From setting your objectives to clarifying your message, at Redstone Marketing and Design, we’ve formulated a unique briefing checklist for our clients to ensure that they launch a successful fundraising campaign.
Objectives that align with your wider fundraising strategy
When setting out to raise funds for a particular project, initiative or campaign, we always spend time with our clients to understand the priority of their goals, how they serve the greater strategic objectives and whether there are secondary goals that are of greater importance than might be anticipated.
For example, it is quite common for a monetary goal or income generation to be the assumed primary goal of a campaign. Sometimes after a one-to-one brief with our team, our clients have shifted their focus to using a campaign for donor care, or donor nurture, and have in turn seen an increase in average gift value in subsequent weeks and months.
By knowing where your campaign fits in the bigger picture, you can become less reliant on needing to hit a monetary goal, if you know that in the long run it will be returning value greater than any short-term gains – strategically aligning your campaign objectives to big picture outcomes is where most nonprofits often overlook opportunity.
Audience insights and segmentation
How do your supporters consume your communications? What aspects of their lifestyle impact how they receive your messages?
Tailoring your communications to suit your audience first requires understanding your audience. At Redstone Marketing and Design, we have a thorough understanding of how to use data to inform campaign decisions from what we write, to how it looks, each element is carefully considered and matched to audience preferences.
For example, a 70+ donor on the pension may need a reduced ask amount, in a larger print direct mail piece, as opposed to a 55-year-old donor who gives regularly online, leads a busy lifestyle and prefers to read emails or donate via SMS. By grouping or segmenting your audience accordingly, you can create powerful communications that are more effective at meeting your audience where they’re at and giving them a pleasant supporter experience.
A clear problem and call to action
Another important area we focus on when helping clients plan a successful fundraising campaign is formulating a strong message. In order to do so, we walk nonprofits through the different components that are needed to demonstrate the magnitude of the need. This includes things like:
> key statistics
> a strong testimony of a beneficiary who experienced the problem/need and how the organisation assisted their transformation on behalf of the supporter
> the exact problem and tangible things needed to solve it
> how the fundraising offer encapsulates the solution to the problem.
Of course, there are plenty more factors involved in planning a fundraising campaign for a high return. Download your copy of the Redstone Marketing and Design Briefing template here. Alternatively, you can also get your hands on the Donor Development Guide to learn how to create a personalised donor engagement plan on a large scale.