It is undeniable how the Internet has changed the way we live our lives nowadays. This includes discovering organizations we support or people who can help fund our institution.
These days, non-profit or non-government organizations can use the Internet for fundraising.
What is a Fundraising Campaign?
Fundraising campaigns play a significant role in a nonprofit organization’s strategy. When raising funds, you must find the best ways to reach donors. Fundraising campaigns are an excellent way to target specific donors.
Depending on their age, background, donation history, and interests, donors could be broken down into separate subgroups, and talking with each of these subgroups is also important.
As soon as you’ve made your subgroups, the next thing that you need to do is to come up with powerful campaigns for each of these groups and reach out in ways that appeal to them.
Every organization’s strategy in reaching out to various donors must also be different. However, trust in donating online has grown, and you should take advantage of that trust.
That said, here are the eleven surefire ways to do that.
1. Specify your campaign goals
Before starting any campaign, you must be aware of the reality of fundraising and set your online fundraising campaign goals. There are many methods on how you can choose a campaign goal. First, start with the general cause you want to help.
Now that you know the cause you want to help, you should start setting a fundraising goal. It should be realistic and attainable, especially given your experience in online fundraising.
2. Identify your beneficiary
Once you have your campaign goal in mind, it’s time to figure out who your beneficiary will be.
Many people are in need, and it can be challenging to figure out which ones should be your beneficiary.
However, choosing a beneficiary makes strategizing a fundraising campaign straightforward.
You want your beneficiary to be as specific as possible, and it will be even better if there’s a name to attach as your beneficiary. Although it’s also good to have a non-profit organization as your beneficiary, it may be more compelling if there are names that donors can attach to the money they’re donating.
If you’re going to choose a non-profit organization, try and choose smaller ones that won’t have the same reach or backing as larger NPOs do.
3. Find Key Marketing Channels
Do your donors prefer to donate online or via mail? Have you ever succeeded in reaching out to a target demographic using social media?
The answer is quite different for every organization. However, more and more people are now choosing to donate online each year, preferring social media and email instead of conventional mail.
As a nonprofit, you want to know the channels where most of your donors are and find the best ways to reach them.
4. Select an online fundraising platform
Once you know your beneficiary and have set a monetary campaign goal, it’s time to start setting up online fundraising. To do that, you have to select which online fundraising platform you want to host this campaign on.
There are plenty of fundraising platforms these days, all with their pros and cons. It’s your job to discern which one will serve as your online fundraising platform. You should have only one platform so as not to confuse donors.
With that said, you should choose the fundraising platforms that are most familiar to your potential donors. That way, they will feel secure since the platform is more familiar.
Aside from popularity and familiarity, it would be best to look into the fees that come with using your choosing platform. You don’t want to get a steep cut taken away from your fundraising efforts and the beneficiaries, after all.
5. Make it relatively easy to donate online
How often have you given up purchasing an item online because the checkout process was too cumbersome? Too many nonprofits have dated online systems and are losing a lot of money without them even knowing about it.
So, make sure you use the right tools to make donating online easy. With donor pages and pop-up donation forms, you can easily customize everything to match your organization’s branding. It’s also easier than before for your supporters to donate online.
6. Design something your audience can share
If you’re asking for people to donate online, ensure that you give them content to share. An excellent content creation strategy is vital. Furthermore, social media is another powerful tool that you can use in your arsenal. Use this highly digital age to curate content that appeals to your target audience.
If your content is interesting enough, you can share it online, boost your reach, and generate more interest in your online campaign. So, use social media to post causes close to your heart as you encourage your followers to do the same.
7. Work on your copy
The marketing copy you will use for your fundraising campaign is vital. It’s what will compel donors to donate to your online fundraising campaign. Therefore, you should be more deliberate with what you put in instead of just asking for money without a backstory. You can also use paraphrasing tools to make a stronger copy.
8. Use Video to Inspire Action
According to studies, if someone hears information without any visual elements, they only remember 10% of it after three days. But if you pair it with visuals, they can recall up to 65% of the information.
There’s no doubt that videos are one of the most powerful tools that you can use to capture your audience’s attention, compelling them to donate, fundraise, or sign up as a donor.
You can get footage of what your team does behind the scenes, feature stories that impact beneficiaries, or interview supporters. Show people through video how they can get involved and make an impact.
9. Do a practice run
Before you fully launch your online fundraising campaign, you might want to test it out first to get any kinks or bugs out before the official launch.
Asking for feedback from a small group of donors can give insight into how you can improve your fundraising campaign. After all, if you get a ton of attention on your online fundraising campaign, you wouldn’t want things to glitch out or stop working.
10. Promote your fundraiser
You can’t expect attention to getting to your fundraising campaign by merely posting it once and then waiting until the donors come.
You have to do some heavy promotions to start getting some flow into your campaign. Otherwise, it might end up fading into obscurity without the advertisements on your part.
That’s why it’s good to do some content strategy first to have promotional ideas during the campaign.
11. Give thanks and show results
Once the online fundraising campaign is over and done with, that doesn’t mean that your job is over. You have to start doing some clean-up.
Besides properly donating to your beneficiaries, your donors also want to know what happened to the campaign. With that said, you can start sending thank you emails to those who were able to donate. You should also give an update on the places where you posted promotions.
Transparency is vital when it comes to running a successful online fundraising campaign.
A successful online fundraising campaign is a result of a group effort. Nonetheless, the tips listed above can help you kickstart your fundraising campaign to success. Good luck!
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