International Fundraising eConference Roundup: Five Tips to Boost Fundraising Online During the Recession
2. Use more video
Video is the No. 1 way individuals obtain information and entertainment on the Web now. Not all video is likely to be a big advantage to your organization, Warwick said, but you have to have a video that will connect with your donor.
3. Strengthen your case for giving
Focus more on your vision, mission and values. Re-examine the direction of your organization.
"NGOs have a tendency to get a little bit off mission," Warwick said. "Particularly in a time like this when donors are cutting back due to their own finances, it's very important that every program/activity is clearly focused on the vision, mission and values of your organization."
He said that while some nonprofit thinkers are suggesting organizations tell donors how hard the economy is making things for them, he thinks that's the wrong way to go. His suggestion: Toot your horn.
"Brag about what you're doing to focus ever more efficiently and effectively on the vision and values of your organization," he said.
If anything, Warwick said talk about how the people you're serving are affected even more in these difficult times, and how that is causing increased urgency for your donors to help them.
Donors don't want trinkets and little things like address labels and bookmarks, he said. They want incredible information; they want to know how their money will directly impact the lives of the people you're serving. Embed this clearly in your case for giving.
4. Integrate online with mail and phone
Break down silos. Get direct mail, telemarketing, street fundraising, everything you're doing to raise money integrated, Warwick suggested. If you're still regarding your e-mail and Web operations as separate from your direct mail and telemarketing, you’re missing some of the greatest potential that they hold for your organization.
Warwick's suggestions for what makes a perfect campaign?
- a dynamic marketing concept;
- multiple communications channels;
- a brilliant segmentation plan that optimizes the performance of donors by directing to them the proper communications at the right time;
- a sensible schedule; and
- thorough, on-going evaluation where you analyze all the metrics to make sure that the next time around will be better.