The power of community: why fundraising needs more than a donation page

For charities across Scotland, fundraising has rarely been more challenging. Rising costs, increasing demand for services and growing pressure on traditional funding sources mean organisations are having to think differently about how they generate income. Crowdfunding offers an accessible way to raise money, but there's a considerable difference between setting up a donation page and developing a successful fundraising campaign. The latter requires a compelling story, a clear purpose and an understanding of what motivates people to get involved.

That's been central to our recent work with the Jeely Piece Club, a much-loved Castlemilk charity that has supported generations of Glasgow children and families for more than 50 years. We're working with the organisation to develop and deliver an ambitious £150,000 fundraising campaign, helping it sustain existing services while investing in new opportunities for the families it supports.

Fifty years of community connections

Established in 1975, the Jeely Piece Club has become part of the fabric of Castlemilk, providing opportunities for children to play, learn and grow alongside practical support for families. Its importance, however, extends well beyond the services it delivers. Thousands of people have their own memories of the Jeely, from childhood friendships and experiences to the support they received as parents. Some have even returned with children of their own, creating a connection that spans generations.

For us, those relationships represented an enormous opportunity. Charities often invest considerable time and resources in attracting new supporters, yet many already have communities of people who understand their work, believe in their purpose and have a personal reason to want them to succeed. The challenge is finding ways to reconnect with those people, remind them why an organisation matters and encourage them to play a part in its future.

Turning community connections into a campaign

When we began developing the Jeely's fundraising campaign, we were keen to avoid an appeal focused entirely on financial pressures. Those challenges are significant, with annual utility bills alone amounting to around £90,000, alongside the ongoing costs of maintaining facilities and delivering services. However, we wanted the campaign to be positive and forward-looking, inviting people to invest in the Jeely's future rather than simply highlighting the difficulties it faces.

The result is #TestifyTaeThat, a campaign inspired by the Jeely's much-remembered song and built around the experiences of the people who know it best. Former attendees, parents, volunteers and supporters are being encouraged to share their memories through short videos, each ending with the words "I can testify tae that!" The campaign also features a specially produced film involving Scottish actor Gary Lamont, himself a former Jeely Wean, helping us bring the organisation's story to a wider audience.

More than a donation page

An important part of our approach has been recognising that people can contribute to a fundraising campaign in different ways. While financial donations are essential, someone sharing a childhood memory, promoting the campaign to friends or encouraging their employer to get involved can also make a valuable contribution. These activities help extend the campaign's reach, introduce the organisation to new audiences and create opportunities for further support.

With this in mind, we've developed an integrated campaign bringing together creative development, video production, crowdfunding, social media, public relations and business engagement. Each element has a distinct role, but all are designed to work together to build awareness, encourage participation and ultimately generate donations. The crowdfunding platform provides the mechanism for collecting money; the strategy and communications surrounding it give people a reason to contribute.

Building something that lasts

The Jeely's £150,000 fundraising target will support children's play sessions, provision for children with Additional Support Needs, nursery facilities, family support services and improvements to its building, soft play area and community café. These investments will help the organisation continue responding to the needs of children and families in Castlemilk, while developing its services for the future.

However, we also see an opportunity for the campaign to deliver benefits beyond the immediate fundraising target. By reconnecting with former attendees, engaging local businesses and introducing the Jeely to new supporters, we're hoping to help establish relationships that could lead to regular giving, corporate partnerships, volunteering and other forms of longer-term support.

For us, the project reinforces an important principle: the strongest fundraising campaigns don't simply ask people to give; they give people a reason to belong. We're delighted to be working alongside the Jeely Piece Club to help turn five decades of community connections into an opportunity to invest in the next generation.

Help secure the next 50 years of the Jeely Piece Club. Whether you can make a donation, share the campaign or encourage your organisation to get involved, your support can make a difference.