Insight180 has had the pleasure of working with many nonprofits over the years, supporting the great things they are doing in the world. Most manage multiple fundraisers annually, and we’ve supported their online efforts with strategies, marketing materials, web pages and other forms of digital outreach. We’ve had a chance to see what works (and what doesn’t). Here are some tips for planning a successful online campaign for your nonprofit.
Tip #1: Set Your Goals
What are your goals? Are you trying to raise a certain amount of money? Acquire new donors? Increase matching gifts?
To come up with a realistic monetary goal, first check results of your previous years’ results. Or try researching similar online campaigns. For example, for a #GivingTuesday campaign, check out the #GivingTuesday website! This is a great resource with case studies, benchmarks and other ideas for promoting your organization’s cause for the next year.[/vc_column_text]
Tip #2: Get Everyone Involved
It is crucial to get your whole team involved. A campaign affects everyone in your organization. Make sure your team, Board/Trustees, regular donors and leadership know what your plan is for the campaign and how they can help.
If your team understands why your fundraising campaign is important, then the messages they share with their personal contacts (potential donors) will be authentic and meaningful. They can also get the word out early, to give your donors time to save and plan ahead.
Recruit ambassadors – those who have used (and benefited) from your services. Their testimonials can add credibility to your fundraiser and organization. Testimonials also support a story for your campaign – and donors love to see a story, to understand that they are truly making a difference with their donations.
Tip #3: Use Your Platforms Wisely
It’s said that it takes at least seven touches for someone to understand your campaign and make a donation. Create a content calendar that will spread out each of the touchpoints well in advance of the actual time to donate. Send emails to your regular list, donors, prospects, etc., to let them know that the campaign is happening. Share details. Include a testimonial or story. And most importantly, be sure you include a call to action to donate, sign up, share, RSVP or some other specific action you want supporters to take.
Social media is the easiest way to spread your message. Once you post something on your social platforms, your audience will start seeing it. To expand the number people who see the posts, have your ambassadors, team members and donors share, comment and like the posts! This way, their contacts will also see your messages and may be interested in donating.
Tip #4: Make It Easy
If contributing to your online campaign is difficult to do, people will lose interest. Make sure that your campaign’s webpage is easy to navigate. One of the easiest things you can do is to create (or update) a landing page that has all of the information and a story about your organization and/or campaign. Add a supported donation plugin to your landing page (we’ve used the WordPress Give Plugin) to guide donors through their online donations.
Once you have the landing page set up, share it! Use social media, emails, rack cards and word of mouth to spread the word. You can even write a blog, post an infographic or create other content with a link to the landing page to help with promotions. Use the link to the landing page as your online call to action to give your audience easy-access to all of the information for the campaign.
Remember, the more people on your team and in your stakeholder family that you can involve, the better. Have them share social posts and tag their friends. Your extended team are the ones who will spread the word. They will create their own way of sharing your message that is unique and their own audience will understand. By sharing their message about your campaign to an extended audience, they help you find new supporters who might be willing to donate, which will help you reach your goals!
For assistance with your next online fundraiser, contact us! We will be happy to help!
