Important Lessons for Fundraising against Social Stigma

Before I started my internship I thought that fundraising was just asking publics for money and crossing my fingers that they were feeling generous that day. I had an expectation that 90% of people who I asked would donate $5 or $10, simply because it was 'the right thing to do'. 

I don’t think that anymore.

Through the weeks I’ve spent with Activ I have learnt that fundraising is much, much more than that. I’ve learnt that it’s an art, one that relies on meticulously sculpting the public’s opinion of your organisation so that they will validate the work you do with donations. I’ve learnt that fundraising is a lot like marketing; to be successful you need to research your target audience and sell your organisation to that group as effectively as possible. I’ve learnt that it’s the bread and butter for Activ – and all not-for-profits for that matter – and that successful fundraising isn’t just ideal, it’s crucial.

What about when the public already has opinions?

Although there have been great strides in disability rights, there is still a stigma surrounding those living with disabilities. The general public has detached themselves from the disabled community and has little desire to connect with the issues they face, let alone an organisation such as Activ. As you can imagine, this makes fundraising with the wider community difficult; akin to shouting at a pair of deaf ears.

So how does Activ encourage the public to listen?

Rather than attempting to bridge the entire gap between the wider community and the disabled community, Activ endeavours to bond the wider community to a particular client by telling their unique story and how the organisation has helped them. By honing in on a particular issue, it is easier for the general public to understand what it's truly like for people living with disabilities and see the real impact Activ has on their lives. By connecting with the client, and comprehending exactly what Activ does for them, the general public becomes more inclined to donate to the organisation because they know exactly what (or whom) their money is supporting. 

 James is an Activ client who was the focal point of the organisations 2014 Christmas appeal. The communication department published the story of him and his Grandmother in magazines and in newspapers, as well as online. 

The advantages of storytelling was an important lesson about connecting public's with not-for-profit causes, particularly because many organisations are often fighting community stigmas in order to bring about social change and fight for their mission.

ReachOut.com uses videos to showcase the individual stories and struggles of people going through tough times to help break the stigma surrounding youth mental illnesses.