Book & Guide

How To Create A Nonprofit Fundraising Toolkit

We’re all familiar with the phrase “knowledge is power”. And, when it comes to leveraging your supporters to spread the word about your crowdfunding campaign and fundraise on your behalf (i.e. peer-to-peer fundraising), that sentiment definitely rings true. In order for them to effectively promote your campaign and garner donations, you need them to be armed and ready with all of the nitty-gritty, need-to-know information.

Peer-to-peer fundraising is a great way to attract new donors, reach a wider audience, and engage your current supporters. But, what exactly is it? Put simply, it’s a fundraising method that leverages your existing audience to raise money on your behalf. Think about a fundraising walk or run where supporters can pledge a specific amount of money for every mile that a personal fundraiser completes. That’s a great example of peer-to-peer fundraising.

Obviously, this method can be an incredibly powerful way to expand your reach. But, making sure everyone is in the know about the details and expectations of the campaign can definitely be a challenge—especially if you’re lucky enough to have an extremely large network of supporters and fundraisers. You don’t have time for a one-on-one phone call with everyone, emails tend to get lost in the shuffle, and carrier pigeons have become a little obsolete.

So, what can you do in order to make sure you get your campaign’s important information into the eager hands of your personal fundraisers? Create a campaign toolkit, of course!

That’s right. A toolkit for your crowdfunding campaign is not only useful for giving fundraisers the resources they need to promote your cause and successfully participate but to also ensure that you maintain your cohesive brand identity while they do so.

Curious about some of the different tools and resources you can include in a kit that you create for your own campaign? Well, let’s dig right in!

Toolkit Basics

You’re probably raring and eager to whip together the best collection of resources your supporters have ever seen. But, before you can dive headfirst into creating a toolkit for your campaign, it’s important to first have a solid understanding of what exactly it is.

Toolkit is really a fitting name. Essentially, it’s a set of different resources, graphics, tips, and templates that your supporters can use to effectively promote your mission in a way that fits with your current brand and voice.

Including everything from your logo and campaign hashtag to your brand guidelines and printable materials, your toolkit acts as your one-stop-shop for your supporters to get everything they need to spread the word about your great work and their personal fundraising efforts.

OK, so all of that sounds handy. But, why on earth do you actually need a toolkit? Well, putting together one of these helpful kits offers numerous benefits for your campaign.

  • It expands your reach. You’re fortunate to have a large network that’s willing to help you spread the word. But, that benefit quickly falls apart if your supporters are blanketing the world with incorrect information. Arming them with a toolkit will ensure that they’re able to share accurate and updated facts about your campaign. Plus, being well equipped will likely give your supporters that extra boost of confidence they need in order to continue garnering support and donations.
  • It maintains your brand integrity. You’ve worked hard to develop and hone your brand voice and guidelines. So, you don’t want them all to be thrown out the window when you start having supporters speak on your behalf. Including important notes and rules regarding your brand will ensure that your integrity and reputation is never tarnished or compromised, and that you always maintain a cohesive brand identity!
  • It engages your supporters. Finally, you’re always looking for ways to further engage your supporters (at least, you should be!). And, giving them the tools they need in order to feel like a part of your campaign’s promotion and success is a great way to do so.

Now that you know the basic gist and benefits of a campaign toolkit, you might be wondering about the best methods for distributing this to your audience.

There are numerous options you can choose from, including a download on your website, sending it out via email, offering all of your supporters a thumb drive, or even setting up a shared Google Drive folder. Take some time to identify the option that works best for you, and then run with it!

Of course, all of that is logistics. The most difficult part of piecing together your toolkit(s) for your crowdfunding campaign is determining what resources should be included. But, you’re in luck! The rest of this online guide provides plenty of inspiration and ideas for the different types of tools you can offer your supporters.

Brand Guidelines

First things first, you should detail some brand guidelines within your toolkit. These should appear early on, so that personal fundraisers can review them before making use of any other items and ensure that all of their promotional efforts are maintaining the integrity and identity of your entire brand.

So, what exactly should you include in this section of the toolkit? Essentially, it should outline any important rules and notes you need your supporters and fundraising participants to consider when promoting on your behalf.

  • Mission and Values: Clearly outline your campaign’s specific mission and values for your supporters to easily reference. This overview reinforces your goals, and also offers supporters a general idea of the ideals they should keep in mind when representing your brand.
  • Brand Voice: If your supporters will be posting to their social media accounts or blogs, offer some advice about the overall personality of your brand. Are you fun and conversational? Or, are you more formal and dry? Are you humorous, and maybe even a little snarky? Or, are you strictly professional and educational? Providing these details ensures messages from your supporters are cohesive with your entire brand identity.
  • Requirements: Does your logo need to be used in a specific placement or manner? Do you always link to a specific spot on your fundraising page? This is your place to list any need-to-know details your supporters and participants should be aware of.
  • Restrictions: If there are any words, websites, or other related things that are off limits for fundraisers, make sure you explicitly mention them so that they’re in the loop about resources and phrasing they should avoid in their promotions.

Overview of Campaign

Next, you want to equip participants with a comprehensive—yet, not longwinded—overview of your entire campaign. This explains the who, what, where, when, and why, so that your fundraisers can efficiently and thoroughly explain the mission of your campaign when they’re prompted by potential donors.

Not only does this overview detail all of the nuts and bolts of your campaign, it also acts as a great handout for supporters to distribute when asking for donations. They can use it at presentations, networking events, meetings, and other functions where they’re chatting about your mission and their participation.

World Bicycle Relief put together an excellent double-sided campaign overview, which you can view in its entirety right here. It’s not only visually appealing, but it’s also packed full with important information. Explaining everything from their programs and strategy to their product and impact, the overview is easy to read and super informative.

Images and Logos

We live in a visual world, and powerful and impactful imagery can go a long way in promoting your cause. After all, there’s a big difference between telling someone about your mission and showing them. So, arm your supporters with plenty of image files that they can make use of.

What sorts of images should you include? Well, quite simply, the more the better! Here are a few ideas:

  • Social Media Graphics: Research shows that photos are the most engaging type of content on Facebook (with a mind-blowing 87% interaction rate!). So, make sure you’re offering participants and supporters some impactful photos they can include with their social media posts or set as their cover photo. Pull options that are clear, attention grabbing, and accurately illustrate the need for your campaign. Shower Strike does a great job with this by including powerful images like this along with a suggested caption for posters.

“These are the faces of the future leaders of their community. Let’s give them their best chance! Please donate now at[/your URL] #CleanWater4Life #ShowerStrike”

  • Logos: Give supporters a few different versions of your campaign logo so that they can use it on promotional materials, correspondence, and other campaign-related pieces they need to send out. It keeps all of your campaign marketing branded!
  • Visual Stories: Graphics that contain both a moving image and a powerful description are incredibly effective tools for your supporters to use on social media and other promotional handouts. Shower Strike has a great example of this type of image that tells a commanding story.
  • Promotional Graphics: You can also include some different sized graphics for use in emails, newsletters, printed flyers, and other pieces that your supporters and participants might pull together. After all, you’d rather have fundraisers armed with too many tools to make use of — rather than not enough!

Social Media Tips

We all know that social media has an undeniably large influence, and it’s a great place to promote your campaign. But, keep in mind that even though your supporters likely use social media for personal updates, they might not be as confident when it comes to promoting their fundraising efforts.

Including various social media tips and suggestions in your toolkit is a surefire way to help your fundraisers craft social posts that are compelling and engaging. Here are a few different tidbits to include in the social media section:

  • Hashtags: Detail the specific hashtags participants should use with their social posts so that you can successfully group these posts and monitor their impact and engagement.
  • Links: If you’ve enabled tracking on any specific links, make sure to encourage your supporters to use those specific ones so that you’re getting accurate analytics.
  • Canned Posts: Create a few prepared tweets and posts that your fundraisers can directly copy and paste into their own accounts. This makes it incredibly easy for them to use their social platforms, and also gives you complete control of the message!
  • Your Social Accounts: If your supporters aren’t already following you on social, they should be! So, list your different social media handles and encourage them to follow you and tag you in campaign-related posts.
  • Tips and Tricks: Don’t hesitate to offer any other guidance or advice on creating engaging posts. Is there a certain time of day that you’ve found to be a particularly effective time to post? Have you noticed that your photos tend to get more engagement than a standard text post? Let your supporters know!

Correspondence Templates

Having your personal fundraisers send out emails, letters, or press releases in order to fundraise on your behalf is incredibly effective. But, it can also be somewhat nerve-wracking for them!

Ease their anxiety by including some simple-to-use correspondence templates for them to edit and make use of. She’s the First put together a great email template that participants can utilize to ask their network for donations. And, Project AWARE even crafted a sample press release for participants to send out. All of the information is already in the document — participants just simply need to fill in the blanks to personalize it with their specific fundraising details.

Think of any other potential correspondence your network of supporters might need to distribute, such as a traditional letter or even a script for a phone call, and provide a simple template for them to edit. It takes the guesswork out of it for them — making them more likely to hit the ground running with their personal fundraising efforts!

Printable Promotional Materials

Sure, much of our promotions today involve digital efforts. But, there are still plenty of people who like to actually have something to take home with them. So, ensure that your toolkit includes PDF downloads of printable promotional materials that your fundraisers can distribute at their places of employment, community organizations, churches, and other locales that they frequent.

Whether you want to create a poster, a simple one-sheet flyer, or a complex brochure, equipping your supporters with tangible pieces that they can dole out is an effective strategy to spread your message.

Project AWARE created the following simple poster for participants to use to advertise their upcoming campaign-related event. They simply print the document, fill in their details, and then pin it to a community bulletin board.

But, they didn’t stop there. They also pulled together this double-sided handout that concisely explains the mission and purpose of their campaign.

Take some time to think of any pieces of information that your participants might want to leave with people, and then create simple documents around those concepts. They don’t need to be complicated. But, your supporters will appreciate having something that they can physically distribute to potential donors.

Thank You And Recognition Tools

You already know that recognizing those who donate to your cause is incredibly important for fostering and maintaining loyalty to your campaign. So, be sure to provide different tools that your participants can utilize to thank and recognize their supporters and donors.

Not sure what methods you can implement in order to give a hearty “thanks”? Here are a few ideas!

Certificates: Create a customized certificate that your fundraisers can print and award to their donors. It’s a great — and formal — way to show sincere appreciation.

Graphics: A fun graphic that can be posted on social media or sent out via email is another great way for your fundraisers to show gratitude to their donors.

Social Media Announcements: Here’s another opportunity for you to craft some canned social media posts for your participants. Be sure to include one specifically geared towards thanking donors that your fundraisers can post after they receive a new donation!

Frequently Asked Questions

When you’re coordinating a campaign — particularly when it involves an element of peer-to-peer fundraising — there will undoubtedly be tons of questions cropping up. Including an FAQ sheet detailing answers to many common inquiries will help your participants be more informed, as well as save you from an overflowing inbox of repetitive questions.

When it comes to your FAQ document, there are two different ways you can approach it:

  1. Answering your fundraisers’ questions about their efforts: If you’ve organized a peer-to-peer fundraising campaign where participants are personally raising money on your behalf, they’ll likely run into many questions about all of the logistics of the campaign. When does it end? How do they set up a personal fundraising page? This document answers common questions that your fundraisers might have about how the entire fundraiser actually works.
  2. Answering donors’ questions about the campaign as a whole: When you have participants raising money for your campaign, they’ll likely get questions from potential donors about your cause. Obviously, you want them to be prepared to answer these questions efficiently and eloquently. How much of my money is actually donated to the cause? Is this donation tax deductible? So, this document details the questions that your fundraisers will likely be asked by potential donors, as well as suggested answers.

If you’d like to cover all of your bases, go ahead and put together both documents. That way, your participants have all of their own questions answered — and are also prepared to answer any questions from donors!

Results and Outcomes

As you already know, people aren’t typically inclined to throw their money at something without knowing where exactly it’s going. So, if you have the information and statistics available, create a report or fact sheet that clearly outlines the difference that your campaign makes and the value it provides.

World Bicycle Relief offers numerous reports as part of their toolkit (like this one right here!) that are remarkably informative and impactful. They’re incredibly comprehensive and detail everything from metrics and challenges to a case study and program overview.

But, don’t be overwhelmed in thinking that your report absolutely needs to be this meticulous. This much information is great! But, any information that you can offer your audience is better than nothing. A simple one sheet explaining the impact your campaign has had so far will definitely fit the bill.

So, pull together any impressive facts and figures that can be used to convince your audience of the value of your campaign. It will help them to feel more confident about the value and impact of their donation.

Fundraising Tips

So, you have active participants that want to fundraise on your behalf. That’s great! But, keep in mind that not everyone is completely comfortable acting as a salesperson. So, your fundraisers might run into issues when it comes to approaching people for donations and effectively “selling” your campaign.

What can you do to help them along? Include a document with some fundraising tips in your toolkit! This document can function as a step-by-step guide for how to fundraise for your campaign.

She’s the First put together this simple “How to Fundraise” handout to walk participants through the entire fundraising process — including everything from setting up their personal fundraising page to promoting their cause on social media.

Compiling a fundraising guide for your participants will not only reinforce how you envision the entire process working, but also give your fundraisers the confidence they need to get out there and collect more donations!

Setting Up A Personal Fundraising Page

Now that you’ve pulled together all of these amazing tools and resources, you’re ready to send your fundraisers out into the world. But, wait! You likely don’t want them just accepting fistfuls of cash from donors, right? So, where should they send those that are interested in offering monetary support?

Want the short answer? You should set up a campaign site that allows for personal or team fundraising pages. Sounds convenient, doesn’t it? But, what exactly does this mean?

Personal fundraising pages are sub-pages under your main campaign site that allow other individuals to help you raise funds for your campaign. Participants will have their own fundraising page where they can direct their supporters. But, all donations made on those pages will be collected and contributed to your main campaign goal.

Team fundraising pages are pretty similar. However, they’re essentially groups of personal fundraising pages under your main campaign page. By using team pages, fundraisers can form groups and monitor their progress together. Teamwork for the win!

Curious as to how you can go about getting these handy pages up and running? Have no fear — CauseVox makes setting up these pages a breeze! Check out this super handy video guide to learn how to create your personal and team pages in minutes.

Wrapping Up: Toolkits Are Your Secret Weapon

As you’ve probably guessed by now, providing resources and tools for your supporters and participants is an invaluable asset in spreading the word about your campaign and garnering more donations. This is especially true for nonprofits or organizations that are operating with an extremely small staff. Your personal fundraisers can put in a lot of the legwork — at no cost to you!

But, in order to have them do this effectively, you need to make sure they’re well-equipped. So, your toolkit is your opportunity to arm them with information and encourage this success.

Yes, pulling together a great toolkit will take some work. But, it’s totally doable — and undoubtedly worth it! Use the tips and elements detailed in this guide in order to create a toolkit that’s helpful, informative, and ready to effectively help your supporters spread the word about all of the great work you’re doing!


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