We’ve all faced it – the struggle of wearing too many hats. And for those of us in animal welfare, balancing various responsibilities can hinder our ability to focus on one priority. This is why third-party fundraising programs are so important.
Building a third-party fundraising program can seem intimidating, but most of the necessary resources are right under your nose; and it can achieve three important goals: generate revenue, increase brand awareness, and engage supporters in a different way.
Here are tips to help build or strengthen your third-party fundraising program.
- Create a library of animal stories and share them regularly on your website or social media with a specific call-to-action – donate or fundraise to make an impact. While most people may make a one-time donation, others may feel like organizing a fundraiser on your behalf. They will have a larger impact in terms of revenue and reach – and sharing an animal story can provide them with an example of how their support can make a difference.
- Tell people how they can help. Create a one-page print-out or a page on your website to share fundraising ideas anyone can participate in.Examples include bake sales, bowling tournaments, car washes, donation jars, garage sales, potlucks, and even lemonade stands. These can be done within families, among student groups, or at workplaces to build employee morale and give back!
- Advertise everywhere! When you learn that someone is going to host a fundraiser on your behalf, spread the news as far as possible by posting about it at adoption events, in your shelters, on your website and social media, and at any other events you might attend around town.
- Target local businesses whose products align with your work. Maybe a local treat company will donate 10% of all sales to your organization for a month. Maybe the restaurant down the street will donate proceeds one night this month.
- Research companies that have rewards programs for non-profit partners. Examples include Kroger Community Rewards or AmazonSmile, which you can opt-in to for free and receive regular contributions from your supporters’ purchases!
- Become an affiliate. Some companies will partner with you permanently as an “affiliate” in exchange for promotion on their website. See what companies might offer this type of partnership for regular giving!
- Thank your supporters. Whenever you’re informed that someone fundraised on your behalf, send them a special thank you and invite them to see the work you do in-person.They put a lot of effort into gathering donations for you, so let them know they are appreciated!
- Track and renew. Aim for your supporters to host their third-party fundraisers on an annual basis, but don’t expect them to do it on their own accord. Reach out every year to let them know how grateful you are for their support and ask if they are planning to host their fundraiser again. Most people want to help – they just need a nudge.