Planning for Sustainability: Designing and Implementing a Fundraiser
Learn about small to medium-size fundraisers, which are best suited for most grassroots groups, more than on large-scale events or campaigns.
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WHAT IS A FUNDRAISER?
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WHY SHOULD YOUR GROUP HAVE A FUNDRAISER?
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WHEN SHOULD YOUR GROUP HOLD A FUNDRAISER?
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HOW SHOULD YOU PLAN AND CARRY OUT A SUCCESSFUL FUNDRAISER?
Before we begin, here's a starting thought to ponder:
"Money is neutral. You can spend your money on something good or something bad. So, a democratic organization should set a goal to make a lot of money because it will choose to spend on something good."
This was said by Joan Flanagan, quoted in interview with Timothy Saasta, in Timothy Saasta, "Grass Roots Fund Raising" (The Grantsmanship Center News, Oct. - Dec., 1977).
Do you agree? Whether or not you do, at some point you might find yourself needing to raise money for your group. Fund-raising can keep you wide-awake at night--or it can be a terrific experience for your group and for your community. We are definitely in favor of the latter. So let's see if we can show you how to make it happen.
WHAT IS A FUNDRAISER?
A fundraiser is an event sponsored by a group to raise money for the group and its programs. Fundraisers usually require the group to provide a product, a service, or an event that will allow others to contribute money.
Examples of such fundraisers are Girl Scout cookie sales, car washes, and community carnivals. In each case, the group charges money for a product (cookies), service (car washing) or event (carnival ).
Of course, we must consider that there are fundraisers and Fundraisers. That is, there are the cookie-jar events that raise just enough money to replenish the food pantry, and there are the six-figure-and-up mega-events. Here, we will shelter them under the same section. Even though the underlying spirit id the same, the activities connected to each type of fund-raiser will be somewhat different.
WHY SHOULD YOUR GROUP HAVE A FUNDRAISER?
TO MAKE MONEY
Although there are many different benefits from holding fundraisers, the primary goal of any fundraiser is to make money. And it is possible to make a lot of money from a fundraiser if you are so motivated, up to a million dollars and more (see the parkland example, below). Your group may not have the need, desire, or resources to raise that much money; but still, it can help to set your sights high.
Our emphasis in this section will be on small to medium-size fundraisers, which are best suited for most grassroots groups, more than on large-scale events or campaigns. But even at that, and to preview some later material in this section, one criterion for your fundraiser might be to make the most money in the least amount of time. Otherwise your group could end up being a full-time community fund-raising group, instead of a youth education group, or health awareness group, or whatever kind of group you really are. Don't put so much energy into your fund-raiser that you don't have time to work on the projects that are truly important to you. The horse always comes before the cart.
Example: The fisherman's festival
A community coalition went all out for its fisherman's festival. For months and months, the group spent huge amounts of time and energy organizing a large, sophisticated event for the community. Although community members loved attending the festival, the coalition hardly made any money at the end. They ended up spending so much to put on the festival that they made very little profit once all the bills were paid. As a community event, the festival was a great success; but as a fundraiser, the festival was a flop. And the festival really gobbled up the members' energy--energy they would rather have spent working on the central issues of the coalition.
But on the other hand, raising money might not be your only intent. Successful fundraisers can do more than just bring in dollars. Some other goals might be:
TO ATTRACT NEW MEMBERS AND VOLUNTEERS
Example: The preventive health care fair
Your group decides to hold a preventive health care exhibit as part of the local county fair. You invite many different prevention groups to participate. When the fair attendees come to buy refreshments and other items at your booth, they find out about the kind of work you're doing, and join your group and add to your membership. Your connections with other prevention groups may be strengthened as well.
TO EDUCATE THE PUBLIC ABOUT YOUR GROUP AND ITS WORK
Example: The bowl-a-thon
When a battered women's shelter holds its annual bowl-a-thon, the shelter distributes information about its programs at the bowling alley. Everyone who comes to the bowling alley ends up learning about the shelter in the process. The learning needn't stop there; when the local newspaper announces that the bowl-a-thon will soon take place, it might also describe your group's work in the same article.
TO SHOW FOUNDATIONS AND CORPORATIONS THAT YOU HAVE COMMUNITY SUPPORT
If people will pay to support your activities, you must be doing something right.
Example: Applying for grants
When you apply for grants from foundations or corporations, successful local fundraising will supply concrete proof that your community stands behind you. Statements such as "Five hundred people came to our pledge walk," or "We raised $25,000 ourselves" are powerful illustrations that your community both cares about your work and will support it with their own money.
TO GIVE YOUR GROUP GREATER FINANCIAL AND PROGRAMMING INDEPENDENCE
The less you rely on outside funders, the more you can set your own agenda--and carry it out. If you make your own money, you can tackle the issues that matter to you most, at your own pace, in your own style, and without worrying about anyone looking over your shoulder. These are major advantages.
Example: The education coalition
Your education coalition wants to start a campaign that encourages parents to read to their children. The catch? Your group is funded by an organization devoted to music and theater enrichment programs. If your group wants to take on the reading campaign, your funders may resist you -- for reading is not a funding priority for them. But when you make your own money, you can spend it your way!
WHEN SHOULD YOUR GROUP HOLD A FUNDRAISER?
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