How to raise funds for your European citizens’ initiative campaign: Tips from successful organisers and fundraisers

Running a European citizens’ initiative is not an easy task. Not only does the yearlong+ campaign require extensive time commitment, preparation, and dedication, but it often comes with a hefty cost. Campaign materials, especially in multiple languages, wages, and events are just some of the costs that an ECI campaigner needs to calculate and plan for. A fundraising strategy is essential to a successful, Europe-wide, multi-lingual, and over yearlong campaign. On June 3, at the 10th edition of ECI Day, we discussed how to fundraise for an ECI with the help and input of three experts: Olga Kikou from the ECI End the Cage Age, Virginia Fiume from ECI Stopglobalwarming.eu, and Anne Hardt, fundraiser at Democracy International. 

Credit: European Economic and Social Committee (2021)

Having support from partners, especially NGOs with previous experience in fundraising or campaigning, is essential to a fundraising strategy. A strong network of partners should be built in the very early stages of the campaign in order to gather support early from those who can bring in funds, experience, and expertise. This way, NGOs can share the burden of the costs or support the campaign with human resources. One or more full-time employees of an already existing NGO can simply make the ECI their yearlong project, rather than a volunteer being the main campaign coordinator. This was a best practice by the ECI End the Cage Age, one of the recent successful initiatives. 

When it comes to actual fundraising, crowdfunding for a specific action, such as setting up campaign billboards in a major city, is much more recommended than attempting to crowdfund for the overall goal of reaching one million signatures. People are much more likely to donate to small but significant campaign goals and milestones or to fund campaign actions because it is much more tangible. 

Visibility was a top fundraising and campaigning strategy of the ECI Stopglobalwarming.eu, who sought help for promotion from individual people or influencers who had a large outreach, therefore requiring less funds for general outreach. For example, artists may dedicate some of their work to the ECI in question, or municipalities may act as contact points for citizens in promoting the initiative.

Stopglobalwarming.eu followed a general campaign tip that, in turn, helped fundraising efforts. It included the campaign’s website in the logo so that people know exactly where to find the campaign page and therefore where to donate. This initiative also opted for the individual online collection system which could be embedded directly on the campaign’s page, therefore having a one-stop-shop for citizens who want to learn about the initiative, sign it, and donate to the efforts all on one page.

ECI campaigners may look into applying for financial support from foundations, which can often fund significant sums of money. Anne Hardt, fundraiser at Democracy International, shared a few important tips when it comes to approaching foundations. Firstly, check the application criteria of the foundations to make sure your campaign qualifies, and see where you can create links between your initiative and the mission of the foundation. When approaching foundations or when writing the application, choose active language and words and share concrete, numbers-based information about the ECI and its goals and milestones. Sharing any extra campaign materials such as flyers, a recommendation letter from previous organisations that supported you in the past would also strengthen your application.  

A general tip when it comes to foundations is to look for those foundations who have already supported ECIs in the past, as they will be familiar with the instrument and process. To score extra points, be personal and call the foundation directly before submitting your proposal so that you already make contact with them before they read your application. 

And finally, all experts in the workshop agreed that preparation is key. As a first step, choose an existing issue that has already gained momentum and support from NGOs and that people can identify with, rather than a completely new issue that needs to start building support from scratch. Plan a fundraising strategy well ahead of the official campaign start date and remember to use all the different resources available to you.  In this context, the EU – even if not offering financial support as such – provides you with additional help. For example, you can use the Seek Advice section of the ECI Forum, for free, tailor-made fundraising advice for your campaign. 

Good luck!

Disclaimer: The opinions expressed on the ECI Forum reflect solely the point of view of their authors and can in no way be taken to reflect the position of the European Commission or of the European Union.