How to run a successful fundraising campaign: Lessons from a COVID-19 era
No one knows who coined the phrase, ‘Necessity is the mother of invention’. Whoever it was, they got it right. These last two years are some of the toughest charities have ever faced due to the pandemic. But you did it, you’re still here and still smiling (we hope). Before you dive head-first into next year, we want to take our own advice and use this post for some much-needed reflection – sharing a few of our favourite fundraising campaigns from the COVID-19 era and the lessons we've learned for running successful campaigns in 2022 and beyond.
4 top fundraising campaigns from the COVID-19 era
1. Mothers2Mothers: She’s got the power
Marking their 20th anniversary, ‘She’s got the power’ celebrates the women that make up the heart and soul of this organisation. It’s a beautiful sentiment, and a beautiful campaign that speaks to the power of female leadership. We love that this campaign got people talking – with leaders from M2M’s own programmes sharing the spotlight with the likes of Nadiya Hussain, MP Laura Trott and comedian Megan Jayne Crabbe as they explore the barriers they’ve overcome on the road to success. Running between September and October 2021, whether it’s a message of thanks on social media, an episode of Breaking Mum & Dad, or a brand new Power Bra, the numbers might not be in yet, but this is one campaign we think will make a mark.
2. Noah’s Ark Children’s Hospice: Moments that matter
There are few charities that didn’t feel the impact of COVID-19. With the pandemic blowing a hole in their annual budget, Noah’s Ark Children’s Hospice knew they had to act fast. And they did! Teaming up with The 10 Group they created a short film to share some of the moments that mattered to children, parents and staff at the Hospice. Running for 36 hours across a range of social media channels, Moments that Matter was the backbone of a unique crowdfunding campaign that aimed to raise £1.2 million in just 36 hours. For the seasoned fundraisers out there, it might seem like an impossible task. But with 222 fundraising champions, a match funding pot of £600,000 and a host of celebrity support, word soon started to spread. Hitting their target in just 24 hours, the campaign closed at a jaw-dropping £2 million. Now that’s a moment that mattered!
3. Crisis: In this together
The government told us all to ‘Stay at Home’. But what do you do if you haven’t got a home to go to? Responding to need on the ground, Crisis launched the In This Together campaign to fund outreach work and grassroots initiatives supporting homeless people through the global pandemic. Launched in March 2020, emails, social media and radio content soon followed, with celebrity actress Imelda Staunton (Professor Umbridge, Harry Potter) also lending her voice to the appeal. There was even a dedicated campaign t-shirt courtesy of Hush! Selected as one of the charity beneficiaries for The Big Night In, this campaign saw the Crisis team up their emergency grant fund from £250,000 to £1 million. That’s the real success. Because this appeal didn’t just support Crisis’ own work, it funded another 150 organisations!
4. The British Red Cross: Kindness will keep us together
We love the Kindness Will Keep Us Together campaign because it’s about more than money. Whether you reached out to a vulnerable friend or neighbour, signed up as a community volunteer, or made a donation – this campaign is built on the ethos ‘kindness matters most’. Of course, they use all the channels we’ve seen before. There’s TV and radio ads, web content and social media. The campaign grew and grew, it even used iconic artists to help share their message and ask that all-important question: ‘What did you do?’ It worked. Research shows that between March and May 2020, 43 million people did something kind to help others. Perhaps you noticed the massive billboard on Piccadilly Circus thanking everyone for their contribution? A great example of giving back, and of supporter relationships in action.
There you have it. Four different charities and four inspiring fundraising campaigns. Each unique in their own way, but all connected by the use of key tactics that can be crucial to a successful fundraising campaign...
6 ways to run successful fundraising campaigns in 2022 and beyond
1. Get the hook right
Eye-catching campaigns will have a prominent hook, title, hashtag and tagline that draws people in. Gift wrap your campaign and develop a solid set of key messages to underpin it. It’s important that everyone sings off the same hymn sheet and that your campaign message is URGENT, clear and consistent.
2. Keep it about people
People give to people, so make sure you put them front and centre. Tell real stories, and tell them responsibly, share impact and create an ‘ask’ that personifies your work. While we’re on the subject, remember - you’re not writing to a donor, you’re talking to a person. Personalise your comms and design your activity around a single-customer view.
3. Think positive
No one wants to be guilted into giving, and we love that while each of these campaigns deals with a serious issue, they focus on a positive solution. As Ken Burnett would say, good fundraising is about inspiration, not persuasion, and these campaigns hit the note just right.
4. Use multiple channels
An email is not a campaign. Neither is a letter, social media post or blog. Bring these elements together, and you’re onto something. Good campaigns use multiple channels. It’s important to get your message moving, and if you’ve got a high-profile patron or ambassador on your books, or some great corporate partnerships hiding in the wings, now is the time to leverage those connections!
5. Make real-time decisions
Don’t just put your appeal out there and hope for the best. You need to make data-driven decisions. Set your campaign metrics ahead of time and track them. Split test if you can. Find what works and do it more, adjusting your campaign process as you go.
6. Get technical
If your charity doesn’t make it quick and easy for people to give, they won’t. So make sure your website has a dedicated campaign landing page and that the ‘Donate’ function is Simple, Savvy and Secure. This might also be a good time to pilot (if you haven’t already embraced) new giving technologies. Contactless donation point, anyone?
And finally, DON’T FORGET TO SAY THANK YOU! It doesn’t matter if it’s a new donor or regular giver, every gift matters. This isn’t just because donors who are thanked within 48 hours are four times more likely to give again (true story). It’s because every donation is part of a journey, and the only way to create real change is to get there together.
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