Your Guide to High-Impact Fundraising
Raising hundreds of thousands of pounds for The Brain Tumour Charity is no small feat – but it’s achievable with focus, planning and purpose. Every Everest in the Alps team that has gone before you has proven it. Their secret? Treat fundraising with the same determination and structure as training for the mountain itself.
This guide brings together what works – from engaging companies and trusts to connecting emotionally with your cause. Whether you’re aiming for £5,000 or £150,000, these are the strategies that deliver.
Start with purpose
The most powerful fundraising begins with why. You’re not asking people to sponsor you to ski uphill – you’re inviting them to help fund vital research and improve survival for people affected by brain tumours.
“We didn’t ask people to sponsor us to ski up mountains. We asked them to help us fund a cure for brain cancer. That’s the difference that made people listen.” – Stuart
Expert Tip: Lead with the impact. Every conversation, post, or email should emphasise lives changed, early diagnoses made, and hope given.
Set personal goals
Create a clear target for yourself and your team. Then seed your fundraising page with early donations – from your own network or personal contribution.
“We seeded our fundraising page with larger gifts – £100, £500, £1000. It set the tone. People could see this wasn’t a £20 challenge; it was a serious cause.” – Stuart
Expert Tip: Momentum matters. Early pledges show commitment and encourage others to follow.
Focus your time where it counts
Around 80% of funds often come from 20% of donors. Identify your most likely major supporters early – companies, foundations, or individuals capable of giving larger amounts – and build relationships with them.
Expert Tip: Target the highest-impact donors first. This doesn’t mean ignoring smaller gifts, but prioritising where your energy has the greatest return.
Engage companies and sponsors
Corporate partnerships can transform your total. Think beyond “donation” – frame it as sponsorship or brand alignment.
“A company can easily give £2,000-£10,000 for a logo on a jacket. What looks like a donation to you is a sponsorship opportunity to them.” -Stuart
Expert Tip: Offer visibility and credibility. Use the charity’s network to approach companies that already support The Brain Tumour Charity – they’re more likely to give generously and share your story widely.
Approach trusts and foundations
Charitable trusts can be a major source of funding if approached thoughtfully. Research which ones align with health, medical research, or children’s causes. Write to them personally, explaining your challenge and its impact.
Expert Tip: If you have personal connections to trusts, use them. Warm introductions are far more effective than cold emails.
Secure a team sponsor
A headline sponsor adds professionalism and reach. Even modest financial support can be amplified if your sponsor actively shares your story through their networks.
Expert Tip: A sponsor is a partner, not just a donor. Their involvement can unlock further donations, networks, and credibility.
Make your fundraising visible
Wear your EiA or Brain Tumour Charity kit, talk about your training, and share your story regularly. Visibility builds credibility – and credibility drives generosity.
“I wore a BTC hoody for six months before we started fundraising. By the time we launched, we already had pledges above target.” – Stuart
Expert Tip: Start early. Show your commitment publicly so your network feels involved before the fundraising even begins.
Tell stories that move people
Fundraising is emotional. Share why you’re climbing – who you’re doing it for, what breakthroughs the research could make possible, and how the challenge connects to something bigger than yourself.
Expert Tip: Anchor every ask in the impact it creates. Stories of early diagnoses, research breakthroughs, or lives saved are far more compelling than feats of endurance alone.
Involve your company and colleagues
Use internal channels to engage colleagues and CSR teams. Many organisations will:
- Match employee donations
- Promote your story internally
- Host awareness or fundraising events
Expert Tip: Turn your challenge into a shared mission. Corporate endorsement amplifies both credibility and reach.
Connect emotionally
The strongest teams never lose sight of why they’re climbing. Revisit the origin story of Everest in the Alps – the personal journey and the mission to find a cure – to energise participants and donors alike.
Expert Tip: Emotion fuels endurance. Keep the cause front and centre in every update, conversation, or post.
Think big: events and awareness
Consider linking your fundraising to wider initiatives or high-profile events. Collective campaigns create momentum and reach new audiences.
Expert Tip: Use opportunities like Winter Olympics campaigns or charity galas to amplify your story, connect with new donors, and engage the public at scale.
Final Thoughts
The key to successful fundraising is focus, structure, and heart. Start early, build strong relationships, and always bring it back to why you climb.
“Everyone knows people who know people. Share your story and live it. That’s how credibility grows – and credibility is what inspires people to give.” – Stuart
