Approach fundraising like you approach your running training plan – one step at a time!
Step 1: Get to know the mission!
Before announcing your fundraiser, learn everything you can about Mercy Home. Visit our website, schedule time to talk to me, ask for an opportunity to tour our campus (may currently be limited due to COVID-related restrictions). Attend team group runs and social events if you’re in the area. Join the Heroes Facebook group. Ask questions!
Step 2: Develop your “ask” (also known as your “case for giving”)
This is your “why”. We have provided you with a basic overview of Mercy Home that appears already on your fundraising page which talks about our impact on the boys, girls, and families we serve. This should only be your starting point. It will only address what we do, not why it’s important to you. Tell your story. Why is Mercy Home meaningful to you? What is the story you’re prepared to tell others about why your running? What motivates you and will resonate with your donor prospects? Make it personal!
Step 3: Create a list of prospective donors
This list can essentially be everyone you know. Create this list in a spreadsheet so you can track how and when you ask, and the responses. In this step you’re just making a list. You’re not asking anyone; you’re not evaluating their potential to give. That comes later. This should be in a spread sheet where we can add additional columns. It should include a name and some contact information. Contact information can consist of a cell phone number, email address, or even just Facebook, LinkedIn or Instagram if one or more of those are the only way you know to get in touch with someone. If creating a list of everyone you know is overwhelming, start by naming groups of people like classmates, co-workers, running friends, etc. Think of all the various groups to which you belong.
Step 4: Qualify prospects
Create four additional columns in your spreadsheet.
- “Rating” – give each prospect a rating 1 to 5 is fine with 1 being the highest and 5 being the lowest based on what you know about them and how you’d answer the following questions for each prospect. Do they have an obvious connection to the organization? Maybe they are someone who would care for the same reasons you chose Mercy Home for your marathon fundraiser? Would they be inclined to give? Are they someone who typically gives to charity, or will they be motivated to give simply because they want to support you? And finally, do they have the capacity to give.
- “Target Gift” – given the answers to the above questions, what is an appropriate amount to ask for? Obviously, we’ll gladly accept a $5 donation, but go ahead and put in a target amount that is the most you think someone could give – and be generous.
- “Type” – based on the rating you gave each prospect, assign them to one of these following groups:
- “Personal Ask” – People most likely to give $100 or more, who you are very comfortable speaking with about what you’re doing; should be the first people you will ask and should be reached out to in person or by phone.
- “Email” – People less likely to make larger gifts, and who would be likely to respond to an email; they will be your 2nd group of asks and reached out to via email.
- “Social Media” – This is everyone else. These are the people most likely to give through a social media post, who you may not feel as comfortable speaking with one-on-one about your fundraising effort. This is the group that you ask last – just before your formal marathon training begins.
- “Timing” – for the three groups above give yourself as much time as possible, the exact timing of the asks will be determined by when you start. Social Media posts should begin just before formal marathon training starts, emails about a month before, and personal asks a month before that. Ideally, start your fundraising 12-15 weeks prior to the start of formal marathon training for a less stressful effort, but you can still be successful working through these steps within a shorter timeline.
Step 5: Donate
Yes, donate to your own fundraiser! By doing this you show your prospective donors you have the same skin in the game that you’re asking of them. Plus, a lot of people feel uncomfortable donating when no one else has given yet. So, take care of that. You be the first. The amount of your gift should be personally meaningful and remember it will also set the tone for what others give.
Step 6: Ask
Look back at the prospect list you created in steps 3 and 4. We assigned each of them to one of three groups based on the rating you gave them.
- Start with your “personal ask” list. Start the conversation by telling them what you are doing, why you are running for charity, and why you chose to run with Mercy Home. If you can articulate “your why” enthusiastically and passionately, the response you get will probably be something along the lines of “of course I will give” or “what do you want?” before you even ask. Do not be afraid to communicate a specific dollar amount. People don’t often know what an appropriate amount would be. Also, don’t be afraid of asking for much more than you want – it’s more likely that you could offend someone by asking for too little then too much.
- Next group is your “email” list, those who you determined were less likely to make larger gifts and were likely to respond to an email. Using the message you created in step 2, create an email. Include the link to your fundraising page and send. Since not everyone gets to their emails in a timely manner and email communications can often get lost in the clutter, resend this to everyone who hasn’t responded – even a couple times.
- The last group you will be asking is the “social media” list. Craft several social media posts which will vary slightly in content and in length depending on the platforms you are using. It can start out like “this week I start my training for the Chicago Marathon and need your help.” It should include some of the compelling and passionate plea that was part of your email but shorter. Include a photo to help the post stand out and the link to your fundraising page so they know how to complete the transaction. Repeat these posts as often as you feel comfortable.
Step 7: Acknowledge your donors
This step is extremely important, and it should be personal! The platform you are using for collecting online gifts will send out an automatic acknowledgement for each donor’s gift, but this is NOT enough! You need to send an acknowledgement that comes from you, personally expressing your gratitude for the gift and the impact it will make on Mercy Home and your marathon journey. This personal acknowledgement can take the form of a social media post or message, an email or text message, but is even more impactful when it comes as a handwritten thank you. When thanking donors in a social media post, tag them which will also help apply some peer pressure to mutual friends who see the post. But in doing that, don’t overlook the opportunities to also do a more personal acknowledgement – and whenever possible, that should be a hand-written thank you note.
Step 8: Update your donors and follow-up with prospects
Let your donors and prospects know how you are progressing both in your fundraising and your training. As people see the success you’re having as a fundraiser or how close you are to a goal, those on the fence may choose to finally give and those who gave already may choose to make another donation. It’s also good for people to see how you are progressing in your training – especially if this is your first marathon! Highlight your first double-digit long run or your big 20-miler. And use photos on social media! For your email updates, segregate the list into donors and people who have yet to donate so you can craft the message to each a little differently.
And of course, there will be people who may need more information to make a gift. If you don’t have the answer, reach out to us to get what the donor needs. Make sure you do any necessary follow-up in a timely manner
So that’s it – those are the last three steps: ASK, THANK, UPDATE…Then REPEAT! Those last three steps are a continual cycle right up to and through Marathon Day. Don’t stop fundraising! And when you reach your goal – increase it!
“8 Steps to Charity Running Success” ©TheCauseCoach, LLC, used by Mercy Home Heroes with permission.