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I think that linking some sort of fundraising to some external event is good and may give people an opportunity to donate to a cause they were not aware of. If you make them aware of something and link it to something they are involved with, it can get funds for worthy causes.
For example....this season of basketball (practice starts Monday - boo ya!), the school I coach at was made aware of an organization called "Nothing But Nets". There is a huge problem with malaria in Africa and having simple mosquito netting on sleeping areas or on doors and windows into homes reduces the number of infections exponentially. So we have a thing going on so fans pledge a certain money value for each "swish" (nothing but net - get it?) we make in each game. The money donated goes to the charity.
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