’t.
Change your mindset from one of asking to one of sharing. You’re giving others, who may not have the physical ability, the time, or the gritty determination, the opportunity to share in your passion for a worthy cause by supporting you with a financial contribution and their good wishes.
Finally, approach the whole effort with an attitude of gratitude. Be thankful that you have the mental, emotional, and physical ability to take on this sizable challenge and that you have people in your life who love and support you in your efforts.
Hi Marilyn,
I’ve done quite a few charity athletic events over the years. Didn’t think I could learn anything new about fundraising, but I really like your tip for asking for pictures/mementos. That’s the reason we are doing these events, to help find a cure! Our honored hero from last years Team in Training cycle team recently passed away – 10 years old. I just added his photo to my bulletin board next to my desk in my home office. Gets me out of bed to go workout on those days when I’m feeling more like a couch potato.
Take care,
Lynn
Hi Lynn,
That’s so sad about your honoree. My first hero was a seven-year-old named Lexa who was going through her second round of treatment after a relapse of AML. She was always smiling and happy, even on what must have been the worst days. Today she’s a senior in high school, an athlete and dancer and a beautiful young woman. I still stay in touch with her family. That’s one of the best things about getting to know people who have a connection to the cause — you can develop rich relationships and know that you’re making a difference.
All the best,
Marilyn