Lessons from my fundraising efforts for Isha Vidhya

My eleven lessons from fundraising for Isha Vidhya during the Mt Everest Base Camp ( twice), 50kms Bangalore Ultra, Mumbai Marathon, 100kms Nilgiris Ultra Marathon and Mt Annapurna Base Camp, Ladakh trek, Bhutan Trek, Mt Kilimanjaro summit

1. PURPOSE: I chose Isha Vidhya as a cause, because that was very dear

to me. I strongly believe that real positive change can happen only when

we educate our underprivileged children and empower them with life

skills. This purpose resonated with many people in my networks.

When people clearly see your purpose, they connect better with it.

2. PASSION: I engaged 110% into the cause of Isha Vidhya, rather than

supporting various causes or organizations. I went to a school in

Coimbatore to understand first hand what is happening in the school,

its various challenges and also the amazing positive result of all the

investments people are making in it.

When you are passionate about the cause, it shines through and

through, right from the fundraising document.

3. PLAN: I always start with a relatively small amount as a target and

gradually keep increasing it, so that my network does not feel that it is

an impossible task. This also ensured that I felt motivated when I saw

that a significant % of the target had been met before I raised it again.

Keep achievable goals with a little stretch rather than impossible goals.

4. PERSONIFY: Instead of just mentioning the amount, I personified the

target in number of run or trek kilometers that the donor would be

supporting. This metaphor makes it more interesting as a pitch to

potential supporters.

Find your own way to make the target amount interesting.

5. PROMISE: I created a personal blog with all the previous fundraising

initiatives, my coverage in various sites and publications etc. to create

credibility for the cause. I also promised them that the trek or the run

expenses will be met out of my own pocket, and that 100% of their

donation would go for the cause.

Assure people that their hard earned money is not being misused.

6. PROMOTE: I actively used various social networks like Twitter,

Facebook and WhatsApp to connect with the wider network. I learnt

that timing the fundraiser appeal to the early morning on the weekend

or end of day on weekdays works better, since people are in the right

frame of mind. Also Friday morning appeals work well, since it puts

make-a-donation on people’s weekend job lists.

Learn what social posts and times work best for your community.

7. PAN OUT: I did not request only for donations. I also requested

acquaintances and friends to spread the message on their networks. So,

to people who had already made a donation (or did not wish to make a

donation), this was another easy way of helping me.

Go beyond your immediate network and do not limit to known people

8. PERSONALIZE: I kept a target of sending 10 personalized emails to

people in my mailing list, each day for thirty days. This helped them

feel special, because of which, these people are the first ones to donate

to the cause. Interestingly, they also ensured that your fundraiser starts

with bigger individual contributions, which puts subtle pressure on the

people who follow.

A call or an email works best, if you know the person.

9. PRIZE: Over various initiatives, I also understood that giving a small

token of appreciation towards their contribution goes a very long way.

This was as simple as a postcard from the mountains with a thank you

note or a small A4 poster with names of contributors and Isha Vidhya

logo or a picture taken at the end of the run or trek and emailing them

the same. This return gesture made donors feel they were a part of my

journey.

Think about some unique, yet practical token of your appreciation.

10. PAYOFF: I saw that it made a difference when I gave the donors the

‘option’ of seeing the impact that their donation has made. Many did

not wish to know, but were reassured that they had that choice, if they

needed to know. For the people who did wish to see the impact, it gave

them a feel-good emotion that is important for future support.

Complete the feedback loop of the result of the donation

11. PRACTICE: The first time is always the toughest. After that, you keep

learning new tricks. Some work, some do not, and that is the fun of the

process. And, after some time, you actually look forward to the next

fund raising initiative.

Have fun in the process. This is not a JOB to be done