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 nonprofits, 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, nonprofits spent $0.04 in digital advertising for every dollar raised online (per the latest M+R Benchmark report), with larger nonprofits spending $0.13 and smaller nonprofits spending $0.01 per dollar raised. Digital ads are no longer just being used by the largest nonprofits. 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, nonprofits 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:

EOY Fundraising Toolkit


Mike Snusz brings over 11+ years of nonprofit experience to his role as a principal strategy consultant at Blackbaud. He focuses on helping nonprofits create online fundraising, email, P2P, social media, SEO, analytics and website optimization strategies to maximize giving opportunities. Mike previously managed the turnaround of the Ride For Roswell, including the event’s growth from $330,000 to $1.2 million over a three-year period. Connect with Mike on LinkedIn and Twitter at @mikesnusz. To learn how Mike can help your organization’s next fundraising campaign, contact him at mike.snusz@blackbaud.com.

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