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For PTAs, PTOs, Booster Clubs, and other parent-led nonprofit school groups, crowdfunding is a great fundraising solution. Many are already using crowdfunding campaigns with great success, but for others there’s big opportunity to unlock the power of crowdfunding.
A good crowdfunding definition is “the practice of getting a large number of people to each give small amounts of money in order to provide the finance for a project, typically using the internet.”
It’s the power of collective giving, fueled by the reach of social media and online platforms, that makes crowdfunding a necessary part of fundraising strategy. By giving parent-led nonprofit school groups the dollars they need to meet their fundraising goals, crowdfunding campaigns are a proven winner.
But successful crowdfunding doesn’t happen by accident. Campaigns that meet or exceed their goals take serious planning and a commitment to execution. They must capture attention and engage supporters to drive donations.
Traditional fundraising methods definitely still play an important role in your overall fundraising strategy, but crowdfunding can offer some things a-thons, events, auctions, and raffles or sweepstakes can’t.
Donation-based crowdfunding campaigns have a big advantage in that they can reach the broader audience of your extended school supporter community. Also, they’re often a better fundraising vehicle for engagement through compelling storytelling that resonates with supporters.
Finally, crowdfunding campaigns, when done well, are great at improving the visibility of your school group which can lead to greater recognition within your community.
Just like any fundraiser you run, the more effort you put into your crowdfunding campaign, the more successful it will be. There are a lot of components to think about so you’ll want to put together a team you trust to help you with planning and running your campaign.
Here are a few things you’ll need to define to get your campaign up and running:
Campaigns that set specific and realistic fundraising goals tend to perform better than those that don’t.
To determine your crowdfunding campaign goal, consider two things. First, how much do you need to carry out your project, program, or improvement?
That will help you figure out a specific goal. And second, how much have the fundraisers you’ve done in the past raised? That will help you figure out a realistic goal.
If the amount you need to raise is significantly more than you have raised in the past, consider breaking your big goal down into small milestones so it doesn’t seem unreachable for supporters.
When it comes to timing, you’ll need to think about both the launch date and the duration of your crowdfunding campaign.
The purpose of your campaign will be a big factor in timing your launch. For example, if you’re running a campaign for new equipment for the football team or to throw a luncheon for Teacher Appreciation Week, you’ll want to make sure your campaign aligns with those seasons. Just keep in mind that launching your campaign around a holiday or big event can be challenging because your supporter’s attention will likely be divided, so choose wisely.
Also important is choosing the duration of your crowdfunding campaign. Finding a balance between creating a sense of urgency to donate and keeping it running long enough to meet your goal can be tricky, but knowing your supporters and reviewing how your past fundraisers have gone can be a helpful tool in your timing decision making.
Building out how you tell the details of your story, your goals, and the purpose of your campaign is a super important step of the planning process you’ll want to invest time in. Get input on your message from others before launching so you can make sure it is compelling and will attract maximum attention.
Think about all of the ways you can tell your story including the written word, images, videos, and other types of visual content. Do your best to lean heavily into the formats that your supporters feel the most connected to.
Think about which types of outreach and platforms you’ll use to connect with your supporters and drive donations. Which social media channels will you use? Is email, direct mail, or texting part of your mix? What about local news and media outlets?
Determining your engagement strategy also includes outlining your communications schedule so you can make sure you’re sharing news often. Consistent communications encourage donor engagement and can result in a higher fundraising total.
Choosing a crowdfunding platform to run your campaign on is a big decision. There are a ton of options out there, and while they may seem similar, there are some big differences you need to be aware of.
Some of the things you’ll want to know:
For parent-led school groups, making sure you are staying compliant with crowdfunding procedures put in place by your state or school district is important as well. Check in with a district leader, school principal, state leader, or other resource to ensure you are operating in line with any existing crowdfunding policies.
Unlocking the power of crowdfunding for nonprofit groups is a smart way to fuel fundraising for your organization. Just like any other school fundraiser you run, you need to invest time in planning and execution to make sure you are successful, but when done right, running a crowdfunding campaign can help you excite and motivate your supporters while helping you smash your fundraising goals!
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