Treat a Charity Fundraiser as a Public Relations Campaign

Raising funds for charities, schools and worthy organizations is not easy. The fact is that raising money takes a tremendous amount of time, effort, money and organization. And unless there is a donor who is bequeathing or giving funds directly, the process of fundraising is arduous.

The overwhelming effort to raise funds is easier if a charity is willing to plan and train like a professional operation, with a special emphasis on treating the fundraiser like a public relations campaign.

Many charities raise money each year by holding functions that serve as a primary means of financing the operations of the cause. And this “annual function” is not without great effort. Many people are involved with a management team leading the effort. Hours are spent before and after normal hours to plan and coordinate the fundraising campaign. Thus, recruiting of volunteers is a taxing effort. Without the proper amount of support, the effort will not have the impact expected.

The logistical support of the fundraiser is essential. As part of the planning process, the management needs to ensure that the proper and commensurate amount of supplies is procured. And if an item is being sold to raise funds, there has to be an adequate supply to satisfy orders. Furthermore, any support team needs the ancillary supplies to support the selling of product, be it forms, pens and promotional literature.

Training of the support staff is essential. Any charity is concerned with not only representing itself well before the public; but, the added burden of asking for money heightens this issue. Support staff, those who are asking for donations, must not only know the mission and objectives of the charity, but they must be able to adequately articulate why money is being requested. This may necessitate that the support staff has a “script” to follow. This script will go a long way to alleviating any fears or intimidation of speaking to complete strangers and asking for money.

Those asking for money must also know what they are selling and any representations made on behalf of third party suppliers. Whether magazine companies, candy suppliers or gift companies, these businesses should be represented honestly. A script is ideal for explaining what the donor is getting for any financial donation. This may require that the support staff be prepared to answer questions. And in the event an answer is not known, it is best to state, “I do not know,” and then find out.

Given the advent of the internet, fundraising may be easier, but the effort expended to raise funds is still intensive. In the end, a fundraiser is tantamount to a public relations campaign. Thus, the charity must ensure that it protects its good name and extends a genuine degree of good will when asking for funds.

Most donors do not mind supporting a worthy cause. But, when there are so many charities competing for limited dollars, the organization that gives the extra effort with planning, organizing, logistics, training and selling is well served.

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