DIY Tips to Promote a Fundraising Campaign for Non-Profits

You may be asked to promote a fundraising campaign for a startup, non-profit, or even a well-established brand that is hosting a fundraising event.  And then there’s supporting a community event, raising money for a charity run or ride, or fundraising for your kid’s school!

From our 20+ years in fundraising, we’ve been helping brands and non-profits raise crucial funds to help solve the world’s most challenging environmental problems!  So besides contributing financially to the cause, this blog will teach you that there are lots of steps you can take to help get the word out and raise money.

1. Have a Simple, Elegant Fundraising or Donation Page

To promote a fundraising campaign successfully, ensure you have a great landing page to send potential donors!  You may have 1,000s of followers on Facebook, Instagram, or your mailing list.  However, if the page you are directing all of these potential donors to is slow, clunky, and poorly designed, all of your fundraising efforts may be in vain.  

This is often where we begin work with non-profit organizations.  And in case you are wondering, yes we can create a landing page within your website, or redesign your site to give you a fresh look before you kick off your next event!

Pro tip: If you will be using a platform like Classy.org, Kickstarter, or Go Fund Me, pay attention to the fine print.  Some platforms charge massive setup and/or transaction fees, or will not issue funds if you do not reach your goal amount!

Here are just a few of the organizations with whom we’ve created new website designs, and details about how we did it:

• Outdoor Outreach
• Michael P. Nosco Foundation
• Boys & Girls Club of San Dieguito

Pro tip: Directing traffic to your homepage is not going to generate as many conversions (aka donations or sign-ups) as a dedicated landing page for your event will.

Before you begin spreading the word about your next fundraising campaign, make sure your website or landing page has clear messaging about what your organization does for the community!

Checklist for Your Fundraising Campaign Landing Page

Does your fundraising campaign webpage have the following:

1. Good Branding

Are the logos, fonts, colors, and imagery on your fundraising campaign landing page the same as your print, email, Facebook, or Instagram post?  If there’s a disconnect, a potential donor may be unlikely to give!  Read our What Makes Good Branding blog for more tips on how to build a better brand style.

2. Inspiration + Impact

Does it inspire, and tell the story of your cause and organization? Do you demonstrate impact? Example: A contribution of $200 can provide a kayaking class for 20 kids!

3. Easy to Make a Donation

Is there a clear call to action (CTA)?  And, it is clear of any other calls to action except the focus of your campaign?  In addition, do you have a short amount of steps/clicks to actually submit a donation or sign up? Hint: 3 or fewer steps are best!

4. Optimization + Tracking

It is optimized to be found by search engines organically?  Meaning have you correctly set up the SEO??  In addition, do you have tracking set up via your website host, third-party app, or Google Analytics so you can easily tell where you acquire website traffic from, and how long they spend on your webpage or webpages?  And, if they do not make a donation, where are they dropping off?  Finally, does your landing page load fast?  Page speed times should be 2 seconds or less to keep a potential donor engaged.

5. Easy to Share

Is it possible to promote peer-to-peer fundraising from your landing page?  Meaning once someone engages and makes a gift, is there anything you have in place to help them share this via email, or social?  Or can they start their own page or fundraising team?

If you cannot answer yes to all of these, then the first step for you in learning how to promote a fundraising campaign is to get your website’s landing page in order.  Drop us a line if you want to get started with a website rebrand or redesign.

Pro tip: Remember that now more than ever, people are signing up for fundraising events or making their donations through a mobile device.  Therefore, ensure your landing page is also mobile-friendly!

Having a clear call to action, like Outdoor Outreach’s latest web banner, will make it easier for potential donors to get involved!

2. Create and Gather all of Your Fundraising Campaign Assets

Whether you are leading the charge on this fundraising event, or just playing a supporting role, ensure all the assets you need to promote the event are accounted for.  And easily accessible in one place!

What Types of Assets Need to be Created for Your Fundraiser

What do I mean by assets?  Anything that could be used to help promote the fundraising campaign and events. This includes:

• Copy: Approved text describing the event, taglines, hashtags, and anything you’ll be writing out in your pitch for donations
• Logos: Logos of the brand, non-profit, and all partners that you will need to include
• Images: High-resolution images (greater than 1MB, 300dpi, and in the CMYK color layout in most cases) are best for print.  Low-resolution images are best for web, email, and social (see below for specs).
• Video Production: 15 seconds, 30 seconds, and 1-minute video clips are perfect lengths to use for Instagram, Facebook, Instagram Stories, or your webpage
• Press Release or Public Service Announcement
• Graphic Designs: Need help with this one?  Read more on how we might be able to work together!

Having professional photos and videos created can help you appeal to potential donors!  Need help?  Read our blog on How to Take Better Photos!

Pro tip: Have a graphic designer create images in the following sizes that you, your volunteers, and your supporters can easily use:

• Instagram (1080x1080p or less, as long as you keep equal ‘square’ proportions)
• Facebook and webpages (1200x628p, 640x320p, or similar rectangular proportions)
• Email header or webpage banner (600x200p or a skinny rectangle!)

Where to Store Your Fundraising Campaign Assets

We use both Dropbox and Google Drive to store everything from images, videos, logos, or marketing strategy docs.  Create one file folder per event, per year, and drop everything into this folder and make sure everything is labeled.  IMG_78956 does nothing to help people identify the image and where it can be used!

In addition, share not only with your team but make it easily accessible to anyone helping you to promote the fundraising event.  Furthermore, you can also create a webpage where all of these links live!

Example: NATIONAL SUNGLASSES DAY

As an example, National Sunglasses Day is June 27th, and they’ve created a webpage that contains all of their print, web, and social collateral to help you promote the event for your brand!  Not only does this make it easy to share and download images and videos, but it also provides you with display ideas, copy suggestions and they even offer someone who can help you create customized artwork around your National Sunglasses Day campaign!

Whether your non-profit organization supports projects at home or abroad, make sure everyone on your team has easy access to the latest photos and videos to promote your programs.

3.  Set Up Your Fundraising Campaign Marketing Strategy

Now that you’ve got the major content pieces in place for your fundraising campaign, you need a clear outline of where this content will be distributed and when.  We cannot stress enough how having a plan in place weeks before launching the campaign will help everyone on your team stay organized and connected.

Therefore, if you have a set event date, work backward from there.  Ensure you leave plenty of time to drop content in emails, blogs, social media posts, and communicate with your non-profit champions.

Pro tip: Do not expect people to stumble upon your fundraiser simply through search alone.  Help them find it through strategic content distribution.  The great blog you just wrote, the graphic images created, or the video you just recorded to promote your fundraiser can be shared in a number of different ways.

Create branded imagery that is sized correctly and can be easily used by your team, your volunteers, and your brand ambassadors for social sharing!

Distribution Channels to Include in Your Fundraising Campaign Marketing Strategy

Here are a few channels we use, with links to how to DIY many of these steps!

• Email: We love Mailchimp!
• Social Media: (Twitter, Instagram, Reels, and Stories, Facebook, Pinterest, TikTok, and LinkedIn)
• Live Events: Zoom, YouTube, Pop-Up Store, Instagram, or Facebook Live
• Paid Social Advertising: Facebook and Instagram
• Online Forums: Facebook group pages and other networking groups
• Google Ads: Did you know Google offers Grants to non-profits of up to $10,000 a month?
• Postcards and Direct Mail: Especially if you are targeting an older demographic!
• Peer-to-Peer Fundraising: Donors can easily share they’ve made a gift to your organization or set up their own fundraising page!
• Crowdfunding: Classy.org, GoFundMe, or Kickstarter.
• Share with your Employees + Volunteers + Ambassadors: ID your brand champions.  These ambassadors can help you spread the fundraising campaign messaging!
• Text to Give Campaigns:  Make it very easy for someone to make a gift!
• Press Release or PSAs:  Public Service Announcements are a great tool to garner print, web, radio, or TV coverage for your non-profit fundraising.

Tracking your Fundraising Campaign Content Distribution

Pro tip: Keep track of the content you are distributing, what channels you use, and who is in charge of what.

We create a Content Calendar to stay organized and use publishing tools like Hootsuite to track when, where, and what we’re sharing for the upcoming fundraising event.

Examples of other tools you can use to organize your fundraising campaign content: Excel, Google Sheets, Buffer, Post Planner, Trello, and Hubspot.  Invite everyone that is participating in promoting the fundraising event to have access!

With mobile giving and peer-to-peer fundraising being two of the best ways to reach potential donors, make sure your website and/or landing page are mobile-friendly.

Key Takeaways on How to Promote a Fundraising Campaign

Here are your action items for the next few weeks:

Get that webpage or landing page ready!  Make sure it’s inspirational, the SEO is dialed, and it’s mobile-friendly!

Make sure you can accurately track conversions so you can see where your web traffic is coming from. This is huge to help you decide where to spend the rest of that marketing budget!  If your fundraising event gets more people clicking to register or donate via Facebook than Instagram or LinkedIn, spending on pay-per-click advertising on Facebook may be a great option!

Gather your assets– photos, video, copy, press release, and put them all in one place for easy sharing.

Create a marketing strategy to spread the word about your fundraising event!

Evaluate Your Fundraiser, But Keep it Fun!

The last step is to evaluate your fundraising campaign during and after the big event.  And, instead of focusing on negative stuff like what went wrong, or that you need to raise even more money next year, try and keep your fundraiser de-brief fun for your team.  Hold it in a cool spot.   Take ’em out for a hike or a SUP class on the bay.  Celebrate the small successes and the reason you are fundraising in the first place!

Want more tips on digital marketing?  Check out these posts:

• 7 Steps to Crafting Your Perfect Email Strategy
• How to Use Your Website to Generate Better Leads
• How to Take Good Photos and Use Them to Market Your Business
• Website Design and SEO for the Outdoor Industry
• End of Year Giving: Give Back and Save Money on Your Taxes

To learn more about what we do on the regular, follow Top Rope Media’s adventures on Instagram, Facebook, or Twitter.

Until next time, happy fundraising!

Meredith

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Are you seeking corporate sponsorship for your non-profit?  Or are you an athlete trying to fund your running, cycling, or snowboarding career as a brand ambassador?  Well if so, it’s that time of year again when non-profits and adventure sports athletes begin courting outdoor and lifestyle brands.

What Are Your Corporate Sponsorship Goals?

Before you run out and ask a company to sponsor you, or your event, you should clearly outline your goals.  Here are a few things to ask yourself or your team:

• How will a company benefit by sponsoring you or your non-profit?  What is the value-added?
• What does success look like?  And, what do you expect for a return on their investment (ROI)?
• How will you achieve your goals?
• Is this a one-time ask or do you have long-term plans?
• Could there be a tax write-off for their contribution?

As an athlete or brand ambassador, your goal may be to lock in sponsorship dollars to help you cover the cost of your adventures.  Everything from travel, food, and accommodations to race entries, equipment, and apparel to make it through another season.

However, as a non-profit, your goal may be to raise critical funds to build and maintain mountain bike trails.  Or provide financial support for those facing a life-threatening illness.

What Are Their Goals?

Whatever your goals are, have you thought about what the goals are for the outdoor or lifestyle brand you are courting?  They may be seeking the right non-profit partners or athletes that will represent their company in a positive light.  And, to help them better tell their story.  But in the end, most brand ambassadors should expect to help generate revenue.

This blog will teach you how to plan for the ask before you call, email, or tweet their Corporate Sponsorship or Marketing Manager.

Being a Brand Ambassador for Betty Designs not only means sharing images in the latest kits, or showing up for a swim, bike ride, or run, but that you embody the Betty spirit!

Where To Make A Connection to a Potential Corporate Sponsor

Outdoor + Lifestyle Industry Events and Adventure Sports Festivals

This dance of corporate sponsorship happens in many places.  Online and in-person.  One of the biggest chances we’ve had to meet with lots of big outdoor brands has been at industry events and trade shows.  If you haven’t read our latest blog on the Best Events to Attend to Grow Your Brand, get on it!

Here are a few industry events to check out in the U.S. where you can find lots of your favorite outdoor and lifestyle brands under one ‘roof’:

• Consumer Electronics Show (CES)
• Outdoor Retailer
• Sea Otter Classic
• Natural Products West
• ICAST

Tradeshows are perfect places to connect with potential corporate sponsors as an athlete or non-profit.

A More Intimate Courting of Corporate Sponsors

A more intimate courtship of corporate sponsors also happens at your local coffee shop or during your gondola ride up the mountain.  While you’re checking the surf or during your bike ride down the coast.  The smart non-profits and athletes become aware that all of their chance meetings could lead to potential corporate partners who could fund their next project.

Therefore, take off those stretchy pants, throw on something a bit fancier, or get into your cycling kit, and make the time to network.  Attend that Trail Talk at your favorite brewery.  Sign up for the local running club.  Volunteer for your neighborhood clean-up.  Stay involved in your community to better connect with potential local sponsors.

In addition, if you’re courting a corporate sponsor and you don’t already own their gear, products, or services, pony up!  Get more familiar with the brand you want to help fund your projects.  And show them that you are paying attention.

For athletes, show your potential corporate sponsor some love by wearing their gear and using their products!

10 Tips To Help You Secure Corporate Sponsorships

We know you came here for action, not just a good read.  So here are some tips to help find those coveted corporate sponsorships.  And keep those relationships for years to come.

1. Do Your Homework

Does the outdoor or lifestyle brand you’re seeking sponsorship from support non-profits, individual athletes, or teams?  Do they have an established brand ambassador program or a give-back component?  Do they regularly make donations of products or services?  And finally, do you or your non-profit organization meet their requirements?

2. What Do You Have in Common?

Next, do you or your non-profit actually use and like their products or services?  Do you live in the same town where their corporate headquarters is located?  Lastly, do you have any connections at the company that could make an introduction to their Marketing Manager or Corporate Sponsorship Coordinator for you?  LinkedIn is great for this!

We love Yakima’s rooftop tent, along with our Subaru Crosstrek from Frank Subaru. These are not paid sponsorships, but we show them all some love every chance we get!

3. Follow them on Social Media

Are you connected with the brand you’re seeking sponsorship from on LinkedIn, Facebook, Instagram, or Twitter?  If not, get on it.  In addition to the follow or like, start to read their content.  Respond and engage with them.  Get to know more about the brand and what their interests are.

4. Look at your data and share relevant content on social media

Facebook, Twitter, and Instagram make it easier than ever to view your non-profit organization’s insights and audience demographics.  And, if you are not using a Facebook Business page, set one up now.  The same goes for Instagram.  Or, transition to an Instagram business page.  These take a few minutes to set up and are essential to tracking your reach and engagement, which is what a potential sponsor would be interested in.

Not sure what to post?  Learn how to take better photos!  Or, follow these social media best practices to better connect with that potential corporate partner.  Begin to curate content that might be of interest to them.

Taking good photos and creating fun graphics does not have to be hard work. Tools like Canva can help!

5. Develop a corporate sponsorship proposal, media kit, and/or a website

By developing an online presence beyond social, you can let potential corporate sponsors learn more about you and your mission.  In addition, they’ll know that you’re serious and not just looking for freebies.  You can use a tool like Squarespace to easily create a beautiful website in a few days!  Read more about how you do not need a complicated WordPress site to get your message out there.

Second, if you do not have a simple press kit, media kit, or slide deck to email or share in person, create one!  What should you include?

• Your mission, vision, and values
• Goals and how you will reach them
• Accolades (awards, results, achievements)
• Social presence
• Number of email subscribers
• Current sponsors/partners
• Project specifics, timeline, and budget
• Oh, and photos!

Be clear about who you or your non-profit organization is and the impact supporting you will have on a broader scale.  Outline your action plan and ways in which your potential sponsor will benefit from the partnership.  In addition, you can create a separate sponsorship proposal that provides all the specifics.  Read more about how we’ve helped other non-profits and athletes!

However, if content writing, web development, and graphic design are not things you want to spend your time on, here are tips on how to hire someone to help and what you can expect to pay.

6. Make the Connection

If you or your non-profit is looking for something more than just free gear, you will need to do more than simply apply for their brand ambassador or corporate sponsorship program.

Already have a connection with the brand?  Then this next part is easy.  If not, do some research!  Here are steps to take when making that first connection:

• Say hello but keep it simple.  Share what you have in common.
• Attach or link to your media kit, press kit, or sponsorship proposal
• Ask if you can have 15 minutes of their time to chat.
• Find out when their next fun event is and be there.
• Get a meeting on the calendar at the next big industry trade show.  Then, at big events like Sea Otter or Outdoor Retailer, you’re not just wandering the aisles.

Build relationships.  Keep in mind, this is about building a long-term relationship between you and a brand.  Not about short-term cash and free product.  It’s easier to keep a corporate sponsorship you already have for another season than to find a brand new one.

We love working with athletes to help them secure corporate partners. No longer is there a need to win races. Just being a good human and producing great content can go a long way.

7. Follow-up

A potential corporate sponsor agreed to your call or meeting.  Now it’s up to you to be prepared and follow up.  Send the proposal, share your media kit and be on time for the meeting.

Having a Customer Relationship Management (CRM) system in place can help you track who you’ve spoken with, where you’re at in the relationship, and what the next steps are.  Need help finding a CRM that will work best for your needs and your budget?  Give us a shout and we’ll help you get organized!

8. Always be closing

After all this work, at some point, you need to make the ask.  Move your project forward by asking for what you need, and then shut up.  Seriously.  The negative self-talk after you’ve made your ask, or the “and if you can’t do $5,000 then maybe you can just do $500, or a case of Clif Bars for our next event…”  Just stop.

Be confident in yourself, your mission, or the mission of your non-profit, and what you can accomplish with the support of a great corporate partner.  Structure a deal that adds value to both your mission and the goals of the brand.  Get it in writing whenever possible.

Capture fun images that showcase your sponsor’s products and make people smile.

9. Surprise and Delight

Congratulations on making the ask and securing a corporate sponsor!  Remember, this is a long-term relationship, so check in with them on a regular basis.

Surprise and delight your sponsors with one of these:

• thank you note with a photo
• tag ’em in your Insta story
• monthly e-newsletter where you share project updates
• create monthly content for them to use- photos, videos, copy.  Learn how to take better photos and videos!
• set up a meet n’ greet so they can get to know you and your team
• host a happy hour to show off their products

10.  Meet those Sponsorship Requirements

Ensure you are meeting the terms of your agreement with each sponsor.  Send in reports on time and early.  Provide content each month instead of waiting until the end of the year.  And, help them impress their bosses by going that extra mile.  Make it easy for them to say yes next year!

Need more ideas on how to find corporate sponsors?  Check out our Facebook or LinkedIn posts.  Read more of our blogs about brand ambassadors and sponsorship.  Or sign up for our newsletter below.

• How to Find a Job as a Brand Ambassador: Get More Than Just Free Gear
• Top 5 Reasons to Attend Adventure Sports Events and Festivals
• How to Find the Right Brand Ambassadors and Influencers for Your Brand
• Why Start a Brand Ambassador Program for Your Brand

Until next time,

Meredith McConvill

The post 10 Tips to Secure Corporate Sponsorship for Non-Profits and Athletes appeared first on Top Rope Media.