Hosting a fundraising event is a surefire way of drawing support and money to your cause, right? Guests socialize, have a good time and toss in cash to help you reach your goal. Unfortunately, it is not so straightforward. Sure the event would garner attention and even get you a lot of approval for the effort.
However, you need to ensure the verbal appreciation people show converts into a monetary donation. Otherwise, the fundraiser would not deliver what it was intended for – raising funds.
How do you make sure that the people who attend the event also contribute to the fund?
One way of doing that is to include a Call-To-Action when communicating with the attendees. A well-placed CTA will ensure the focus is driven to the fund and the campaign’s need for financial help. In fact, you should include as many CTAs as possible when planning your next fundraiser.
The event would already bring your potential and regular donors together. That is good because social proof dictates that they would be more likely to donate if their peers do. There are some steps you can take here to lead the donors closer to the giving decision.
- Influence emotion through story
- Convey the urgency in your need
- Make a straightforward appeal
- Use actionable words
- Show the individual effect
- Incentivise accomplishments
These work by including a Call-To Action which is essential in the making of a successful fundraiser. Let’s look at how these steps can be used in your fundraising event.
Influence emotion through story
Our reactions to the external world are driven by emotions. Emotions help us empathize with others and understand their perspective. Stories trigger an emotional response out of us and make us feel connected to the characters. The same can be used to get your donors to connect with your cause.
Tell a compelling story about the ones who would benefit from the fund. Talk about the individuals who are in need of help only the attendee can provide. Use visuals and put a face on the person, be it the campaign volunteer, the single mother, or the worker stripped of human rights, who your efforts will go on to aid. Building up an emotional response would convince the participant to donate.
Convey the urgency in your need
We are likely to put off activities which do not require immediate action. Once the attendee leaves the event, the chances of securing a donation from them are significantly diminished. So it is important that you get them to pledge at the event. A Call-To-Action here would be of great use.
Stress on the deadline your campaign is working to meet. Inform the attendees about the gravity of the situation in case you fail to meet that deadline. Put up a countdown timer at the event. This would bring about the giving decision sooner.
Make a straightforward appeal
Sure the event brings together people with similar interests and gives you a chance to network in the community. However, the focus is on the fundraising goal you are hoping to meet. While planning the itinerary, keep some time to make an appeal to all the attendees to chip in whatever they can. This will ensure that every attendee is consciously faced with the choice to donate at least once during the event.
Not all the attendees would be staying for long. Even the ones that do may get sidetracked by an interesting conversation or an activity you had planned for the guests. You have to draw their attention to the fund at a point with a direct appeal. A powerful story and a sense of urgency here will be of great use as well.
Use actionable words
You should word the message in a way which moves the people to take immediate action. Use actionable words and active sentences in the appeal. This has a psychological effect of persuading a person to act.
Words like support, change, fight, now, give (or any other which carries the sense of immediacy) are very good motivators. Make it about the people. Use ‘you’ or ‘your’ in the message to focus on the individual donor. A short and sweet appeal with some powerful words is the perfect Call-To-Action you need.
Show the individual effect
When addressed as a group, some of your guests may be under the impression that their small contribution does not matter. This would result in them choosing not to join in. Missing out on all small donations means that your fund would end up with a big gap in the total amount.
You should make the attendees understand that their small contribution is important to the fund. In fact, it is the individual contributions which take you closer to the campaign goal. Put up a display with a progress bar where the donors can visualize the impact of their giving amount on the total. That would give even small contributors an incentive to do their bit.
Another good way to inspire people to donate is to add some gratification to the act. It does not even have to be a physical gift. Make the fundraising process fun for the attendees so they feel like participating.
A fine way to add incentives for all donors is to gamify the process. Add titles or badges to be won by all levels of contributors. Giving top donors something exclusive like a VIP status is incentive enough to donate a bigger amount. Create an activity focused on people who contributed so even small donors would feel like joining in.
These are all small steps which do not require an additional workforce or a bigger budget. Even so, they are great at driving up donations because they employ a subtle Call-To-Action for guests. When planning your next fundraiser, use as many of these or any others you can come up with. You’d find more success in meeting your campaign goal without putting in the extra effort.Fundraising