The document outlines best practices for fundraising for athletes, emphasizing the importance of having a personal connection to the cause and crafting a compelling campaign message. It details a structured campaign sequence that includes donor segmentation, communication strategies, and key activities spanning 3 to 4 weeks, with various stages from soft launch to post-campaign follow-ups. Key takeaways highlight the significance of personalized messaging, the risks of donor fatigue, and the intrinsic rewards of fundraising.

1. Fund Raising for Athletes
Best Practices
Loh Ching Soo
lohchingsoo.com
16 March 2017

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Start with “WHY”
Why am I doing this?
My purpose and cause
Have a personal connection to the cause if possible
The cause should be meaningful

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Motivation to Donate
Which factor is the most impactful?
For the cause
For you
For themselves
Why should anyone care?

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Craft the Campaign Message
Personal
Connection
Novelty Factor
Outcome
Donation link

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Donor Segmentation
Profile potential donors
Colleagues
Clients
Vendors
Friends
Family

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Donor Segmentation
Segment potential donors by
“propensity to donate by dollar amount”

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Donor Segmentation
$$$
$
Propensity
to donate
by dollar
amount
Primary
Secondary
Tertiary
Total Addressable Donors
High Touch
Medium Touch
Low Touch

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Extended Support
Recruit core supporters and alliances
Individuals to actively promote your campaign
Your employer for endorsement
Relevant organizations as sponsors to enhance credibility

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Setup Online Donation Platform

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Communication Medium
Voice
Direct Messaging
Social Media
Print

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Campaign Activity Sequence
Stage 0
Stage 1
Stage 2
Stage 3
Stage 4
Soft launch
Official launch
2nd wave
3rd wave
Live update during the event

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Campaign Activity Sequence
Total duration 3 to 4 weeks
About one week between stages

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Stage 0
Beachhead donation drive
Target Primary donors individually
Reach out via phone calls

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Stage 0
Follow up with Campaign Message
Initial donation amounts set the watermark
for subsequent donations

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Stage 1
Send Campaign Message individually to
Secondary donors

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Stage 1
Send Campaign Message en masse to
Tertiary donors

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Stage 1
Post Campaign
Message # 1 on
social media

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Stage 1
Notes on Social Media
Create fresh and interesting content for every post
Research optimum timings to post
Social Media supplements Direct Messaging

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Stage 2
Post Campaign
Message # 2 on
social media

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Stage 3
Post Campaign
Message # 3 on
social media

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Stage 3
Gentle follow-up on donors who had
pledged but not yet donated

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Stage 4
Live update(s)
during the event on
social media

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Post Campaign
Conclude campaign
with final update
and thank you post

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Post Campaign
Thank every donor individually

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Key Takeaways
Start with WHY (the reason)
Followed by HOW (the process)
Then WHAT (the outcome)

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Key Takeaways
Messaging
Less is more
Don’t copy and paste
Make it personal and direct (start with “Hi John…”)

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Key Takeaways
Mass outreach is perceived as less sincere
and has limited success
Don’t be shy, fundraising is good for the
cause and your karma

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Key Takeaways
Watch out for donor fatigue
Fundraising is hard work but so
rewarding for the soul
Have fun 