28 Ideas for Digital Fundraising Success, Part 1 (1-10)
[Editor's note: This is part 1 of a three-part series on the session "Rapid Fire: Tips and Trends on Web, Tech and Social Media" at Fund Raising Day in New York.]
The days of single-channel communications are long gone. That means fundraisers must be proficient at carrying out their campaigns through every medium that their donors use.
While there are tried-and-true methods to draw upon in traditional media such as direct mail and telecommunications, online, social media and mobile are still relatively new by comparison.
In their presentation at Fund Raising Day in New York last month, four fundraising professionals provided 28 ideas for digital fundraising success. Here are ideas 1-10 shared by Liz Murphy, president of RedEngine Digital; Lane Brooks, COO of Food and Water Watch; Ann Crowley, membership and online strategy at Human Rights Campaign; and Harry Lynch, CEO of SankyNet.
1. Mobilize or be left behind
In June, more e-mail was read on mobile devices than desktops, according to Return Path. And people aren't just opening their e-mail on mobile devices — they're donating as well. It's important to focus first on a mobile-friendly site, forms and e-mails.
2. Like TV, a good fundraising e-mail series ends in a payoff
The first e-mail should educate the donor and provide a call to action. The second e-mail should include a little education and a more urgent call to action. The third e-mail should be a direct request for funding to address the need. And the process should be repeated as needed.
3. Just do it
Set up your technical, programmatic and day-to-day infrastructure. Try everything at least once, keeping in mind budget of course. There's no harm in "lessons learned." And track what your "competitors," i.e., other organizations similar to yours, are doing.
4. Add Google+ to your fundraising toolbox
Recent changes to Google's algorithm make having an active Google+ page essential to maintaining high search rankings. If you want donors to find you online and make gifts, add Google+.