5 Things to Know Before Launching a Crowdfunding Page

If your nonprofit needs upfront funding to start a new program, replace worn-out equipment, or respond more quickly to emergencies, crowdfunding could be an effective way to earn donations quickly. But before you share your crowdfunding page with your supporters, you’ll need to choose a platform or site to host your campaign on and build a compelling page.

In this post, we’ll cover things to consider when building the foundation for your crowdfunding page, including choosing the right technology, leveraging storytelling, appealing to different supporter segments, and more.

Choose a crowdfunding platform that fits your organization’s size, budget, and available staff time. For instance, if you’re a smaller organization with a limited budget, a free fundraising platform can be a good fit. Generally, your options fall into two groups: crowdfunding tools built into fundraising software your nonprofit pays for, or crowdfunding sites where you create a campaign page that the site hosts.

As you compare sites and software options, look for a platform that offers:

• No upfront costs: Every dollar spent on setup fees is a dollar that isn’t going to your mission, so opting for a free solution means higher profits.
• Quick, simple setup: You should be able to build your crowdfunding page in an afternoon without technical help, ensuring you can start fundraising quickly.
• Donor data tracking: Make sure you can export donors’ contact information and gift history, so you can add new supporters to your database and follow up after the campaign.

Before you commit to a platform, think beyond launch day. For example, NXUnite suggests choosing one that offers an online payment processor and social sharing options, so accepting donations and promoting the campaign is easy. These kinds of features will be essential as the campaign progresses, so it’s important to keep them in mind when choosing your technology.

Visitors decide within seconds whether to give, so ensure your fundraising campaign has a specific focus that donors can grasp right away. That focus might be funding a new project, like a meal delivery program, or something broader, like keeping your pantry shelves stocked through the winter.

Make this focus the first thing visitors see when they click on the page. Name it in your headline and write a one-sentence introduction or subtitle on why it matters. Additionally, donors should be able to see your progress immediately, so add your progress bar and donate button near the top of the page as well. Save longer content, like beneficiary stories or testimonials, for further down the page.

To encourage donations and reinforce your campaign’s purpose, provide examples of how each donation can support your project. For example, instead of “Help support our programs,” try “Every $25 helps keep our pantry shelves stocked so 10 more families have groceries this winter.”

While the facts explain your campaign, stories are what make people care enough to give. Use nonprofit storytelling to share specific, heartfelt moments of impact.

Build your page’s story around the following five storytelling elements, listed here using an example of an animal rescue:

1. The person: Introduce one person, family, animal, or place your campaign helps, with a concrete detail or two that makes them feel real.
   • Example: Biscuit, a friendly senior beagle who was abandoned outside the rescue.
2. The challenge: Explain what they’re facing right now and why it can’t wait.
   • Example: Biscuit needs dental surgery, but the rescue’s medical fund is empty.
3. The turning point: Share your organization’s plan to address the challenge. This is where your campaign’s specific focus comes in.
   • Example: Launch a crowdfunding page to restock the medical fund.
4. The difference a gift makes: Show how specific donation amounts close the gap between the challenge and the outcome.
   • Example: $100 covers Biscuit’s pre-surgery X-rays.
5. The vision: Paint a picture of success, so donors can imagine the ending they’re helping create.
   • Example: Biscuit napping in his new home, healthy thanks to the donors’ support.

Pair your story with authentic photos or a short video, since real images build more trust than stock photos. Get consent before sharing anyone’s story or image, protect their privacy, and tell each story truthfully without making up details to create a more convenient narrative. To make building future crowdfunding pages quicker and easier, keep a running collection of approved stories and photos from your programs.

Because not every visitor gives for the same reason, your crowdfunding page should speak to several motivations to encourage more gifts. Here are a few common donor motivations and how you can appeal to them:

Of these motivations, rewards typically take the most planning as you’ll need to produce and deliver them. If you’re strapped for time, opting for a service that uses a print-on-demand model lets you offer merchandise incentives without having to buy inventory or manage shipping orders yourself.

A crowdfunding page often brings in first-time donors, and your follow-up decides whether they give again. Post progress updates on the page throughout the campaign, then a final update when it closes to thank supporters and let them know your campaign was a success

Send each donor a personal thank-you email (or give them a call for larger gifts) with an accurate donation receipt. Welcome new donors with a shout-out on social media, with their permission. For those who gave at a higher level, you might offer custom merch as a lasting thank-you gift. In the weeks and months after the campaign, keep the connection going by providing updates on your campaign project, inviting them to upcoming events, and sharing volunteer opportunities.

Crowdfunding pages are most effective when organizations complete all of the necessary groundwork before launch day. To get started, keep it simple and draft your page’s copy, including the one-sentence focus, the story you want to feature, and your giving levels and their outcomes. As you evaluate platforms, choose one that will support your crowdfunding campaign from designing your page to sharing it and following up with supporters.

Joe is the Director of Growth Marketing at Bonfire, a platform that helps nonprofits, schools, creators, and individuals to raise funds through custom apparel. With eight years of experience in custom merchandise and fundraising, he’s passionate about creating merch strategies that build community, amplify causes, and turn supporters into lifelong advocates. His favorite shirt color is Kelly Green, and he prefers hoodies over crewneck sweatshirts.