Big Results for Small Nonprofits: 5 Fundraising Strategies

Your nonprofit may not have the same resources, well-established donor base, or strong brand recognition as many larger, more long-standing organizations. But with the right fundraising strategies, you can still reach a broad audience and build strong, loyal donor relationships you can count on.

After all, you have some advantages as a small nonprofit: You can connect with donors on a deeper, more personal level and help them see the direct impact of their support.

Let’s explore five budget-friendly fundraising strategies that can drive significant results for your nonprofit.

 

1. Launch a crowdfunding campaign.

Crowdfunding allows your nonprofit to spread awareness and raise funds by tapping into the power of social sharing. Plus, it’s easy to set up a campaign online; you don’t need to manage a complex team of staff and volunteers to begin engaging your audience. Instead, all you need to do is find a website to host it.

GoFundMe is a popular crowdfunding platform you may already know about. However, there are several alternatives that may be better suited to your nonprofit’s specific needs. During your research, look for a fundraising website with customizable donation page options, no platform or startup fees, and a short turnaround time for funding transfers. From there, you’ll typically follow these basic steps:

1. Create a campaign page. Fill out your campaign page with a punchy title, description, fundraising goal, and deadline. Incorporate eye-catching images to illustrate how donations will make a difference and communicate authentic stories that spark empathy in potential donors. You can even provide suggested giving levels, along with the specific impact of each dollar amount, to inspire more generosity.

2. Promote your campaign. Use your platform’s built-in email and social media tools to spread the word about your fundraiser. Post milestone updates and progress highlights to build momentum and urgency. Consider creating a hashtag, such as #FundsforForests or #SaveOurReefs, that people can use when sharing your campaign with their personal networks.

3. Track your fundraising progress. Many crowdfunding websites allow you to monitor your campaign’s performance with metrics such as page views and total number of donations received. This data will reveal whether you need to step up your donor engagement efforts to meet your fundraising goal before the deadline.

4. Thank your donors. Send a prompt, personalized follow-up that addresses each donor by name. When donors feel individually valued and appreciated by your nonprofit, they are more likely to become active advocates for your cause and take the lead in rallying support for your campaign among their friends and family.

Note that some crowdfunding platforms have an “All or Nothing” (AoN) approach, meaning you can only receive the donations you earn if you meet your fundraising goal by the deadline. Other platforms have a “Keep it All’ (KiA) approach, which means you can collect however much you earn regardless of whether you meet your goal. Avoid any surprises or misunderstandings by learning which model applies to your campaign upfront.

 

2. Host a virtual event.

Fulfilling your nonprofit’s mission is a community effort. To build this sense of community, however, you must find ways to bring your donors together. A virtual event is the perfect opportunity for donors to learn about your organization and meet other people who share a passion for your cause.

Plus, virtual events require fewer volunteers and resources, so you don’t have to worry about putting additional strain on your budget. You can even host one of these events alongside a crowdfunding campaign to generate more excitement and engagement. For example, you could organize a:

● Fundraising gala, complete with live music and guest speakers

● Virtual auction, during which attendees can bid on enticing items and experiences

● Run or walk challenge, where participants track themselves running or walking a certain distance while raising funds for your nonprofit

● Trivia night, with questions related to your cause

● Webinar, during which you cover educational topics related to your mission

● Live Q&A session, where donors can ask your staff and leadership questions about your work

While Zoom or Facebook Live might be able to support some events, you’ll likely want to find a virtual event platform that integrates with your donation tools and makes it easy for attendees to interact with one another. To further offset event costs, consider partnering with a local company to sponsor your event or donate high-quality items for your auction.

 

3. Design branded merchandise.

Creating branded merchandise is a win-win for donors and your nonprofit. Donors receive something in return for their generosity, and your nonprofit benefits from extra marketing when donors wear the merchandise in public.

There are several ways your nonprofit can use branded merchandise for fundraising. Consider:

● Incentivizing crowdfunding donors. Express your appreciation for donors who give at varying levels by tying a branded product to each one. For instance, you might send $10 donors a pack of stickers, $25 donors a baseball cap, and $50 donors a water bottle.

● Rewarding event participants. Increase participation in your virtual 5K or walk-a-thon by gifting a free branded t-shirt to everyone who registers. It will serve as a memento they can look back on and boost your brand recognition whenever they wear it in their day-to-day lives.

● Selling merchandise online. Build an additional revenue source beyond donations by setting up an online store for your nonprofit. This option opens up new opportunities for collaboration and fundraising. For example, you could collaborate with beneficiaries and other community members to create limited-edition designs that donors can purchase during specific campaigns or times of the year.

Your nonprofit’s branded merchandise should reflect its mission and personality. For instance, if you want to come across as playful and hopeful, you could use bright colors and cartoon-style illustrations. To appear more authoritative and confident, you might opt for bold fonts, monochrome colors, and minimalistic symbols. No matter what style you choose, incorporate your logo and brand colors to keep it consistent with the rest of your visual identity.

 

4. Spread the word about matching gifts.

Corporate matching gifts are a commonly untapped fundraising idea among both small and large nonprofits. As part of their corporate social responsibility (CSR) initiatives, many companies match their employees’ donations to nonprofits at a 1:1 ratio or higher. Through this opportunity, your donors can double or triple the impact of their gifts!

However, many donors may not be aware that their companies have matching gift programs. Help them avoid missing out on these opportunities by:

● Promoting matching gifts through multiple channels. Start by adding a brief explanation on your donation page, and consider creating a dedicated webpage that describes the matching gift process in more detail. Then, maximize awareness by highlighting the benefits of these programs in your email newsletters and social media posts.

● Adding a search tool to your donation page. Embed a search tool on your website that makes it easy for donors to determine their eligibility for matching gifts. They can simply type in their employer’s name to find out if the company has a matching gift program and access the relevant forms to submit a request.

● Publicly thanking donors for submitting matching gifts. Help donors understand the impact of matching gifts by celebrating matching gift donors on your website, email newsletters, and social media platforms. Share the total amount you’ve raised through matching gifts and what you’ve been able to accomplish with this extra funding.

If your nonprofit has a budding or thriving volunteer program, you can earn even more through corporate volunteer grants. After employees volunteer a certain number of hours at a nonprofit, some companies will make a monetary donation to that organization. Promote volunteer grants alongside matching gifts to inspire engagement and raise more for your mission.

 

5. Use donor data to strengthen relationships.

To power your nonprofit’s long-term growth and success, you need continued support from committed donors and new individuals eager to contribute to your cause. Once you’ve inspired someone to give, nurture that relationship through personalized messages.

A donor database, or constituent relationship management platform (CRM) like Salesforce, is essential for maintaining strong donor relationships. In each donor’s profile, store key details such as their:

● Name

● Communication preferences

● Past giving

● Engagement history, including volunteering

● Employment

Use this information to align your communications with each donor’s interests, preferences, and history of involvement with your nonprofit. For example, you may be able to segment donors based on their employer to follow up with those who you know are eligible for matching gifts.

If you’re missing important details, consider sending a survey to your donors so they can directly provide you with accurate, up-to-date information. Maintain data hygiene by conducting monthly or quarterly database audits to check for inaccuracies or inconsistencies. Follow cybersecurity best practices, such as scheduling regular data backups and setting user permissions so only authorized individuals can access sensitive donor information.

While these strategies are well-suited for small nonprofits, you don’t need to implement them all at once. Take gradual steps toward improving your fundraising plan by focusing on the strategies that best align with your current resources and audience. From there, look at metrics such as total funds raised, average donation amount, and return on investment (ROI) to assess each strategy’s performance and make informed improvements.

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