Community fundraising is a form of fundraising that utilises a small or large group of potential donors with a common interest. They could be residents from the same area or postcode, or beneficiaries of a particular cause.
Community fundraising occurs when a community comes together to raise money, usually through an activity or event. Examples of community fundraising events include bake sales, dance-a-thons, fun runs, and school fates.
From improving engagement with your local community to utilising volunteers and mobilising existing supporters, the benefits of community fundraising are many, here we’ll explore the biggest advantages and highlight best practices for your next community fundraising event.
Raise funds through the community you serve
The most successful examples of community fundraising occur through events or activities that utilise or serve the community that the charity exists to aid.
For example, earlier in 2023, Wexham Park Hospital Paediatric ED’scake sale was held within the hospital’s walls and raised over £1,300.
Autism Hampshire’s recent 5k fun run boosted the charity’s coffers by £750, with one young participant raising £345 from family and friends.
Across the pond, the U.S. elementary school Douglas Valley raised a staggering $17,000 for new technology in classrooms with their dance-a-thon.
If you’ve got two left feet or you’re more ‘microwave-on’ than ‘bake-off’, why not read our 51 fundraising ideas.
Improve engagement with your local community
Community engagement is vital for the survival of small- to medium-sized charities because the residents in your surrounding area make up your direct base of volunteers and donors. Additionally, engaging in your local community is key to understanding the issues that affect them most.
Community fundraising events provide opportunities to improve engagement with the local community.
Bruce Maj Pelz of water aid charity Maji Safi recommends: “The key to engaging with the local community is to make sure that your activities are mutually beneficial for community members and the organisation.
“To get people engaged, it is important that people feel fulfilled for their effort…make sure to know what is important to them and what will make them proud.”
Mobilise existing supporters
The recent Engaging Networks Report revealed that effective mobilisation increases return on investment, helps to retain audiences with deeper engagement, and ensures your charity is more attractive to potential supporters.
To learn how to enact mobilisation, read our guidance on mobilisation: how to attract and retain supporters.
Engage new supporters through word-of-mouth
Research shows that nine in ten people will believe a recommendation from friends and family over any other type of advertising. This is ‘word-of-mouth marketing’.
According to Non-profit PRO, the power of word-of-mouth marketing resides in telling an authentic story: “By telling an authentic story, you inspire donors to support your cause. They’ll also feel like they’re part of a community working together to achieve common goals and overcome challenges.”
During your next community fundraising event, make space to speak about the challenges your charity faces and the progress you’ve made and ask your donors to share your cause with others regularly.
Bring communities together
Prior to COVID-19, the term ‘hybrid’ was a word most commonly associated with the motor industry. But the pandemic forced a shift in the way charities fundraise. In-person campaigns went online. And many organisations, thanks to the abundance of social media tools and online fundraising platforms, opted to keep prioritising digital fundraising post-pandemic.
Community fundraising events provide charities with an opportunity to bring on and offline communities together. In 2021, charity Renewable World moved its flagship Earth Wind & Tyre event to a hybrid model and raised 29% above target.
Uplift and utilise volunteers
In this article, the Chartered Institute of Fundraising states that volunteer fundraisers make-up “one of the most significant ways of involving people and communities in your cause and can bring about long-term support.”
Community fundraising events provide a great opportunity to utilise and motivate existing volunteers. Local volunteers will have a stronger sense of belonging to your cause. Their unique knowledge and awareness of their community will help to build relationships, helping to convert one-time donors to major donors.
Read more of our nine ways to engage and train your volunteer workforce. Or why not check out NCVO’s great advice for charities looking to hold volunteer-led events.
