Independent fundraising events (IFEs) are proving successful and lucrative for organizations of all shapes, sizes and missions. While it’s true that there are many benefits of starting one of these profitable programs, diving in carelessly ensures that you don’t maximize your revenue potential.
There are several options in how you structure your campaign, and it’s important to consider which is the best fit for your organization and potential participants.
The 3 IFE models
All-in-one: The all-in-one model provides your constituents a general opportunity to set up an online fundraising campaign, without directing them to specific reasons/occasions to fundraise for. The tools, communication and content are generic and can apply to any kind of fundraising activity. This option allows for quick, easy setup and does not typically require maintenance throughout the campaign.
Pros
- Simple configuration and maintenance of website
- Less expensive and shorter implementation timeline
- Easily incorporated into other organization campaigns
- Flexible to target different audiences at same time
- Great for first-year program as it allows identification of trends
Cons
- Content is generic so does not provide a customized experience for participants
- There are no “prompts” so constituents might not be sure of what activities are appropriate
Fundraising hub: The fundraising hub model allows you to define different reasons/occasions that your constituents can fundraise on your behalf. By customizing their registration pathways, you are able to provide an online experience specific to the fundraising motivations and activities. Examples of different activities that could be customized are: athletic events, memorial/tributes, community events, create your own, special occasions, school events and specific organizational campaigns (Spay Day, Awareness Week, etc.).
Pros
- Prompts participants in specific ways they can fundraise
- Provides a customized experience based upon which method they choose
- Provides opportunities for specific promotional campaigns
- Could be stand-alone
Cons
- Complex site configuration
- Longer implementation timeline and up-front expense
- Site updates need to be made in multiple places
- Providing multiple options could lead to confusion
Focused campaign: The focused campaign model builds the program around a specific fundraising campaign. It is highly targeted and allows you to build robust marketing promotions around a single concept to recruit participants. The charity: water birthday campaign is an example of this model.
Pros
- Simple configuration and maintenance of website
- Less expensive and shorter implementation timeline
- Consistent messaging over time
- Creative concepts for marketing campaigns
Cons
- Pigeon-holed into one concept
- Might not appeal to broad audience
- Pressure to come up with “perfect” concept
To determine the best approach for your organization, conduct a purposeful discovery and planning process. It should include conversations with internal stakeholders to clarify business practices, goals, overall fundraising strategy and available resources. Also host a focus group, formal or informal, with potential fundraisers to identify their key motivators for support, propensity for the new program and the key tools they need to become successful fundraisers. Compare what you learn with the IFE models to select the most successful approach for your organization.
Cassidy Richards is a principal consultant at Charity Dynamics, providing strategic direction to nonprofits on their peer-to-peer fundraising programs.
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