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:

 

 

Digital Advertising

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:

 

 

Social Ambassadors

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:

 

 

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