Introduction
Fundraising is crucial for activism, providing the necessary resources for everything from printing flyers and organizing events to hiring staff and launching legal challenges. However, unlike traditional sales, raising money for activism is about connecting with people’s values, building trust, and inviting them to join a shared vision for justice. In this article, we explore fundraise, the features, shift the mindset fundraising Is organizing, types of fundraising, Ethics of Fundraising and the benefits.
Definition
Fundraising Is Organizing emphasizes that successful fundraising isn’t just about asking for money but about strategically organizing resources, people, and efforts around a shared mission and donor engagement. This “organizing mindset” treats fundraising as an integral part of leadership and operations, cultivating a culture where everyone shares purpose, fosters authentic relationships with supporters, and actively works to build the organization’s capacity for impact by securing the necessary financial support.
Features of an Organizing Fundraising Mindset
Focus on Relationships:
Building genuine, authentic relationships with potential donors and supporters is a core organizing principle.
Shared Responsibility:
Creating an organizational culture where fundraising is everyone’s business, not just the job of the development team.
Strategic Planning:
Thinking in terms of long-term strategic goals and organizing the efforts needed to achieve them.
Cultivating a Thriving Culture:
Organizing efforts internally to create a positive, abundance-focused attitude that can be reflected in external outreach.
Storytelling and Invitation:
Moving beyond a “beggar” mentality to an invitation into a partnership, sharing stories of impact to inspire and engage supporters.
Shift the Mindset Fundraising Is Organizing:
To fundamentally change how we approach fundraising, we must shift our mindset from fundraising as a transactional ask to fundraising as an act of organizing. This isn’t just a new marketing strategy; it’s a re-evaluation of what it means to build a movement.
The Problem with the Transactional Mindset
The traditional view of fundraising sees it as a one-way street: a person with a cause asks another person for money. This mindset treats supporters as little more than ATMs—sources of cash to be tapped into. The language is often focused on urgent needs, deficit thinking, and short-term goals: “We need $10,000 by Friday to save the program!” While this can work for an immediate crisis, it fails to build long-term power. It creates a dynamic where supporters feel like passive donors, disconnected from the very work their money is funding. They aren’t part of a community; they’re just a name on a list.
Fundraising as Organizing: A New Approach
When you view fundraising as organizing, every interaction is an opportunity to build a deeper relationship. You’re not just asking for money; you’re inviting someone to join a shared vision.
It’s about Building Community, Not Just a Bank Account. In this model, the goal isn’t just to hit a number; it’s to grow your base of committed, engaged supporters. A successful fundraiser isn’t measured solely by dollars raised, but by the number of people who feel a sense of ownership in the work. You’re transforming “donors” into “participants,” and “supporters” into “leaders.”
Conversations Over Clicks. An organizing mindset values personal connection. Instead of relying solely on mass emails and social media campaigns, it encourages one-on-one conversations. These aren’t just chats about money; they’re opportunities to listen to people’s values, understand why a cause resonates with them, and help them see how their contribution—whether it’s money, time, or skills—fits into the larger picture.
Mobilizing People, Not Just Resources. The true power of a movement comes from its people. Fundraising as organizing recognizes that money is a resource, but the people who give it are a greater one. When people feel a genuine connection to your cause, they don’t just donate once; they become ambassadors, volunteers, and advocates. They bring their networks with them, amplifying your message and recruiting others into the fold. This creates a ripple effect far more powerful than any single large donation.
Leadership Development. This approach inherently develops new leaders. When you talk to someone about their values and their passion for a cause, you’re not just getting a donation; you’re identifying a potential leader. You can then invite them to take on more responsibility, whether it’s hosting a small house party fundraiser, calling friends, or speaking at an event. This is how movements sustain themselves—by continuously cultivating a new generation of leaders.
Putting it into Practice
To adopt this mindset, your organization must shift its internal culture. This means training staff and volunteers to be organizers first, and fundraisers second. It means celebrating stories of personal connection and new relationships just as much as you celebrate hitting a financial goal. It means seeing every dollar as a vote of confidence and every donor as a person with a valuable perspective to share.
Types of Fundraising:
Fundraising Methods
These are the specific ways to collect money for a cause:
Online Fundraising:
This includes collecting donations directly through a website, using crowdfunding platforms, and leveraging social media.
Peer-to-Peer (P2P) Fundraising:
Supporters create personalized fundraising campaigns to reach their own networks of friends and family on behalf of an organization.
Fundraising Events:
These can range from large-scale galas and auctions to smaller events like fun runs, raffles, or community fairs.
Direct Mail:
Organizations send requests for donations through postal mail, often including information about their cause.
Grants:
These are financial awards given to organizations to fund specific projects or initiatives, which do not need to be repaid.
Corporate Fundraising:
Businesses can support charities through employee fundraising drives, matching gift programs, or direct sponsorships.
Other Methods:
Less common but still effective methods include coupon books, envelope fundraisers, and phone-a-thons.
Fundraising by Source
This classification focuses on where the funds come from:
Internal Fundraising:
Funding generated from within the organization itself, such as from internal staff or existing members.
External Fundraising:
Funds collected from sources outside the organization, including individual donors, foundations, and corporations.
Third-Party Fundraising:
Fundraising efforts conducted by an outside group or individual on behalf of the organization, such as a community group organizing a benefit event.
Ethics of Fundraising:
Transparency:
Be open and honest about how funds are raised and how they are allocated to programs and services.
Honesty and Integrity:
Present information truthfully, avoid exaggerations, and fulfill all promises made to donors.
Accountability:
Take responsibility for fundraising practices and ensure that funds are used according to donor wishes and the organization’s mission.
Respect for Donor Intentions:
Only accept designated gifts if the donor’s intentions can be honored and respect a donor’s desire to remain anonymous.
Donor Privacy:
Protect donor data and personal information, ensuring it is used responsibly and in compliance with privacy laws.
Duty of Care:
Act in the best interests of donors and the organization, avoiding any potential conflicts of interest.
Practicing Ethical Fundraising
Educate Your Team:
Ensure all staff and volunteers understand the organization’s mission, values, and ethical fundraising principles.
Communicate Clearly:
Provide accurate and timely information to donors about the organization’s work, finances, and outcomes.
Be Truthful in Appeals:
Donors should be enthusiastic about the cause, but the messaging must never overstate, embellish, or make false promises.
Protect Privacy:
Do not share case histories, photos, or stories without the express permission of the program participants.
Manage Conflicts of Interest:
Be transparent about any potential conflicts of interest that could compromise the organization’s ability to act in its best interests.
Benefits of Ethical Fundraising
Enhanced Trust and Credibility:
Ethical practices build confidence among donors, leading to stronger relationships and increased loyalty.
Improved Reputation:
A commitment to ethics enhances the organization’s standing in the community, making it more appealing to potential supporters.
Reduced Risk:
Ethical fundraising minimizes the risk of legal issues, financial mismanagement, and reputational damage.
Sustainable Support:
By cultivating honest and lasting relationships, organizations can inspire confidence and secure long-term support for their mission.
Conclusion
Fundraising is organizing” means that the act of raising money for a cause or organization is inherently an act of organizing, requiring structured planning, execution, and management to achieve its financial and community-building goals. Fundraisers must organize elements like events, donor outreach, marketing, budgets, and community engagement to successfully secure the resources needed to support their mission.