16. Integration is vital
Donors now reside in a multichannel world, which means there is a lot of channel crossover. Mail donors have e-mail addresses, and social-media users can be reached by phone. So it's crucial to launch a full-scale campaign. Think beyond e-mail, and incorporate a fully integrated campaign using all the tools at your disposal: social media, text message, website, lightbox ads, blog posts, press releases, direct mail and telemarketing.
17. Target Facebook ads to your own 'likes'
Covenant House used targeted Facebook ads to promote a matching-gift offer. By doing that, it resulted in $12.08 for the organization for every $1 it spent while also increased overall donor engagement.
18. Avoid these website design (or redesign) no-nos
- Relying completely on market research and personas to redesign your site (or not).
- Having only one link on a page to important content.
- Putting headlines and links on your site graphics.
- Your mother can't tell you the purpose of your site in four seconds.
- Not worrying about changing URLs for the new site.
19. Who's making the ask?
It's important to establish a relationship between the donor and the asker. It's always important to vary who the ask is coming from, testing to see what works best.
20. Mobile is on the rise
Mobile Internet access grew 28 percent in the past year, and mobile device adoption continues to rise. Thus, fundraisers must optimize all e-mails and webpages for mobile access. Find new ways to integrate mobile usage — for examples, offer a text notification network or use mobile in action/advocacy campaigns.