Fundraising can help a small NGO, charity or community organisation finance a specific project, respond to an urgent need or support its ongoing activities.

A fundraising campaign, however, is more than simply publishing a donation link. It requires a clear objective, a realistic budget, transparent communication and a plan for explaining to supporters how their contributions will be used.

This guide offers a simple starting point for organisations that want to plan a fundraising campaign without making the process unnecessarily complicated.

1. Define a clear fundraising goal 🎯

Start by identifying what the organisation actually needs.

A useful fundraising goal should answer a few basic questions:

• What are we raising money for?
• How much do we realistically need?
• What will the money pay for?
• When do we need it?
• What happens if we raise more or less than expected?

Specific goals are usually easier to understand than vague appeals for support. A potential donor should be able to see what their contribution is intended to make possible.

For example, “support our organisation” is much less informative than explaining that a campaign is raising money for veterinary care, educational materials, the renovation of a community space or a defined period of project activity.

2. Build a realistic budget 💰

Before launching the campaign, calculate the actual cost of what you are trying to achieve.

Depending on the project, the budget might include:

• materials and equipment;
• transport;
• professional or staff costs;
• food or accommodation connected with the project;
• payment-processing or fundraising platform fees;
• communication expenses;
• insurance or administrative costs;
• a reasonable contingency for unexpected expenses.

A realistic budget can prevent an organisation from promising something that the amount raised cannot actually deliver.

3. Decide who you are asking 🤝

Not every fundraising campaign needs to reach everybody.

Think about the people who are most likely to understand or care about the organisation’s work. Depending on the project, they could include:

• former volunteers;
• local supporters;
• members;
• previous donors;
• partner organisations;
• local businesses;
• foundations;
• people with a personal connection to the cause.

Understanding your likely audience can help you choose the right communication channels and explain the campaign in a way that is relevant to them.

4. Explain what the money will achieve 📖

A fundraising campaign needs more than a payment link.

Explain the need, what your organisation is doing about it and what the campaign can realistically help achieve.

Real examples can make the purpose easier to understand, but storytelling should remain accurate and respectful. If a campaign involves children, vulnerable people or sensitive situations, consider privacy, dignity and consent before publishing photographs, names or personal stories.

5. Choose the right fundraising method 🧰

There is no single fundraising method that works for every organisation.

Depending on the organisation, country, audience and project, possible approaches include:

• direct donations through the organisation’s website;
• crowdfunding campaigns;
• recurring donations or memberships;
• fundraising events;
• grants from foundations or institutions;
• partnerships with businesses;
• peer-to-peer fundraising;
• individual donors;
• community fundraising activities.

Before choosing an online platform, check its fees, withdrawal conditions, payment methods, country availability and rules for charities or informal organisations.

Do not choose a platform simply because it is popular. It should fit the organisation’s legal situation, audience and actual needs.

6. Set a realistic timeline 📅

A fundraising campaign usually benefits from having a clear beginning, a period of active communication and a conclusion.

Think of the campaign in three phases:

• Before launch: prepare the campaign page, budget, images, information and communication plan.
• During the campaign: publish updates, answer questions and share meaningful progress.
• After the campaign: thank supporters, explain the result and communicate what happens next.

A deadline can help give structure to a campaign, but avoid creating artificial urgency if there is no genuine reason for it.

7. Prepare your communication channels 📣

Your website, mailing list, social media pages, local community and existing supporters can all help people discover the campaign.

You do not need to publish exactly the same message everywhere. A longer explanation may work well on the organisation’s website, while social media can introduce the project with a photograph, short video or concise update that directs interested people to more complete information.

If you are looking for broader ideas on fundraising communication, donor relationships, email, websites, social media and events, Voluntouring.org already has a complementary guide:

Read our fundraising tips for charities and NGOs

8. Be transparent about donations 🔎

Supporters should be able to understand who is collecting the money and what the campaign intends to use it for.

Good fundraising practice includes keeping appropriate records, communicating honestly and respecting any conditions that have been agreed with donors.

If money is being collected for a very specific purpose, think carefully before later redirecting it to something substantially different.

9. Respect donor privacy 🔐

A fundraising campaign may involve collecting names, email addresses, payment information or other personal data.

Organisations should consider what information they genuinely need, who can access it and how it will be stored or used.

If supporters subscribe to newsletters or other communications, their contact information should not automatically be treated as something the organisation can use for every possible purpose.

Privacy and fundraising rules differ between jurisdictions, so organisations should check the applicable requirements for their location and activities.

10. Thank donors and report back 💌

The relationship with a supporter should not end when a donation arrives.

Acknowledge contributions appropriately and, where possible, explain what happened after the campaign.

An update might show that equipment was purchased, construction began, an activity took place or a particular target was reached.

If circumstances change and the original plan can no longer be carried out as described, communicate that situation clearly rather than silently changing the purpose of the campaign.

11. Consider who will manage the campaign 👥

Large organisations may have a fundraising manager or dedicated fundraising team. Small NGOs often divide the work between staff members, founders, board members and volunteers.

Someone should still be responsible for coordinating the campaign so that financial information, communication and follow-up remain consistent.

If volunteers are involved, give them clear tasks and appropriate supervision rather than assuming that somebody who offers to help automatically knows how the organisation wants fundraising to be handled.

If your organisation is also developing its volunteer team, you may find our guide on recruiting international volunteers useful.

12. Review what worked 📊

After the campaign, take time to review the results.

Useful questions include:

• How much was raised?
• How many people donated?
• Which communication channels generated meaningful responses?
• Which messages or stories generated questions or interest?
• Were the campaign costs proportionate to the result?
• Did supporters receive the information they needed?
• What would we change next time?

Fundraising generally improves through experience. A campaign that does not reach its full financial target can still provide useful information about an organisation’s audience, communication and planning.

What if you need help with fundraising? 🎗️

Some organisations involve volunteers in fundraising, grant research, communication and donor outreach.

Voluntouring.org maintains a fundraising volunteer projects section where you can see examples of organisations looking for this type of support.

Remember that volunteer fundraising should still have clear responsibilities, supervision and appropriate boundaries, particularly when a volunteer may have access to donor information or represent an organisation publicly.