As a fundraising coordinator, you know that marketing a fundraiser can be challenging—especially when time, resources, and expertise are limited.
But the good news is that you don't need to be a marketing professional to generate excitement and increase participation around your fundraiser.
In this guide, you’ll hear from RaiseRight’s very own marketing team. We'll share simple yet powerful strategies and wise words around fundraiser marketing—whether you're organizing a special event, product sale, crowdfunding campaign, or RaiseRight program.
Let's get started!
1. Don't go it alone
It’s easy to feel like the weight of managing and marketing a fundraiser rests solely on your shoulders, but you don’t have to do it alone.
"Don’t put it all on yourself," advises Kim Perila-Schlink, Senior Director of Marketing. "Recruit people to help spread the word. Look at your highest 'super' users and see if they can share their experiences or even speak at an event to encourage others."
Chief Marketing Officer Mike Turner agrees. "Ask for help. Utilize the network effect. Build a fundraising squad."
You can also consider getting leadership involved. "Sometimes it just takes a little extra nudge from authority or leadership to get the ball rolling," says Kim. "If the head of your organization is enthusiastic about your fundraising idea, have them send a message to encourage action."
2. Build excitement with contests or incentives
Use contests or incentives to make your fundraiser marketing exciting and engaging.
Billy Lawler, Senior Product Marketing Manager, emphasizes, "Everyone likes fun, friendly competition, and they'll be motivated to win prizes or freebies." Kim adds, "Hosting a contest is a great way to encourage new signups and participation."
At RaiseRight, we've seen organizations succeed when incentivizing signups. Kim recalls a memorable example: "I visited a school in Chicago where the principal offered a $50 discount off the family's fundraising minimum for anyone who signed up for RaiseRight at their open house event. That night, the school saw a surge in app downloads and new signups. Plus, all the new signups were entered into a drawing for a gift card."
3. Try different channels to reach your audience
Fundraiser marketing is all about reaching people where they are, in a way that's most effective for them.
"You don’t need to overcomplicate it—use simple methods like posters, flyers, or emails to reach your audience," Kim suggests. Hanging posters at school events or sending flyers home in kids' backpacks can also capture the attention of families who might not be active on digital channels.
Rachel Felix, Growth Marketing Manager, echoes the importance of diversifying your advertising tactics. "Create multiple versions of your fundraiser marketing materials to see what resonates best for your audience."
Once you find a solution (or a few) that works well, stick with it. Consistency across these touchpoints will ensure your fundraiser stays at the top of your supporters' minds.
4. Create professional, polished marketing materials
While you don't need to be an artist to make flyers or social posts, you should ensure your fundraiser marketing materials are professional and easy to read. Billy recommends using free, beginner-friendly tools such as MailChimp or Canva to give your fundraiser marketing a professional upgrade.
Be thoughtful in the way you design your materials, too. "Use a strong visual hierarchy—place the most important information in large, bold fonts, and ensure your flyer or social media post isn’t cluttered," says Jose Esparza, Digital Designer.
Some additional design tips from Jose:
- Use high-resolution photos and illustrations
- Stick to 2-3 main colors that align with your brand
- Stick to 1-2 fonts max (one for headings, one for body text) and avoid using decorative fonts that are harder to read
- Ensure dimensions are optimized for the platform or format
Jose also emphasizes the importance of maintaining a consistent branding strategy (more on this later): "Branding builds trust and increases recognition. When you have consistent colors, fonts, and imagery across your materials, your fundraiser will appear more professional and organized." This further creates confidence in potential participants and increases the likelihood of their engagement.
5. Leverage the power of social proof
When marketing a fundraiser, word-of-mouth is one of the most powerful tools at your disposal. "How many times have you tried something based on the recommendation of a friend or trusted person?" asks Billy.
Social media is also a powerful tool for sharing real stories, building trust, and inspiring others. By using storytelling to highlight real-life examples and showcase tangible impact, your audience can visualize the difference their support can make, making them more likely to get involved.
Michelle Leung, Brand and Content Marketing Manager, adds, "Share your most compelling stories and aim to inspire emotionally and practically. Don’t just explain what you're raising money for—show how that support can be life-changing for someone in your program or community. People want to know where their money or time is going, but they’ll feel even more connected when they see the real impact they’re making."
6. Be consistent in branding and messaging
As previously mentioned, staying consistent in your branding and messaging is crucial for building trust and recognition.
"Consistency in your visuals and messaging sends a clear, unified message and makes your fundraiser easier to recognize," Jose explains. "When people see repeated branding elements, they'll remember your cause more easily and would be more likely to engage. They'll associate your visuals with previous successful efforts, reinforcing their trust and willingness to give."
Michelle agrees and adds: "Your group should have a distinct identity. Think of your organization as a person—how would you describe them? What’s their personality? This should shine through in every aspect of how you promote your organization and generate excitement for your fundraisers."
7. Create a sense of urgency (then do it again)
There are many effective ways to instill urgency in your fundraiser marketing.
For example, you can tap into psychology to boost participation and remind people about the direct benefits they'll reap from joining your fundraiser.
Rachel suggests, "Come up with a compelling call-to-action for every message. Include words that highlight the value and benefit for the participant, like 'Start saving on tuition payments,' 'join for free,' or 'save on athletics fees.'"
Mike adds, "Think about the fundraising goal (based on your organization size) and drive urgency around achieving that goal in smaller increments. Do the backward math and calculate it into realistic targets to help participants understand how their involvement contributes to the greater cause."
Lastly, both Kim and Mike note, "Don’t just announce your fundraiser just once. Think of all the ways you can communicate the program; think maximum frequency. The more frequently you expose people to your fundraiser through multiple channels, the more likely they are to take action."
8. Simplify the ask for your volunteers
Let's face it—it's hard to get people to volunteer, especially if they're busy and already feeling overwhelmed.
"Start by empathizing with their concerns. Parents and supporters are bound to worry about the time commitment or complexity of the task," says Billy. By acknowledging these concerns and devising solutions, you can help remove barriers to participation.
Kim suggests: "Offer part-time volunteer shifts or smaller roles so people don’t feel overwhelmed by your ask. You can also suggest other ways of contributing that require very little effort, like sharing posts on social media or sending a few emails."
9. Train volunteers effectively
Engaged volunteers are crucial to the success of any fundraising effort, so ensure they're equipped with the right materials for marketing a fundraiser.
"Create resources that help volunteers get up to speed as quickly as possible," Billy advises. Simple, one-page PDFs, explainer videos, or slide decks can quickly familiarize your volunteers with key details.
Interactive training is also a great option. Billy explains, "Hosting live webinars or Q&A sessions where volunteers can meet each other before your fundraising event can help them feel prepared and confident."
10. Celebrate success and recognize contributions
Always remember to say thank you! Acknowledging the efforts of your participants and volunteers can boost morale and create a sense of accomplishment. "Celebrate people who are doing well," Mike suggests. "People like recognition, and it reinforces the impact they’re making."
This recognition can also create friendly competition, motivating others to get involved. "When families see others doing well, they’ll want to step up and participate more," says Kim.
Final thoughts
Marketing a fundraiser doesn’t have to be complicated—small, consistent efforts can make a big difference. You can maximize your fundraiser's success by enlisting help, communicating value, sending messages at multiple touchpoints, creating urgency, and making it easy for people to participate.
With these practical fundraiser marketing tips, you’ll be well on your way to reaching your fundraising goals.
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