This isn’t a hypothetical scenario. It is the current reality for fundraising organizations.

For years, we’ve operated under the assumption that the biggest barrier to fundraising is donor willingness. We worry about donor fatigue. We worry about economic uncertainty. We worry that people just don’t care enough. But the data tells a different, more optimistic story. 

This month, Kindsight asked 512 qualified donors across the United States about donor engagement, their willingness to give, and the importance of timing. From occasional givers to frequent philanthropists, these respondents provided a clear window into how donors perceive—and react to—fundraising outreach today. 

Here’s what they said. 

The readiness gap: What donors told us

The headline finding of this research might transform fundraising outreach as we know it: 66% of active donors say they have been ready to give to a cause but chose not to because the outreach was mistimed, irrelevant, or disconnected from their moment of intent.

In other words, two-thirds of donors have experienced a “readiness gap.” They had the capacity and the inclination to support a cause, but something about the interaction stopped them cold.

When we asked these donors why they didn’t complete their gift despite being ready, their answers pointed directly to a breakdown in communication and trust.

• 37% weren’t sure where their money would go. Transparency remains the bedrock of trust. When a donor is ready to act but can’t see the path from their dollar to impact, they hesitate.
• 16% found the request generic or impersonal. In an era of hyper-personalization, a “Dear Friend” letter sent to a long-time supporter signals a lack of care.
• 15% felt the timing was wrong. The request arrived too early, too late, or felt completely disconnected from what was happening in their lives.
• 14% felt overwhelmed by too many requests. Volume is not a substitute for precision.

The impact of these missed moments isn’t temporary. When asked if these experiences made them less likely to donate in the future, the average response score was 55 out of 100. This suggests that missing the moment doesn’t just cost you a single gift—it causes moderate, cumulative damage to the long-term donor relationship.

This data reveals that our current “spray and pray” tactics could actually be working against us. By prioritizing volume over relevance, we aren’t just missing gifts; we are training our most valuable supporters to tune us out.

The revenue opportunity hiding in plain sight

It is easy to look at missed opportunities and feel discouraged. However, the flip side of this data is incredibly encouraging. If we can close the readiness gap, the potential for increased revenue is substantial.

We asked donors: “Would you donate more if organizations understood when you’re ready?”

Nearly half—47%—said yes. Let that sink in. Nearly half of your donor file is telling you that they have more to give, and the key to unlocking that capacity is simply understanding their timeline.

Crucially, this isn’t about shifting money from one charity to another. This is about incremental giving. Among those who said they would give more:

• 58% would give “modestly more.”
• 39% would give “moderately more.”
• 3% would give “substantially more.”

This shatters the myth of the “tapped out” donor. Your supporters are not ATMs with a fixed withdrawal limit; they are partners who want to invest when the time is right. When you align your ask with their life events and readiness signals, you aren’t pestering them—you are facilitating their desire to do good.

How donors actually experience fundraising outreach

We’re uncovering a stark difference between how fundraising organizations think they are communicating and how donors perceive it. We asked respondents to rate how well charitable organizations understand when they are ready to give. The average score? 45 out of 100.

In other words, donors perceive our timing as below average. They feel like we are guessing—and often guessing wrong. This perception gap is fueled by outreach that feels robotic rather than relational.

When we analyzed open-ended responses about how fundraising organizations could improve, three themes were consistent and loud:

1. Transparency is non-negotiable. Donors want to know the “how” and “why” of their gift. As one respondent put it, “Share real stories that show the difference being made, be open about how funds are used.”
2. Authenticity beats formality. Donors are craving genuine connection. They want to hear from humans, not institutions. One donor advised, “Be less formal and much more natural with how they approach communications.”
3. Respect their history. Nothing kills readiness faster than asking a loyal donor for a first-time gift amount or ignoring their past support. “Remember how much and when the person has donated,” one respondent urged.

The frustration is palpable. Donors want to be seen as individuals with unique lives, not just rows in a database segment. So many fundraising organizations have incredible impact stories to tell. But when outreach ignores donor context—blasting them during tax season or asking for another gift days after a donation—it makes them feel like the organization cares more about its own goals than the donor’s experience.

The healthcare signal

Nowhere is the importance of timing more critical—or more frequently missed—than in healthcare philanthropy. Our study found that healthcare organizations are the most supported cause, with 49% of respondents directing their giving to this sector. This makes sense; health is personal, emotional, and urgent.

However, despite healthcare giving being tied directly to specific life events (a diagnosis, a recovery, a grateful patient experience), the outreach is profoundly out of sync.

Among donors who experienced a health situation involving themselves or a loved one:

• 28% were never contacted by the healthcare organization
• 25% don’t recall being contacted
• 22% were contacted after a month or more
• 17% were contacted within weeks
• 8% were contacted within days

You read that right: only 25% received timely outreach within days or weeks of their experience.

This is a massive missed opportunity for grateful patient programs. When a patient or family member has a positive outcome, the gratitude is often immediate. But that feeling has a half-life. If you wait months to reach out—or never reach out at all—that emotional momentum fades.

Healthcare donors are telling us that they want to express gratitude, but the systems aren’t in place to receive it. By tightening the loop between care and connection, healthcare foundations can honor the patient’s journey while securing vital support.

What this means for fundraisers: Practical takeaways

The data is clear: the old playbook of “more volume, more frequency” is broken. To capture the 66% of donors who are ready but waiting, we need to shift our strategy from volume to precision.

Here are three actionable steps you can take today to close the readiness gap:

1. Prioritize timing over frequency

We can worry less about how often we email and start worrying about when. The “right time” isn’t just “End of Year.” It’s when a donor has had a meaningful interaction with you, when they’ve hit a milestone, or when they are showing digital signals of interest. Use your data to identify these triggers. A single, well-timed personal note is worth more than ten generic blasts.

2. Radical transparency is your best hook

Since 37% of ready donors walked away because they didn’t know where the money would go, make impact the centerpiece of every ask. Don’t just ask for $50; tell them exactly what that $50 achieves. Specificity builds trust, and trust converts readiness into action.

3. Personalization must go beyond the name tag

“Dear [First Name]” is no longer enough. True personalization means acknowledging the relationship. If they gave last month, start your next email by saying, “Thank you for your gift in January.” If they are a long-time volunteer, mention that service. Show them that you know who they are. The data shows that acknowledging past support is a top driver of donation decisions.

A (brief) Kindsight perspective

At Kindsight, we conducted this research because we believe the future of fundraising isn’t about shouting louder; it’s about listening better. We built our platform to solve exactly this problem—to help organizations move beyond static lists and understand the dynamic signals that indicate when a donor is ready to engage. You can learn more here. 

Final thoughts

This gap between donor readiness and organizational action represents a significant loss—but more importantly, a massive opportunity. By understanding the “when” and “why” behind these missed connections, fundraisers can unlock a new level of support that has been hiding in plain sight.

The generosity is out there. The donors are ready. It’s time we met them in the moment.

The post Two-thirds of donors were ready to give, but didn’t. Here’s what that means for fundraising. appeared first on Kindsight.

With alumni fundraising, you can channel this sense of pride and ownership into a lucrative fundraising strategy. It strengthens your institution through community, brings significant fundraising opportunities, and most importantly, sets a new generation of students up for success. 

This article will teach you how to launch an alumni fundraising campaign that builds authentic community and generates revenue—including strategies, best practices, and a winning alumni fundraising letter template. Whether you’re a university, high school, or a nonprofit, we’ll show you how to get the most from your alumni fundraising strategy.

What is alumni fundraising? 

Alumni fundraising refers to an institution securing donations from its alumni to fund programs, initiatives, and operations. It’s a strategy widely practiced by many universities, medical institutions, high schools, and more. 

The most effective alumni fundraising goes beyond asking for donations. Instead, it’s about building strong, enduring relationships and fostering a sense of ownership and pride. Many development teams prioritize alumni fundraising as a key funding strategy. 

Why is alumni fundraising important? 

Raising funds is always a major goal, but alumni fundraising comes with other benefits—it can bolster an institution’s reputation and legacy, encourage new enrollment, and improve current students’ experiences through funding new programs and facilities. Often, alumni funds are used for the following: 

• Scholarships
• Enrichment programs and events
• Facilities
• Technology
• Providing new services

For many educational institutions, alumni gifts are the cornerstone of university fundraising success. 

Effective alumni fundraising strategies

Use the strategies outlined below to get started with alumni fundraising, or bolster your existing alumni giving program.

Conduct prospect research

Just like nonprofits conduct prospect research before making donation requests from supporters, it’s important to analyze your alumni base before launching into your giving campaign. Review and segment your alumni based on their interests, along with the three indicators below: 

• Philanthropic indicators: This is the evidence that someone has an interest in giving. Indicators might include a history of charitable giving, political contributions, or volunteering for a charitable organization. 
• Wealth indicators: Also known as capacity indicators, this shows that someone has the financial means to give. Wealth indicators can include property ownership, business affiliation, or stock ownership. 
• History of institution engagement: Whether attending events, mentoring, or proactively staying in touch, your highest priority prospects will demonstrate a history of engagement with your institution as alumni. 

Alumni most likely to donate will show all three indicators—make this group your highest priority for prospect development. Create an alumni database, and engage high-priority potential donors with phone calls, event invitations, or volunteer opportunities. Choose a donor prospect research software that makes it easy to organize and analyze alumni data. 

It’s still good practice to keep up with all alumni through regular emails, social media updates, or direct mail. Foster strong relationships now, and future fundraising requests down the line are far more likely to be successful. 

Personalize your messaging

Once you’ve conducted thorough prospect research, you can tailor your messaging based on your alumni interests. 

For example, if someone was very active in your sports program, and you know their employer offers matching giving (we’ve included more information on workplace giving and matching donations below), share how a matching donation will go towards building your new sports park. 

Personalized messaging isn’t just about the kinds of asks you make. These small personal touches will help you leave a great impression:

• Use preferred names
• Refer to previous specific donation amounts or contributions
• Refer to any conversations or prior connections, like events they’ve attended or conversations you’ve shared

Remember to keep your alumni database updated, so have the right information on hand when you need it. 

Understand alumni motivations for giving 

It can feel counterintuitive, but keep your messaging focused on your alumni—not the institution. Fundraising campaigns that speak directly to your alumni are more likely to resonate and lead to donations. 

First, you’ll need a clear understanding of the top incentives behind alumni giving: 

• Loyalty and Affinity: Graduates often feel a strong sense of nostalgia and connection to their university, and you should tailor your language accordingly. For example, refer to “Your” university, not “The University.”
• Legacy: Former students who have gone on to have prestigious careers may want their name to be associated with the institution. Tap into this motivating factor with plenty of opportunities for alumni donor recognition, such as naming alumni donors on a plaque in your building, or highlighting names on your website or social media. 
• Tax benefits: As long as your institution is a registered 501(c)(3), alumni can write off their donations. It shouldn’t be the driving force of your messaging, but highlighting tax benefits can be a persuasive approach. 

Encourage workplace giving

Workplace giving can be an underutilized alumni fundraising strategy. Leveraging your alumni’s corporate connections by tapping into workplace giving helps you expand your reach, create a more sustainable revenue stream for your institution, and allows alumni to rally their colleagues for your cause.

Start by gathering the right data. For example, do your alumni work for companies known for their generous workplace giving programs? Don’t worry if you don’t have the relevant data on hand. The right data service providers will fill in the gaps. 

From here, you can:

• Highlight matching gifts: Learn which employers offer matching gift programs, and let your alumni know through email campaigns—they might not be aware these programs are offered. Research from Double the Donation shows that well-executed matching giving campaigns have 5 times higher engagement. 
• Promote payroll giving: With payroll giving, alumni can contribute to your organization directly from their paychecks—often in just a few clicks. With the right workplace giving tools, you can easily identify which of your alumni donors work for companies with active payroll giving programs. From here, share simple, actionable messaging on the convenience and impact of sustained, payroll giving. 
• Target corporate partnerships: Workplace giving can help you build relationships with corporations and tap into new corporate giving programs through your alumni. 
• Inform strategic decisions: Alumni employee data can help inform your wider alumni fundraising strategy. If you notice many of your alumni work in one specific industry, for example, you can create more targeted outreach. 

Provide as much information as you can about workplace giving opportunities and how to access them upfront. The clearer the path to giving, the more likely your alumni are to follow through. 

Where to next? Take a look at these companies that match gifts to higher education.

Can workplace giving actually strengthen alumni relationships?

Discover how to leverage corporate matching gift programs to deepen connections with your alumni community, boost participation in giving campaigns, and enhance overall fundraising efforts

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Tailor your asks to financial capacity

When you’re ready to make an ask, don’t risk alienating alumni by asking for too much, or falling short with a low-ball ask. 

Instead, use information gathered from wealth screening, along with previous giving history, to make a request that strikes the right balance.  

6 ideas for alumni fundraising 

Once you’ve nailed your core fundraising strategy, you can focus on creating new, exciting fundraising opportunities.

These six popular alumni fundraising ideas for schools and colleges will deepen engagement and help your institution reach its funding goals. 

1. Host a giving day

Introduce a sense of urgency into your alumni fundraising campaign with a 24-hour giving campaign. Set your fundraising goal, and create a fundraising page that highlights individual giving amounts. This will help encourage some friendly competition between fellow alumni— according to research from Science Direct, the fundraising gamification tactics like this one significantly increase fundraising amounts. 

Involve your staff and current students in your giving day, align your giving campaign with a significant milestone, or launch the campaign in honor of a significant person. 

2. Launch an annual giving campaign

An annual giving campaign is a type of recurring donation campaign where alumni agree to give a specified dollar amount annually. 

Knowing when you’ll receive a donation, and how big that donation will be, helps to stabilize your finances and makes budgeting much easier. Try a text-to-donate campaign, start a membership or pledge program, or tie your annual giving into your wider year-end giving campaign. 

3. Host a fundraising event

Host special fundraising events just for your alumni. Sell tickets, merchandise, and highlight different opportunities for giving during your event. Try the following:

• Appreciation luncheon 
• Silent auction
• Alumni night out
• Private dinner or fundraising gala
• Campus tour

Center your event on community-building. Don’t underestimate how eager alumni can be to get back onto campus or attend a fundraising gala! Or,  host a free, virtual event, so alumni can attend from anywhere in the world. 

Want more tips for your next event?

Sit down with T. Clay Buck, CFRE, and Samantha Swaim, Strategic Director of Swaim Strategies, as they discuss the trends in special events, how to execute hybrid events, how to center inclusion, equity, and community in events.

Watch the recording

4. Highlight legacy giving

With legacy giving (also known as planned giving), alumni can leave a contribution to an institution in their will or estate. Because funds donated through legacy giving aren’t missed, donation amounts tend to be higher. 

Highlight legacy giving through your alumni communication emails, letters, and website. Share specific examples of how legacy giving has furthered your institution’s work and benefitted your students. Spotlight alumni who have become legacy givers and how their contributions have shaped your institution. 

5. Use peer-to-peer fundraising

Encourage alumni to fundraise on your behalf with a peer-to-peer campaign. In peer-to-peer fundraising, alumni raise money on behalf of your institution with their own fundraising page. Before you launch your campaign, create a peer-to-peer fundraising resource pack with all the information they’ll need to raise money. 

With peer-to-peer fundraising, you’ll increase fundraising and your institution’s reach. This type of fundraising thrives on personal connections and networks, making it ideal to launch alongside workplace giving.

6. Launch a direct mail campaign

Direct mail fundraising campaigns bring a personal touch that feels both thoughtful and official. It’s also a great opportunity to include photographs, more detailed information about upcoming events, or alumni volunteer opportunities—unlike social media or email campaigns, you’re less likely to be competing for someone’s immediate attention when they open an envelope from your institution. 

The alumni fundraising letter template included below is a great place to start. Just fill in the gaps to reflect your alumni, institution, and programs. 

Dear [Name], 

As a proud member of [Your University] Class of [Graduation year], you know firsthand the positive impact a [University Name] education can have on your future. Today, I’m writing to ask you to help provide that same life-changing experience to a new generation of [University Name] students. 

[University impact story) Example: Anna is a first-generation college student from [City] with ambitious goals and limited financial resources. Thanks to generous scholarship support from alumni like you, this year she graduates with a degree in [degree name] and has accepted a position in [field]. 

[Quote from alumni-funding beneficiary] Example: “Without the generosity of [University name] alumni, I would never have discovered my passion for [Field], or had the academic and social experiences I know will enrich my professional and personal life for years to come.” 

• [Alumni name], [Graduating Class], [Scholarship Name] Recipient 

Anna’s story is just one of many, made possible each year thanks to the generosity of alumni like you. 

Your partnership matters. I am asking you to make a gift of [$ suggested amount based on giving history] to the [University name] by [specific date]. Every dollar you give will go towards: 

[Your programs and initiatives] Example: 

• Needs-based scholarships for deserving students 
• Cutting-edge research facilities and equipment
• Enhanced academic programming and opportunities. 

Every single gift makes a difference, no matter how big. Collectively, your alumni donations provide essential support services that keep [University name] accessible and ensure the highest academic excellence. 

Giving has never been easier. Simply: 

1. Visit [University website or giving page]
2. Call Alumni Relations [Phone number]
3. Mail your check payable to [University name] to [Address] 

Thank you for your continued support and pride, [Name]. Working together, we’ll build a brighter future. 

With gratitude and [University motto/spirit], 

[Signature] 

[Name] 

[Title] 

[University Name]

P.S. Your gift may be eligible for a matching contribution from your employer. Visit [website] to see if you can double your positive impact. 

5 Alumni fundraising best practices

Whichever fundraising idea you choose, incorporate the best practices below to ensure you get the most from your alumni fundraising strategy. 

1. Prioritize relationship building

If alumni only hear from you when you’re making an ask, they’re unlikely to give. Instead, keep relationship building at the core of your alumni strategy. Send out surveys to find out how (and how often) alumni want to hear from you—whether that’s through email, phone calls, or direct mail. Respect the wishes of anyone who chooses to opt out of alumni communications. 

Don’t just make financial asks. Offer volunteer and mentorship opportunities. Survey your alumni to learn the skills they’d most like to put to use as volunteers. Be patient. Remember, successful fundraising requires thoughtful moves management, and following up—sometimes, over a long period of time. 

2. Make timely asks

Keep track of significant anniversaries or reunions—like 5, 10, or 20 years since graduation. This way, you can engage your alumni when your institution is already top of mind. Remember, every year is someone’s significant anniversary. Use your updated alumni records to stay on top of timely asks. 

Don’t forget about wider-world financial trends. According to research from Higher Ed Jobs, charitable giving amounts increase when the stock market performs well, for example. 

3. Establish connections early

New graduates might not be able to give immediately, but those first few years and months are still a great time to establish a strong relationship. 

Keep new grads engaged with alumni newsletters, social media spotlights, and virtual events. This way, when it comes time to make an ask, you’ve already forged a strong connection—and your institution will be top of mind when they have the means give.  

 4. Involve alumni in your decision-making

Giving your alumni a say in where their fundraising goes is an excellent way to foster a sense of ownership and works to incentivize giving. 

Use the approaches below to get your alumni involved in the decision-making process: 

• Segment your donors: Offer different fundraising options based on your alumni’s interests. For example, alumni who were heavily involved in the sciences during their time at university may be excited to contribute to the new science wing. 
• Conduct a poll: Run a poll on your social media platforms or alumni website to learn where alumni would most like to channel their contributions. 
• Give options based on donation amounts: A $50 donation may go towards a scholarship, for example, while a $100 donation may contribute to a new building.

This is especially pertinent for high-ticket donors—if you’ve made a major gift, you’re more likely to have a stake in where that money goes. 

5. Thank your donors

No matter the type of fundraiser you’re running and how big or small a donation, nothing is more important than sending a timely, personal thank you to your alumni donors. In fact, it’s a core component of good donor stewardship. 

Send them an immediate thank-you note via email as soon as you receive their donation. Follow up with a more personalized thank-you letter or email, sharing the impact of their donation. 

Looking for more ways to keep your alumni invested in your mission? Learn more tips, tricks, and best practices for alumni engagement.

Conclusion

Regardless of your institution or prior history of alumni fundraising, with the right strategies, tools, and know-how, you can develop a robust and successful alumni fundraising strategy that yields lasting benefits for your institution. 

By implementing thoughtful alumni fundraising strategies outlined above, you can look forward to fostering a culture of giving and generosity that extends far beyond graduation day. 

The post Maximize alumni fundraising with these strategies (and templates!) appeared first on Kindsight.

Philanthropy: Filling the Void 

University funding models are a labyrinth—balancing tuition, research grants, public-private partnerships, state funding, and philanthropy. The pressure on advancement teams to close financial gaps has never been greater, and 2024 brought some unique challenges: 

• The NCAA Settlement’s Ripple Effect: With the $2.78B settlement clearing a path for revenue sharing with student-athletes, athletics departments may soon face $20M+ in annual funding needs. This will require unprecedented collaboration between athletics and advancement to secure philanthropic support. 
• Affordable Tuition Initiatives: Institutions like MIT, the University of Texas System, and Carnegie Mellon are committing to free or low-cost tuition for low- and middle-income families. Advancement offices are stepping up to secure scholarships and fund programs that expand access. 

These challenges have placed an even brighter spotlight on the role of advancement. To meet these demands, teams must meaningfully engage constituents, uncover new donors, and leverage data to prioritize their efforts. 

Data-Driven Strategy: From Talk to Execution 

Data was the star of nearly every advancement conference this year. Whether it’s improving data quality, integrating siloed systems, or using analytics to drive strategy, everyone’s talking about it. 

But for all the buzz, many institutions are still stuck in spreadsheets, bogged down by silos, and spending precious hours cleaning data. We’ve been discussing the “why” and “what” of better data strategies for over 15 years—though the real stumbling blocks are often the “how” and the “who.” 

From my experience working with dozens of institutions transitioning into the Salesforce ecosystem, those that truly transform their data landscapes share three traits: 

1. They Treat Data as an Institutional Asset: Successful institutions view their data as their most important asset after their people. They have strong data governance, clear ownership, collaborative processes, and necessary security and privacy policies. 
2. They Invest in the Right Tech Stack: It’s not just about a shiny CRM interface. These institutions ensure they have the tools—data storage, integration, and reporting systems—that bring together data from advancement, athletics, academic medical centers, and more. This collaboration and technology backbone ensures their data informs strategy, not just aesthetics. 
3. They Build the Right Teams: A modern data strategy requires more than technical tools and skills. Institutions need professionals who can turn insights into action—whether that’s uncovering donor sentiment or prioritizing pipeline strategies. Looking outside higher ed for these skillsets has helped many institutions make the leap from “strategy” to “results.” 

Without the tools and people to support a modern data strategy, even the best CRM won’t deliver on its potential. 

AI: Curiosity and Caution 

If there was one question we heard consistently in 2024, it was, “What about AI?” Institutions are eager to understand what AI can do and how it might transform their work—though most also admit they’re not quite ready. 

The announcement of William & Mary’s AI-powered fundraiser, Wren, sparked a lot of conversation. The idea of an AI-driven fundraiser is bold and visionary—but for many institutions still managing corporate engagement in spreadsheets, it can feel like a distant dream. 

At Kindsight, we’re focused on practical, purpose-driven AI solutions that complement the work of advancement teams: 

• AI-Generated Profiles and Correspondence: Automating repetitive tasks to free up time for strategy and engagement. 
• Major Gift Proposal Development and Pipeline Analysis: Using AI tools to refine strategies and identify opportunities. 

Of course, the effectiveness of AI depends on the quality of the data feeding it. We’re working with clients to tackle this problem, too, but without a comprehensive strategy that supports clean, complete, and accessible data, even the best AI models will struggle. 

AI’s rapid evolution is exciting but also daunting. Institutions need to think critically about governance, data privacy, and the impact on staff and donors before diving in. But then again, 15 years ago, colleges and universities broadly adopting the world’s #1 CRM felt like a moonshot. The pace of innovation means we’re likely to see some incredible breakthroughs in the next few years. 

Looking Ahead 

2024 challenged advancement teams to rethink how they approach everything—from funding gaps to technology adoption. It also proved that this community is full of forward-thinkers ready to embrace change. 

2025 will undoubtedly bring more hurdles and more innovation. To those of you driving this work: keep pushing! Whether it’s tackling data silos, piloting new AI tools, or breaking down internal barriers, your work is shaping the future of advancement. 

At Kindsight, we’re proud to be part of this journey with you. Let’s see where 2025 takes us. 

The post 2024 Advancement Trends: Insights from AdvancementRM’s EVP of Advancement Strategy appeared first on Kindsight.

There are hundreds of fundraising ideas out there, but many of them focus on small events and feel-good campaigns. How do you figure out what actually works for a major capital campaign? We’ve distilled our knowledge into the best capital campaign fundraising ideas — for when you need to raise money at scale. 

For more information capital campaigns, read our 7 capital campaign best practices blog.

11 of the most successful capital campaign fundraising ideas

Forget about wading through a list of 100+ generic fundraising ideas. Here are the very best fundraising ideas for capital campaigns, so you can start adding them to your fundraising plan.

1. Reach out to major donors

The fundraising world isn’t immune to the reality of the Pareto principle. Recent data shows that the top 20 gifts account for 70% of your campaign goal, so place the majority of your attention on your major donors.

Major donors are some of the first people you’ll speak to after the planning phase, as you’ll want to secure their support before your public launch. Use fundraising intelligence and prospect research software like iwave to sift through billions of data points to identify the right donors, then build a personalized outreach plan.

Securing major gifts for your capital campaign during and after the quiet phase requires more than a simple email or quick coffee meeting. Elevate the experience and increase your chances of success with:

• A gift range scale and an idea of where your major donors fit into it
• Messaging tailored to your donor’s giving history and interests
• Updates on how their previous donations have made a difference
• An in-person or virtual meeting dedicated to discussing how they can support your campaign
• Exclusive opportunities beyond a monetary donation — like a plaque, sponsorship, or wider partnership
• A suggested donation amount based on their previous contributions

Whether you’re looking to raise $50,000 or $5,000,000, building and maintaining good relationships with existing and potential major donors is essential. They’ll help you reach not only your capital campaign goal, but other milestones in the future.

2. Host a kickoff event

When it’s time to go public with your campaign, you want your entire world to know about it. Plan and host an engaging kickoff event that celebrates your mission, highlights your goals, and launches your public fundraising efforts.

This isn’t just any promotional event — it’s an opportunity to capitalize on momentum and bring in a second wave of donations. Here are some capital campaign fundraising ideas to make your kickoff event feel special:

• Send highly personalized event invitations to stakeholders and donors
• Hint on social media and by email that there’s a big announcement coming
• Build up to a live reveal of your fundraising total so far
• Host an engaging Q&A session
• Turn the event into a celebration with live entertainment
• Livestream your event to attract attention from donors wherever they are

With Kindsight, it’s easy to find the right people to invite to your public or VIP launch event. Use ascend (our fundraising CRM) to build your guest list, identify best-fit donors with iwave, and combine it with the power of engage to draft personalized email invitations for your event.

3. Send personalized supporter outreach

Nobody wants to feel like they’re just one name on a very long list. Whenever you call, write to, or email your supporters, personalize the message as much as possible. This is one capital campaign fundraising idea that you just can’t skip.

Personalization goes beyond your donor’s first name. Here’s what else you can do, if you have the data:

• Promote specific fundraising opportunities, based on previous engagement
• Suggest a donation amount, based on giving history
• Highlight specific impact stories, based on category affinity
• Suggest local fundraising events, based on geolocation data
• Promote social media content, based on previous interactions
• Run a countdown timer, based on the user’s time zone

You can also use information like recency, frequency, and affinity to sectors to plan and send truly tailored emails to your supporters.

Need guidance for your next capital campaign?

Learn about when and how to start your capital campaign, what to do in each stage, and get expert tips for navigating all the crucial elements of a capital campaign.

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4. Start a pledge drive

What do you do when you have donors eager to give, but they don’t have funds available immediately? Encourage them to make a pledge. Adding a pledge drive to your capital campaign allows you to capture interest and commitment, then collect those donations at a later date.

On your pledge card, be sure to include:

• Name of the campaign
• Donor’s name
• Pledge amount
• Payment frequency and/or number of instalments
• Date of first payment
• Donor’s contact details
• Your nonprofit’s contact information

Manually keeping track of pledges and planned gifts is challenging, especially if you receive a lot over the course of multiple years. Be sure to use a purpose-built CRM to help with the management and simple gift processing, as well as the handling of complex pledge commitments.

5. Promote matching gifts

Gift matching is a valuable way to make eligible donations more significant, and it won’t cost your supporter any extra. But donors don’t always know it exists, which is why promotion is essential.

Many employers run giving programs where they’ll match an employee’s donation up to a certain amount or by a certain percentage. You can also look for independent gift-matching partners too — like a corporate sponsor that’s willing to match donations up to a specific figure, like $15,000.

Increase your chances of attracting matching gifts by:

• Highlighting it as an option to your donors
• Explaining how they can check if their donation is eligible
• Promoting a sponsor or partner’s donation matching offer
• Offering donors an easy way to get their donation matched

6. Host a high-profile gala

Gala events allow you to invite your major donors, influential partners, and board members to experience an evening of celebration and philanthropy. Thanks to their high-calibre guest lists, galas are ideal for raising a large amount of funds in one night.

Planning a fundraising gala is time and resource-intensive, so you want to make it as successful as possible. Here’s how to increase donations on your gala night:

• Make it attractive to buy a table vs. single tickets — by offering a discounted rate for a whole table, or adding extra perks like free drinks or free raffle tickets
• Offer upgrades like drinks packages or VIP experiences
• Add a raffle, prize draw, or auction
• Announce a target amount of money to raise on the night
• Display your real-time fundraising progress
• Accept donations through a range of payment methods

Our fundraising gala guide covers the planning steps in detail. Combine your on-the-day event activities with engaging pre-event communications and personalized thank-you notes to continue cultivating those meaningful relationships.

7. Plan family or community events

While gala events can be lucrative fundraisers, they can be exclusive in nature. Open up your fundraising opportunities to your broader community with family-focused or local events.

Successful public phase events are a combination of good planning, a suitable budget, the right team, and a creative mind. Use your donor giving data to identify the types of events that are likely to be popular, and survey your supporters to understand what they’d like to see.

Popular fundraising events include:

• Walk-a-thons
• Golf tournaments
• Bake sales
• Garage sales
• Raffles
• Trivia nights
• Workshops or classes
• Beach parties
• Family picnics
• Community volunteering days

To make your capital campaign fundraising idea even more successful, find a way to tie it to your mission, goal, or community. Get students involved with a car wash or community help day for your new college building fundraiser, or host a healthcare themed quiz to raise money for your hospital extension project.

8. Plan a giving day

Whether you choose an already-established day like Giving Tuesday, or create your own day of giving, this time-limited experience can drive donations — which is especially helpful if you’re nearing the end of your capital campaign fundraising.

Here’s how to plan your way to a successful giving day:

• Choose your giving day (e.g. Giving Tuesday, New Year, or another date)
• Countdown to the day with emails and social media content (Check out our Giving Tuesday templates for platform-specific ideas.)
• Send tailored messages to different audience segments with suggested donations
• Share promotional graphics that your supporters can use to promote your cause
• Make it easy for people to donate with an online donation page
• Share updates on your progress in real-time
• Add a final call for people to donate towards your cause before the end of the day

If you have the resources, consider making a video to promote your giving day campaign. Research shows that including a video in your initial campaign email can increase click rates by 96% — which means more potential donations coming your way.

9. Tap into your capital campaign donors’ networks

If you’ve invested in donor relationships and stewardship, you’ll have a collection of loyal supporters. Extend your valuable relationships even further by tapping into their network of friends, family members, and professionals. 

Turn your existing donors into a catalyst for even more donations with:

• A library of images and marketing materials they can share with their network
• Eye-catching, shareable graphics on your social media pages
• A clear website that explains who you are and what you do
• A membership program that rewards existing members when they refer someone
• Peer-to-peer fundraising or crowdfunding campaigns

Your supporters are keen to see you succeed, but they also lead busy lives. Make it as easy as possible for them to share your campaign with loved ones and potential donors during your public phase.

10. Research and apply for grants

It’s not just major donors and your supporter base that can help you reach your campaign goals. As you plan your capital campaign, look out for grants that could give you a much-needed cash boost or raise your profile.

Here’s how to approach the grant application process with capital campaigns in mind:

• Research to find suitable grants to apply for
• Learn what the funder or investor is looking for
• Build a relationship with the funder
• Start building your case for funding
• Write a tailored grant application to match their needs
• Submit your application before the deadline
• Stay in touch throughout the process

11. Work with a capital campaign consultant

Capital campaign planning and management is a significant task, and sometimes you need to bring on extra support to help things run smoothly. As you build out your team in preparation of your public launch, you might realize a consultant could help you scale.

Capital campaign consultants can help: 

• Develop a strategic plan and capital campaign timeline
• Complete a feasibility study or case for support
• Identify and safeguard against risks
• Prepare a capital campaign budget
• Bring in specific expertise
• Train staff members
• Launch your public phase
• Fill in gaps in your existing team’s knowledge
• Source additional support in marketing, promotion, or fundraising event management

It’s easier for larger nonprofits and educational establishments to access fundraising consultants, but smaller nonprofit organizations can benefit from external advice too. If you can’t hire a consultant for the whole project, consider whether you can bring in expertise in the planning phase, or to help you with one area — like building a fundraising events plan.

Want to go more in-depth with capital campaigns?

This ebook dives into the basics of each phase of a capital campaign and guides you through the hurdles that arise in each.

Get the ebook

Take your project to the next level with these capital campaign fundraising ideas

The right fundraising ideas and initiatives can mean the difference between a successful campaign and struggling to hit your fundraising goal. Use this guide to help you put together a strategy filled with ideas designed to raise a large amount over several years.

For an in-depth look at capital campaigns, read our Capital campaign guide for nonprofits.

The post 11 Effective capital campaign fundraising ideas for nonprofits appeared first on Kindsight.

Donor funnels are there to help you map and manage this process. In this article, we’ll walk you through each stage of the process and look at how you can use your donor funnel and supporting “donor journeys” to take your fundraising to the next level. 

What is a donor funnel?

A donor funnel is a strategic framework used by nonprofit organizations to drive the donor recruitment process. Adapted from traditional marketing strategies, it’s made up of five key stages that work to raise awareness and turn first-time donors into lifelong supporters.

How does it differ from a nonprofit marketing funnel?

Donor funnel. Donation funnel. Nonprofit marketing funnel. It doesn’t matter which term you use. They all refer to the same process and are there to help you turn passive interest into active support. 

The benefits of using a donor funnel

It might feel overwhelming, but it is well worth taking the time to understand the donor funnel process. Why? Because when you work each stage together, donor funnels can help you:  

• Clarify your strategy: Fundraising is a multi-faceted, multi-disciplinary practice. A donor funnel helps organize your ideas and bring clarity and flow to your fundraising efforts.
• Pace your practice: When funds are tight and targets are high, it’s tempting to jump straight to the ask. A well-planned funnel will help pace your approach and give prospective donors the time and space they need to engage. 
• Build deeper relationships: Good fundraising means putting your donors first. Use your donor funnel to flip the narrative and walk the process through from a donor’s perspective. 
• Improve conversion rates: Tracking metrics at each stage of your funnel makes it easier to identify pain points. For example, maybe you’re great at generating interest but struggle with retention. A donor funnel makes these gaps visible so that you can take action.

All of the above will help streamline and focus your team’s time, energy and resources. It might feel strange at first—working through each step of the donor funnel rather than cutting straight to the ask, but it’s an important process to follow. After all, the stronger your donor relationships, the higher your return on investment. 

What does it take to go from prospect to major donor?

Our guide shows you the strategies and tactics you need to effectively move prospects through the donor cultivation cycle.

Get the cheat sheet

Understanding the five stages of the donor funnel

In this next section, we’ll walk you through each of the five different stages of the donor funnel and show you how the process connects and flows. Remember: not every prospect will move through every stage, so don’t worry if (when) donors drop off. What matters is that you’re tracking your progress and making smart adjustments to keep improving.

Stage 1: Initial awareness (generating prospects)

It starts with the awareness stage. As the name suggests, the goal here is to spark connections with potential new donors. Don’t try and do everything at once. In this first stage, you’re looking to focus on three key things:

1. Getting people to hear (and remember) your nonprofit organization’s name.
2. Building a basic understanding of your nonprofit’s raison d’être.
3. Generating interest and offering a clear pathway for people to find out more. 

To reach people who might be interested in supporting your cause, you need to be where they are. Many nonprofits use platforms like LinkedIn, TikTok, and Instagram to drive awareness. Others build visibility through media exposure (think feature articles, podcasts, and radio) or digital and outdoor advertising like Google Ads, billboards, and transit advertising. 

Once you’re out there, you need to make it quick and easy for people to follow up—for example, by adding a QR code or a link to your website.

Top tip: The more you know about your target audience, the easier it is to choose communications platforms and channels that align.  

Stage 2: Interest (turning prospects into leads)

This next step helps deepen connections and turn “top-of-the-funnel” prospects into engaged leads. By the time you’re done, your potential new donors should:

1. Understand and empathize with your “why”.
2. Trust your nonprofit organization as experts in the field.
3. Feel a sense of urgency and need to take action.

With so many nonprofits competing for attention, turning awareness into genuine interest isn’t easy—but it can be done! Once again, social media plays a key role. Creative and engaging communications (video reels, polls, live chats and webinars) are a great way to encourage people to find out more. Long-form content like newsletters, email marketing, blogs, and educational resources can also help showcase your expertise and add value. 

No matter which tactics you use, engagement is always a two-way street. If someone messages you or attends an event, take the opportunity to get to know them. The more you learn about each other, the closer they’ll feel to your cause and the more likely they are to support it.

Top tip: Make data collection a priority. Use newsletter sign-ups, event registrations, and gated content —like information resources—to gather emails and build direct connections.

Stage 3: Involvement (turning engagement into support)

To move someone from engaged to involved, they need to take active steps to support your organization. This doesn’t have to mean giving money. What you’re looking for here is:

1. Proactive engagement and a response to a specific call to action.
2. A positive experience that they will want to repeat.
3. To show potential donors that their support matters.

There are many ways people can contribute without donating. Some might share your social media posts or join an online challenge (#NoMakeUpSelfie anyone?) Others might sign a petition or participate in an event. A few rare gems may even volunteer their time.

Whatever form their support takes, it’s important to treat every action as the gift that it is. Take the time to say thank you and recognize their contribution. This is their first experience with you, so set the tone and show them that their support—financial or otherwise—makes a difference.

Top tip: Personalizing content doesn’t have to be time-consuming. A good CRM with AI and donor data included makes automating and sending tailored notes and communications quick and easy.

Stage 4: Investment (securing that first donation)

This is the point where prospects become first-time donors. Don’t expect people to read your mind. If you want donations, you have to ask for them, so make sure your supporters know: 

4. Why their support is urgent.
5. Exactly what you need and how their money will help.
6. The impact their generosity will have. 

There are lots of different ways to make an ask. For individual donors, cross-channel campaigns tend to deliver the best results—pairing the personal touch of direct mail with the reach and immediacy of digital channels. Plan ahead and be intentional. You’ve invested time building the relationship, so don’t lose momentum now.

Above all, make sure your donation process is quick and easy. You can do this by including pre-paid envelopes in your mailing packs, creating a campaign page for your website, offering multiple payment options, and making sure your online donation form is secure and user-friendly.  

Top tip: Don’t forget to say “thank you”. Donors who are thanked 48 hours after they’ve given are four times more likely to give again. 

Stage 5: Stewardship (turning one-time donors into long-term supporters)

Relationships take years to build and only moments to lose. That’s why this final stage is so important. With consistent care, a first-time donor can become a regular supporter. They may even go on to be a major donor or leave a legacy gift.

To make that happen, you need to:

1. Keep donors engaged with regular, meaningful updates.
2. Deepen the emotional connection by sharing powerful stories and impact data.
3. Actively guide supporters up the donor pyramid.

Of course, this kind of relationship-building doesn’t happen overnight. Stewardship is a long-term investment built month by month, year by year. But it’s worth it. Retaining donors is far more cost-effective than recruiting new ones, so make sure you have the systems and strategies you need to keep them involved.

Top tip: Don’t be afraid to ask. People won’t convert to a regular gift or leave a legacy in their will if they don’t know you need one.

How to use the “donor journey” to bring your donation funnel to life  

With your donor funnel up and running, it’s time to take your fundraising and marketing strategies one step further. Imagine your donor funnel is the map. By layering in tailored “donor journeys” you can start charting the individual routes different groups will take.

An individual giver, for example, might discover you on Instagram, visit your website to learn more, take part in a social media challenge, and donate through a digital campaign. A major donor, on the other hand, might read about you in an article, follow you on LinkedIn, attend an online event, and meet you for coffee—only giving after a series of one-to-one interactions and a carefully timed ask.

It’s the same funnel. Just a different donor journey. 

To set these paths, start by segmenting your donors into distinct groups and building a foundational set of donor profiles (snapshots that define donors groups by demographic, motivations, and interests). With these in hand, you can use your funnel to map out the tactics and tools needed to bring each stage of the five stages—and your final donor journey—to life.

Intrigued? Read our blog on how to optimize donor journeys.

Practical tips to boost donor engagement

So there you have it. A step-by-step guide to help you understand the world of nonprofit marketing funnels, generate new prospects, and build lasting support. To help you on your way, here are a few final tips, tricks, and tactics to boost engagement and make sure your nonprofit organization stands out from the crowd. 

Tip 1: Variety is the spice of life

Increase your chances of support by offering multiple ways for people to get involved. Campaigns, challenge events, sponsorships, and volunteer opportunities all draw people in. The more touchpoints you create, the stronger your relationships will be.

Tip 2: Connect without asking for cash 

Donors are people, not ATMs. Wherever possible, connect in a low-pressure environment where the goal is simply to build a relationship. This might be an event, a newsletter, or a thoughtful update—anything that creates connection without an ask. 

Tip 3: Tell stories and share impact

People give to people, not organizations. Raise the voices of your community, share real-life stories, and use impact data to show people how their support is making a difference. 

And finally: let your passion and enthusiasm for the cause shine through. At the heart of every fundraising and marketing strategy are people. So embrace the process. Take every chance you can to get to know your supporters, and use your donor funnel—and accompanying donor journeys—as a tool to guide and build deep, long-lasting relationships.

The post How to make your donor funnel work for you appeared first on Kindsight.

Types of planned gifts by category

While there are many types of planned gifts, they can be grouped into two main categories: deferred donation and immediate donation.

Deferred donations are received at some point in the future, typically after the donor has passed away. Immediate donations are transferred to your organization upon commitment of the gift, giving you immediate resources to fund your mission and programs. However, immediate donation planned gifts often require ongoing management, including regular payments back to the donor.

Deferred donation planned gifts

Deferred donation planned gifts are committed within a donor’s lifetime, but will not be received by the organization until after the donor’s death. There are two primary types of deferred donation planned gifts:

Charitable bequests and estate gifts

Charitable bequests are the most common and accessible types of planned giving. With a bequest, a donor names your organization in their will or trust, making you a beneficiary of their estate.

Donors may dedicate a specific dollar amount or percentage of their estate to your organization, or they may request that the remaining value of the estate be given to your organization after all other obligations have been met. Some bequests also come with strings attached, ensuring that a gift is only made if certain conditions are met.

Bequests offer a number of benefits. As a portion of the donor’s total estate, the value of a bequest planned gift is often higher than gifts that a donor is willing or able to make in their lifetime. There is no upfront cost, and, as one of the simplest planned gift options, they’re easy to explain and promote with prospective donors.

Clear communication of the bequest language is key to understanding the type of planned gift that has been made and the obligations your organization may have. Plus, your organization must be able to effectively track and steward bequest donors—often called legacy donors—throughout the life of their planned gift, whether that’s two years or twenty. 

Retirement plans and life insurance

Many people do not utilize the full extent of their retirement savings or life insurance when they die. That leaves a number of funds remaining for other purposes, including an inheritance to the individual’s family or a charitable contribution. 

Many donors will commit a portion of their retirement savings or life insurance to an organization. These funds are distributed after the donor’s final expenses are paid, and have the potential to be quite large, depending on the total value and lifetime needs of the donor. 

Immediate donation planned gifts

Immediate donation planned gifts allow donors to make a charitable contribution during their lifetime. However, unlike traditional cash donations, these types of planned gifts allow the donor to receive income from the gift.

Immediate donation planned gifts include:

• Charitable gift annuities
• Charitable remainder trusts & unitrusts
• Pooled income funds
• Charitable lead trusts
• Retained life estates

Charitable gift annuities

With Charitable gift annuities, a donor makes a gift directly to your organization in exchange for fixed payments for life. After the donor’s death, the remainder of the gift goes to your organization to support your mission.

These gifts not only put valuable funds in the hands of your organization right now, but also help to protect your donor’s financial future. In addition to ongoing payments, charitable gift annuities allow donors to receive tax credit for the gift during their lifetime. 

Charitable remainder trusts and unitrusts

To establish a charitable remainder trust, a donor places financial assets in a trust. The trust pays income to them (or others) based on a percentage of the total for a set period of time. That time period may be defined as a certain number of years or the lifetime of the donor. At the end of the period, the remaining balance is paid out to your organization.

Like charitable gift annuities, these types of planned giving allow the donor to receive immediate tax credit for their donation while also receiving income from the value of the trust. Charitable remainder trusts also allow donors to avoid capital gain and estate taxes on the funds.

Charitable remainder unitrusts are similar to charitable remainder trusts, but allow for additional flexibility. Charitable remainder unitrusts can be funded with a wide range of assets, from cash to real estate to stock. Rather than paying the donor a fixed amount over the lifetime of the trust terms, the donor received a percentage of the fair market value of the trust assets. This number is reevaluated and adjusted annually.

Pooled income funds

Pooled income funds combine donations from a number of donors, then invest those collective funds. Each donor receives a portion of income from the investment aligning with their share of the total pool, based on their original contribution amount. While the funds are invested, organizations typically cannot directly access the funds until a donor has passed away, protecting them for future use.

Charitable lead trust

A Charitable lead trust puts your organization first, paying a fixed income to your organization for a set period of time. After that time, the remaining assets are returned to the donor distributed to their heirs. CLTs are often used in estate planning for wealth transfer, as they help to reduce the burden of estate taxes.

Retained life estate

For donors in possession of valuable property assets, a retained life estate transfers property ownership while allowing the donor to enjoy the property for the remainder of their life. The donor receives tax credits for their donation during their lifetime, and your organization retains full right of ownership upon the donor’s death.

Streamline your planned giving strategy.

In this quick guide, learn the types of planned gifts, how to identify planned givers, and how to use planned giving scores and analytics.

Get the cheat sheet

Best practices for receiving, managing, and stewarding every type of planned gifts

Planned gifts offer many benefits to both organizations and to the donors that fund them. However, these decisions should not be made lightly. Before making a planned gift, donors should consult with their tax, finance, and legal advisors.

Likewise, organizations should thoughtfully consider the type and terms of these gifts before accepting them—especially immediate donation planned gifts. Immediate donation planned gifts are typically more complex than bequests and often involve legal agreements, actuarial calculations, and investment planning that require expert guidance, whether within your organization or with the help of outside advisors. Learn how to start a planned giving program.

Empower donors and strengthen missions through planned giving

Planned giving presents a meaningful way for donors to leave a lasting legacy while providing vital support to the missions they care about. From deferred options like charitable bequests and estate gifts to immediate contributions such as charitable annuities and remainder trusts, these gifts come in many forms, each offering unique benefits to both donors and organizations. By understanding the types of planned gifts and their potential impact, nonprofits can better position themselves to nurture these long-term donor relationships.

Now is the time to start meaningful conversations with your supporters about planned giving. By opening the door to these opportunities, you create pathways for donors to make a profound and lasting impact. What steps will your organization take today to inspire and encourage your community of donors?

For an in-depth look at planned giving, take a look at our Planned Giving 101 ebook.

The post Understanding types of planned giving appeared first on Kindsight.

Whether you’re a seasoned campaign manager or this is your first time running a major campaign, there’s always something you can learn from the success of others. Follow these capital campaign best practices to hit your goals and build a stronger nonprofit in the process.

1. Assemble a strong capital campaign planning and execution team

Behind every successful capital campaign is a dedicated team of staff, board members, and volunteers. With the average nonprofit capital campaign spanning 3-4 years, you need a strong team that can support you from start to finish.

Your campaign planning and execution team handles everything from managing timelines and tracking progress, to donor outreach and relationship building. Assemble your staff members based on their strengths, experience, and ability to work well together.

The size of your campaign team depends on your organization and project, but could include:

• Campaign chair
• Executive leadership team or director of development
• Board members
• Planning committee
• Steering committee
• Staff members — Campaign or project manager, fundraising manager, marketing manager, volunteer coordinator
• Volunteers
• Major donors

As you build your team, look for individuals with strong organizational and communication skills. Include individuals who know how to use fundraising data to plan activities, raise money, and build community support. And passion and enthusiasm matter too—especially in your volunteers. 

Need guidance for your next capital campaign?

Learn about when and how to start your capital campaign, what to do in each stage, and get expert tips for navigating all the crucial elements of a capital campaign.

Get the cheat sheet

2. Conduct a capital campaign feasibility study

Before you begin your strategic planning, you first need to make sure your proposed project goals align with your donor’s priorities. Organizations that conducted a feasibility study were twice as likely to build stronger relationships with major donors, which leads to a positive impact on donations.

Your feasibility study allows you to understand the opportunity to raise money from potential donors. It also identifies key donors and volunteers who can play a pivotal role in supporting and championing your campaign.

Most nonprofit organizations hire a capital campaign consultant to take care of this step for them, but with the right tools and knowledge you could conduct the study in-house.

3. Develop a detailed campaign timeline

Capital campaigns require a lot of planning and organization, and a campaign timeline will keep you on track. Establish a clear timeline that spans from start to finish, with key phases and deadlines.

A typical nonprofit capital campaign timeline includes:

• Campaign planning phase
• Implementation (quiet phase)
• Campaign kick-off
• Public phase
• Follow-up and ongoing stewardship

Your campaign timeline doesn’t just guide you on the next steps, it also provides valuable momentum for your project. There may not be noticeable progress every day, but your timeline helps illustrate that you’re moving forward towards your goals. Learn more about capital campaign timelines.

4. Create a realistic capital campaign fundraising budget

Capital campaigns are expensive. A typical capital project will cost around 10% of your end capital campaign fundraising goal, so it’s essential to set a strict budget and monitor your finances.

Bring your team together to discuss spending, and work out a realistic budget based on available funds. Decide which spending is a priority, how much to allocate to each area, and when you plan to spend those funds.

Common categories for your campaign budget include:

• Professional fees
• Construction materials
• Fundraising events
• Education
• Equipment
• Marketing materials

Remember to account for the unexpected. While you can’t predict every price increase or unforeseen cost, it’s sensible to set aside extra funds for contingencies.

5. Build a strong capital campaign case for support

Donors need a reason to engage with your capital campaign. Your feasibility study shows evidence of interest, but you’ll still need a strong case for support (a.k.a. a case statement).

A case statement explains the need for your capital project and demonstrates how it benefits the community. It becomes a central document that your team and stakeholders can refer to, guiding them on donor prospecting, marketing initiatives, and outreach.

Your case for support should include:

• Overview
• Mission and vision
• Leadership
• Current situation or challenge
• Opportunity or solution
• Project plan and budget
• Project timeline
• Summary
• Contact details

While your original document may be long and detailed, it’s a capital campaign best practice to create more shareable versions for key stakeholders, major donors, and your wider community. Tailor your messaging to each audience for the biggest impact.

6. Prioritize stewardship after the campaign

The work doesn’t end when your successful capital campaign does. Stewardship is crucial for maintaining relationships with donors for future campaigns. As your campaign comes to a close, have a plan ready for how to stay in touch with donors and nurture those relationships.

Effective donor stewardship includes:

• Personalized thank-you messages
• Donor recognition or appreciation events
• Showcasing their impact
• Regular email updates
• Social media shoutouts
• Donation anniversary cards or messages
• Highly personalized communication

Being intentional about stewardship ensures that donors stay committed to your cause beyond a single campaign, helping secure support for future nonprofit fundraising campaigns.

7 Useful tips for your next capital campaign

Build on the foundations of best practice with these expert tips, designed to help you take your future capital campaigns to the next level.

1. Set realistic yet ambitious campaign goals

A clear and compelling capital campaign goal motivates donors to give. Set a goal that aligns with your mission and vision, and the results of your feasibility study. Your goal should be achievable yet feel ambitious, as you want people to encourage as much support as possible.

Under your main goal, create sub-goals or smaller milestones. These interim targets keep momentum going and give you regular wins to celebrate — a must-have in a years-long capital campaign.

Share your goals openly, create gift range charts, and explain to donors how their contributions can help you reach your target. Celebrate milestones, share progress updates, and bring your donors along with you on the journey.

2. Secure major donations before your public launch

The 80/20 rule rings true for capital campaigns, with the top 20 donors accounting for 70-80% of your overall funds. You need these major gifts to reach campaign success, so it’s essential that you solicit and secure them early on.

It’s difficult to get engagement from your wider donor base when you’re starting from zero. A capital project that’s already on its way to being funded is a more attractive option. Engage with your major donors and board members early to bring in those much-needed funds that inspire others to give.

3. Engage donors with personalization

Generic communications won’t cut it for this fundraising effort. Capital campaign best practices call for personalizing your messaging as much as possible, to create targeted, unique, and thoughtful donor outreach.

Tailor engagement strategies to donors’ giving history, interests, and preferred types of communication. Roll out personalization at scale with the help of purpose-built AI, and invest in personal phone calls and handwritten messages for major donors.

This hyper-personalized approach is essential in the quiet phase while you’re engaging major donors, but it’s also effective throughout the public phase and post-campaign phase too. A personal touch motivates individuals to give, and can help you build long-lasting donor relationships.

4. Tell a compelling story

Your goal might be a financial one, but it’s the stories you tell that will captivate donors and inspire them to give. Create a compelling story that illustrates where you are now, what your goal is, and why this project is essential for your community.

Explain how you arrived at the idea for your capital project, and who helped you along the way. Paint a picture of what the future will look like with your new building, community program, new facility, or improved endowment fund in place.

5. Use your most loyal volunteers

Volunteers are a major part of any nonprofit organization, but they’re especially valuable when it comes to capital campaigns. Call on the support of your most loyal, helpful, and talented volunteers to help you pull off a successful campaign.

Onboard key players to your campaign committee, and distribute roles based on experience, enthusiasm, and interest. Give your volunteers access to your case statement and all the materials they need to help you expand your reach and build relationships with donors.

6. Make the most of the quiet phase

The quiet phase is where you’ll draw in the majority of your campaign funds, and the focus is on major donor engagement and solicitation. But there’s more you can do during this long phase, without disclosing your specific plans to the public.

Use this time to prepare campaign materials so you have everything ready for your public phase. Work on stakeholder engagement, especially with your board members. Invite feedback from key contributors and act on it, adjusting your goal, budget, or plan accordingly.

7. Consider bringing in a nonprofit capital campaign consultant

While you can see success with an in-house project team, many nonprofits seek out the expertise of a fundraising consultant — at least for part of the capital campaign process. This external support can be a valuable way to round out your knowledge, complete prospect research, or benefit from leadership in the planning phase.

Determine whether there are any areas of your project that you’d benefit from expert support with, and see whether there’s enough room in the budget to invest. You might even want to raise money to increase your budget, if there’s a likelihood that the investment could lead to a higher chance of fundraising success.

Want to go more in-depth with capital campaigns?

This ebook dives into the basics of each phase of a capital campaign and guides you through the hurdles that arise in each.

Get the ebook

Improve your chances of success with these capital campaign best practices

Capital projects are big, expensive, and incredibly important, which is why your planning process and execution need to be strategic. Use these best practices and expert tips to give you a strong foundation to work with next time you’re planning a capital campaign.

Looking for some inspiration? Check out our list of the top capital campaign fundraising ideas.

The post 7 capital campaign best practices appeared first on Kindsight.

That’s where the Advancement Learning Network (ALN) steps in. ALN is a diverse association of human resource, organizational development, and technical training professionals in the advancement sector of higher education. ALN was developed over a decade ago to create and maintain professional relationships for these learning professionals. Members from the US and Canada share knowledge about their experiences, lessons learned, trouble-shooting techniques, and actual deliverables (ranging from workshops, to job aids, to performance management forms and processes). 

Specifically, the ascend Training Network (ATN) cohort, composed of ALN members and created in 2019, supports higher education institutions with their ascend implementations by weaving together fundamental community support, strategic change management, and shared experiences. Their proven methods empower organizations to not only adopt CRM systems successfully but to thrive within them. 

ATN’s role in elevating education & training

Tackling the learning curve with confidence

Complex CRM systems require users to master not just new tools, but also new terminologies, workflows, and data structures. Without proper support and change management, this transition can overwhelm staff. ATN helps to ensure institutions feel prepared by addressing foundational concepts and practical applications needed for success. Their approach includes: 

• Building vocabulary and system familiarity early: Through guided resources and supportive workshops, ATN helps staff familiarize themselves with essential system navigation and terms, ensuring smoother transitions to specialized functionalities.
• Custom pre-onboarding programs: ATN offers feedback on tailored microlearning videos, gamified educational tools, and role-specific training to provide a head start before the CRM even goes live.
• Peer-led collaboration: By facilitating interactive workshops where members share templates, guides, and tips, ATN helps create practical solutions tailored to the unique needs of each institution.

This proactive and personalized approach reduces the initial stress of CRM adoption and positions teams for long-term success.

Tailored training for every institution

One of ATN’s most valuable contributions is its ability to collaborate to customize training programs to the distinct needs of every institution. Higher education organizations vary widely in their goals, structures, and challenges. ATN collaborates closely with each client to identify specific pain points and develop a training strategy that is both relevant and effective.

Participants also have access to a network of peers who generously share tested materials, processes, and insights. This collaborative atmosphere inspires innovation and ensures a more seamless workflow within any institution’s unique advancement framework.

How ATN builds a supportive community

Creating connections that drive success

For anyone leading or participating in a CRM system implementation, overwhelm and uncertainty can feel inevitable. But ATN transforms these challenges into opportunities for growth by fostering an inclusive, judgment-free community.

Through regular bi-monthly meetings with scheduled agendas, ATN provides spaces where members can connect, problem-solve, and share thoughtful solutions. These community connections are one of the network’s greatest strengths. ATN members don’t just overcome obstacles; they work through them together.

Collaborative problem-solving in action

ATN’s bi-monthly gatherings focus on solving real-world CRM challenges. Discussions are highly practical and focus on areas like:

• Networking with other Ascend universities
• Providing an opportunity for open forum for conversations related to all aspects of the training journey 
• Discussing onboarding and go-live techniques 
• Navigating change management to assist with user adoption 
• Sharing training resources (ranging from course outlines, announcements, user guides, quick reference guides, etc.) 
• Providing demonstrations of certain functionality to better understand how others overcame hurdles 

These conversations often lead to breakthroughs. For instance, a training innovation at one institution might get shared with others facing similar hurdles, turning individualized progress into collective success.

Expanding support with cross-campus collaboration

Beyond the walls of a single institution, ATN prioritizes cross-campus collaboration across universities, creating even broader opportunities for shared success. Created in 2019 as a cohort of four universities (Notre Dame, MSU, Utah, and CU), ATN has grown to over 15 institutions and counting. 

ATN’s expertise in change management

Leading change with a human-centered focus

Even the best technology investments can falter if change management doesn’t account for the human element. Resistance to change is natural, especially when staff feel unprepared for the adjustments ahead. ATN urges members to make change management central to their implementation strategy by:

• Securing leadership endorsements early: Leadership buy-in is critical to ensuring teams have the time, space, and encouragement to learn a new system.
• Tailoring training by role: Training that matches a user’s day-to-day work is more likely to succeed.
• Opening transparent dialogue: Clear, two-way communication inspires confidence by creating a shared understanding of the “why” behind the change.

Teams that extend their education efforts with thoughtful change management strategies often see higher levels of engagement, lower turnover during rollout, and more successful adoption outcomes.

Avoiding the pitfalls of poor change management

Institutions that overlook change management risk facing staff burnout, delayed transitions, and reduced morale. ATN combats these issues with a data-informed approach to education and stakeholder engagement, prioritizing learning time, creating understanding around CRM benefits, and addressing concerns openly. 

This inclusive and proactive process drastically reduces the risks that can make CRM rollouts feel overwhelming and chaotic.

Transforming anxiety into achievement

Many institutions come to ATN with feelings of uncertainty and doubt about how their CRM implementation will unfold. By working with ATN’s community, that anxiety is replaced by confidence. Participants not only learn the skills for a successful rollout but also build the capacity to continually improve long after the system is live. ATN’s ripple effect improves retention, strengthens system adoption, and fosters collaboration at all levels of an institution. In the end, ATN wants to empower institutions to thrive, and does so through its robust community networks and strategic guidance. 

Elevate your CRM implementation strategy with ATN

Every higher education institution deserves a smooth, successful CRM implementation—but getting there requires more than just technology configuration. Whether you’re looking to train staff on the fundamentals, expand cross-campus collaboration, or implement change management strategies, ATN can help you reach your goals. Tap into their proven methods today and unlock your institution’s full potential for growth and success.

The post Empowering higher education: How ATN drives CRM success through training, community, and change management appeared first on Kindsight.

In this article, we’ll take a closer look at the essentials of nonprofit corporate partnerships and share practical tips to help your team find and build long-term relationships.

What are nonprofit corporate partnerships?

A nonprofit corporate partnership is when charitable organizations and for-profit companies come together in pursuit of a shared goal. While some partnerships are linked to a single event or limited timeframe, others evolve into long-term initiatives that bring huge benefits to both organizations. 

Understanding different types of corporate partnerships

From financial support to volunteer opportunities, partnerships with for-profit companies can unlock all kinds of creative possibilities. Here are some of the most popular:

Grant-based giving 

The most traditional form of corporate philanthropy, companies donate a portion of their profits through a foundation, typically through a formal application process. 

Workplace giving

Think individual giving, but in a company context. Employees make direct donations to nonprofit organizations through their paycheck, or via ‘Charity of the Year’ partnerships. 

Corporate matching gifts 

A great way to engage employees, companies offer matched-funding to people raising money as part of challenge events and fundraisers.

Corporate sponsorship opportunities

Is your event short on budget? Corporate sponsorships are a great way to close the gap, with companies paying to support an event or program in exchange for brand exposure. Make sure to use proven effective ways to ask for an event sponsorship.

Skills-based volunteerism

Also known as pro-bono support, employees donate their time and skills to advance a nonprofit’s mission — for example by providing legal support at no cost.  

Cause marketing

A personal favorite, cause marketing is a truly creative process that sees companies donate a percentage of product profits to a nonprofit organization, often co-branding initiatives to help raise awareness and boost sales.

The benefits of building nonprofit corporate partnerships

With so many options available, it’s no wonder nonprofit organizations want to develop corporate giving programs. For many, these partnerships aren’t just a way to raise money. They are also an important opportunity to expand their reach and build their brand profile.   

For companies, nonprofit corporate partnerships don’t just provide a way to give back. They are also a strategic business decision — one that can help boost employee engagement, raise visibility through corporate sponsorship, and build their reputation for corporate social responsibility.  

10 steps to building great corporate nonprofit partnerships

With over six million for-profit companies (employer firms) registered in the US, launching a new corporate giving program can feel overwhelming. The following steps are designed to help you navigate this, find potential corporate partners, and build productive, long-lasting relationships. 

Step #1: Understand your value

Successful partnerships are built on shared value and will offer for-profit companies a clear win-win. Before you start researching potential corporate partners, take some time to understand your nonprofit value proposition. Questions to ask include:

• Why should for-profit companies choose you?
• What unique benefits or value can you offer?
• How will you engage company employees? 
• Can you offer exclusive experiences, like program visits? 

While most nonprofit organizations offer impact stories and data, it’s the extras — think shared PR, corporate sponsorship and volunteer opportunities — that will set your organization apart. 

It’s also important to consider how your nonprofit organization can help for-profit companies reach their business and corporate social responsibility goals. Being able to clearly articulate this added value is key to building strong, successful partnerships.

Top tip: Why not use a tiered partnership model that offers clearly defined benefits for different levels of corporate philanthropy? 

Step #2: Focus your search

No business will give “just because.” Map out the industries and sectors that align with your nonprofit’s mission. For example, if you’re a health-focused nonprofit organization, you might explore partnerships with pharmaceutical or medical device companies. If you’re in education, publishers, digital learning platforms, or tech companies could be a good fit.

Top tip: Review your current donor base to see if any companies show up more than once. This could be an opportunity to start deepening your relationship. 

Step #3: Identify top potential corporate partners

Once you’ve defined your target sectors, start researching individual companies. To find your top prospects, you will need to rank them against a clear criteria. For example:  

• Strategic match: How closely do your mission and values align?
• Giving patterns: Who do they give to, how much and how often?
• Commitment: Have they publicly committed to delivering corporate social responsibility?
• Brand reputation: Are there any ethical concerns surrounding company practices?
• Connections: Do yo have any connections or contacts you can leverage?

Top tip: Don’t go it alone! Use prospect research tools like Kindsight’s iwave to uncover valuable insights into company giving histories and priorities.

Step #4: Connect with the right people  

Once you’ve identified your potential corporate partners, you need to find a point of contact. Some companies will have a very clearly defined process, guidelines, and connection point. Others will require a little bit more background research. 

It’s worth the effort. Taking the time to find and connect with the right person will increase your chance of a positive response.  

Top tip: Don’t just reach out to C-suite leaders. Managers and coordinators are often more accessible and willing to engage in discussion around nonprofit corporate partnerships. 

Step #5: Map your networks 

You don’t need to be an influencer to have a powerful network. Even if you’re early in your career, you will be surprised how many people you know. Add your team, board, and CEO into the mix, and you’ll soon build a map of contacts who can help open doors.   

Top tip: You can use LinkedIn to search for team members at your target company and check for any first or second connections. Don’t hesitate to ask for an introduction!

Step #6: Count conversations, not cash 

Good partnerships take time. Unless the company has a formal application process, sending a proposal too soon can turn people off. At this stage, your goal is to start a conversation. The more you have, the more likely you’ll receive an invitation to apply.   

Framing your work this way— counting conversations before cash — can help take the pressure off. It’s also a great way to track your progress and see momentum build over time. 

But what to say?

Your approach will vary depending on who you’re talking to, and whether or not it’s a warm or cold lead. That said, it’s important to keep your first message short, friendly, and professional, with a clear signpost to next steps.

Here’s a simple structure you can follow:

• A catchy opening
  Grab attention in a warm, relevant way. Reference something timely, shared, or specific to the person/company.
• Introduce your nonprofit organization
  Keep it brief! Just one or two lines on who you are, what you do, and why.
• Explain why you’re reaching out
  Be clear: you’re exploring potential partnership opportunities, such as X, Y, or Z.
• Strategic alignment
  Highlight how your missions overlap and the value your organization can bring. 
• Ask for a conversation
  Suggest a quick meeting or call to explore alignment further — keep it low-pressure.
• Close with thanks
  Always end on a polite note with gratitude and a simple sign-off.

Top tip: If it feels right, why not share a few light marketing materials? A simple brochure or flyer can add credibility and context to your message without feeling overwhelming. 

Step #7: Get to know your prospects

Once the conversation’s started, take every opportunity you can to get to know your donor, their needs, motivations, and priorities. You can use this information to build a truly bespoke proposal that will improve your chances of success. 

Top tip: Wherever possible, involve your prospective donor in shaping your ask. The more involved they are, the more invested they’ll be in a successful outcome!

Step #8: Prepare a compelling proposal

If you’ve got to this point, you’re already winning — so take some time to recognize your progress. While there’s no single format for the proposal you submit (they should each be highly tailored),  a good submission usually includes the following elements:

Executive summary
No one should have to skip to the end to see what you’re asking for. Start your proposal with a clear summary of the need, your goals, and the ask.

The challenge
Now’s your chance to tell your story. Explain the social issue you’re addressing and how your organization is making an impact. Share your expertise, headline results, and impact. 

The opportunity 
Now is the time to sell. Show how your work aligns with the company’s goals and how their support will benefit you — and them!

The idea
You’ve sparked their interest, so now it’s time to get specific. Share details on your proposed nonprofit corporate partnership, how it will work, and the roles of each partner. 

The benefits of partnering with you
Reinforce the value your organization brings. Highlight your unique strengths and the opportunities you offer, using your list from Step 1 to showcase what sets you apart.

Case study
Include an example of a similar partnership or project that highlights the impact of your work. This builds credibility and creates an emotional connection with the reader. 

Budget
Provide a clear breakdown of the financials involved, including what funds will be used for and any specific contributions required. Always be transparent and realistic about costs!

Other relevant information
Before closing, include any relevant additional details such as timelines, deliverables, or specific resources required.

A final call to action
End your proposal with a clear, compelling call to action that leaves your potential corporate prospect in no doubt as to what they should do next. 

Top tip: If you have the resources, consider getting your proposal professionally designed to help the receiving company picture how your brands could look together.

Step #9: Follow up and keep heart

Once your proposal is in, be sure to follow up. Don’t lose heart if it all takes time or the result is not what you expected. Building strong corporate giving programs can take years. Take a breath, ask for feedback and keep on going. Just because you weren’t successful this time, doesn’t mean you won’t be the next. 

How to maintain and strengthen corporate partnerships

Remember, the work doesn’t stop when the agreement is signed. To ensure partnership success and longevity, you need to build a relationship that maintains momentum over time — and with that, we come to our final step: 

Step #10: Focus on the Journey

Every corporate partner will need a bespoke donor journey. This will include all reporting and technical elements of your agreement, as well as some added extras. Keep the momentum going by regularly checking in, sharing ad hoc updates and organizational news. If it’s appropriate, you could even offer additional corporate sponsorship opportunities, or invite organizations (and their employees) to join challenge events or a behind-the-scenes tour.  

Examples of successful nonprofit corporate partnerships 

Looking for some inspiration? Here are few popular nonprofit corporate partnerships to help spark some ideas and creative thinking:

• Ralph Lauren and their “Pink Pony” campaign

A great example of cause marketing that turns their iconic logo pink. 100% of the purchase price is donated to Ralph Lauren’s fight against cancer. 

• Costco and the Children’s Miracle Hospital Network

Every May, customers across the US are given the chance to donate when they buy online or directly at a Costco warehouse. 

• Duolingo promotes employee engagement

Social impact activities include programs that encourage employees to join nonprofit boards, corporate matching gifts, and volunteer opportunities at local nonprofits. 

• CVS in support of the American Heart Association

More than a campaign, “Go Red for Women” is a movement that encourages people to wear red to mark World Heart Day, buy branded items, and donate at CVS registers.

Final thoughts 

Few areas of fundraising offer more room for creativity, innovation, and impact than corporate partnerships. Just remember: sustainable programs take time. Do your research, build real relationships, and create tailored, value-driven proposals — and you’ll have all the ingredients you need for success. 

The post A fundraiser’s guide to nonprofit corporate partnerships appeared first on Kindsight.

Most people believe the key to a successful school fundraiser is selecting the best idea.

It’s true that many fundraiser ideas indeed have a range of revenue generation potential. 

For example, a bake sale for the local high school might have a revenue range of a few hundred to a few thousand dollars, whereas an alumni network fundraising campaign for a university could earn anywhere from six figures well into eight figures. 

However, the revenue you earn within that range depends largely on key variables within your control, such as strategic planning, thorough research, and community involvement.

Below, we categorized some of the most popular fundraising ideas for schools based on revenue-earning potential and the effort required, and we’ll also discuss how you can strategically plan and execute these ideas to maximize revenue.

Short-term fundraisers for schools

These short-term fundraising ideas are for you if your goal is to raise a few hundred or a few thousand dollars. They’re relatively easy to execute and can be completed in a matter of days or weeks. 

These are also excellent fundraiser ideas if you plan to primarily leverage students to execute the fundraiser, as many students from elementary school to university can assist with these fundraiser campaigns.

Elementary and middle school fundraising ideas

Effective fundraising ideas for elementary and middle schools often involve one-off events, product sales, and donation drives.

One-time events

Some popular one-time events for elementary and middle schools include:

• Bake sales 
• Car washes
• Movie nights
• Talent shows
• Field days
• A school sleepover, in which you invite students to sleep in the school gym under teacher supervision while the parents take a night off

A one-time school fundraising event is an effective idea because it only lasts a few hours and students often enjoy participating, making it easier to promote and drum up excitement.

To get started, survey your community and ask them which type of fundraiser they would enjoy the most. The best fundraiser idea is ultimately the idea your community is most excited about, as word of mouth will be the best promotion.

Select a date and time and begin planning it at least eight weeks in advance so you’ll have plenty of time to promote the event.

Next, enlist a group of volunteers who will help you manage the event. The best volunteers are often parents, teachers, and other community members who will benefit from the fundraiser. 

To promote the event, list it on the school’s social media page and ask your volunteers to act as ambassadors and share it on their social media profiles.

You can also host a “share” contest to amplify promotion. For example, you can reward the person who generates the most social media engagement with a free basket of baked goods, a free car wash, etc.

Following the event, analyze the promotional efforts that worked the best and note those so that you can replicate them at future events.

Product sales 

These events are easy to run as students and ambassadors do most of the selling for you. It’s also a fantastic way to educate students about sales and finances.

In addition, unlike one-time events that can be ruined or canceled due to rain or other unforeseen circumstances, product sales typically last for several days or weeks so that your profits aren’t dependent on the perfect execution of a single day.

The challenge with these events is that students must be motivated to sell.

To make product sales successful, give students (and parents if they’re involved) specific scripts to sell the products and a list of potential prospects they can target (their neighbors, friends from dance class, etc.). You can also provide social media scripts to help students promote it online.

To further encourage student participation, create a leaderboard that tracks the top-selling students and provide mini rewards for the top sellers of each week and a grand prize for the overall top seller. 

You can also ask the top sellers to reveal their selling strategies to help others improve their sales.

Donation drives

Drives are relatively easy to manage and are highly profitable. You can either collect donated items to give directly to students or families that need them (such as school supplies or long-life pantry items) or collect donated items to sell to an organization and keep the funds.

Example: Shoe drive

To run a shoe drive, students collect and donate shoes to you. Then, you partner with a shoe drive facilitator like Funds2Orgs, and that organization calculates the value of the shoes and writes you a check.

The biggest challenge with a drive is getting students actively involved.

To market your campaign, create a social media contest and offer a grand prize to the student who generates the most reach and engagement promoting the event. For example, you can ask them to use a specific hashtag to promote the campaign and then measure who attains the most reach using that hashtag. You can also offer awards for the most creative videos promoting the shoe drive.

You can also ask the PTA and other community organizations to promote the fundraiser to their members.

If you need more help, many shoe drive facilitators also offer marketing tools and advice to help you collect more shoes. 

High school and college fundraising ideas

The following ideas are great for involving high school students and college students either as part of the attraction or as digital peer-to-peer promoters. Keep in mind that any high school fundraising ideas you implement will have more parental involvement than the same ideas applied in a college setting. For ideas to encourage giving from college graduates, see our dedicated article on alumni fundraising.

Sports competition

People love attending sports events and are accustomed to paying for this kind of entertainment. 

This means sports competitions are excellent fundraisers as the public genuinely enjoys these events, and friends and family of the athletes are more likely to attend to show their support.

Marketing sports competition fundraisers is also easier because the athletes want to talk about the event with their friends and family.

You can have fun marketing the event on social media by recording videos of the players practicing and then tag them in social media posts to further spread the word.

Another reason why sports competitions are excellent fundraisers is because you can monetize them in multiple ways. For example, you can sell food, merchandise, and other items at the event to boost the total revenue.

Crowdfunding campaigns

Crowdfunding campaigns are great because you can set them up in a day or two and execute the entire campaign online. 

You can use a platform like 99Pledges or DonorsChoose to create and sell different types of campaigns. 

To promote your crowdfunding campaign, write a compelling description of your mission and how you’ll use the donations.

Creating a heartfelt video to promote the cause is also a great way to promote the event. Reach out to your list of past participants and ask if they’d give a quick video testimonial outlining how much fun they had participating, how they hit their donation goals, and how it made them feel connected to their community. 

To further promote the campaign, recruit a group of students and/or high-profile ambassadors and ask them to share it on their social media profiles. You can also reward the person who generates the most engagement.

Another fun promotion idea is to ask people to create their own social media content (such as a TikTok video) promoting the event and give a prize to the person who generates the most engagement on their content.

Peer-to-peer fundraisers

Peer-to-peer fundraisers are similar to crowdfunding campaigns, though instead of relying on you to manage the entire campaign, these fundraisers leverage students and the community to create their own fundraising pages.

Then, the students and community members promote their own individual fundraising pages to their friends and family online through social media or email. 

The benefit of these fundraisers is that students tend to take more ownership of the campaign and promote it more enthusiastically than if they just share a crowdfunding campaign you created. As a result, they can generate more donations.

The downside of peer-to-peer fundraising vs crowdfunding is that they can be a bit more challenging to manage as you’ll have to monitor hundreds or even thousands of fundraiser pages. There are peer-to-peer fundraising platforms that make it easier to track donations across various student pages.

Check out our list of 40 peer-to-peer fundraising ideas to inspire you!

Community charity runs/walks for all levels of education

Charity runs and walks allow you to tap into the local community rather than just your school community. This makes them suitable for all levels of education. It also makes them potentially more profitable than fundraising initiatives that are limited to your school or institution.

To organize a run or walk, collaborate with your city to ensure you can create a safe route. Depending on the size of your run or walk, you might need permission or assistance from the local police department.

It’s also a good idea to check in with your legal department to ensure your organization is protected if someone gets injured. Ensure your insurance will cover you in the event of an accident occurring. 

Once you have all the necessary paperwork, begin planning the event by choosing a pricing model. To maximize revenue, offer different pricing tiers. For example, you can make it relatively cheap to enter the walk/run (say, $10) and then offer higher pricing tiers, including upsells, like limited edition t-shirts, a special lunch/dinner following the event, and special recognition for their support.

Give people the opportunity to sign up for these higher pricing tiers before the event, and when they arrive, offer them the opportunity to join a higher pricing tier again.

You can also offer other items for sale during the event, like merchandise and baked goods, to generate more profits from the event.

In addition to maximizing participant revenue, you can target local businesses and offer sponsorship opportunities. For example, you can allow them to post a banner, include their brand logo on your website, and promote it on social media.

To promote the event, post flyers around the town and ask all of your sponsors to share on social media that they’re sponsoring your event. 

Medium-term fundraisers for schools

If your goal is to raise anywhere from four to low five figures, these medium-term fundraising ideas are excellent vehicles to help you achieve those goals. 

They require a little more organizational effort than the short-term fundraisers mentioned above, but they yield higher returns and are a great option for grade schools, colleges, and universities. 

Raffles

Raffle fundraisers can be highly lucrative, depending on the prize you select. 

For example, if you partner with a car dealership and give away a car, you can probably sell a ton of tickets for a relatively high price.

The most challenging aspect of raffle fundraisers is finding great partners with enticing prizes.

Some highly lucrative raffle prizes include cars, paintings, and vacation packages.

However, it doesn’t necessarily have to be a major prize. It could also be a free class, a nice dinner, furniture, or a gift basket.

To find and choose partners, reach out to local businesses and pitch to them that they’ll receive free marketing by donating a good or service to your raffle.

The key is to make sure that the raffle prize is relevant to your target market (parents, teachers, or students). For example, a wine basket may not be appropriate if you’re doing fundraising for an elementary school.

Once you have several partners committed to your raffle, ask them to promote it on their social media pages, email lists, and websites to amplify reach.

Auctions

Auctions are similar to raffles, though instead of selling tickets, you’re using the proceeds from the sale to raise money.

To collect auction items, reach out to local businesses and tell them about your auction and how donating an item or service will give them free marketing. You can also research the tax benefits businesses receive for donating an item and present them to donors. 

Once you have collected the items for consignment, ask the businesses to promote the auction and their donated item(s) on social media and their websites to generate more reach.

You can run your auction online, host a live event, or use a hybrid model.

While hosting a live event may be more costly, it can be much more profitable depending on your chosen venue.

First, you’ll be able to sell other items (event tickets, food, etc.).

Second, people tend to bid higher in front of their peers, as giving is often considered a sign of status. 

If you don’t have the resources to host a live auction, online auctions are also excellent options as they require fewer resources to execute and more people may participate as it doesn’t require them to take time out of their day to attend an event. 

Grant writing

Plenty of government grants are usually available that provide educational institutions access to support for different initiatives. 

You can view a full list of grant opportunities on the US Department of Education’s website, many of which are available to nonprofit organizations. 

These grants range from a few thousand dollars to well over six figures, though you typically have to apply for them.

One option is to hire a grant writer to write your grants for you. Find one who is knowledgeable in the process and has previous experience writing similar grants. 

As you’re hiring a grant writer, ask them for past work examples and how they approach the grant writing process. Ideally, hire someone who has written (and won) grants similar to the ones you’re applying for.You can use a platform like Grant Writer Team to find and hire excellent grant writers. 

If you want to write your grant proposals in house, you can leverage grant-writing tools to guide you in the process. There are some AI tools made specifically for this purpose that can provide you with samples, first drafts, and help you improve your proposals based on best practices. 

Long-term fundraisers for schools

If you’re looking for fundraising campaign ideas that generate recurring revenue, we’ll introduce you to a few different options below.

Most of these fundraisers require extensive research on the specific donors you plan to target and more personalized asks. 

Nevertheless, they can yield millions of dollars and are often game-changing for higher education fundraising, including colleges and universities. 

Alumni network fundraising

With alumni fundraising, you can channel a sense of pride and ownership into a lucrative fundraising strategy. Alums are often the best prospects for your campaign because they have an affinity for your educational institution and are therefore more likely to provide a generous donation. Certain colleges received donations from up to 46.6% of their alumni in the 2022-2023 academic year, with a national average of 7.7%, so the percentage of alumni who choose to donate will depend on trends in your institution.

Sending the same generic donation request to all of your alumni isn’t a great strategy as your ask won’t necessarily match that alumni’s giving capacity, and they may not have an affinity for the particular program you plan to use the money to fund. 

In addition, generic messages asking for money that lack personalization are somewhat tactless and often yield poor results. They can also tarnish the reputation of your institution.

Prospect research software allows you to quickly find the best alumni in your network for the mission of your fundraiser.

Specifically, it provides historical donation history so that you can target those with a proven affinity for your mission and make a reasonable donation ask that maximizes revenue without making an embarrassing over-ask. 

Planned giving programs

A planned giving program may be an excellent option if you’re seeking large checks (six and seven figures). In these programs, donors agree to give the school, college, or university a specific amount of money at a future date (often at the time of death). 

The benefit of these programs is that they can yield large sums of money, though the exact date your educational institution will receive the money is often unknown. 

As most donors choose how they allocate their assets after their passing, it’s a highly sensitive topic, and having a hyper-personalized message is critical.

Again, you can use prospect research software to identify the best prospects based on their historical donation history and mission affinity. 

It also provides alerts on donation and financial status activity so that you reach out to the right people at the right time. 

These negotiations often involve many parties, as there are plenty of tax and legal complications, so negotiations may go on for months. We recommend that you work alongside a fundraising team to get the contract signed and ensure all paperwork is properly in order.

Corporate sponsorships

Corporate sponsorships are also excellent methods to generate six and seven-figure donations, as corporations receive significant tax benefits for giving.

Most corporations already have a portion of their profits allocated to charitable donations, so the key to winning donations is to clearly articulate why your mission is most impactful and how donating will benefit them.

Keep in mind that tax benefits aren’t the only benefits corporations value. If you can provide social capital (introducing them to important people) or simply make the donation process easier than other organizations, you’re more likely to win that corporation’s support.

Perhaps the most important aspect of launching a corporate sponsorship program is identifying the right corporations (e.g., high affinity for your educational institution’s mission, right-fit giving capacity, recent donation activity, etc.) and the right contacts within those organizations. 

Capital campaigns

Capital campaigns prove to be highly effective when your goal involves raising funds for a large-scale project, such as the construction of a new building. 

Unlike the other large fundraising ideas on this list, capital campaigns have a set start and end date, and time is, therefore, a critical variable that can significantly impact the success of your campaign. 

Capital campaigns typically require a team of fundraising professionals to execute.

You can automate processes and save time with prospect research software. For example, you can find right-fit prospects with predictive modeling and analytics and ensure you make an appropriate donation ask based on wealth-screening results. Affinity calculations help organizations significantly improve conversion rates.

Quality marketing 

Many of the largest donors already plan to make donations to important causes, but they usually thoroughly research different organizations before committing to a single organization.

One of the best ways to generate more donations is to get in front of your ideal donors while they’re researching different organizations.

Contact the websites that rank at the top of Google for terms like “best school programs/colleges/universities to donate to” and pitch your program to them for inclusion in the list.

Assign a spokesperson to speak on podcasts and attend relevant events to discuss your mission.

You can also create an inbound marketing strategy by filming videos of your school, college, or university’s impact and posting them on social media.

After experimenting with several marketing campaigns, identify which drove the most success and invest more into similar strategies. 

Start your educational fundraising project today

Once you select your fundraising idea, the amount of money you raise will depend largely on your strategic planning, donor research, and execution. For smaller projects, you can make fairly generic asks to students, parents, and the local community. Larger projects will require you to find right-fit prospects and make personalized asks. 

Prospect research software allows you to find alumni, corporate sponsors, and donors with an affinity for education and the capacity to contribute significantly to your goals. Reach these people with the right message at the right time to boost the effectiveness of your fundraising efforts and secure the funds your institution needs to further its impact this year! 

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