If every company in Ukraine starts a fundraiser among its customers and partners, we can contribute greatly to bringing our victory closer.>
Artur Lupashko, the founder of Ribas Hotels Group, shares his life hacks that help hold successful charity fundraising events in his article for MC.Today.
In today's context, when the whole country is united by the common goal of supporting our defenders, businesses cannot stand apart. Helping our army has become not only a social mission but also an essential part of our corporate culture, shaping our image and forging relationships with our customers and partners.
With many businesses eager to help, the question arises: where to start? This is not the first time we have held a fundraiser, but we have recently wrapped up the largest one, and we are ready to share our experience in terms of how to organize and promote the event, which may be helpful for other Ukrainian businesses.
Step 1: Choosing partners and setting goals
The first thing to do is to define the purpose of the fundraising and choose a reliable partner. We approached the Come Back Alive charity foundation and offered to raise 15 million Ukrainian hryvnias together. The foundation suggested that these funds should be used to purchase mobile command posts for air defense, the so-called ICS. These systems significantly bolster Ukraine’s air defense and ensure the effective work of our defenders.
Having a reliable partner means that your efforts will bring tangible results and the funds raised will be used efficiently and transparently. Collaborating with the charity has provided us with confidence and support, as the foundation has vast experience in delivering similar projects.
Step 2: Creating a fundraising concept and communication strategy
The next step is to create a fundraising concept. We turned to our creative partners at Spiv.studio, and that was how the slogan “Do You Love It? Donate!” came into being. The message conveyed the idea that the best way to show love for your country is to support the country's defenders. We made a video featuring Ukrainians talking about their love for their hometowns, motivating people to donate to protect the skies above the country.
Involving bloggers and celebrities helped us widely spread the word about the fundraiser. They supported our campaign through their social networks, so we could reach a large audience.
Step 3: Fundraising: mechanics, tools and life hacks
We used a number of essential tools to improve the effectiveness of the fundraising campaign.
- Billboards in Kyiv. We arranged for advertising on billboards in Kyiv on a barter basis; we offered free accommodation in our hotels in exchange for advertising space. This was an effective way to draw attention to the fundraiser.
- Incorporating the fundraiser into all presentations. We incorporated the information about the fundraising campaign into all the presentations of our speakers representing our company. This helped to spread the word at all our business meetings.
- Prize draws for donations. To encourage more people to get involved, we launched prize draws among those who made donations. This approach created an additional incentive to donate.
- Individual mini fundraisers. We made templates for individual fundraisers that everyone could use to engage their friends and followers. These templates were available for download from our Telegram channel, which was open to everyone.
- Bloggers and influencers. Bloggers in our network shared information about our “Do You Love It? Donate!” campaign. In addition, celebrities and Come Back Alive ambassadors created their own jars and helped raise the necessary funds.
- Gastronomic events. Andriy Magaletskiy, Restetika's managing partner, hosted gastronomic parties in Odesa and Ivano-Frankivsk. At the events, famous chefs treated guests to exquisite dishes, and unique lots were drawn, with the money for the lots going to the charity foundation as a donation.
- Selling books for donations. On our website, for a donation in the amount of UAH 300, anyone could get an electronic and audio version of my book “More than a Service”. All funds were used to support the fundraiser.
- Media information support. We prepared a press release that was distributed to the media to announce the start of the fundraising campaign. We also arranged for paid media coverage. An Odesa-based TV channel did a TV report on the gastronomic party; the gastronomic event held in Ivano-Frankivsk was widely covered by media.
- A photo project. We involved two Ukrainian photographers whose work was used to create postcards with QR codes appealing for donations, which were placed in every room of our hotels. We also put motivational heart stickers “Do You Love It? Donate!” with a QR code leading to the donation jar in our hotels, on mirrors in rooms, in elevators and in other common areas.
- “War” tips. In the restaurants of our hotels, we offered the opportunity to leave “war” tips, which were donated to support our “Do You Love It? Donate!” campaign.
Step 4: Closing the fundraiser. Reporting. Social benefit for businesses
Closing the fundraiser is not only about achieving the goal but also about transparency in reporting. We provided public reporting on on every step of the campaign. This included regular updates on the amount of funds raised on the foundation's website and reports for partners and customers on our social media.
Once the fundraiser was over, we prepared a press release and thanked all the participants through our media platforms. This helped people feel the value of their contribution.
So Ukrainian businesses can make a big difference in the defense of our country through charity fundraising. Choosing reliable partners, having the right communication strategy and maintaining transparency are the keys to success. Our experience shows that every business can run an effective fundraiser and make a significant contribution to the victory.
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