How to Master Phygital Fundraising in a Hybrid Donor World

When the pandemic rolled around, we all went digital. Virtual galas replaced ballrooms, and livestreams multiplied. But over time, being completely digital was tiring. Interacting in person was so much better. Now it's about balance for society and nonprofits — a “phygital” approach that blends physical and digital.

Marketing and fundraising aren't solely about digital or purely physical opportunities. Aside from mastering the massive digital changes, such as zero-click content and AI-powered CRM tools, fundraisers have to balance in-person events. Donors crave interaction, not just information. 

Where ‘Phygital’ Came From

The term “phygital” was coined in 2013 by Chris Weil, then-CEO of Momentum Worldwide. Marketers needed a way to describe a transformative moment as the world moved from tangible to virtual and digital experiences. 

It wasn't that long ago when apps, social media, QR codes and augmented reality were novelties. Early adoption was clunky, but it eventually merged into a strategy. Today, nonprofit fundraisers and leaders are focused on blending the physical world with digital transformation and amplification.

So, what does phygital really mean for nonprofit fundraising? The most successful campaigns connect purpose with participation. One of the best things an organization can do is invite donors to join others in their story. It's a reason why donor societies and clubs exist. People want, more and more, to feel that they're part of something real and connected. And that's where mastering phygital fundraising can put your organization in a stronger position. 

Tap Into the Immersive Need of Supporters

It’s easy to think of phygital in terms of generations, but that would be a mistake. Sure, Generation Z may be fully digital, but millennials and Generation X also want to experience your nonprofit's online events from time to time. Increasingly, people of all ages discover causes online.

Once people find a cause they love, it’s essential to get them involved — but it doesn’t have to simply be online. They need a mix of touch points. For instance, if your organization has a society or club, create a private online community where donors can share their experiences. It helps people feel part of something and gives your organization a quick way to mobilize them.

During year-end fundraising, use your mastery of fundraising techniques in that group — not asking for money, but sharing the stories and impact your organization makes. You don't always have to be asking for money. In fact, it's better if you aren't. Sharing your stories in emotionally intelligent, interactive ways online will still influence people to support your cause financially. 

Rethink the In-Person Donor Journey

The digital world provides an excellent way to stay connected with supporters and donors asynchronously. But any good marketer and fundraiser knows that everything can't just happen in a digital world. It's essential to include in-person events and opportunities. Still, it's not just about galas or cocktail parties. Fortunately, we're way past those days, and there are so many ways fundraisers can engage people in person.

Again, people want to experience and share their love for your cause with others. That's why your nonprofit should consider getting more innovative with its fundraising events. For example, have you ever considered doing a charity run that brings people together in a different way and grows your community? You can add a dash of digital to that physical experience by having QR check-ins that also provide a story of impact. 

You can also partner with an art gallery or museum. You can ask attendees to enjoy scanning art pieces to unlock the story of each piece and receive an added bonus about your cause. If you run an after-school or educational program, partnering with an art gallery or museum and sharing stories and art pieces from your youth would be a winner. Doing so turns fundraising from a transaction into a shared story. 

Turn Phygital Into Real Results

Now that you know about the importance of phygital, let's dig into what's worth your effort for fundraising and what isn't. Remember that any great campaign involves creativity, recognizing that tech and digital are only a bridge to meaning and connection, as well as to measurable outcomes. Here are tips to consider for your efforts:

What Works

• Leverage purpose-driven tech. Use tools like digital donor walls, video thank-yous and even the classic (digital version) fundraising thermometer. 
• Remove friction. Consider incorporating QR codes and mobile links to make giving effortless in the moment.
• Layer storytelling. Bridge your in-person events with digital follow-ups, such as a video thank-you for attending. 
• Design for sharing. Make sure that your images are designed for easy sharing — and something your supporters want to share. 
• Engage with your community. Tag, challenge, repost and share your supporters' content so they reciprocate. 

What to Avoid

• Making things too complicated. Know your audience. If you’re connecting with a tech-savvy group, lean into high-tech gadgets. If not, a QR code is fine. Don’t alienate donors.
• Using tech for its own sake. If a livestream or virtual event doesn’t advance your mission, skip it.
• Creating unnecessary friction. Use your LinkedIn group or page and other platforms people know. Your supporters don’t want to navigate multiple steps.

How to Measure True ROI

• Engagement. Most digital tools track engagement metrics, so use them to see what works and what doesn’t.
• Conversion. Track how many of your supporters took action by donating, signing up or volunteering.
• Longevity. Keep an eye on how long any phygital event resonated. How long did the event feel like a memorable success? If it was, how can you replicate it?
• Retention. Watch donor retention rates to see how phygital events drive that retention. 
• Sentiment. Track and monitor the comments, mentions, and reactions to your shares. Again, see what's working and what isn't.

The Phygital Playbook: How to Start

Balancing the physical and digital is the trick to increasing brand awareness and marketing revenue. To begin, simply start small. For instance, add storytelling QR codes to your next event. Make it a point to be specific in your digital storytelling and get beyond the "learn more." Instead, share something like "Watch your tree being planted." For your in-person events, create social-share stories to extend the life of your campaign.

Creating in-person and online activities can be rewarding for you and your supporters. Again, people want to be part of a thriving, engaged community. So, invite them to join because it's full of activity, sharing and yes, even fun. Change things by collaborating with community influencers, artists or students in your area. Remember that the most powerful way to stand out is to stand in two places at once: in person and digitally.

The preceding content was provided by a contributor unaffiliated with NonProfit PRO. The views expressed within may not directly reflect the thoughts or opinions of the staff of NonProfit PRO.