You’ve decided on your fundraiser and assembled an amazing team. Now what? How do you get anyone to participate and support your cause? To help you out, we’ve compiled our top tips to boost participation. Keep in mind that every fundraiser is different, so tailor these suggestions to fit your specific event.
Avoid Conflicts with Holidays and Other Events
Once you’ve picked your fundraiser and put together a team, your next step is to choose date (or dates) for your event. If your event spans multiple days or weeks, try to avoid holidays or breaks in the middle of the event as it may be difficult to regain momentum once the holiday passes. For shorter events, try to schedule them so that there are no other events within a few days before or after. This will help to reduce confusion as well as prevent communication overload.
Simplify the Signup Process
Once you have announced the event, make it as easy as possible for people to get involved. If there is an online registration process, provide a link to register in your initial email. In the sign-up form, ask for all the critically important information right in the beginning. If there is additional information that would be beneficial, but not critical (e.g., personal photos), save that as an optional step for later. Once the form is submitted, immediately reply with a single email that includes all the information they need to participate as concisely as possible.
Communicate Regularly Before and During the Event
Before you send out your initial announcement email, put together a complete email strategy for your fundraiser. Depending on the length of your event, we recommend sending out at least a couple emails prior to your event, a couple emails during your event, and a couple emails after your event. Consistent communication is key to maintaining interest, as well as reducing questions and confusion.
Use Multi-Media Marketing Strategies
Not everyone checks their emails regularly. While unconceivable to this author, some people see the notification that they have an unread email and they continue on with their day unperturbed. That is why it is important to diversify your marketing strategy to go beyond sending emails. That could include posters or integrations with other complementary events. Even if your intended participants regularly check their email, this helps to reinforce your message.
Foster a Connection to Fundraising Goals
There can be many reasons why someone will choose to participate in an event. For instance, maybe you are hosting a Math-A-Thon, and they really like math. However, if you can inspire participants to feel a connection to the cause of the event and how the money raised will be utilized, they will not only participate but they will also be your biggest promoter. Even if you fundraiser is supporting a non-profit, try your best to connect the fundraising goals to a specific and tangible purpose (e.g. you need $100,000 to fund a particular research). The more concrete the goals are, the better.
Launch with a Big Kickoff Event
Start your fundraiser with a bang! If your intended participants did not see the emails, or posters promoting the event, this could be the last big opportunity to get them involved. One school we work with that hosts a Read-A-Thon, kicks off their event with a pajama day and Drop Everything And Read announcement (i.e., the principal announces that everyone should stop what they are doing and read for 10 minutes). If students in the school were not aware of the Read-A-Thon before that, they are afterwards, and thankfully they still have time to participate.
Encourage Online and Offline Participation
One of the most frequent requests we received from schools that used ForOurSchool.org to host Math-A-Thons was that they wanted an offline option for student participation. Not all parents wanted their students to participate in events that required additional screen time. Thanks to that great feedback, we added an offline option earlier this year for students that preferred to solve the math problems on worksheets rather than online.
Offline and online options may not be available for all events, but when possible, it can help to broaden your participant base and create a more inclusive environment.
Extend the Fundraising Schedule
Another request we often received was that schools wanted the window to receive donations to extend beyond the end of the event. Some donors wanted to contribute, but due to conflicting schedules, they were not able to during the time frame of the event. When we made an update to keep the donation portal open after the conclusion of the event, we saw that many schools continued to receive donations often weeks after it ended.
Incorporate Friendly Competition
Competition can be a double-edged sword. For some events and participants, a little friendly competition can incentivize participation and increase engagement, but for others, it can be demoralizing if participants feel that they cannot realistically compete. However, competition does not need to be individual vs. individual. Another option that accomplishes a similar goal is to create collaborative competitions. In that instance, participants work together to reach a collective goal.
Give Away Free Food
Everyone loves free food! Offering free food at your event can create a more social, enjoyable atmosphere and give participants yet another reason to get involved.
Offer Enticing Rewards
While offering rewards for top performers can be divisive (as mentioned earlier), prizes can still be a great way to motivate engagement and build excitement. Beyond individual and collective prizes, consider offering participation prizes, random drawings, and prizes for helping to promote your event.
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