The Two Fundraising Fundamentals Most Groups Overlook

Successful fundraising isn't just about having a great product or a great cause. It comes down to two basics that need to be crystal clear every single time:

1. Increase community awareness of your need
2. Increase community awareness of your offering

You might read that and think, "Yep — we've got that covered. Everyone in our group knows what we're doing."

But let's take a closer look.

Fundraising Fundamental #1: Create Awareness of Your Need

Start here: can your fundraising need be expressed in a single sentence?

And I don't mean a long explanation. I mean one clear sentence that a parent, a student, a coach, or a volunteer can repeat confidently.

Quick check:

1. Can your need be expressed in a single sentence?
2. Has everyone in your group memorized that sentence?
3. Is expressing your need part of your approach with every supporter?

Now test your group from top to bottom.

Randomly ask individuals to tell you why your group is raising money.

I can pretty much guarantee you'll be surprised at how inconsistent (and vague) the answers are.

In many groups, more than 50% of the people involved won't be able to explain — in one sentence — the specific reason you're fundraising.

What about outside your group?

Have you exhausted every possible way to get the word out to the wider community?

Does your community actually know why you need money?

Here are a few awareness builders to consider:

• Flyers
• Posters
• Press release
• Roadside signs
• Local newspaper coverage
• Community radio announcements
• Pre-kickoff letter, postcard, or email campaign

Or are you assuming that all you have to do is tell someone you're fundraising and they'll automatically jump in to help? For marketing strategies, check out our guide on promoting your fundraiser on social media.

The problem with that approach is twofold:

1. Most of your group can't communicate your need clearly (yet).
2. You may be assuming you already have enough supporters to hit your goal.

Both of those assumptions can quietly limit your results.

Three reasons your "need" message matters

1. If your need isn't communicated clearly and concisely, people won't understand it — or recognise it as a cause worth supporting.
2. If your sellers don't truly understand your need, they won't feel as motivated to work hard for it.
3. If your need isn't common knowledge in your community, fundraising becomes harder than it needs to be.

Think of "getting the word out" as warming up your supporters. When you do the prep work upfront, you're far more likely to get a positive response once you launch.

Fundraising Fundamental #2: Create Awareness of Your Offering

This second fundamental goes hand-in-hand with your need.

It's just as important to tell people what you're doing to raise funds as it is to tell them why you're raising them.

Your need and your offering should be closely linked in all communications.

At the same time you're sharing your "why," you also want the message to land clearly on exactly what your fundraiser is.

Just like your need statement, everyone in your group should be able to sum up your offering in a single sentence.

That sentence should also reinforce the emotional reason people want to support you.

So what does that actually mean?

Put simply: if someone believes your need is real and agrees your offering has value, they will help.

That's your fundraising value proposition — a simple statement that combines:

• What you're offering
• The impact their support will create
• Why it's worth participating (what's in it for them)

In other words, your prospect needs to:

1. Be aware of your need
2. Feel emotionally connected to it
3. Agree your offer has real value for them

Getting your need and your offering across to as many potential supporters as possible is the essence of fundraising. Learn more about why socks are the perfect fundraising item.

Your next step

Take the time to develop two single-sentence statements for your fundraiser:

• One sentence for your need
• One sentence for your offering

Then teach everyone in your group how to confidently communicate those statements when they talk to potential supporters. Learn more about recruiting a fundraising team.

Conclusion

When you consistently communicate your need and your offering, you make it easier for people to understand your fundraiser, connect with it emotionally, and confidently say "yes."

And that's what sets the best fundraisers apart. For planning guidance, check out our article on planning your fundraising timeline.