3 questions every fundable campaign should answer
All successful fundraising campaigns most importantly start with a clear, fundable goal. So, what exactly makes a fundraising goal “fundable”?
It’s not just a dollar amount. A fundable goal is a clear, specific, and realistic objective that inspires people to give. It’s about what you could achieve for the community if you raise your goal amount.
People don’t want to donate to your campaign “because your goal is to raise $10,000”. People want to donate to your campaign because raising $10,000 would feed 1,000 families, or get 50 dogs or cats adopted, or help move someone out of homelessness into their first new home.
In my experience, donors tend to have three questions before they open their wallets:
1) What’s the problem, and why does it matter right now?
You’re asking people to care, so you have to help them see the need clearly.
Be specific. Who is impacted? What could happen if your mission doesn’t get support? Why is this urgent today?
Example: Instead of saying “We aim to address food insecurity,” make it personal. Say something like “Families in our neighborhood are skipping meals.”
2) Why are you the one to solve it?
There are a lot of causes out there. Why should someone trust you with their donation?
This is your chance to show what makes your organization unique. Talk about your team’s lived experience, your track record, your plan, or even the early wins you’ve already had. Show them you’re not just dreaming big, you’ve already started doing the work.
Testimonials and stories of impact go a long way here.
3) How will the money actually make a difference?
Even the most generous donors want to feel confident their money will be used effectively.
And “effectively” doesn’t mean avoiding important infrastructure costs or investments in quality (those are important!) – it means you’ve done your research to know that how you spend the money will lead to the outcome you promised (families fed, people housed, etc.)
Example: Something like “This campaign will help us increase our bandwidth by hiring a new staff member to oversee the delivery of 100 care packages, and launch a pilot program for three months.”
Clarity builds trust, and trust builds donations.
Want help turning these ideas into a real plan?
I’ll walk you through all of this and a TON more in my upcoming in the Zero to $100K Toolkit, designed for new nonprofit founders or small teams with bid dreams.
✨Join the waitlist to get first access when the toolkit launches!
Try it this week 🚀
If your campaign goals have felt fuzzy or tough to explain, take 10 to 15 minutes this week to write out:
- What specific problem are we trying to solve?
- Why is our team the right one to lead this work?
- What practical questions would you want answered before donating?
You don’t have to have perfect answers yet. Even thinking through these can help you build a stronger, more fundable campaign from the start.
