The New Normal in End Of Year Multi-Channel Fundraising
While the main focus of many end-of-year campaigns will be direct mail and email, other channels are increasingly driving online donations. Just 27% of online donations now result from email (according to the latest M+R Benchmark report).
No longer does multiple-channel fundraising mean a home page mention and few Facebook posts during online campaigns. Multi-channel fundraising has evolved to include more donations driven from a nonprofit’s home page, digital advertising and social ambassadors.
Since these areas may be new to some non-profits, here’s a round up of helpful blog posts for your end-of-year campaign.
Home Page Pop Ups
Despite the recent news that Google will penalize pop-ups on mobile devices starting in January, this change has more to do with how pop-ups are designed rather than if you use a pop up. ASC has a good example of an updated pop-up design that’s not intrusive.
Home page pop ups can boost end-of-year donations and help offset declining email conversion rates we’ve seen over the past few years. Here are a couple of related blog posts:
- Why Pop-Ups Should Be Part of Your Online Fundraising – To convert more website visitors to donors during campaigns, a strong ask is needed. And that’s what a pop-up delivers—it asks your website visitors, point blank, if they’ll make a donation.
- The Nonprofit Website Tweak You’d Be Crazy To Not Try – Includes reasons why pop ups may not have worked for you in the past and outlines when to use pop ups that ask for donations.
In 2015, non-profits spent £0.04 in digital advertising for every pound raised online (per the latest M+R Benchmark report), with larger non-profits spending £0.13 and smaller nonprofits spending £0.01 per pound raised. Digital ads are no longer just being used by the largest non-profits. Both small and large nonprofits are running and raising money through digital ads. Here are a couple helpful blog posts:
- Non-profits Missing Prime Opportunities for Digital Marketing – Makes the case that as demographics and behaviors shift more towards online and digital, it’s important for non-profits to shift their marketing strategies along with the trends.
- 5 Costly Facebook Ad Mistakes You Can Fix With This Checklist – John Haydon outlines five Facebook mistakes non-profits should avoid. The post also includes links to getting started with Facebook ads and how to target donors and email subscribers with Facebook ads.
Like the for-profit world, non-profits are adapting to social media’s increasingly limited free reach. In addition to using digital ads – described above – they’re turning to social ambassadors to get the word out for fundraising campaigns. Here are a couple posts on what ambassadors are and how to use them:
- The P2P Fundraising Piece Likely Missing from Your Year-End Strategy – Highlights the origin of successful social ambassador campaigns in higher education and describes social ambassadors as “another flavor of peer-to-peer fundraising, minus the fundraising page.”
- Amplify #GivingTuesday with Social Ambassadors – Great tips for identifying social ambassadors, securing a commitment, communication strategies and measuring results.