I am a lifelong volunteer, having started as an adolescent at the encouragement of my mother. What began as a year tending to patients’ needs in a non-medical capacity at a hospital, turned into a life-long pursuit of giving my time, energy, and thought to causes that resonate with me. However, fundraising is a different story. It wasn't until I became involved with the St-James Drop-In Centre and their annual Coldest Night of the Year event that I discovered (and slowly developed) a skill I never thought I would master or even enjoy!

My first fearful steps into fundraising

My first real contact with St-James was through an event I was organizing that brought together artists, professionals, and community organizations for the purpose of promoting volunteering. It was there that I met some of the artists from the Centre who showcased their work at the event and learned more about the activities and services offered – and also about their unique approach to creating community. Before I knew it, I was on the Board of Directors and introduced to the Coldest Night of the Year. 

Coldest Night of the Year (CNOY) is an annual winter walk that happens in cities across Canada to raise money for local charities that offer critical services for vulnerable families and individuals experiencing hurt, hunger, and homelessness. Each year in February, since 2011, tens of thousands of Canadians step outside the warmth and comfort of home to shine a light of welcome and compassion in their communities. I have been walking for St-James since 2018.

At first, the idea of fundraising was intimidating. I'm not naturally an extrovert, and asking for money has always made me uncomfortable, no matter the nobility of the cause. But I was won over by the fun atmosphere created by the event from the build-up, to the send-off, to the warm welcome at the end. The fact that I cared deeply about the cause certainly added to my positive experience.
I became a team captain in my second year and was pleasantly surprised that, apart from what my team members raised, I managed to raise more than $1,500 on my own. Several years later, I am hoping to break my personal record of $2,500!

Tips for successful fundraising from a self-proclaimed non-fundraiser!

I am not a fundraiser, as I’ve said... I have even had difficulty raising funds for my children’s school projects and sports teams! Plus, as a nonprofit leader, I have often depended on others to raise money while I applied my skills and strengths elsewhere. So, how did I manage to become one of the top individual fundraisers for CNOY? Here is my list of tips and ideas:

1. Tell the Organization’s Story

• Start by explaining what the organization is about and the current challenges it’s facing, and share something positive and heartwarming about how staff and volunteers are making a difference. This helps potential donors connect emotionally with the cause.

• Personalize your message – don’t rely solely on templates. Sharing your own voice and connection to the cause can make a huge impact.

• Express gratitude: Be sure to thank donors promptly with a personal message, explaining how their contribution supports the organization. Let them know every donation, big or small, makes a difference.

• Cast a wide net: Even if people don’t donate, you’re still raising awareness about the cause.

• Follow up thoughtfully: If a regular donor hasn’t responded, it’s worth checking in. They may have missed your message or changed contact details. A direct but polite follow-up can go a long way.

• Start early: Make your first outreach before the end of the calendar year. Some donors may prefer to give before year-end for tax purposes, while others may prefer to wait until later. Offer flexibility.

• Follow-up: Depending on when you start, send a second message through the CNOY platform, ensuring you remove the names of those who have already donated.

• Use countdowns: As the event approaches, create excitement with countdown posts on social media. Post updates every few days to avoid overwhelming your audience.

• Begin with a message through the fundraising platform.

• Follow up on social media, such as Facebook, or use Instagram if it’s part of your network.

• Consider how each platform’s audience interacts and adjust your tone accordingly.

• On the night of the event or the next day, post on social media. A selfie, photos of the walk, or the welcome-back event can give your supporters a tangible sense of what they helped achieve.

• After the event, send a thank-you message to all your donors. Share the results and emphasize how their contributions helped you achieve your objective as well as the organization’s overall goal.

From reluctance to confidence: My fundraising transformation 

So, how have I overcome my fears and reluctance regarding fundraising? Initially, focusing on the importance of the cause helped. It comforted me to know I was spreading the word or planting a seed, even if I didn’t raise huge amounts of money. 

Over time, however, I have learned that people want to help to the extent that they can, and do not resent me for asking. On the contrary, I think they are eager to find a good way to contribute to the well-being of their community. I even receive comments of admiration and gratitude from donors – not what I expected when I started. 

So, thank you St-James and Coldest Night of the Year for allowing me to grow and learn as a person and for being the impetus for me to provide so many people an avenue for doing good.