Ingredient #1: A Clear Mission and Message
People don't fund what they can't understand. Without this clarity, it’s tough for donors to understand what they’re supporting.
So, what does it mean to be clear? It means you can answer three questions:
- What’s the problem you’re trying to solve?
- How is your nonprofit or project tackling this problem?
- And why is funding needed right now?
You can use data, evidence, and stories to make your message real and compelling.
🎯 Example: If you’re helping to rehome shelter dogs, your message might explain that donations help cover dog food and supplies for foster families. This support makes it easier for foster families to care for the dogs and find them loving homes more quickly.
Ingredient #2: A Realistic Goal
Okay, so now you’ve got your mission and message.
It’s time to set a clear, realistic fundraising goal. Having a goal means more than picking an arbitrary amount that sounds good on paper; it’s about tying the dollar amount to a compelling community outcome. This gives your supporters something to rally around, creating a sense of momentum and urgency.
The basic formula? Research what it will cost your organization to meet it's next goal (grow a program? Deepen your impact?) and add up all the costs that need to be covered to do that (including direct costs, like supplies - and indirect costs, like marketing or office rent).
👉 Tip: If you have 500 people on your email list and aim to raise $10,000, only 5–10% might actually give. So you’d need 50 donors to give about $200 each to reach your goal. Examining what's practical based on your prospects can also help you set realistic expectations.
Ingredient #3: The Right Technology
Now that you have your message and goal, you’ll need the right tools to bring your fundraising campaign to life. A solid fundraising platform is like the kitchen appliances that help you bake the perfect cake. It makes everything easier!
Look for a platform that:
- Makes it simple to donate—no one wants to fumble with clunky donation forms.
- Will let you customize your pages with images, stories, and your nonprofit’s colors so donors see your mission, not just a generic page.
- Track donations that give you the data you need to follow up and say thanks.
It’s worth spending time up front to choose the right platform. The easier it is for your supporters to give, the more likely they’ll be to come back again and again.
💡
Tip: Looking for a platform to start? I’ve been recommending
Click & Pledge (also the sponsor of this newsletter!) and with their affordability I think it’s an excellent option for nonprofits that want to keep growing and streamline their fundraising efforts.
Ingredient #4: An Interested Audience
The key word here is “interested”.
If you have an audience that isn’t engaged or isn’t actually aligned with your mission, even the best fundraising page won’t go far. Before you start asking for donations, you need an audience that’s excited to hear from you!
If you don’t already have a mailing list or social media following, start with the people you already know: friends, family, colleagues, and neighbors.
Then, think about how you can reach new supporters:
- Post stories and educational facts on social media.
- Reach out to local civic groups to see if you can present about your mission.
- Attend networking events and share what your nonprofit is up to.
💡 Tip: Why a newsletter? Donors need both “soft” and “hard” asks. Soft asks are communications that build trust and connection. This can be sharing information or inviting them to an event. Hard asks are when you outright ask them for money. Typically, you need at LEAST 3 soft asks to 1 hard ask. Give your donors a reason to invest in you before you ask to close the deal.
Ingredient #5: An Engagement Plan
Your last ingredient? A plan to keep your audience engaged long after they’ve given.
Building a strong donor stewardship plan helps you show supporters how much their contributions matter. It’s about staying in touch, like sharing updates, celebrating the impact of their gifts, and inviting them to keep being part of the change. It’s a year-round effort - you don’t want to be that person that only shows up when you need donations!
Think of small ways you can keep your supporters in the loop:
- Send thank-you notes or videos right after a donation.
- Share stories about how their gift is making a difference.
- Provide updates on your progress and how they can get involved again.
When you treat fundraising as a relationship (not just a transaction!), you build trust, and that’s what keeps people coming back to support your mission for years to come.
👉 Want to dig deeper? Check out the full video: 5 Things You Need Before Fundraising.
Try It This Week! 🚀
What is ONE small, straightforward step you can take to get ready for fundraising right now? Maybe it’s writing a one-sentence version of your mission, starting a small budget draft for a project, or reaching out to a donor or partner just to say thank you.
Hit reply and let me know what you’ll try. I’d love to hear how you’re getting your fundraising ingredients in place!
