Notably, Online Fundraising and Online Giving continue to rise each day due to its simplicity, convenience, and consumer behavior. These days, supporters can donate instantly on computers, tablets, and smartphones. Eventually, through your organization’s website, virtual appeals, text-to-give initiatives, apps, and email.
Accessibility is cited as a primary reason online fundraising increased by 12 % in December 2016, according to Blackbaud’s Charitable Giving Report. As electronic donation campaigns continue to increase, there are various ways to take advantage of the giving trends.
To enumerate, a Donation Campaign is a gift for charity, humanitarian aid, or to benefit a cause. In fact, a donation campaign may take various forms and perceptions as defined by the course. Including, money, alms, services, or goods such as clothing, toys, food, or vehicles.
How is Online Fundraising useful?
In reality, the surge of online fundraising presents an opportunity that all types of fundraisers can leverage to spread the word. In this article, learn the new rules of fundraising by combining events with social connectivity. And your nonprofit or charity will amplify its efforts and enact real change.
As an example, when a hurricane strikes a coastal community, images of the destruction spread rapidly through social media. Seeing the painful images, the sympathetic public acts fast to set up online fundraising campaigns. In the end, raising funds for the relief effort — all before the storm victims can register their shock.
The ability to fundraise online and leverage social media has upended the art of giving. But if you’ve always used live events to raise awareness and funds for a cause — don’t panic. Live events are still critical to the cause, too. In fact, one out of five of us recently attended a fundraising or charity event.
What changes has Online Fundraising brought?
For generations, online fundraising events have centered on the affluent donor class. But, while there are still big, traditional donors who prefer to be wooed into signing generous checks to their favorite causes, you can’t afford to ignore younger. By all means, the more socially connected generations.
A. A new Generation of Givers
For example, 48% of millennials feel strongly that attending live events is the best way to express support for something they believe in. Known as the “experiences generation,” they’re enthusiastic event-goers who jump at the chance to make memories — and change.
But, they’re also statistically smaller givers than the preceding generations, giving, on average, only $580 a year to charity. To compare, the average Baby Boomer donation is $1,365. Well, don’t be deflated by this statistic.
What millennials lack in cash donations they make up for in social capital. They’re typically enthusiastic about advocating for a cause they believe in across their social channels.
B. The new World of Crowdfunding
Remarkably, this spirit of social generosity is important, according to research by CrowdRise. Today’s young adults have a lot of social capital, and their behaviors drive the new rules of event fundraising.
For instance, they’re more likely to donate a few dollars here and there to a casual friend running in a charity race than to write an annual check to a single organization. But those small donations here and there add up.
CrowdRise data shows that when someone shares their donation on social media, it generates another $15. If your 300 original donors each share their donation online, you stand to raise another $4,500!
In other words, even a small donation can make a big dent in your fundraising goals if it kicks off a chain reaction of giving. Choose a fundraising platform that makes it easy for your donors to share about their donations — and your mission — with their own personal networks.
How do your Recruit your Online Fundraising teams?
By all means, How can you start generating traffic to your donation campaign pages? That is the question ringing on your mind even at the moment. All in all, this is an open question whose answers are guided through past working experiences.
Of course, if you’ve spent significant time building a well-designed donation page. But, you’ll need to implement some of the best practices to help your page perform at its best. Planned giving is above all a gesture that comes from the heart. However, it is important to be informed about the tax regulations which will be applied.
The more structured your planned gift is, the greater its impact. For one thing, the new donors aren’t just social — they’re team players. Crowdrise Marketing Director Gary Wohlfeill says, “When a fundraising event encourages supporters to form teams, they motivate individuals to raise more money than they would on their own.”
Consider these numbers from CrowdRise:
- Fundraising events get 59% of their donations from teams or groups
- Teams typically raise 70% more than individual participants
- Team captains tend to donate 74% more, on average, than individual fundraisers
- When team captains come back a second year, they raise two to three times more than first-time team captains
Teams — and especially team captains — make a big difference in fundraising. To encourage teamwork, look to the natural leaders within your fundraising audience. Aim to recruit captains with a personal connection to your cause. They’ll build teams of others with similar personal connections, and those are the people motivated to work together to raise funds.
The new Rules of Online Fundraising events
Regardless of the type of fundraising events, you’re promoting or the charity you represent, social media has a powerful influence on your efforts. With the new donor in mind, you can master the social trends in this post and widen the scope of your fundraising.
You’ve spent significant time building a well-designed donation page and implementing best practices to help your page perform at its best. Now, you should make sure that donors can find your page and inspire them to make a contribution.
Getting potential donors to your donation campaign page can be difficult if you don’t have the right strategies in place. Online fundraising isn’t like online shopping; people don’t browse around for nonprofits they want to support.
With that said, promoting your donation page goes hand-in-hand with promoting your cause. If someone is passionate about what you do, they’ll be more inclined to visit your donation page.
Let’s look at five marketing strategies that will help promote your donation page:
- Analyze and segment your donors
- Share your nonprofit’s story
- Unify your website and donation page
- Link to your donation page in appeals
- Direct supporters to your page via social media
Here are the jmexclusives tips for using email to acquire new donors and build relationships with existing donors.
1. Collect email addresses
Most people probably won’t make a donation on their first visit to your site. But if you get their email addresses, you can start building a relationship and invite them back to your website. There are many ways to collect email addresses. Such as offering an e-newsletter or inviting people to sign an online petition. Don’t trust the common belief that email is a lost cause.
2. Make it easy to subscribe
Carve out space above the fold on your homepage to promote your email newsletters. Put a box for capturing email addresses in a prominent place throughout your site.
3. Make your messaging interactive
Create compelling calls to action and special offers. Let recipients interact with your content. Build simple interactive polls and fundraising challenges and watch your response rates and donor data levels climb. Remember, a two-way relationship is harder to break than a one-way relationship. And don’t forget to include your donate now button.
4. Keep your subject line short & sweet
When it comes to email marketing, the best subject lines tell what’s inside the email. For instance, the worst subject lines affect the awareness of what’s inside. A recent study showed that subject lines with 49 or fewer characters are more interactive. They had open rates and click-through rates up to 75% higher than for those with 50 or more characters.
5. Use social media’s potential to the maximum
Social networking accounts are the easiest way to spread the word. Including the link sharing to your donation page into your social media updates, sending direct messages, encouraging followers to re-tweet your fundraiser, and asking bloggers to feature your appeal.
6. Thank your Donation Campaign Responders!
Word-of-mouth is one of the most effective promotion methods. But your donors will not spread the word with their families, friends, and networks if you don’t express your gratitude. Moreover, they won’t donate again either. Thank donors promptly (in less than 48 hours) and make sure that you provide them with an easy method of sharing your Donation Page.
You don’t need to be the only one talking about your nonprofit organization and your cause! Encourage fans to promote your donation page along with their own content. And to use hashtags when sharing your page link on social media.
Donation Campaign Effective Tips and Ideas
Engaging supporters and determining prospects to donate online requires a bit of inventiveness and lots of practice. Here are some simple donation campaign ideas and tips to make your donation website truly powerful.
1. Be transparent
There are two areas where you need to focus on. As an illustration, disclosing what percentage of financial resources are allocated to programs. The most successful charities state that around 90% of revenues go to supporting the cause. In addition to showing donors the impact of gifts.
You can attain both goals on your donation page. Remember how Save the Children featured a pie chart on its donation page to provide financial information. Also, as long as you can also tell your supporters what actions you will take using the donations.
These good practices are not just an option. Because of the idea that most donors stop contributing because they are not informed about how donated funds are allocated.
2. Use the right calls-to-action
Supporters need constant reminders in order to stay engaged and donate their valuable time and finances. But neither should you be too insistent and ask for money all the time.
Since there are other calls-to-action you can use. Besides making donation appeals, encouraging people to visit your website or view your videos.
3. Be a good listener!
You cannot generate supporter engagement if you don’t allow your audiences to communicate with you. Accepting feedback and advice also helps you find out what may prevent supporters from contributing.
Aside from responding to all comments and questions on social networks. You can also ask users what they think about your donation website and nonprofit donation page. With this intention, you may get extremely valuable advice.
4. Your supporters want to have fun!
While your cause may be extremely serious, this doesn’t mean your tone of voice should be grave all the time. One of the latest trends in social media fundraising is offering non-profit mobile apps.
Working on your storylines and social games helps you to collect additional contributions.
5. Give the entire credit to your donors!
Your organization’s achievements should be its donors’ achievements. “Don’t spend your communications trumpeting your successes. Celebrate what your donors have accomplished through you. Give them all the credit.”
6. Understand your forthcoming Donation Campaign needs
Understand your donors’ needs. Not to mention, people love to be entertained. Also to be offered a reward for their efforts, and to have their merits recognized.
The following simple fundraising ideas will get more people completing the donation form on your nonprofit website and hitting the “Donate Now” button.
- Nonprofit contests: Please, check this post on how to use contests to build a community around your nonprofit. Contest example; ask supporters to submit funny photos related to your cause. And require a $5 donation to enter the contest.
- Matching gifts: This fundraising idea implies starting a partnership with a sponsor. When a donor offers a certain amount of money, the sponsor will donate the same amount too. Promote the matching gift idea intensively, including on your donation page.
- Silly punishments: Motivate supporters to donate by inflicting a silly punishment on your organization leader. For instance, when a certain donation threshold is attained. Who wouldn’t laugh at images of your president inside a dog house or wearing pajamas at work?
- Offering a branded gift in exchange: T-shirts, silicone bracelets, bags, etc. Your supporters will be happier to go through the entire donation process when a small reward is in sight. If popular endorsers are seen wearing the item in public, the small token will become even more desirable.
- Voting: This creative fundraising idea works because people like to feel in control and able to make a decision. You can ask organization members or local celebrities to provide childhood photos and you’ll allow supporters to vote for the cutest baby. On condition that they donate a certain amount of money for your cause.
You don’t need to be the only one talking about your nonprofit organization and your cause! Encourage fans to promote your donation page along with their own content. Try and use hashtags when sharing your page link on social media.
Here is a very helpful resource containing popular nonprofit hashtags. Particularly with reference from Kivi’s Nonprofit Communications Blog.Hashtags for Every Day of the Week (Nonprofit Edition).
Finally, enabling donors to personalize your donation page will increase the number of donations. So, allow people to include their personal stories, videos, photos and messages on your donation website.
I hope the above-revised guide was helpful towards your donation campaign implementation strategy. However, if you’ll have additional Contributions, Suggestions, Support Guides, Personal Experiences or even further Questions, please Contact Us.
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