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The Best Ways to Market and Advertise a Fundraiser

By: Garry Crystal - Updated: 16 Sep 2012 | comments*Discuss
Marketing And Advertising Fundraising

Marketing and advertising are important elements of any fundraising campaign. Getting the marketing and advertising right can ensure a successful fundraiser and should be given much consideration during the planning stage.

What is Fundraising Marketing and Advertising?

Marketing and advertising are two different but linked components in a fundraising campaign. Many people make the mistake of thinking marketing and advertising are the same thing. Marketing a fundraising event will include researching and identifying the best strategies to use to promote the fundraiser. Advertising is the many different methods that can be used to get the word out about the fundraising event. Both marketing and advertising are crucial, especially for long term fundraising campaigns.

Why Fundraising Market Research is Important

Research has show that people are more likely to give generously to fundraising causes and activities that capture their interest. Many people will give to fundraisers but if the overall campaign does not interest them they are unlikely to give generously. It is important to research the local community and take their views on fundraisers on board. Hitting the right mix of fundraising activities, target audience and the actual fundraising cause is likely to increase donations. This sort of marketing research can take time but is likely to increase donations.

Undertaking Fundraising Marketing Research

Marketing a fundraising campaign should be thought of as laying the groundwork for a successful fundraiser. Researching the fundraising campaign will include taking opinions from the public on what they believe to be important fundraising causes. Fundraisers should also research the type of fundraising events that are popular but also do not cost a lot to run. Identifying the intended target audience will also help to narrow down the types of fundraising events that will be most popular. Research should also include the most effective advertising methods that can be used to promote the fundraising event.

Researching Fundraising Advertising

Fundraisers should research the most cost effective advertising methods and the advertising that will have the most impact. The internet is a source of free advertising that should not be underestimated. Advertising on social networking sites and fundraising websites will be cost effective and can reach a huge audience of potential donators. Fliers and posters should be used during fundraising promotional campaigns. Make sure that all advertising content is clear and concise and full explains the cause that funds are being raised for.

Choosing the Best Advertising Locations

Aside from the internet it is important that promotional material is placed in locations where it will be seen. Fundraisers should consider locations such as local pubs, supermarket advertising boards and community centres for fliers and posters. Local newspapers are excellent advertising locations, and a good negotiator should be able to obtain reduced advertising rates. Adverts on local radio will also find an audience, and support from local radio presenters can bring credibility and public interest to a campaign. Try to keep advertising material costs to a minimum by requesting the use of photocopiers and printers from local businesses to create fliers and posters.

Using Word of Mouth Advertising

Word of mouth advertising is often the best publicity available. It is free to use and can reach a huge number of people within the local community. Word of mouth can come about from interested members of the public who have seen other advertising material such as social networking sites and fliers. The main promotional method is to simply tell as many people as possible about the fundraising campaign, which will create a domino effect. Word of mouth is also a good way of directing people towards the fundraising website and social networking site.

Important Elements of a Fundraiser Advertisement

Fundraising promotional material such as fliers and posters should have a few major pieces of information included on them. These should include:

  • The actual fundraising cause
  • Details of the fundraiser’s website, social networking site and a contact phone number
  • Details on the fundraising event such as where it is being held, the date and the type of event
  • Details of how members of the public can become involved
  • If possible, give details on how the funds will be used
  • Fundraising groups can get creative and come up with a logo that will easily identify their group
  • If local business sponsorship has been obtained, a name check can be made on fliers and posters
Fundraisers should not underestimate the marketing and advertising elements when planning a fundraiser. Marketing and advertising are crucial to obtaining public interest for an event and to a fundraising organisation in general. If a group is planning a long-term fundraising campaign an advertising budget should be considered as part of the overall fundraising budget.

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