Spotlight on: Digital Fundraising
As the importance of digital fundraising continues to grow, becoming a key area of focus across the third sector, we explore its scope in our latest Spotlight on event.
The event is hosted by GOOD’s Digital Strategist Fin Triggs, and moderated by Nilesha Chauvet, GOOD’s Managing Director.
Fin shares an overview of the current fundraising landscape, the changes in user behaviour and examples of digital fundraising best practice. He examines four key strategic shifts which be implemented in organisations of any size and offers the following advice.
Engaging younger audiences
By focusing on where the opportunities for growth lie, you can maximise potential. Older audiences are usually higher-value donors but are less likely to increase their donations and are often loyal to a single charity. Younger audiences offer lower-value donations now but there is potential for them to increase their donations and not be specific to one charity. By approaching younger audiences through digital channels, you are more likely to engage them as donors.
Changing the approach to storytelling-first
To engage digital audiences, the approach needs to shift from conversion-first to storytelling first. This builds brand awareness. By painting a broader picture and introducing the user to a cause it is much easier to connect with a new audience. This still leads to a conversion but gives you a much wider opportunity to showcase the cause and the impact. It then enables you to direct users to the conversion point that is right for them.
Contextual relevance in your communications
There needs to be a shift from behavioural relevance, and towards contextual relevance. Relevance is of course always crucial to engagement, but as users are becoming more aware of how their data is being used, we’re seeing a shift towards contextual relevance as a messaging preference. This identifies and opens new opportunities in the digital space. It provides the opportunity to engage audiences using real-time activity and location-specific messaging.
Using email as a primary channel
In fundraising, email continues to lead the pack in comparison to other fundraising channels. It accounts for 1/3 of online fundraising revenue, and 3/5 of marketers claim that email has the strongest ROI. Charities can utilise email by shifting to it becoming a primary channel, rather than using it as a tick box exercise. It gives you a means to directly engage supporters, and when done well, the communications can be tailored to the individual. This then opens the opportunity to maximise value in a way that suits each user.
To access the recording & contact us about any digital opportunities please email hello@goodagency.co.uk
Posted by Katie Daley
