Finding a Cause and Setting a Goal

A fundraising event doesn’t just help the sick, the abused, and the forgotten, it also helps brands. Customer goodwill can be hard to generate and retain but the task is easier if people know that you help the community. Fundraising events demonstrate just that.

Experienced businessmen understand that goods and services depend on the goodwill of your customers. If they find fault with you, expect them to turn to your competitor. But they’re willing to give you a second chance and gladly continue to patronize you, if they believe that your brand is more than a cold-hearted organization. That it has a heart that helps the less fortunate.


WHY RAISE FUNDS THROUGH EVENTS | Finding a Cause and Setting a Goal

Why Raise Funds Through Events

There are numerous ways to reach out to people for assistance but one of the most popular methods remains the fundraising event. While online fundraising campaigns, like the ALS ice bucket challenge, are gaining considerable attention, the humble event still continues to generate a steady stream of donations. Part of its effectiveness lies in its immediacy; people find it harder to distance themselves from an event compared to a YouTube video or a letter. Events also engage people through various enjoyable activities, eliciting donations even if a donor doesn’t care for the cause.

But additionally, events are also favorable for companies and organizations. They are able to envelop their customers within a positive brand experience and link their brand to a beneficial cause. People will realize that they are not a faceless corporation but good members of society. In other words, the experience of the fundraiser can go a long way in helping others – and the brand.

CHOOSING A CAUSE | Finding a Cause and Setting a Goal

Choosing a Cause

There are many causes that your brand can help. Picking one can be a hassle but there is a way to narrow it down.

Identify your brand’s values
Ideally, your chosen cause should stem organically from the brand’s vision or personality. This will help the fundraiser appear as a natural extension of the organization’s purpose and will also align better with your goals.

Determine your employees’ concerns
Additionally, the cause should also be something that your employees support wholeheartedly. They will be the first advocates of the fundraiser and their enthusiasm will help ensure its success.

Discover your customers’ inclinations
Lastly, find out the causes your customers’ already support. Surveys and social media can help you develop profiles of the cares and concerns of your customers. Using this insight will help your event succeed and increase your profile in a cause that your customers already identify with.

SET A GOAL | Finding a Cause and Setting a Goal

Set a Goal

After picking a cause, it’s crucial to set a fundraising goal.

Money is not the primary goal
But always remember, the purpose of the event isn’t to collect money. It’s helping others. As much as possible, phrase your goal in terms of its effects. For example, instead of raising XXX amount of pesos, your brand is sending XXX children to school or helping researchers develop a cancer drug. This will help renew your motivation and make it more concrete to your customers.

Measure the money anyway
But fundraising is about raising money. It’s important to translate your primary goal into a monetary amount. This financial target will provide your brand with accurate metrics to measure the event’s success.



Organizing a fundraising event isn’t easy but it is rewarding – for the brand and the fundraiser’s beneficiaries.

What are the different types of events that you can do? Read on in the next installment! Please subscribe to M2Live.