A Business’s Guide to Charitable Donations

GivingCampaign.com was founded on the idea that too many businesses have run too few successful giving campaigns. Given that the nature of giving campaigns is to raise funds for some great causes, any wasted campaign is something that we could not tolerate without doing everything we could to ensure success as often as possible. Why waste time on campaigns that don’t meet goals, or worse, never really get off the ground in the first place? Giving campaigns are about more than posting your GoFundMe on Facebook, but businesses often lack the expertise needed to make the most out of each campaign. That’s where GivingCampaign.com comes in. Here are some basic tips to help you run successful giving campaigns.

1. Build Momentum

A build-up, or “soft launch,” is key to running a successful giving campaign. We live in a noisy world. Never mind all the nonsense, the gossip columns, memes, and political junk… there are thousands or well-meaning worthy causes vying for attention everywhere from the cash register to your social media feeds. To get attention, you’ll need to reach out to your most enthusiastic supporters, your evangelists, your influencers, and ask them to spread the word to their “audience” (whatever that means to them).

2. Make It Seamless

The data is in… people are more willing to donate when you make it extremely easy for them to do so. At GivingCampaign.com, we too often see websites that take you from one link to another; one link about the cause, leading to another about the people behind the fundraiser, which leads finally to a way to actually donate… if you fill out a form and give us your contact information. Stop it! When someone wants to spend money for your cause, give them one branded page with a PayPal button and a credit card form. That’s it! Don’t over-complicate things.

3. Show Donors They’ve Made a Difference

While of course the idea behind donating to a giving campaign is that it is a selfless act, this doesn’t mean that donors should receive nothing in return for their donation. Of course, a monetary return would eat into your campaign and defeat the purpose of the campaign entirely, but there’s still something you can do for those amazing people who make your mission possible. Make sure to show each donor where they’re money is going. It’s not enough to say the money is going to “awareness.” Let, say, a fifty dollar donation know that that much money will likely go to research or a gala you’re holding. When people know what you’re doing with their money, they’re not only likely to donate more in the moment, but they’re more likely to donate again the next time you hold a giving campaign.

4. It Takes Money To Make Money

Unfortunately, the old axiom is true. It really does take money to make money. Creating advertising around the campaign is going to take money, and a good deal of it. The first thing you’re going to want to do is create a giving campaign video. It might seem like a large undertaking,and it is, but you’ll want to do it because it’s something people have come to expect. A giving campaign without one looks poorly thought out, and if you didn’t care enough about the campaign to create high-quality assets around it, potential donors start to wonder how careful you’ll be with their money.

Videos, radio commercials, graphics, they all cost money, but they’re all worth it in the end.

5. Contribute to Your Own Cause

It may seem like you’re eating into your own returns, but matching donations, even for a certain period of time or up to a certain amount, can do a lot for your campaign. People are more engaged when they know their 20 dollar donation is actually a 40 dollar donation, and at the end of the day, you’ll find that your campaign will be far more successful, even when you figure out what the campaign would have yielded without your match. Matching is also a great way to get some social and traditional media attention.

Further Resources