“The Top 5 Fundraising Mistakes Small Charities Make”
Fundraising is a whole process; there isn’t a one-size-fits-all formula, but I have seen some common mistakes being made over and over again.
This article breaks them down and corrects them so you don’t have to throw your whole strategy in the bin.
- Mistake One: Going Too Big Too Quickly
It is so easy to want to organise the fundraising event of your dreams from the get-go, and many charities try to do this, but they fall into the trap of launching large-scale fundraising campaigns with limited infrastructure. This leads to overwhelmed teams, wasted resources and unmet goals.
Instead, start small and build momentum. Instead of a festival, start with a family picnic. Focus on cultivating strong relationships with a core group of supporters, and test the logistics of these campsigns, e.g. best location, time of year, to see what works. As your database grows, so can your vision.
- Mistake Two: Failing To Steward Fundraisers
Don’t ignore your fundraisers, especially after the event. Many small charities feel the pressure to raise funds, but in the process forget to properly thank the fundraisers themselves. For example, a fundraiser who has run a race for you will love a shout-out on social media, a certificate, recognition in your next newsletter after the race and will be more likely to fundraise for you again if they feel valued. Treat your fundraisers as valued partners, check in with them regularly, make the thank you heartfelt, and build up the loyalty.
- Under Utilisation of Merch
Merchandise is a powerful fundraising and awareness tool, yet many small charities can be daunted by the upfront costs and shy away from producing and selling merch. Slapping a logo on a t-shirt is not enough, merch should inspire pride, spark conversations and create a sense of belonging among supporters. To make the most of it, offer high-quality, mission-aligned items that people want to wear.
- Poor Understanding Of Donor Motivations
Donor motivations vary so much, some are driven by personal connection, others by value for recognition, impact, urgency, storytelling and emotional impact. It’s a huge field of motivation. When charities fail to understand what truly motivates supporters, their messages become generic and ineffective. Take the time to get to know your donors through surveys, conversations, data analysis, and tailor your messages to match each group of values. A more personal approach builds trust and deepens engagement.
- Being Vague About Fundraising Targets
When charities are not clear about how much they need to raise and what the funds will achieve can leave supporters feeling uninspired. Donors want to know exactly where their contributions are going, and they want to be emotionally invested. So, instead of making a vague appeal, “help us continue our work,” use specific language. For example, “We need to raise £2500 to provide 500 food baskets for local families.” This is compelling, it pulls on emotions whilst being actionable.
Fundraising is challenging, but avoiding these common pitfalls can make a huge difference. Start with realistic goals, nurture your fundraisers, make the most of merchandise, understand donor motivations, build strong relationships and raise the funds. Remember – effective fundraising is all about inspiring people to join your mission.
Thanks for reading – here’s to clearer, more effective fundraising!
Clarity for Causes