Chances are your nonprofit has already tried some fundraiser marketing methods. Whether you've been successful or not is another story. In this article, we'll show you how to take some traditional marketing methods and strategies and mix them up to raise more for your mission.
Charitable giving is on an upward trend, with an estimated $410 billion donated to charitable causes in 2017, according to CharityNavigator.org. This means people probably want to participate in your fundraising campaigns, but you have to meet them where they are and consider all the ways supporters can donate to your efforts.
If you’re feeling stuck in a rut with fundraising, use these ideas to inject some new life into your efforts. There are many ways to reach potential donors in our modern world, and when you use all the resources available to you, you may find that you’re able to raise more than ever before.
With robocalls still on the rise, your potential donors may not be answering the phone for anyone. As Alexis C. Madrigal explains in The Atlantic, the most important reason for this is that there are more outlets for communication than ever before — from texting to video calls and social media.
Turning your phone conversation efforts toward social media allows you to both connect with potential donors, and drive donations —while also increasing brand impressions. People are more likely to check out your social media pages after engaging with you via comments or direct messages. If they like what they see, they’ll follow you, ensuring that your posts will reach them again and again.
To strike up conversations with potential donors, you have to get active. Here are a few ways to do that:
Avoid directly asking people to donate in every comment you make or every conversation you have. This fundraising method is a long-term campaign that allows you to connect with followers, rather than directly asking for money.
Despite our move to the digital space, direct mail is still an effective means for targeting donors. In fact, The Donor Mindset Study found that for donors of all ages, direct mail is the best platform for communication — even above email—for one simple reason: 38 percent of donors feel that direct mail does a better job at relating a touching story to the recipient.
However, instead of going the “old school” direct mail route—you can use online data to better target potential donors, while personalizing each mailer for the recipient.
Dynamic direct mail allows you to do exactly that. With dynamic direct mail software, you can personalize your mailers based on location and even insert the recipient’s name into the content. As consumers’ demand for personalized experiences increases, this type of technology is more and more important if you want to be successful with fundraising.
You can also use direct mail to bridge the gap between the online and offline worlds. Not only can you retarget potential donors online, but you can also build engaging digital experiences right into your design.
Jason Frueh, founder, co-owner, and lead developer of MyCreativeShop suggests:
Galas were traditionally a way to attract well-off donors to your fundraising events, but in our modern world, adults are looking for more ways to donate to their favorite charities.
While 40% of donors give money, 35% like to contribute clothes, food, and other goods, and 19 percent prefer to volunteer their time, according to Bankrate.
This is why a block party, centered around giving in all forms, maybe a better format for driving fundraising donations.
With so many people looking to volunteer their time, it may be easier to find help than you think. Plus, this type of fundraising event lends itself to donations in the form of clothes, food, and other needed goods, rather than just money.
To make the most of the event, capture the emails of everyone in attendance so you can thank them for their support and ask for a post-event donation. You can then encourage them to follow you on social media and add them to your supporter list so they’ll know about all upcoming events and donation opportunities.
While in-person events are still important for fundraising, many donors are now spending most of their time online. This is why campaigns like the ALS #IceBucketChallenge have become viral sensations that are also effective at driving donations. The Ice Bucket Challenge brought in $220 million from global contributions, for example.
Not only are you able to reach more of your potential donors, but people love to share.
This is called social currency: “Sharing a funny joke makes us look funnier, knowing what is happening in the city makes us look cool or talking about new scientific discoveries makes us look more intelligent,” explains Prakash Sutradhar, co-founder of JC Maxwell Science Institute.
You can leverage this desire to share by starting a hashtag campaign that fuels your fundraising efforts. Use these tips to make your campaign successful:
When you put your all into your hashtag campaign, more potential donors will see it, and you can drive awareness that lasts far beyond the campaign.
Celebrity endorsements are expensive. Social media influencers, on the other hand, can be more affordable and more effective at sharing your message with your audience.
What’s more, choosing the right influencers allows you to leverage authenticity, something that donors are looking for more and more these days.
Look for influencers who align with your organization’s mission and values. You also may want to consider influencers with followers who are more likely to be interested in your cause so you get the highest return on investment for your marketing endeavor.
Ready to get started with influencer marketing? Discover ways to leverage influencers in this how-to guide.
While some traditional methods are still effective, you can appeal to a broader audience by taking a modern approach to your fundraising. Use these fundraising ideas to leverage social media sharing and desire to contribute by non-financial means. Be where your donors are, have conversations, and invite supporters to contribute in whatever way is most authentic to them. If you can do that, you may find your fundraising gets easier and more effective.
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