5 Little Things that Will Make a Big Impact in Your Digital Fundraising

Date Published
11/05/2019
Author
Brett Jones

Growing your digital fundraising program is just one key to unlocking success in today’s nonprofit world. These five little things can help you build the best possible program.

  1. Grow your email list.
    Email addresses are a great way to start communicating with donors and non-donors more frequently. Building a relationship with new leads by including frequent emails in your communication strategy will encourage these new supporters to engage further with your organization. Having in place an automated welcome series will help create an instant connection. Several ways to obtain new email addresses include asking for them in your direct mail, investing in paid advertising, offering giveaways or hosting a blog on your website.
  2. Place your email sign-up above the fold
    Elevating your email sign-up, or better still asking site visitors to sign up for email via a lightbox or other site page takeover, is key to growing your email file. You won’t get an email if you don’t ask for it. Visitors to your website are demonstrating an interest in your mission and organization. It is a missed opportunity to cultivate a relationship by not requesting an email address. Providing something tangible will entice your audience to provide an email address. Items to consider in return for an email address are a monthly e-Newsletter with regular updates on programs, a chance to win a monthly giveaway or even a downloadable PDF with mission-based content.
  3. Treat email as email. 
    Fundraisers must handle email differently than direct mail. Organizations can’t send just one or two emails in a campaign any longer. Nor may a single follow-up be enough to grab the attention of your audience. Your organization must try to be at the top of the inbox at the right time. Adding intelligent approaches for segment cultivation and well-timed fundraising emails into the mix outside of standard campaign periods will help keep your e-file engaged. Finding the best day and time to email is crucial to your digital fundraising success. Test to find out not only which day and time have the best open and click rates, but the best response rates, too.
  4. Pare down the deadwood.
    Email addresses are constantly in flux. Digital fundraisers must put in place regular procedures and processes to maintain your email list. Consider reducing or even eliminating email addresses that have not been opening your emails after six to twelve months because this will also enhance your deliverability rates and allow you to effectively target the segments that are producing. As you grow your organization’s e-file, consider reactivation campaigns to older email addresses in an attempt to bring back constituents back that have not been active with you recently.
  5. Develop a content journey for social media.
    “Via social media” has grown to be a force in itself, with news traveling faster than ever through Facebook, Instagram, and related messaging apps. Use social media to generate leads and build your email list, either organically or through paid campaigns. Work in conjunction with your communication team to create a calendar of content and fundraising activities to keep the audience engaged. Ensure that every post has a reason for the reader to “click.” Using a programmatic and strategic content journey to build your email list will help increase your digital fundraising revenue in the long run.

Make sure your efforts align with your mission and can be properly executed before beginning any of them. The team of experts here at Allegiance Fundraising can help you get started on your journey. Get started today!

About the Author:
Brett Jones
Vice President of Client Management, Agency Division

Role at the Company

I lead the Agency Services Client Management team. I challenge the team to continually improve our strategy, creative and service, and develop new ideas, so we can provide better solutions and outcomes to our clients.

What excites you about your work at AFG?

I love fundraising! In my career I have had the chance to work with many different organizations that are doing incredible work and really making a difference. I enjoy helping them meet and exceed their goals so they can advance their missions. 

If you weren’t at AFG, what would you be doing?

I have always wanted to work with non-profits and love fundraising. It’s my way of contributing to the greater good. I can’t imagine what else I would do!

What are your hobbies/interests outside AFG?

I love reading, ice skating, and going to the beach in the summer, but most of I love spending time with my daughter.

What’s something most people don’t know about you?

Brett is my middle name. I’m actually Sara Brett. But don’t call me Sara if you want me to answer!

What’s your favorite childhood memory?

I remember the first time I rode a bike without training wheels. I was so proud of myself. I was so excited to visit my neighborhood friends by myself.

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