A 'Crisitunity'

In digital organizing, “crisitunity” is a popular term — it blends crisis and opportunity to describe moments when upheaval creates the conditions for change. The 'Crisitunity' seizes on a moment (the crisis) and identifies a window for intervention (the opportunity). When the old systems falter, new possibilities emerge. The sudden halt of USAID funding is undeniably devastating, but it also forces a reckoning with long-term dependencies and power structures in global aid. What alternatives can be built at this moment? How can movements shift from reliance on institutions shaped by geopolitical interests to more self-sustaining, community-driven solutions?

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Small-donor fundraising has the potential to revolutionize your organization, propelling your power, expanding your supporter base, and equipping you with the resources to achieve more and reach farther. But beyond the financial aspect, small-donor fundraising offers the opportunity to build more transparent, accountable, and community-driven movements. In this article, we will go over questions, concerns and the arguments for small-donor fundraising and the initial steps necessary to set up an effective program.

Many organizations initially perceive themselves as lacking fundraising experience, feeling short of knowledge and skills in this area. However, as they begin to engage in fundraising efforts, they often discover they already possess valuable skills and experiences. What they require is a fundraising mindset and specific fundraising know-how.

A more effective route to financial sustainability

Small-donor fundraising gives organizations the ability to be more independent from government funding or wealthy donors, allowing them to focus on the needs of the people they serve. This model is especially powerful for organizations that aim to create systemic change and challenge existing power structures. By relying on smaller donations from many individuals, you demonstrate a commitment to the communities you represent, rather than being beholden to external interests.

When donors are seen as part of a broader, shared mission, they invest not just in the organization, but in the collective action needed to address issues like climate change, social justice, or economic inequality. This transforms them from passive contributors to active participants in the movement, strengthening the overall community.

Furthermore, small donors are often more consistent, with many donors giving on a monthly basis. This creates a steady revenue stream and allows organizations to budget and plan with greater confidence, knowing they have a predictable source of funding.

The Mindset Shift: From Fear to Action

A common misconception is that organizations without significant fundraising experience cannot successfully engage in small-donor campaigns. However, the reality is that most organizations already possess the skills necessary for fundraising—they just need to adopt the right mindset.

Reframe Past Experiences

Instead of viewing past fundraising efforts as failures, take a step back and consider them as "pilot projects." Even if your previous campaigns didn’t meet your fundraising targets, they provided valuable lessons that can be applied in future efforts. Consider documenting key insights and reflecting on what worked and what didn’t.

For instance, if you ran a campaign that didn’t meet its target, was it because of poor timing, lack of outreach, or messaging? Identifying these factors will help you optimize future campaigns.

Set Realistic Goals

Setting achievable fundraising goals is critical. Many organizations fall short because they set expectations that are too high, especially when they’re just starting. It’s important to approach fundraising as a learning process, where your first campaigns might not hit the mark, but each campaign helps you refine your approach.

Be Patient

Remember that fundraising success doesn’t happen overnight. It requires ongoing experimentation and patience. The first small-donor campaign may not raise as much money as you want, but it will lay the groundwork for more successful campaigns in the future.

Commitment from Leadership

One of the most important ingredients for successful small-donor fundraising is organizational commitment. It cannot be just one or two people leading the charge—successful fundraising efforts need the buy-in of the entire leadership team and, ideally, the board of directors.

Align Fundraising with Organizational Strategy

Fundraising should never be seen as a standalone activity. It needs to be integrated into the organization’s overall strategy. Whether it’s a campaign to advance policy change or raise awareness about an issue, fundraising should align with your broader goals. This ensures that your fundraising efforts contribute to your long-term mission, rather than simply supporting operational costs.

Define Roles and Responsibilities

For fundraising to be effective, it is crucial that everyone in the organization understands their role. Establish clear expectations for leadership team members and board members in terms of fundraising activities. Their responsibilities may include making donor asks, engaging with supporters, or helping set strategic goals for the fundraising program.

Provide Training and Support

Small donor fundraising is a skill that can be learned. Offer your leadership team, staff, and volunteers the opportunity to engage in training sessions led by fundraising professionals (like us!). This can help address the fears and uncertainties many people have about fundraising and build confidence across your team.

Overcoming the Fear of Asking for Money

Many people shy away from fundraising because they feel uncomfortable asking for money. It’s easy to view the process as a request for help, which can feel awkward or unprofessional. However, reframing this mindset is crucial.

Redefine Fundraising as an Opportunity for Contribution

Rather than thinking of fundraising as begging for money, consider it as inviting people to contribute to a cause they believe in. Donors are not simply giving money; they are investing in a vision for a better world. This shift in perspective can help you approach fundraising with more confidence and enthusiasm.

Take Action

The best way to overcome fear is to take action. Don’t wait for the "perfect" moment to launch your campaign or get everything just right. Start with small, manageable efforts, test them, and learn as you go. Check out this template for the perfect fundraising email.

Organizational Readiness: Building a Strong Foundation

Successful small-donor fundraising requires that your organization is well-prepared and transparent in its operations.

Create a Transparent Reporting System

Donors want to know that their contributions are being used effectively. Developing a transparent reporting system that communicates how funds are being allocated can help build trust and keep supporters engaged. Ensure that your reports are easy to understand and shareable. Regular updates will keep your donors informed and encourage long-term support.

Legal Compliance

Before launching any fundraising campaign, ensure that your organization complies with all local, national, and international fundraising regulations. This includes understanding laws related to data privacy (such as GDPR), as well as any legal requirements specific to political or nonprofit fundraising.

Assess Your Infrastructure and Resources

Fundraising requires resources, both human and financial. Evaluate your current capabilities to determine where investments need to be made. Do you have the right people in place? Are you using the right technology to manage donations? For instance, selecting a reliable Customer Relationship Management (CRM) system is essential to manage donor information, track engagement, and streamline communication. We recommend using ActionNetwork as a CRM with Lunda as the fundraising platform.

Getting Started: Initial Steps for Setting Up a Small-Donor Fundraising Program

Step 1: Define Your Fundraising Strategy

Start by outlining a clear strategy for your fundraising efforts. What are your goals? How much money do you need to raise, and over what period? Which donor segments will you target? Will you use online donations, events, or direct mail?

Step 2: Build an Email List

Email remains one of the most effective tools for engaging donors. Start by collecting email addresses from supporters and building a list of potential donors. A sophisticated email strategy will help you directly engage your audience and cultivate relationships over time.

Step 3: Launch Your Campaign

Once you have your strategy and tools in place, it’s time to launch your campaign. Begin with a small, manageable goal, and focus on engaging your most dedicated supporters. Use the campaign as an opportunity to learn and refine your approach.

Step 4: Measure and Adjust

After each campaign, assess its effectiveness. What worked well? What can be improved? Use these insights to adjust your approach for future campaigns.

A note on compliance

Legal compliance is another crucial aspect of fundraising readiness. Organizations must ensure that their fundraising, communication, and data management practices comply with relevant national regulations. If no specific fundraising laws exist, general sales and marketing regulations may apply. For political fundraising, understanding specific legal requirements is essential. Luckily our legal team has made these user-friendly playbooks that give you an overview of fundraising compliance by country

Learn the rules and regulations for fundraising in your country.

Conclusion

Small-donor fundraising is more than just a way to raise money. It’s an opportunity to build a movement rooted in community, transparency, and shared responsibility. By embracing the power of small donations, you can create a more sustainable, accountable, and people-powered organization that is better equipped to tackle the complex challenges of our time.

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Want support, training or advice on setting up small donor fundraising program? Write to us at info@centerfordigitalaction.eu