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Pledge fundraising and crowdfunding

Pledge fundraising and crowdfunding are two great ways to strengthen the impact of your fundraiser. Both bring together the generosity of many people to help support their favorite causes, including St. Jude.

Learn About Pledge Fundraising Learn About Crowdfunding

 
 

What is pledge fundraising?

Pledge fundraising is a way of raising funds for a charity or organization where people commit (or pledge) to donate or raise a certain amount within a specified timeframe.

What's the difference between pledging and donating?

Pledging is a commitment to make a donation within a certain time period. Pledge donations are often dependent on certain actions being performed, such as when someone registers to run a race as a St. Jude Hero and pledges to raise a certain amount of money for St. Jude by race day.

Donating, in contrast, is the immediate act of giving money to a charity or nonprofit.

 
 

What are the benefits of pledge fundraising?

For the organization: Because pledge amounts are typically commited to in advance, pledge fundraising provides a more predictable stream of revenue for organizations, making it easier to plan for future financial needs.

Additionally, pledge fundraisers often rely on personal connections, which may expand an organization's audience and increase awareness, potentially leading to more donations in the future.

For donors and campaign organizers: Both the pledge organizer and donors can feel a heightened sense of impact and community involvement. And because pledges often have a deadline sometime in the future, fundraisers have time to plan their donation asks, which could lead to an overall larger contribution.

 
 

How do I start a pledge fundraiser?

  1. Plan your fundraiser
    See our list of tips and tricks for inspiration.

  2. Start a fundraiser
    For St. Jude, use our form to get the process started.

  3. Build your messaging
    Check out our info on storytelling for fundraising to get started.

  4. Launch and promote your fundraiser
    Learn more about promoting a fundraiser.

 

 
 

Pledge fundraising ideas

Often, pledge fundraising is associated with “event-a-thons,” such as walkathons or telethons, but we encourage you to be creative. Here are a few ideas:

 
 

What is crowdfunding?

Crowdfunding is a type of online fundraising in which many people give small gifts to reach a shared goal, often through digital platforms and social sharing.

Crowdfunding is different than pledge fundraising, but it can be closely related. For example, when a St. Jude Hero commits to raising money while training for a race, that's pledge fundraising. But when that same St. Jude Hero asks their social circle for donations to meet their fundraising goal, that's crowdfunding.

Types of crowdfunding

There are two main types of crowdfunding for charities and nonprofits: donation-based and reward-based.

  1. With donation-based crowdfunding, contributions are made with no strings attached. Donations are given purely out of altruistic support for the cause or the person they're donating to. 

  2. With reward-based crowdfunding, supporters donate in exchange for a small item or gift. For example, if an artist used a reward-based crowdfunding campaign to help finance a new album, supporters might receive a "free" song download from the album once released. 

 
 

How does crowdfunding work?

Crowdfunding works by setting a clear goal, sharing a story and inviting a community to donate.

  1. Decide on a crowdfunding platform
    Some platforms may reserve a portion of funds as compensation for hosting and managing your campaign, so make sure to research your options carefully.

  2. Set your crowdfunding goal
    Keep in mind that some crowdfunding platforms won’t release your funds unless your goal is met. 

  3. Create your messaging
    Check out our info on storytelling for fundraising to get started.

  4. Launch and promote your crowdfunding campaign
    Learn more about promoting a fundraiser.

 

 
 

Nonprofit crowdfunding tips

  • Build a strong web page and promotional posts by using high-quality content (like videos and graphics) to promote your campaign.
  • Create a sense of urgency in your messaging.
  • Use the power of word-of-mouth promotion.
  • Provide your audience with regular updates about your campaign.
  • Post about your campaign across multiple platforms to expand your reach.
  • Review successful crowdfunding campaigns related to your cause to learn what’s already working.
 
 

Make an impact for St. Jude kids

Start a Fundraiser Find More Ways to Get Involved

 
 

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