Wednesday, 24th April 2019


All charities, whether large or small, will employ fundraisers to maximise incoming donations. They raise funds from a number of different sources, including trusts, corporations, and through organising events which simultaneously raise funds and promote the charity, its cause and its goals.

There are various different types of fundraising:

  • Community fundraising - Community fundraising normally happens on a regional or local scale and could involve fundraisers coordinating local events in schools, community centres and religious institutions
  • Major donors - Major donations fundraising involves identifying individuals of high net worth, known as prospects, who have expressed a public interest in charitable causes and approaching them for contributions
  • Direct marketing - Direct marketing through various media, such as television adverts, online and mail communications is another popular, although expensive, way for charities to increase awareness and draw in contributions
  • Legacy and statutory fundraising - Statutory fundraising is when charities try to generate funding from organisations in the public sector, e.g. the Department of Health or local and national councils
  • Events - Throwing fundraising events is a popular and effective way of raising money, support and awareness for causes charitable causes

It is extremely important that fundraisers build new relationships with potential donors and that they keep regular contact with existing contributors, keeping them informed on the charities campaigns and activities. To do this, fundraisers need to be highly personable, consummate networkers.

As events are traditionally a very effective means of increasing awareness and, consequently, funding, fundraisers will spend time thinking up new ideas for events and fundraising activities. Again, maintaining close contacts in as many areas as possible is extremely important as fundraisers will have to develop and organise events on the smallest possible budget. This may involve calling in favours from contacts, organising sponsorship from companies and recruiting volunteers to work in the run-up to, and during, the event.

They also recruit, train and manage volunteers in other fundraising activities, such as door-to-door collections, street collections and charity sales. In order to do this, charities need to be granted permission from the local authority.

In large charities, there will usually be a team of fundraisers with a director of fundraising activities working at the top, managing fundraisers working on various projects and campaigns.