Digital Marketing and Fundraising
Penelope Burk, author of “Donor-Centered Fundraising,” reports one of the main reasons people stop giving to charity is that their gifts are not recognized. There are four easy ways that digital fundraising/marketing can help thank donors for their gifts. First, send a thank-you blast after a major e-appeal. Second, in January, send a year-end thank-you that captures key accomplishments. Third, prepare personal thank-yous that are sent immediately after an online gift is posted. Finally, use social media. It’s so easy on Facebook to say, “Thanks for showing up to our event …”
Get smart about social media
Social media is a great way to connect with your donors from a noninstitutional level. When I think of social media, words that apply are “friendly,” “organic” and “being direct” (i.e., “I need 100 blankets because it’s going to be 30 degrees tonight”). Following are a few quick tips:
- Use Facebook to communicate with your donors. Always share current, personal stories about your mission.
- Posting on Facebook (and other social-media channels) increases your mission’s visibility and reputation. Your posts will be forwarded by your donors to their friends.
- Always use a Facebook page — never your personal profile — to post messages about the mission.
- Secure your Facebook user name, which is www.facebook.com/YourNonprofitname.