It is through advertising that people will find out about your fundraiser. The way you market your fundraiser can make a huge difference in the success of your event.

What’s in a Name?

As discussed in Fundraiser Basics, the first thing people will see about your fundraiser is the name. In addition to a name, you may want to come up with a short slogan for your event. This name (and slogan) will appear on all printed materials related to your event, so choose it carefully. It should be catchy and memorable and, if possible, something that looks aesthetically pleasing when written. This will make your advertising more effective, regardless of how you choose to promote your event.

Analyze Your Target Audience

Before you decide on an advertising strategy for your fundraiser, you should give some thought to whom your target audience will be. Even though your target audience might span across multiple “categories,” you may find that creating a quick profile will help you more effectively promote your event. Try to determine the following information about the people you think are most likely to attend your fundraiser:

• Age range: Under 20, 20-30, 30-40, etc.
• Gender: Some events are specifically geared towards men or women.
• Family Status: Married? Single?
• Education: Highly educated? Moderately educated? Not formally educated?
• Political Ideals: Liberal? Conservative?
• Group Values/Religion: Will there be a lot of Christians? Vegetarians? Polygamists? Nudists?
• Common Interests: Is this an event for sports fans? Lovers of the outdoors? Pet lovers?

Once you have completed your audience profile, you can choose the right type of advertising to reach that audience.

Marketing Techniques

Finding Individual Donors for Your Fundraiser

You can let people know about your fundraiser through any media you choose. You can advertise your event through newspapers, e-mail/Internet, flyers/signage, or other outlets.

You may want to print a small hand-out that people can take with them. It could be as simple as a “save the date” style reminder, listing the name, date, time, and a few words about your event.

Finding Corporate Donors for Your Fundraiser

If you are seeking donations from businesses or corporations, you must contact them in writing through a marketing letter. All businesses will require a paper trail of their donations, starting with your original solicitation letter.

When selecting businesses from which to seek donations, choose businesses that are either located in close proximity to your event, or that have another reason to be interested in your cause. You should also consider coming up with some kind of donor recognition program to thank your donors for their generosity. Businesses also may agree to donate money or services to your cause in exchange for advertising.

Ad Sponsors

Your local newspaper or other print media may be willing to donate some advertising space for your cause. So-called “sponsorship” arrangements usually involve trading advertising space in exchange for sponsorship mention at the event. Other businesses may also be willing to indirectly sponsor your event by paying for a set-up service or donating food, beverages, tables, or other basic necessities for your event.

Marketing letters can help you recruit advertisers, sponsors, participants, and attendees for your fundraiser.