Using Digital Platforms for Fundraising

Direct Mail is still alive and kicking, but online platforms are essential for raising funds. Nonprofits should use:

• Crowdfunding websites: Platforms like GoFundMe, Kickstarter, and JustGiving are ideal for specific projects or emergency appeals.
• Social media platforms: Instagram and TikTok are perfect for visual storytelling and reaching younger audiences.

Create:

• Compelling content: Share stories that resonate with your audience, like a short video showing the direct impact of donations.
• Live stream events: Host a virtual tour of your facilities or a Q&A with beneficiaries to connect with supporters in real-time.
• Behind-the-scenes videos: Share a day in the life of your team or showcase how donations are used.

Peer-to-Peer Fundraising: Empower Your Network

Boost Fundraising Through Personal Connections

Peer-to-peer fundraising allows your supporters to raise funds on your behalf by tapping into their networks. For example, during the annual holiday season, encourage your network to:

• Set up individual fundraising pages for special occasions like birthdays or anniversaries, where donations go to your cause instead of gifts.
• Share their pages with friends and family through social media or email.
• Charity runs or marathons: Participants can ask for sponsorship from their friends and family, with the funds going to your nonprofit.
• Birthday or memorial campaigns: Supporters can dedicate special days or memories to your cause, making it a personal and meaningful fundraising effort.



Creating Recurring Donation Programs

Build Steady Income with Regular Giving



Recurring donations provide a reliable source of income.

To set up a recurring donation program:

• Allow donors to contribute regularly (e.g., monthly or quarterly), which helps in budgeting and long-term planning for both the donor and your organization.
• Promote the benefits, such as continuous support for your programs, ensuring that critical projects are always funded.

Offer Incentives

• Exclusive updates: Send regular newsletters with behind-the-scenes stories or updates that only recurring donors receive. For Major Donors, make a quick call, send a message, or an email with a special note or video just for them.
• Public recognition: Thank recurring donors on your website or in your annual report, acknowledging their ongoing commitment. Spotlighting donors who do not wish to remain anonymous in email newsletters is also a form of recognition.

Corporate Partnerships and Sponsorships

Form Business Relationships for Mutual Gain

Businesses are keen to partner with causes that reflect their values. To secure corporate partnerships:

• Approach businesses with tailored proposals that align with their corporate social responsibility (CSR) goals. For example, a tech company might be interested in supporting digital literacy programs.

Personal note: At a job I used to have, Engineering companies participated in an international Footbridge program in countries with severe limits to access.

• Highlight the benefits of working together, such as brand visibility for the business and financial support for your nonprofit.

Opportunities for collaboration may include event sponsorships & cause marketing campaigns.

• Event sponsorships: Partner with a local business to sponsor a community event, where both your nonprofit and the business gain exposure.
• Cause marketing campaigns: Collaborate on a campaign where a portion of sales from a specific product goes to your nonprofit. For instance, a restaurant might donate a percentage of sales from a particular dish.

Hosting Hybrid Fundraising Events

Mix In-Person and Online Elements for Greater Impact

Hybrid events combine in-person and online participation, offering flexibility and a wider reach.

Host:

• Charity auctions: Hold a live auction with in-person and online bidding options, allowing more people to participate.
• Hybrid walkathons: Organize a walkathon where participants can join in person or virtually from anywhere in the world.
• Engaging local supporters and online participants allows you to tap into a broader audience.
• Reducing costs while maximizing donor engagement, as hybrid events often require fewer resources than fully in-person events.

Engaging Young Donors

Connect with Millennials and Gen Z

Millennials and Gen Z are increasingly influential in philanthropy. To attract these younger donors:

• Focus on clear, impactful communication that shows exactly how their donations make a difference.
• Provide opportunities for involvement beyond donating, such as volunteer positions or advocacy roles that align with their values.



Digital Platforms:

• Instagram Stories: Share quick updates and behind-the-scenes content to keep younger audiences engaged.
• TikTok challenges: Create a challenge related to your cause that encourages users to participate and share.
• YouTube: Produce short videos or mini-documentaries that highlight your nonprofit’s work visually compellingly.

Using Data to Improve Fundraising

Refine Your Strategy with Analytics

Data-driven fundraising involves using analytics to optimize your efforts. Nonprofits can use tools like Google Search Console, Google Analytics, and Microsoft Clarity to gain valuable insights.



• Google Search Console: Monitor your website’s search performance to understand which keywords bring in the most traffic. Use this information to optimize your content, improve SEO, and attract more donors.
• Google Analytics: Analyze website traffic to see where your visitors are coming from, what pages they visit, and how long they stay. This helps you identify high-performing content and understand donor behavior, allowing you to tailor your outreach.
• Microsoft Clarity: Use heatmaps and session recordings to see how users interact with your website. Understanding these interactions can help you improve user experience, making it easier for visitors to donate or sign up for your programs.

Leverage these tools to:

• Tailor your fundraising strategy based on insights from your website’s performance.
• Identify potential major donors by analyzing patterns in user behavior, ensuring you target those most likely to contribute significantly.
• Optimize content and user experience to increase conversions, whether that means more donations or higher event attendance.

Good Luck With Your Fundraising!

Adapt to how you raise funds:

• Using digital platforms
• Encouraging peer-to-peer fundraising
• Building recurring donation programs
• Forming corporate partnerships
• Hosting hybrid events
• Engaging younger donors
• Applying data-driven strategies

Your nonprofit can achieve its goals and continue to make a difference.

Let the team at Scale Main St. help you hone in on your digital marketing strategies while you take care of fund development.