Top 5 Tips to Improve Your Digital Dollars in 2009

By Philip King

I hope you enjoyed last month’s article about online giving versus online fundraising, and why it’s so important to learn to distinguish one from another. For those of you who missed it, let me provide this disclaimer: I lead an online fundraising company, so my perspective is very pro-digital … but it’s also informed by 10 years of Internet fundraising experience, so I hope my insights will be of some value to you.

This month’s topic is timely as many of us face challenges in certain areas of our top-line income. As our major gifts and corporate support could be in decline in 2009, what can we do to pump up our digital giving?

Tip No. 1: Find your digital leadership
As they say, it all starts at the top. When I see effective digital fundraising programs, they’re almost always paired with effective digital leadership. In your organization, who is your Obama? And who is on the team surrounding that Obama? Not all of us are fortunate enough to have the resources for the types of people we’d like to see leading our digital future, but we have great connections in the community. Why not set up a volunteer-led digital dollars team this year? It’s a great way for some of the bright-minds in your community to help your important cause, and it will bring a fresh perspective to your organization.

Tip No. 2: Create a baseline
How many visitors came to your Web site last month? How much money did you raise online last month? How do these numbers compare to the same month last year? In order to be effective at improving the quality and quantity of your digital dollars, you need to know your current position. Develop a baseline that includes both financial and Web site traffic numbers. If you aren’t already using Google Analytics on your Web site, stop reading this article and get on that immediately!