Charities operate like any other business, with a focus on finding, nurturing and securing valuable leads. Acquiring new donors in 2025 requires a sales approach, but with a lot more heart! It’s not just about securing funding; it’s about establishing lifetime supporters who will advocate for your mission and actively engage through donations, events, volunteering, and providing beneficial services and resources.
This article outlines the new fundraising principles that charities should be using and how they can lead to long-lasting, valuable connections.
How to Get the Most from Your Fundraising
Although traditional forms of fundraising, such as leafleting and physical stands, still play an integral role, effective fundraising methods are constantly evolving. In 2025, business relationships are established on mutual goals, values and respect, which can be achieved with the following fundraising principles.
The Rule of 7
The Rule of 7 refers to the multiple touchpoints that your supporter engages with. This is equally important for new prospects to keep your charity top of mind and for existing donors to ensure they feel valued.
Touchpoints should include a variety of media, such as social media tagging, personalised emails, newsletters, letters, phone calls, seasonal messages, event invitations, and even freebies.
Top Tip: Merchandise, marketing materials, and events are easy ways to connect with people and encourage them to share content, increasing awareness of your charity.
The 3-to-1 Rule
This principle incorporates a process to ensure your donors feel appreciated before asking for another contribution. The 3-to-1 rule refers to:
- 3. Thanking them – For their donation, time, attendance or service. This can be achieved via an email, phone call, personalised card and gift, social media post, or even a broadcast group via WhatsApp.
- 2. Report the results – Sponsors love to know their good deed made a difference. Share the impact of their efforts. It encourages further communication and may justify to them to donate again.
- 1. Engagement – Reconnect via a catch-up call, newsletter update or event invitation. Make them feel like a VIP before asking for another gift.
The 80/20 Rule
On average, 80% of a charity’s fundraising comes from 20% of its supporters. The bigger question is: Why do only 20% consistently stay loyal to your cause?
It comes down to staying connected and engaging with supporters, perhaps using the Rule of 7 or the 3-to-1 Rule. The 80/20 statistic highlights the significance of onboarding larger, more influential donors – identifying organisations that align with your cause, have a wide network, and have the capital to make a difference.
Top Tip: At VST, we offer a stewardship calling service that provides tailored and consistent communication to look after and engage your dream donors.
The 3 C’s of Fundraising
This type of fundraising targets your efforts to align with the passions, values and goals of your prospect. This principle requires some background research, but it can save you a significant amount of time and effort and deliver better results.
- Commitment – Begin by researching your prospects to assess their compatibility and level of interest. You can also reach out to those who have previously been involved with your charity or similar causes. Remember, your gut feeling can go a long way.
- Connection – Tailor your communications to appeal to a prospect’s interests, building a strong, personal and genuine connection. This can increase your donors’ willingness to support over a longer period.
- Capacity – Have a good understanding of the prospect’s potential, availability, reliability and impact. This doesn’t need to be a financial focus; you can also consider their available resources, connections, and services.
For this very reason, we’re proud to offer a venue booking service that helps align your fundraising efforts with your very target donor. Coupled with our calls and communications services which again are tailored exactly to the recipient of each call and piece of ‘stewardship’.
The 5 Ps of Fundraising
This end-to-end type of fundraising ensures that your donors are fully onboard with your purpose. But it also gives clarity on their participation. No one likes to be left in the dark, especially when money is involved. So, the 5 Ps ensure that your donor feels considered, valued and engaged at all times.
- Purpose – Contributors need to understand your ‘why,’ your purpose, and your outcomes. This will help them understand their role and the value they can bring to the organisation.
- People – Like any form of marketing, you need to know where your audience is, how they interact and what they respond to. With this insight, you can target and personalise your efforts.
- Prospects – Optimise your CRM to help identify and narrow down quality leads who relate to your values and mission.
- Partnerships – Long-term partnerships come in all shapes and sizes. And all make a difference. Look to curate a range of partnerships with businesses, groups, individuals and organisations to receive a variety of resources, connections and funding.
- Perseverance – For yourself and your connections. Fundraising strategies consistently evolve in response to changes in communication, technology and real-time events. Be flexible and keep your donors informed.
How The Right Setting Builds Engagement
The above principles come down to building genuine, trustworthy and long-lasting relationships. You want partners who share your passion and mission, and who are eager to be involved in some way to drive change. Demonstrating your commitment through various forms of communication will help grow your support base. Another way to engage is by showcasing your efforts in person. That’s where VST can help.
We work with charities to find the perfect venue for your charity event. The correct setting can create a fantastic first impression and make your visitors feel a part of the occasion. Our blog, ‘Booking Fundraising Venues with a Purpose,’ shares more insights.
How We Support Your Fundraising Mission
Along with sourcing venues, we help manage your fundraising strategy. Whether it’s the Rule of 7, the 3-to-1, the 5 Ps, or the 3 Cs, our team assists with communication requirements around fundraising campaigns to ensure that those vital connections keep you at the forefront. Get in touch to find out how we can assist your fundraising efforts in 2025.
