Online fundraising is quickly overtaking direct mail as the preferred method of collecting donations for charity events and non-profit organisations. As the younger "wired" generation grows up, we can safely assume that they will prefer to donate online almost exclusively. Are you doing enough to offer your donors and fundraisers the latest in online giving tools?
Here are some of the benefits to online fundraising:
• Immediacy - The donor can learn about the cause and is enabled to make a contribution immediately while the thought is fresh in their mind.
• Administrative Efficiency - The non-profit organization receives the funds immediately along with donor contact information.
• Instant Gratification for the Donor - An acknowledgement is instantly sent to the donor by way of automatic confirmation email.
• Analytics - The key to successful fundraising is knowing who your donors are and what interests them. Collecting donations online allow you to observe their behavior in navigation of your website, track what they are reading prior to making the donation and what type of call-to-action resonates the most with them. Using this information to parse your contact lists will enable you to optimise your fundraising campaign by tailoring your message and call-to-action to different types of donors.
Here are some tips if you are just getting started with an online fundraising campaign:
• Consider All Marketing Channels- Reference your online giving option in newsletters, brochures, your website, signage and radio/TV advertisements.
• Leverage Social Media - Sites like Facebook are cheap and effective ways to cultivate a word-of-mouth marketing campaign and grow your fan base.
• Your Website - Include your mission statement, goals, objectives and what work your organisation has accomplished to further your cause. Explain how you will use the funds you raise and include photos and testimonials from your fundraisers, donors and beneficiaries.
• Provide lots of ways to Donate...but focus on pushing the online channel. Collecting as many donations online as possible will automate your workload and minimise volunteer staff time and resources needed. Make your 'Donate Online' button large and above the fold (top half of the page). You have the attention of your audience and they are looking for a way to contribute as quickly as possible - don't make them hunt for a way to give.
• Reward Your Donors - Offer a gift or incentive in return for a donation. Consider something as simple as a subscription to your organisation's monthly newsletter or an invitation to a gala dinner for those who donate over a certain amount.
• Find a Robust Online Giving Platform - Choose an online donation service that allows your fundraisers to build a personalised fundraising web page. Enabling your fundraisers to build a personalised space online where they can add photos, their own personal story and blog about their experiences raising money for the cause will really get them excited to share with all their friends and family.
• Encourage Your Fundraisers - Offer prizes to fundraisers who collect the most donations. Many online donation services offer a way to track the total amount each fundraiser has gathered on their personal page from friends and family.
Make it fun and get creative! With all of the relatively cheap (many times, free) online tools and marketing opportunities available nowadays, any organization can optimize their fundraising campaign.
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