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Digital Fundraising Made Simple
The document provides a comprehensive guide to digital fundraising strategies, emphasizing the importance of creativity, preparation, and persistence. It includes a checklist of essential tools and marketing strategies for effective campaigns, such as donation forms, social media engagement, and audience segmentation. Additionally, it shares insights from past campaigns and offers free resources for digital fundraisers.
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Digital Fundraising Made Simple
- 1. DIGITAL FUNDRAISING G E TT I N G C L A R I T Y G A I N I N G C O N F I D E N C E MADE SIMPLE
- 2. JEN NEWMEYER Director ofDigital Engagement and Fundraising UNC-TV @CharityJen @YNPNTriangleNC @UNC-TV
- 3. DISCLAIMER N OT TH E S E C R E T TO S U C C E S S F U L F U N D R A I S I N G
- 4. GET CREATIVE PREPARE FORFAILURE PIVOT - TWEAK. RINSE - REPEAT. BE PERSISTENT & DON’T GIVE UP
- 5. BUILD YOUR TOOLKIT TA KE S TO C K O F A S S E T S F O R D I G I TA L E F F O RT S A N D C A M PA I G N S
- 6. TOOLKIT CHECKLIST BASIC TOOLS •Donation Forms • Registration Pages • Email Communications • Social Meddia • Website Landing Pages and Promos STRATEGIC EFFORTS • Matching Challenge Partner • Dynamic Ask Strings on Donation Forms • Audience Segmentation (Donors vs Non) • Conditional Content • Live-Streaming • Acquisition Efforts MARKETING • Google AdWords • Social Media Ads • Website Lightboxes • Blog Support • Press Releases or Editorials • TV: News, Program Appearances • Radio Ads – Print Ads • Flyers, Posters, Banners • Events, Meetups, Press Conferences • Ambassador Engagement • Giveaways:TShirts, Buttons, Pens, Books SIMPLE FAST RESPONSIVE
- 7. G A ME # 1 W H AT ’ S W RO N G ? Multiple Pages Too Many Fields Unnecessary Fields Not Responsive
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- 9. G A ME # 2 W H AT ’ S W RO N G ? Using Platform Defaults Incorrect Conditional Content Impersonal
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- 11. TOOLKIT CHECKLIST BASIC TOOLS •Donation Forms • Registration Pages • Email Communications • Social Media • Website Landing Pages and Promos STRATEGIC EFFORTS • Matching Challenge Partner • Dynamic Ask Strings on Donation Forms • Audience Segmentation (Donors vs Non) • Conditional Content • Live-Streaming • Acquisition Efforts MARKETING • Google AdWords • Social Media Ads • Website Lightboxes • Blog Support • Press Releases or Editorials • TV: News, Program Appearances • Radio Ads – Print Ads • Flyers, Posters, Banners • Events, Meetups, Press Conferences • Ambassador Engagement • Giveaways:TShirts, Buttons, Pens, Books “AUDIENCE FIRST” VARIETY OF MESSAGES ALWAYS INCLUDE DONATION LINKS
- 12. E M AI L I D E A S CEO Corner Volunteer or Staff Spotlights Client Stories Annual Reports White Papers Video ThankYou or Activities Holidays and Celebrations Recipes or Activies Events or Photos from Events
- 13. PRO TIP! If youwant to be a good fundraiser, be a donor.
- 14. TOOLKIT CHECKLIST BASIC TOOLS •Donation Forms • Registration Pages • Email Communications • Social Media • Website Landing Pages and Promos STRATEGIC EFFORTS • Matching Challenge Partner • Dynamic Ask Strings on Donation Forms • Audience Segmentation (Donors vs Non) • Conditional Content • Live-Streaming • Acquisition Efforts MARKETING • Google AdWords • Social Media Ads • Website Lightboxes • Blog Support • Press Releases or Editorials • TV: News, Program Appearances • Radio Ads – Print Ads • Flyers, Posters, Banners • Events, Meetups, Press Conferences • Ambassador Engagement • Giveaways:TShirts, Buttons, Pens, Books Facebook = Pay to Play Twitter = Advocacy, Education, Public Policy Instagram = Arts,Animals, Volunteers LinkedIn = Subject Matter Experts,Value for Professionals
- 15. TOOLKIT CHECKLIST BASIC TOOLS •Donation Forms • Registration Pages • Email Communications • Social Media • Website Landing Pages and Promos STRATEGIC EFFORTS • Matching Challenge Partner • Dynamic Ask Strings on Donation Forms • Audience Segmentation (Donors vs Non) • Conditional Content • Live-Streaming • Acquisition Efforts MARKETING • Google AdWords • Social Media Ads • Website Lightboxes • Blog Support • Press Releases or Editorials • TV: News, Program Appearances • Radio Ads – Print Ads • Flyers, Posters, Banners • Events, Meetups, Press Conferences • Ambassador Engagement • Giveaways:TShirts, Buttons, Pens, Books CAMPAIGN PROMTIONS GOALTRACKING UPDATES, STORIES
- 16. TOOLKIT CHECKLIST BASIC TOOLS •Donation Forms • Registration Pages • Email Communications • Social Media • Website Landing Pages and Promos STRATEGIC EFFORTS • Matching Challenge Partner • Dynamic Ask Strings on Donation Forms • Audience Segmentation (Donors vs Non) • Conditional Content • Live-Streaming • Acquisition Efforts MARKETING • Google AdWords • Social Media Ads • Website Lightboxes • Blog Support • Press Releases or Editorials • TV: News, Program Appearances • Radio Ads – Print Ads • Flyers, Posters, Banners • Events, Meetups, Press Conferences • Ambassador Engagement • Giveaways:TShirts, Buttons, Pens, Books TAKE STOCK OFYOUR STRATEGIES!
- 17. TOOLKIT CHECKLIST BASIC TOOLS •Donation Forms • Registration Pages • Email Communications • Social Media • Website Landing Pages and Promos STRATEGIC EFFORTS • Matching Challenge Partner • Dynamic Ask Strings on Donation Forms • Audience Segmentation (Donors vs Non) • Conditional Content • Live-Streaming • Acquisition Efforts MARKETING • Google AdWords • Social Media Ads • Website Lightboxes • Blog Support • Press Releases or Editorials • TV: News, Program Appearances • Radio Ads – Print Ads • Flyers, Posters, Banners • Events, Meetups, Press Conferences • Ambassador Engagement • Giveaways:TShirts, Buttons, Pens, Books $10K/MONTH IN FREE GOOGLE ADVERTISING FOR NONPROFITS!
- 18. GOOGLE ADWORDS $113,000 FOR UNC-TVIN ONEYEAR!
- 19. TOOLKIT CHECKLIST BASIC TOOLS •Donation Forms • Registration Pages • Email Communications • Social Media • Website Landing Pages and Promos STRATEGIC EFFORTS • Matching Challenge Partner • Dynamic Ask Strings on Donation Forms • Audience Segmentation (Donors vs Non) • Conditional Content • Live-Streaming • Acquisition Efforts MARKETING • Google AdWords • Social Media Ads • Website Lightboxes • Blog Support • Press Releases or Editorials • TV: News, Program Appearances • Radio Ads – Print Ads • Flyers, Posters, Banners • Events, Meetups, Press Conferences • Ambassador Engagement • Giveaways:TShirts, Buttons, Pens, Books
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- 22. STRATEGY WO R KI N G T H R O U G H T H E F U N D R A I S I N G F U N N E L
- 23. T H EF U N N E LAcquisition Engagement Conversion Cultivation Acquiring new prospects Developing a relationship through engagement Converting them to donors, supporters or volunteers Cultivating them as monthly donors or members, advocates, even ambassadors
- 24. C O NT E N T C A M PA I G N : S U M M E R O F A DV E N T U R E Six-part email series Alternated full and reduced audience 11% open rate w/full audience 18% open rate w/reduced audience
- 25. G I VI N G T U E S DAY: BU I L D I N G O N A C A M PA I G N In 2013, Giving Tuesday was featured with the Holiday Meals Drive.Total raised $6,271. In 2014, a goal of $10,000 was set and social media was heavily utilized.Total raised $29,893. In 2015, sponsors were incorporated and featured a match of $20,000.Total raised $47,291. $3,966 $15,702 $27,396 $2,305 $14,191 $19,895 2013 2014 2015 OTHER EMAIL
- 26. Y E AR E N D C A M PA I G N : H U M A N S E RV I C E S The Holiday Meals Drive is an eight week campaign with an annual goal of $350,000. Nearly $100,000 comes from email alone.
- 27. Y E AR E N D C A M PA I G N : P U B L I C M E D I A Four Thanksgiving Content Emails Two Holiday Content Emails A 4-part Appeal Series with Thank You Total $23,000 from Emails Alone Close to meeting the $1.2 million goal (just over $1.1 million)
- 28. P E ER TO P E E R C A M PA I G N : C R E AT I V E A P P R OAC H E S Create a donation page Create a challenge or event Earn points for prizes Ambassadors Six-Part Email Series Featured Top Participants Adwords
- 29. DIGITAL RESOURCES F R EE R E S O U R C E S F O R D I G I TA L F U N D R A I S E R S
- 30. FREE RESOURCES • Pexels– pexels.com – Stock photos with CC0 (Creative Commons Zero) licenses • Ribbet – ribbet.com – Photo editing, optimization and collages • Title Caps – titlecapitalization.com – Proper capitalization of phrases • Google Grants – google.com/grants – Up to $10,000 per month in free Google Ads for nonprofits