Choose a fundraising idea by starting with the outcome you need to fund, then matching the activity to your likely supporters and your team’s budget, skills, time, and ability to manage risk. The right choice is not necessarily the most ambitious one: it is an approach you can explain clearly, run responsibly, and assess against its costs.
Start with the need, not the activity
Write down what the money will support and what amount or concrete outcome you are seeking. Include other income or resources already available, so the fundraising goal reflects the remaining need rather than an arbitrary target. Charity Commission guidance for England and Wales says fundraising plans should account for intended impact, funding needs, how funds will be used, and other income or assets. Read the Commission’s trustee guidance.
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Be clear about whether you are raising money for the organization generally or for a restricted project. Before promising that donations will be used only for a particular purpose, confirm the organization can accept that restriction and decide what should happen if the project changes or the target is missed or exceeded.
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Consider who is likely to participate or donate, whether the format suits their interests and access needs, and whether your team can deliver it. St. Jude Children’s Research Hospital offers dance marathons for students and fundraising runs for fitness communities as examples of matching an activity to an audience. Its guide also notes, “A theme for your fundraising event can help attract more participants and create a memorable experience.” See St. Jude’s fundraiser-planning guide.
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Then assess the people and practical skills required: planning, communications, financial controls, safeguarding where relevant, and handling participant or donor information. An idea that sounds appealing may still be a poor fit if it depends on expertise, time, or volunteer capacity your organization does not have. Trustee guidance identifies risks including insufficient skills, a new campaign that performs worse than expected, fraud, and data handling.
Compare shortlisted ideas against the real costs
Make a short list of plausible options and estimate both direct expenses and the time required. For events, St. Jude’s planning guidance identifies staffing, entertainment, food and drink, decorations, and venue costs as items to consider. Include platform fees or other deductions where applicable, and judge the expected contribution after costs—not just the amount collected.
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| Decision check | What to establish |
|---|---|
| Audience fit | Whether likely supporters can understand, access, and participate in the activity. |
| Net contribution | Which costs, fees, and reasonable expenses come out before funds reach the cause. |
| Capacity | Whether you have the people, time, skills, and controls to deliver the plan. |
| Purpose clarity | Which charity or project benefits, whether the appeal is restricted, and how changed circumstances will be handled. |
| Compliance and trust | Which permissions, legal requirements, safe-handling practices, and partner checks apply in your location. |
There is no universal fundraising-spend amount or expense ratio that suits every organization and method. Set a goal that makes sense for the need and the resources available; do not rely on an assumed return or success rate.
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Check rules, money handling, and partners before committing
Rules depend on the activity and location. The most specific legal guidance cited here is for England and Wales; organizers elsewhere should check the requirements that apply locally. The Charity Commission and Fundraising Regulator’s public guidance, published 12 June 2026, covers public fundraising in that jurisdiction and states: “You must comply with the law.” Read the public fundraising guidance.
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Plan how donations will be collected, recorded, transferred, and monitored, and consider risks such as fraud or mishandling. If you use an online platform, check its terms, fees, transfer arrangements, and data practices before selecting it. If a business partner is involved, assess whether its reputation and values fit the cause, clarify what share is expected to reach the organization, and put the arrangement in an appropriate agreement.
Donor trust also depends on a candid appeal. The U.S.-oriented National Council of Nonprofits discusses ethical fundraising, transparency, and respect for donor intent; state and local requirements still need to be checked separately. Read its ethical fundraising guidance.
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Use this sequence to make the choice
- Define the need: State the intended impact, the amount or outcome sought, and the resources already available.
- Name the audience: Identify who might take part or give, and whether the activity fits their interests and access needs.
- Check your capacity: List the staff and volunteer time, skills, and controls needed to organize and monitor each plausible option.
- Estimate the net contribution: Account for direct costs, fees, reasonable expenses, and effort. For events, consider staffing, entertainment, food and drink, decorations, and venue costs.
- Review rules and risks: Check local requirements and the activity’s risks before spending money or making promises. Read platform terms or assess a partner before committing.
- Write the appeal: Name the beneficiary and purpose, state the target and deadline when relevant, disclose fees or deductions, and explain a fallback purpose for a restricted appeal.
- Set up oversight: Decide how money, results, and risks will be tracked in a way proportionate to the activity.
Make the final call
Choose the option that offers a credible path from your audience and available capacity to the funding need, after costs and practical risks are considered. If none fits, revise the goal or plan before launching rather than making a promise the organization may not be able to keep.
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