How to Start a Fundraising Campaign

Fundraising campaigns must not only compete with other local organizations for donor dollars, but national and global causes as well, making a well-thought-out plan essential to success. "A campaign requires substantial advance planning, brilliant research skills, an exciting reason to give, a split-second sense of timing and superlative people skills," says Julia Ingraham Walker, author of "Jump-Starting the Stalled Fundraising Campaign." Knowing that the overall success or failure of an organization rides on their fundraising efforts, a passionate, committed group is a key element to the start of any campaign.

• 1

  Arrange a meeting with the board or other members of the group and develop a plan for the fundraising campaign. Determine what the long- and short-term financial goals are for the organization and what the expectations are before you begin the nuts and bolts work of bringing in money.

• 2

  Identify the key players during the campaign and make sure they are fully committed to the project. Consider who will be the best people to handle the media, organize the mailing list, work on the planning committee for a large event and rally volunteers for help.

• 3

  Brainstorm money-generating ideas and don't negate any one suggestion right off the bat. Consider everything from direct mail and monthly giving programs to large silent auctions, benefit concerts and merchandising campaigns. Cull through the resulting list for feasibility, expense and probable return outcomes.

• 4

  Spend time researching what other organizations are doing in your area, both to see what is working and to avoid saturating your city with similar events. If several animal rescue groups are doing dog-wash days or marathons and other runs, consider other ideas such as a dog-Olympics or a pet fair.

• 5

  Get to know your donor base by noting what is drawing them to your specific program. By understanding the scope of what excites people about your effort, you have more opportunity to get the most out of a targeted constituency.

• 6

  Create specific categories of donor mailing lists and write different appeals based on those lists. "Who you are going to message, and how, is vitally important," says Lisa Hawash, Development Manager at Sisters of the Road in Portland, Oregon. "Specify major donors, faith-based givers, the business community and individuals. Say something in that direct mail that fits to that donor type. Speak to them at their giving level." In other words, do not send a donor who regularly gives $5,000 a letter asking for a $35 donation.

• 7

  Get the message out clearly and professionally. If you are creating a large newsletter, e-update or direct mail to donors, make sure it is well written, to the point and makes good use of graphics. If no one in your organization is a writer, solicit a volunteer or hire a writer to take on the task. Always have at least two or three people read the material before it goes out, looking for spelling and grammar, if the message is on task and if there are any glaring errors, such as the address or contact information missing.