When you’re launching your fundraising campaign, it’s easy to get caught up in the logistics: registration, websites, and donation forms, but what really matters is building connection and trust with the people who care about your mission. Here are seven key things to keep in mind from the start to ensure your fundraising campaign is as successful as it can be.

1. Understand Your Donors

Not everyone gives for the same reason. Some people are motivated by values, some by impact, some by community or recognition. Segment your messaging to match: highlight shared values, show tangible results, or invite people into a community. Tailored messaging feels personal, and resonates with the individual much more.

2. Start Small, Build Momentum

A small “yes” leads to bigger ones later on. Invite people to share a post, sign up for updates, or attend a free event before asking for a donation. Small actions create commitment, and commitment leads to generosity. Pro tip: Use the “golden middle” strategy to your advantage. When presented with three donation amounts, individuals typically go for the middle one. Nonprofits can use this to set their average donation with appropriate suggestions.

3. Lead With Values, Use Stories

Facts alone don’t move people. Frame your mission around the things that are important to your audience. Tell stories that show impact, not just numbers. A child’s story, a rescued animal, or a community outcome will resonate more than statistics alone. Pro tip: Framing appeals in terms of care, fairness, or loyalty can improve outcomes.

4. Keep Donors Engaged and Feeling Valued

Don’t disappear after someone donates. Follow up with updates, gratitude, and impact reports as a way to invite donors into ongoing conversations. When people feel appreciated and connected, they are far more likely to give again. Pro tip: Applying identity-related words like kind, caring, or compassionate in fundraising communications can increase giving by at least 10%. Consider saying “Thank you for your kind donation”, instead of: “Thank you for your donation “, can make a difference.

5. Build Belonging

Monthly giving programs, named initiatives, and small celebrations of contributions create identity and loyalty. People stay where they feel part of something bigger than themselves. Belonging is as powerful as the donation itself.

6. Make the Process Easy, Clear, and Personalized

Supporters expect smooth, personalized experiences. Simplify your donation process, use clear calls-to-action, and acknowledge their history and preferences. Pro tip: Research shows that 85% of people are more likely to complete transactions if a trust badge is included somewhere on the payment page. 

7. Use Visuals, Progress, and Urgency

Show your impact with photos, videos, and progress indicators. Let donors see the difference their gift makes. Combine visuals with gentle urgency (“$500 left to reach our goal”) to encourage action. People respond best to clarity and momentum.

Bottom Line

When you’re setting up your fundraiser, think less about forms and more about experience. Make it easy, meaningful, and personal to help your audience feel like they belong. People don’t just give to causes, they give to causes that make them feel something.