The 2 Key Elements of Successful Fundraising Campaigns | npENGAGE

The 2 Key Elements of Successful Fundraising Campaigns

By on Jun 23, 2011 | NONPROFIT-FUNDRAISING

Tagged:        

2 key factors for online fundraising success

Special thanks to Brian Winters at Adcieo for authoring this guest post. We’re looking forward to the webinar Brian!

When creating any fundraising campaign there are two items that should always be on your short list list. In fact, without the two we’ll cover in this post you’re guaranteed to finish your campaign, review the results, and be left wanting. So, what are the 2 key elements of successful fundraising campaigns?

1) A multi-channel approach to engagement

2) A strong communication strategy

These two things are building blocks that lead to long term sustained growth and a deeper connection between you and your  constituents. Oh, and improved fundraising results.

Let’s dig a little deeper into each.

 

Multi-Channel Engagement

“Donor” is a very loose term that describes an enormous group of people. There are three levels of engagement that an individual goes through: Casual, Connected and Committed. As of now we have four active generations (Traditionalists, Boomers, Gen-X, Millenials) making contributions. Each generation requires a different type of engagement to move from the casual to committed relationship with an organization.

Remember, no one is strictly using one communication tool and we as fundraisers must make a point of being wherever the donor is with the information they need.

Due to the everyday demands on staff and volunteers, organizations must effectively use “one to many” engagement vehicles.

  • Branding: No matter what communications are going out – everything should be consistently branded! Put together a style guide that contains the organization’s logo, font types, font sizes and specifications around the use of the logo. This gives staff an easy-to-use reference guide and reduces inconsistencies.
  • Print: Direct mail is far from dead. The majority of gifts are still received offline and with an integrated approach the average donor value is shown to be higher.
  • Email: No one can deny that email is an effective way to reach donors. In 2010, Komen Maryland strategically sent 103 email messages to constituents over 140 days. The results were astounding – the 2010 Race for the Cure® brought in more than $3 million through an evaluation by a third-party returned positive feedback on the frequency and quality of messaging.
  • Web: An up-to-date website that provides information about your organization is vital. Take time to add regular news items, showcase sponsors, volunteers and donors, and make sure contact information is easy to locate and accurate.
  • Social Media: If you don’t have time for Facebook and Twitter… you need an intern! Creating a page is only the first step in connecting with your supporters. It’s necessary to update your pages at least once a week with happenings within the organization. Also make an effort to connect with the supporters that are following your page.

 

Communication Strategy

Crafting a strong communication strategy is the driving force behind a successful fundraising campaign – especially in the event fundraising space. There are a lot of moving pieces and it’s necessary to be aware of them all.

  • Must Have Items: Every email sent should be branded, have a call to action that is visible in the first paragraph of the message, social media links and personalization.
  • Timing: Time your emails and print mailings to go out in a consistent manner.
  • Incentives: Give a little to get a lot. When asking your supporters to fundraise for the organization it is great to give a little something back.
  • Resend: Email campaigns can be structured as an automatic resend with a duplicate of the original email being sent with a fresh subject line or revised content.

The thing to remember is that all of the items are achievable even with limited time and resources. Create your mailing schedule in a spreadsheet that can be shared with those involved. Outline when messages will send, recipients, subjects, fundraising challenges, incentives and the call to action. Track your open, click and unsubscribe rates for each email sent. You’ll be able to spot patterns in giving and message impact across the board.

The last thing that must be done when any fundraising campaign or event comes to an end – the thank you! Thank all of your supporters for their volunteered time, energy and every penny they gave to the cause. Saying thank you in an authentic manner goes a long way.

 

 

ABOUT THE AUTHOR

Frank Barry, director of digital marketing at Blackbaud and blogger at npENGAGE, helps nonprofits use the Internet for digital communication, social media, and fundraising so they can focus changing the world. He’s worked with a diverse group of organizations including LIVESTRONG, United Methodist Church, American Heart Association, Big Brothers Big Sisters, ChildFund Int’l, InTouch Ministries, Heifer Int’l, University of Notre Dame and University of Richmond. Along with writing for industry publications like Mashable and Social Media Today, Frank facilitates discussions, presents solo sessions and organizes panels for industry conferences such as NTC, SXSW, BBCon and numerous others. When he’s out and about he enjoys talking to interesting people about how they are changing the world – check out his interviews. Say Hi on Twitter – @franswaa or Google+

Comments (3)

  • Jin with is usually escorted towards the medical along the way the particular ambiance being energized, refuses to deal with, the doctor’s factor features inserted that mood-stabilizing remedy to him or her. Jin if is receiving the actual examination after, refuses to be able to accept your self crime, tory burch shoes the spoken terminology is usually primitive. Jin first starts advertising shoot the actual concept is actually TWENTY year-old power gains all the perks the particular household leather. Jin the label, the energy gains all the perks the actual set because of the outdated one year previous, however insults by itself sometimes, 2 people today have in advance of this specific possess applied sometimes. tory burch flats Its claimed in which following Jin enlists, sometimes by way of corporal consequence. Jin believed in which they are also been singled out by the ally, one time sometimes sold back with all the employer, however features suffered with adapts the actual affiliate marketing online living together with frustration. In accordance with the actual Southern area Korean Navy spokespeople explained how the occurrence develops when tory burch sale Jin is not really doing obligations. In accordance with your stipulation, Jin can’t possess the weapons outdoors the actual accomplishing jobs occasion. Yet Jin right after doing works have complete, has not made a comeback the actual gun, is the cause of the actual gun administration that unit not fast finding, that solely and then breeds the actual loss. The firearm shoot arouses the actual Southern area Korean storage devices common fascination. “East Parts of asia Daily” in Fifth, inside a subject matter is usually “Has This type of Tragedy’s Marine corps Can also be labeled Can be Conditioning with the network. tory burch flip flops ” inside the article saying that Sth Korea marine corps will be the common growth in the military, nonetheless includes such a tragedy’s marine corps possibly not youngster should be possibly be identified as will be building up with the military once again. The actual post thought this from the barracks that use and also uncommon is employed for the collection, the software not enough, not to ever view that program to state et cetera ‘s that the event develops. “the North Korean Daily” in Fifth likewise creates to indicate which “the army legislations pleasure initiation worries”. Recently, the Southwest Korea sea corps problematic regularity retains. Inside past tory burch wedges, due to the fact Southwest Korea sea corps Elderly Colonel Wu had been any imagine to put into practice the particular lovemaking violation to be able to receive this abuse which in turn still left within office resigns. Inside past thirty days, and features the actual Southern area Korean Navy troopers to available fire the actual notice towards the air-carrier airplanes “the farce”. 

Leave a Reply

Your email address will not be published. Required fields are marked *

Get Updates

Get nonprofit articles, best practice advice, fundraising ideas and invaluable industry reports and webinars delivered for free!