Local fundraising example:
Word tree

Main characteristics

Fundraising method
Fundraising with individuals, Volunteer contribution


Net fin result (€)


Time investment
2 months

Construction of the Word Tree
Only the leaves are still lacking
The end result
OrganisationAssociação dos Amigos das Bibliotecas da Região Metropolitana de Belo Horizonte
SuitabilityStarting organisation
Funding needed forThe construction of the Word Tree
Period of actionOctober-November 2013
In-kind donations raised
Types of donationsIndividual donations
Types of donorsPrevious donors and their network


The Associação dos Amigos das Bibliotecas da Região Metropolitana de Belo Horizonte is a chain of over 20 community libraries in the city of Belo Horizonte, created and run by volunteers. In order to bring the general public in contact with literature in a new and innovative way, the libraries decided to construct an ´Árvore da Palavra´, a Word Tree, an itinerant exhibition in tree shape. Visitors approaching the tree trunk would hear a story or a poem by Brazilian and foreign authors, read by a male or a female voice. The necessary funds to construct the tree came from individual donations. The main non-financial result was the involvement of new volunteers. These were people who took part in the campaign and became regular supporters.

Tips and lessons learned

1. Starting the campaign with people who have already supported your organisation in the past is much easier than targeting those who have never heard of you. It is a good idea to ask your old supporters to access their network, allowing you to broaden your reach.
2. Launching the campaign with an event makes a great difference, as those who attend the event are more likely to support your cause. It is also an opportunity to get into contact with new people and start building a relationship with them.
3. It is crucial to maintain the supporters aware of the development of the project, providing concrete information, communicating how they helped the project on its way and, of course, acknowledging their support. This will increase the chances of further donations.

Review by Wilde Ganzen Foundation

This is a good example of a new proposition to existing supporters. The fact that the Associação then asked these supporters to broaden the search for funds by accessing their own networks has also contributed to the success of the action. Keeping your donors informed about the progress of the project is always a good idea and could lead to more donations. In this case several people who helped with the campaign continued their involvement as volunteers.


To raise funds to recreate the Word Tree, an itinerant exhibition in tree shape, highlighting popular and folkloric stories.

Targeted donors
Individual donors from the community, including small businessmen and church members.


Cost/benefitNational currency (R$)Euro
Total amount raised42,27815,458
(-) Total amount invested00
Net amount raised42,27815,458

Description of preparatory work
1. List of potential donors.
2. Ask for donations.
3. Thanking for the support.

Description of implementation
First, a list of all previous donors was made who had already supported the libraries in the past. The whole campaign started with them.
An e-mail was sent to these people, explaining - with pictures and text - what the project was all about and why their support was needed, highlighting the importance of such a project for the beneficiaires.
In the final phase, phone calls were also made to reinforce the appeal for donations.

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