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In this day and age, we have gone all digital with everything we do. When businesses could sell everything on digital platforms, and ditch their brick and mortar stores altogether, then why not go digital when it comes to raising funds for your cause?
Be assured that once you begin, you will have double or triple the donations than you expected, simply because the digital world spreads its tentacles to every corner of the world, and whatever you do on social media or web, the consequences magnify. Those living continents apart could be interested in your cause and send you heaps of support via digital media.
So it’s critical for your nonprofit organization to learn how to use those digital tools, and leverage them to create a meaningful impact.
We are here to tell you all about it.
Before you dive into the fray, you may need to devise a digital marketing strategy that guides you throughout the process. You don’t have to be too comprehensive, just set a few parameters, and goals, from which your consequent strategies will stem.
These parameters will set a consistent theme all the way, which is essential for your success and credibility, too.
A few things you should consider:
Your fundraising goals, budget, deadline, the impact of other projects on this campaign, the past campaign’s performance and its mess-ups, how you would appeal to your donors and engage them, which and how many digital marketing channels to opt for, and more.
It’s important that you have your own website as it will play a ginormous role in boosting your charity’s success. Plus, a website contributes to the credibility and legitimacy of your organization, of which most donors are concerned about.
The donors would like to find out all about your fundraising campaign, and your previous projects and a website would be a good and trustworthy source.
What to do with your website?
An Info Center
Your website must have all your organization’s values clearly spelled out including what you do and why you do it, how a visitor could help, how many people have helped to date, how they can contact you, and anything else that you deem important enough to share. Plus, it would also help to divert social media users to your website to dig deeper for info.
A Donation Point
Moreover, the donors can directly donate on your website instead of going through the hassle of contacting you via social media channels, which not everyone trusts.
Even a blog with useful and engaging content could prompt donors to visit again. For example, you aim to make the internet more accessible for low-income families in Fort Worth. You could write a blog about Spectrum Fort Worth Internet Service, and how the Spectrum Internet Assist program aims to deliver high-speed broadband to low-income households.
Call-to-Action and Email List
Add pop-ups and call-to-actions everywhere — it’s a good place to generate your email marketing list. You could use this to converse with your donors, and talk about more causes in your Newsletters.
Search Engine Marketing
When you decide to launch a search engine marketing campaign, you will need a website where your traffic could land.
On the other hand, if you have your SEO game on, your website could pop on the search engine results page.
Make sure your site is mobile-optimized, as in, it loads quickly and fits smartphone screens perfectly. 53% of users quickly leave the site if the site takes more than 3 seconds to load. Moreover, people will always search for your site via their mobile, that's why Google has introduced mobile-first indexing.
Every potential donor is on social media, if not, there’s always someone on social media that will inform your potential donor about your cause. You could reach out to every interested person in the world via social media.
However, a few social media posts and photos about your projects would not do. To foster a long-lasting relationship, you will have to set out to woo them, and this how you could do it.
Videos are more engaging and attention-grabbing more than text content and we tend to share those more on social media.
It’s the sort of content you generate immediately in reaction to a trending hot topic. Your reactive content could quickly go viral since everyone is talking about it and they would be highly interested if you could add more fuel to the fire.
Often trending news doesn’t have any connection with your brand, but you could surely give your opinion on it, particularly if it’s about humanitarian crises or any other similar subject.
Tweets are a good way to engage in conversations surrounding the trends and latest news, which in turn, generates conversation on your social media. You could utilize any number of methods such as infographics, images, stories, videos, etc to attract potential donors and followers.
Most social media channels such as Instagram, Facebook, and Twitter, use hashtags to quickly insert oneself in the trending feed and make the page/post easily appear whenever users search via hashtags. So capitalize on it.
Stories are the first thing users see when they open their Instagram or Facebook app. These are a great space for you to go informal and show your organization’s personality. You could even share personal stories of heroes associated with your campaign, which may give your audience a raw glimpse of your cause.
There are a number of Crowdfunding platforms you go to and amplify your voice, particularly when your campaign or organization is not very well known.
All the platforms work differently, go over them and see which one suits your campaign the best and if you can reach your target audiences there.
Users following the above mentioned usually share about the causes on their social media pages, and there are quick and easy mechanisms to donate immediately on the site.
All in All
There are a myriad digital marketing strategies, and you cannot follow each and every one of them. So it’s essential that you plan first and decide on specific channels, so you don’t get boggled and digress, which will not work out well for you.
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