Promoting a fundraiser online requires a strategic approach to reach a wide audience and encourage participation. Planning a fun fundraiser is only one part of the challenge. Next, you have to promote it far and wide. The internet – and particularly social media – makes this easier than ever before.
While the tools might be readily available, you still need to know how to use them and how to craft an effective campaign. You need to give yourself plenty of time to spread the word about your fundraiser and encourage some hype around your event. This will ensure that attendees purchase their tickets well in advance or save the date.
If you are planning a fundraiser and need some support spreading the word, we’re sharing some of our top tips for promoting charity events online.
What are the best channels for promoting a fundraiser?
Social media offers the ideal way to reach a wide range of people and spread the word about your fundraiser. Every platform requires a different approach and a different strategy. Think carefully about which one would work best for your event based on the age of the target audience, and also the time you have to commit to spreading the word.
Facebook is the ideal place to start as this platform still attracts a wide range of users. You could use this platform to create an event and invite attendees that you already know. These people can then invite their own friends and help to spread the word.
Make your event page as informative as possible and make sure you keep sharing it with important and informative updates to help capture interest. Like all social networks, Facebook rewards consistency.
Instagram is a more visual platform, but it can be used to spread the word about events. You’ll need to think about how you can use quality images to attract attention and direct people to your profile. Partnering with other social media users can help you to boost your profile and spread your message even further.
TikTok
If you are planning a fundraiser that is aimed at younger people, you might be more successful on TikTok. You will need to make short videos for the platform and then hope that these are liked and shared. This will help to signal to the algorithm that your content is popular and that it should be shown to more people who might be interested in it.
Keep an eye on current trends and think about how you can make your own version of these videos to spread the word about your fundraiser.
Your own website
Having your own website for your fundraiser might be a good idea if you want to be able to direct individuals to a platform that you have complete control over. You can also use your website to sell tickets to raise funds, request donations and encourage people to volunteer.
Email marketing
If you have access to an email marketing list (perhaps from previous events) then consider sending a series of email blasts intended to promote your event and share vital information about what attendees can expect. This is perhaps the simplest way to capture attention, as your message will land directly in their inbox.
Make sure you are only emailing people who have signed up to your mailing list and consented to receiving communications from you. If you aren’t sure where your email list came from, you can usually get away with sending a single email to ask if they are interested in learning more, but unless the individuals then clearly opt in, you should stop sending communications or you run the risk of being reported for spam.
How to promote your fundraiser online
Now you know the different channels available to you, it’s time to think about promotion techniques and how you can stand out in an online environment.
While the internet may have made it easier to promote your fundraiser online, it’s also made it easier for every other event planner to promote their fundraiser online.
This means the internet is a crowded place and you will have to compete for the attention of your ideal target audience. Try these methods to capture and engage their attention online.
Create a compelling story
Craft a compelling and emotional story that clearly explains the purpose of your fundraiser. People are more likely to support a cause that resonates with them on a personal level.
Make sure you introduce the charity, the work they are doing and why it is so important. Sharing stories about those who have benefitted from the charity can often help to tap into these emotional
Use strong visuals
Create visually appealing graphics, images, and videos to accompany your fundraiser. Visual content tends to attract more attention on social media platforms. It’s also easier for individuals to gather all of the information they need from an image and then share it with their audience.
Leverage social media
Utilise popular social media platforms such as Facebook, Twitter, Instagram, and LinkedIn to reach a broad audience. Regularly post updates, share your story, and use relevant hashtags to increase visibility.
Engage influencers and supporters
Identify influencers, advocates, or supporters who are passionate about your cause. Encourage them to share your fundraiser with their followers, which can significantly expand your reach. Influences will often leave space in their schedule for charitable work, so it’s worth reaching out, particularly if you know they are passionate about the same cause.
Utilise email marketing
Build an email list and send out regular updates to your supporters. Include information about the fundraiser, progress, and any upcoming events. Personalise your emails to make them more engaging. If you plan to run a series of events, it’s worthwhile to start building your email list so that you can reach attendees in the future.
Create a dedicated website or landing page
Develop a dedicated website or landing page for your fundraiser. This serves as a centralised hub for information, donations, and updates. Make it easy for visitors to understand the cause and contribute. You can also share updates after the event, so attendees can check in and find out how much money they helped to raise.
Run online contests and challenges
Create interactive and fun challenges related to your fundraiser. Encourage participants to share their involvement on social media, spreading awareness and potentially attracting new donors.
Paid advertising
Consider investing in online advertising to target specific demographics. Platforms like Facebook and Instagram offer targeted advertising options that can help you reach potential donors more effectively.
Collaborate with other organisations
Partner with other organisations or businesses that share a similar target audience. Cross-promotion can help you tap into new networks and gain additional support. You might also find that your corporate sponsors want to get involved with the promotion. They will have their own network they can leverage to help spread the word.
Optimise for mobile
Ensure that your fundraising materials and website are mobile-friendly. Many people access social media and websites from their mobile devices, so it’s crucial to provide a seamless experience.
Host virtual events
Organise virtual events, such as webinars, live streams, or Q&A sessions, to engage with your audience. These events can help generate excitement and answer questions about your fundraiser. It can also give people a chance to get to know other people who might be attending, so they can start to think about networking opportunities.
Provide regular updates
Keep your audience informed about the progress of your fundraiser. Regular updates help build trust and transparency, showing donors that their contributions are making a difference.
You should also update attendees after the event to let them know the total amount raised. If you want to run a series of events or different types of events in the future, this kind of transparency can help to build trust in your fundraising efforts.
Our top tips for promoting your fundraiser online
When using online platforms to promote your fundraiser, there are a few rules you will need to follow for success. By taking the ideas listed above and applying the following principles, you should have no issues planning a successful fundraiser for your chosen charity.
- Start promoting it well in advance. As soon as you have the date booked, you can start letting people know about your fundraiser and start generating some buzz.
- Create a strong brand identity. When your event visuals are all cohesive and eye-catching, your audience will have a much easier time identifying your posts online.
- Be consistent. All marketing methods will reward consistency. Your audience will also appreciate consistency, as this will help to increase transparency around your fundraising efforts.
- Leverage your network. If you want people to share your content far and wide, make it clear that this is what you need from them. Most people will be happy to share as long as you ask.
Conclusion
Remember to tailor your approach based on the characteristics of your target audience and the nature of your fundraising campaign. The key is to consistently communicate your message across various channels to maximise your online reach.
