Tying fundraising goals to number of donors, not dollars
Let donors know that their contributions will always help, no matter how small they are. The strategy may motivate people who feel like they can’t make large gifts.
About this member
- Recognizes, grows and amplifies every child’s unique strengths through accessible arts education.
- Member since October 2020
- 340+ donors as of March 2024
- $35,000+ raised with Give Lively as of March 2024
Products they use:
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The mission of the Cathedral Arts Project (CAP) is to empower every child’s creative spirit, elevate arts educators in their field and advocate for access and equity in arts education. CAP instructs, instills and inspires through a variety of arts education programs, including afterschool, school day and summer courses, cultural experiences, advocacy, community partnerships and professional development.
For its GivingTuesday 2022 campaign, CAP added an incentive to its campaign description that incentivized a goal according to the number of donors, not the total dollars raised. On its Campaign Page, it wrote, “This year, CAP is calling on its stakeholders to help attract 100 donors, which will unlock an additional $5,000 gift, courtesy of THE PLAYERS Championship!”
Nonprofits are no strangers to donation-matching and corporate sponsorship, however using goal-based language like this is powerful, especially when it “unlocks” large, additional donations. But it doesn’t always have to be a dollar-based goal. CAP tied its goal to the number of donors instead and exceeded its $25,000 goal for a total of $30,538 – from 126 donors.
Many hands makes lighter work
On Campaign Pages, the number of donors is displayed on the donation tracking thermometer. CAP’s donors were empowered to push beyond the 100-donor threshold with the promise of a $5,000 incentive, no matter how small their individual contributions.
One of the contributing Peer-to-Peer Fundraising pages
Enabling Peer-to-Peer Fundraising pages like this one helped the Cathedral Arts Project. That the GivingTuesday 2022 campaign alone had 20 Peer-to-Peer Fundraising pages collectively responsible for raising over $3,000 speaks to its supporters' engagement.
The multipronged fundraising strategy included Text-to-Donate
CAP’s multipronged fundraising approach to GivingTuesday 2022 also included the text code “CAPKIDS,” linked to its Campaign Page. With Text-to-Donate, donors send the nonprofit's custom text code to 44321 and receive a direct link to give via a secure mobile-ready fundraising page. CAP targeted donors already on their phones by sharing the text code on social media.
