# Four ways to use incentives in fundraising

- Link: https://fundraising.co.uk/2013/12/09/four-ways-use-incentives-fundraising/
- Published: 2013-12-09T22:25:33+00:00
- Author: Howard Lake

Fundraising might be getting harder, but there are ways in which fundraisers and
charities can try to counter this. Having spent the whole of 2013 trying to do one
thing every day for charity, I have seen plenty of examples of where incentivised
fundraising has been done well.

## Do it for the total

I first saw incentivised fundraising used to encourage people to raise £200 or more
for the [YMCA’s Sleep Easy](http://www.ymca.org.uk/events/sleepeasy) event. Anyone
who raised this amount or more would be automatically be entered into a **prize 
draw** to win one of several prizes provided by local businesses. Having participated
in this event, I don’t actually think people needed an incentive to donate, as the
event itself (which required participants to sleep rough for the night) is certainly
in the category of “I’d rather you than me”, which can make it easier for people
to dig deep.

I believe the incentive helped, as the YMCA raised over £23,000 from 180 people 
taking part in Exeter alone.

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## Do it for the publicity

This year I saw Tanzanian charity Orphans in the Wild, set up by a couple from Tavistock
and partnered by [Foxes NGO](http://www.wildorphans.org/), providing the **incentive
of a ten-day trip to Africa for two**. Their aim is to raise a substantial £100,000
to buy four ambulances to assist in the life changing work Foxes NGO is undertaking
in the Tanzanian community of Mufindi.

Appreciating that this is no small sum and they needed to do something to help the
campaign gain momentum, they have gone for a [prize draw approach](https://mydonate.bt.com/fundraisers/ambulanceappeal).
There are 5,000 tickets available to anyone who donates £20 or more to the appeal.
Allocated on a _pro rata_ basis, their example of incentivised fundraising makes
it clear to donors that the more they give, the more likely they are to win the 
trip of a lifetime.

## Do it to improve

Both [Children with Cancer UK](http://www.childrenwithcancer.org.uk/) and the [Live Below the Line](https://www.livebelowtheline.com/)
campaign offered entry to a **prize draw as an incentive for people to give feedback**
on their events. Knowing response rates to surveys can be particularly low, an incentive
to increase participation in these surveys becomes a must for charities hoping to
run the same or similar events.

## Do it to get your donations in

[CLIC Sargent](http://www.clicsargent.org.uk/) offered a £100 House of Fraser voucher
to everyone who submitted their total raised by a certain cut off date. This incentive
communicates a sense of urgency on the part of the charity, and a recognition that
gathering donations can be a time-consuming process.

These are just a few examples that I have come across in 2013, which is the first
year in which I’ve noticed charities providing incentives to engage supporters. 
I’m sure we will see more in 2014 and it will be interesting to review how well 
these incentives increase participation.

_[Ashley Petrons](http://www.makeit-marketing.com) is a freelance marketeer, focusing
on helping charities with their communications. An active volunteer for a wide range
of charitable organisations over the last decade, Ashley has undertaken a mission
to do one thing for charity every day for a whole year, just to prove how simple
it can be to give back._

 

_Photo: [carrot and stick](http://www.shutterstock.com/pic-57245578/stock-photo-fresh-red-carrot-hanging-on-white-background.html)
by AJT on Shutterstock.com_

## Comments

### By: HowardLake

- Link: https://fundraising.co.uk/2013/12/09/four-ways-use-incentives-fundraising/#comment-3950
- Published: 2016-01-12T21:21:00+00:00

I’d have a look at the Institute of Fundraising’s Code of Practice to see if it 
answers your question:
 [http://www.institute-of-fundraising.org.uk/code-of-fundraising-practice/](http://www.institute-of-fundraising.org.uk/code-of-fundraising-practice/)

### By: Simon Hare

- Link: https://fundraising.co.uk/2013/12/09/four-ways-use-incentives-fundraising/#comment-3951
- Published: 2016-01-26T18:12:00+00:00

Thanks Howard. I tried that, and left phone messages….but still no clearer :o( I
just need to know if there is a distinction between selling raffle or lottery tickets
abd using a free prize draw as an incentive to donate – no one seems to be able 
to give me a definitive answer. I’ll keep trying!