Ray Hägg thought he had done his last AIDS Walk New York in 2018. Soon after, he retired to Saint-Laurent-de-Cerdans (pop. 1,020) in southern France, leaving New York City behind for a bucolic life tending his dogs and chickens, while acting in amateur theatricals the next village over.
He’d had a good run. Over a 20-year period, Hägg personally raised over $300,000 for GMHC, first as a solo walker and then as the founder and captain of the CBS team. During his tenure, Team CBS itself raised over $1 million, achieving Gold Team status every year from 2006 to 2018 as a top 20 fundraising team.
Hägg says the troubling times here in the United States impelled him to return from retirement to fundraise virtually for AIDS Walk New York from France. “Given the turn that American politics have taken, I want to take a stand to actively support people living with HIV, the LGBTQ+ community, and women’s health.”
“I firmly believe in GMHC’s mission to support these communities. That is why I started out doing AIDS Walk in 1998 as a solo walker,” he says. “Health issues are very important to me. And with the war on transgender and gay folks, I felt like it was really important to put my money where my mouth is.”
“Right now, we need to support the organizations we believe in – especially in areas that are being cut or could potentially be cut,” he says. “We can’t just sit back. This year, every dollar matters. Even if it’s just $50, that helps somebody.”
Hägg’s Top Fundraising Tactic
During Hägg’s years captaining Team CBS, his personal fundraising steadily grew, from $5,000 to $10,000 to $15,000 – and ultimately to $40,000 each year. It all came from $20 to $100 donations from work colleagues, friends, and family, he says.
His top fundraising tactic? Add a multi-colored, bolded note right under your work (or personal) email signature that tells recipients you’re walking for AIDS Walk New York to support GMHC — and provide a link to your fundraising page.
To pique people’s interest, Hägg recommends calling out GMHC programs that benefit from the Walk. “GMHC provides a service for something that people in your network care about – from HIV prevention and treatment to women’s health, linkage to health care, supportive housing, and nutritious meals,” he says.
“Food insecurity is huge and is only going to get worse, as the cuts keep coming,” he adds. “GMHC helps so many people in need. They’re a one-stop shop.”
As VP of Global Retirement Programs at CBS Corp., Hägg regularly emailed with hundreds of people inside and outside CBS’s network of companies, where he oversaw employees’ 401(k) and pension plans. “The number of people who donated without me having to directly ask them for money – that was huge for me,” he says. “It was just because they saw the link in my email signature.”
All of Team CBS’s 50 to 60 members did the same, he adds. “It was part of our team strategy.”
For people who are shy about asking for money, that link to your AIDS Walk New York fundraising page is an easy, indirect solicitation, Hägg says. “People will click on the link and donate.”
Hägg also adds the fundraising link to his Facebook and Instagram bios. “Just doing that for your email signature and on social media will get people to donate. You’ll be surprised,” he says.
“As you receive contributions, you’ll gain confidence, and you can start proactively asking people for money. It grows from there,” Hägg adds. “I know how excited I was the year I raised over $1,000. I couldn’t believe it. And then to surpass $40,000. Incredible!”
Asking an employer for a matching grant is another highly effective fundraising tactic, Hägg says. In fact, he started the CBS team in 2006 for two reasons – to involve more people in AIDS Walk New York and to ask CBS for a corporate match.
“CBS’s top executives have been very supportive,” he says, noting that Team CBS is still going strong after his retirement to France. CBS New York also provides invaluable support as AIDS Walk New York’s media sponsor.
Urgent Stakes
This year, Hägg has set a $2,500 goal for himself as a virtual walker. He’s already raised $650, just from friends and former work colleagues clicking on his social media fundraising links, and he is about to send out his first round of emails.
“I am relentless with my emails,” Hägg says cheerfully. “Given the current climate, everybody I know feels the urgency of the stakes. They are happy to direct their dollars to an organization like GMHC that is helping people who need it. You just have to ask.”
“That’s why I stepped back in this year,” he adds. “It doesn’t have to be $40,000. Every dollar matters right now.”
To support Ray Hägg’s virtual AIDS Walk New York campaign, click here.
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