Before digging into some of the best tactics for running a successful digital fundraising campaign, let’s go back to the basics. Think about your current strategy and how it is working for your institution or non-profit. Don’t let your foundation get muddled – make sure it is solid before incorporating different elements Think about these things before going any further:
- Is your campaign strategy organized? Understandable?
- Have you solidified your target audience and know how you plan to reach them?
- Are your goals clearly laid out and obtainable?
If you can say yes to all of the above – you may now pass go and proceed.
To strengthen your current strategy, here are four things you can start implementing today:
Marketing and advertising
- Build a toolkit
- Include all necessary items; logos, graphics, copy examples, timelines
- Create a strong online presence
- Email communications
Website
- Make it easily accessible and user friendly
- Keep it fresh and clean
- Stay current
- Tell your story
- Ensure everything circles back to ‘making a gift’
Social Media
- Spread awareness
- Use targeted ads and promoted posts
- Find social ambassadors
- Direct users to your website
- Keep it fresh and frequent with your content
- Tell your story!
Email Communication
- Make the message simple and concise
- Include ‘call to actions’
- Tell your reader what you want them to do
- Don’t over load users with emails to donate
- Don’t only communicate to your constituents when you want them to give
These tactics are a great starting point to ensure your strategy is on its way to seeing success. Is what you have working? Reevaluate your strategy and let go of things that aren’t working for your institution and implement some of the above.
Try something new, collaborate within your team, and remember – always keep your constituents in mind.