Stop Guessing, Start Raising: Your Guide to Smarter Donation Campaigns
As with practically every nonprofit, donations power your mission. But when it’s time to launch a full-blown donation campaign, have you ever struggled with where to begin? This checklist walks you through three key areas to help with the brainstorming process. Let’s get started.
DIG INTO YOUR DONOR AUDIENCE
Your campaign’s success depends on your audience — and understanding who they are will shape every part of your strategy, from your message and tone to the channels you use. With this in mind, here are some essential questions to ask yourself early in the planning process:
How familiar is your audience with your organization's mission?
How are you segmenting your audience and crafting your message according to that segment’s interests?
Which tactics are you using to strategically reach your audience and achieve your goals?
How do you plan to reach out to your donors with a request and then retarget them with a follow-up?
How much information does your donor want regarding transparency in the use of funds?
How will you thank them?
LINE UP THE CAMPAIGN TYPE
Successful campaigns are targeted, emotionally compelling, easy to act on, and offer a clear impact. Before you dive into the creative, consider which message will be the most important to motivate your donor audience.
Is it a story-driven campaign? If so, what story are you telling and how does it support your goal?
Do you have testimonials and photos from a real person who was positively impacted by your organization?
If it’s a match campaign, are you creating a sense of urgency with a deadline, clarifying the match amount, and using encouraging phrases like, “Your gift will be doubled!”
Is it an end-of-year (EOY) or holiday campaign? Are you pulling on heartstrings in a time of generosity?
Are you encouraging donations in honor of loved ones?
Are you asking for donations in support of a fundraising event?
Are you promoting a secondary message like ticket sales, race registration, an auction, or a raffle?
Are you requesting donations on the day(s) of the event? How will these details be shared at the event?
MAP OUT THE CAMPAIGN INFRASTRUCTURE
It’s important to start with the end in mind. Thinking through the nitty-gritty details of KPIs, data collection, tracking, analysis, and minutia like payment processing will ensure that your campaign runs smoothly and is measurable. Here’s a set of questions that can guide those areas:
How does the donation platform integrate into your social channels and website?
Are you able to track donations and donor data?
Do you accept online payments through forms or specific web pages on your site?
Will you be able to emphasize secure payment processing?
Are you able to integrate the campaign with your CRM and email tools?
Will you offer the opportunity to sign up for recurring giving, allowing donors to set automatic monthly or quarterly donations?
What variables are changing from your last donation campaign and are you able to test if these small modifications moved the needle?
LET’S MOVE YOUR MISSION FORWARD
Our team brings years of experience crafting fundraising campaigns that capture attention and drive results. Every project starts with honest collaboration and thoughtful strategy. Then we go deeper. We map audiences, shape messaging, align channels, and refine along the way — all to ensure every element works together with purpose and impact. Here are some samples of our work. Click the thumbnails to expand each image.
If you need a campaign created from the ground up or just want to fine-tune some existing areas, we’re ready to listen. Reach out today to schedule a quick chat at your favorite coffee shop or go-to Thai restaurant.
