Optimising your fundraiser page

You've set up your fundraiser page, and now you want to take it to the next level. This article outlines how to create a compelling story that inspires supporters to give. Read on for prompts and examples based on our fictional community kitchen charity to get you started.

Setting a goal

• If you’re just getting started on your fundraising journey, review your budget and identify what funding gaps need to be filled.
• Take stock of your existing donor base, even if it's small - how many people do you expect to be able to reach, even via your team’s personal networks - this is a great place to start!

Start small, and increase as you go.

• If your Individual Giving programme is just getting started, or in its early phases, focus on acquiring more new donors with lower donation value, rather than large donation amounts - having a more accessible goal will enable a broader range of donors to make a smaller initial gift which can, with the right nurturing, grow into something bigger. It’s easier to upgrade existing donors than to find donors that give larger amounts.
• Internally, set a goal for the number of donors you'd like to see in this campaign, as well as the goald for total funds raised.
• When you hit your initial goal, celebrate the milestone with your community and then increase it to push that bit further.

Title

Your fundraiser title is one of the first things donors see, so make it count. Choose a title that's clear, engaging, and connected to your mission. Use language that calls people to action like ‘help’, ‘support’, or ‘donate’.

For example, "Backpacks for Bright Futures: Help 200 Kids Succeed" or "Feed 500 Families: Support Our Community Kitchen." Keep it concise but powerful to inspire action.

Fundraiser banner

Image:

Make sure your image attracts attention and encourages supporters to read the rest of your fundraiser. It should help to convey the story of your campaign and the cause you’re fundraising for.

Video:

Research shows that 72% of donors are very likely to donate to a charity after watching a video about their work and donors who watch fundraising videos are 48% more likely to make a donation. Use video where you can to build trust and connect with your supporters.

You can also hyperlink to further video content from the main body of your fundraiser to help tell your fundraiser story.

Storytelling

It takes only 7 seconds to make a decision based on gut feeling. That's why the aim of your fundraiser story should be to make supporters feel something. When people feel a connection to your cause, they're more likely to invest in it.  They don't need to know every tiny detail about your organisation and its impact (amazing though it is)!

Your fundraiser's story is the heart of your campaign; it's what inspires people to donate and share your cause. Here's how to craft a compelling and impactful message that resonates with your audience: use vivid language, share relatable stories, and showcase the real-life impact of donations.

Set the scene

• Outline what you’re raising money for and how it ties to your mission.
• Be as specific as possible to showcase the impact donations will have to help your supporters empathise and connect with your cause.‍
• Outline the challenge + why it’s important to address it. If you can connect it to a specific person or group to make the story more relatable, do so.

For example:

Help us raise £15,000 to equip our new community kitchen that will serve 500 meals weekly.

The reality of food insecurity in London is stark. According to the 2021/22 Survey of Londoners, 16% of adult Londoners experienced food insecurity, leaving them unable to afford or access nutritious food. This translates to a significant number of our neighbours facing the daily struggle of hunger.

Meet John. He's a hardworking single father of two young children who recently lost his job. With mounting bills and limited savings, John finds himself struggling to put food on the table for his family. He often skips meals himself to ensure his children have enough to eat, but the constant worry and stress are taking a toll on his mental and physical health.

Break down the impact of donations into tangible outcomes

Keep it simple and direct. For example:

Your generous donations will directly impact the lives of individuals like John.

Here's how:

• £25  will purchase fresh, high-quality ingredients, to create meals for one person for a week.
• £50 will support two children through the ‘Kid’s Corner’ programme where children can enjoy healthy snacks and participate in educational activities.
• £100 will feed a family of four for a week.

By supporting our community kitchen, you are not just giving a meal; you are offering hope, dignity, and a brighter future for individuals like John and his family.

With your help, we can achieve our goal of raising £15,000 to open a new community kitchen and serve 500 nutritious meals a week to those who need them most.

Encourage people to take immediate action and highlight the power of match funding

For example:

Any contribution, big or small, will make a huge difference.

All you need to do is:

• Donate - for example, £50
• Share your unique referral link with your friends and family: spread the word!
• Get two or more friends/family donate via that link
• Your generous contribution will be doubled - £50 becomes £100!

Your friends will also get unique links to spread the word and increase the impact of their own donation - and so it continues. This creates a ripple effect of giving; the more donations we can double, the bigger the impact we can have together!

Create a Sense of Urgency

Set a specific fundraising goal and deadline for the fundraiser. Provide information (if possible) about how and when the donations will be used so that supporters can stay up to date with how their donations are impacting your cause. Provide regular updates on progress towards the goal via your social channels and email communications.

Now your fundraiser is up and running, check out our article on how to promote your fundraiser.

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