Spotlight on: Digital Fundraising
There has been a steady increase in online fundraising revenue over the past five years. As a result, the third sector is accelerating digital fundraising. At GOOD, we think there’s huge potential growth for those that get it right.
Hosted by GOOD’s Digital Strategist Fin Triggs, and moderated by Meri Melo, GOOD’s Digital Project Director, the event includes discussion of the digital landscape, and how to use digital activity to maximise opportunity. We also discuss the approach to measurement and optimisation and look ahead at predicted changes to digital and the impact on user behaviour.
Here are three takeaways for those who couldn’t join us…
An effective digital fundraising strategy doesn’t have to rely on cutting-edge technology
The digital strategy world uses intimidating and impenetrable terms, such as Metaverse, Web3 etc. Even if you are spending all day looking at digital strategy it can feel quite overwhelming. The good news is that you will already have the tools you need to develop an effective approach to boosting donations and income, through digital and social channels – you just need to optimise them effectively.
Your hottest prospects are the supporters you’ve already converted
It’s crucial that charities are doing everything they can to maintain their current supporter base. As the cost of living crisis intensifies, many will be reviewing their outgoings so keeping your current supporter base is vital to maximising fundraising opportunities. Research suggests email isn’t being used to its full potential, it’s only responsible for about 5.5% of online fundraising revenue in the UK. It’s also not all about initial donations – it can do so much more than a one-off cash gift and by maximising it can help charities build relationships and nurture loyalty.
Your audience is always there, so you need to be there, too
Building a digital presence requires commitment, both in terms of time and money. You need to choose and focus on the right key channels – this is crucial for ongoing success and engagement. When you explore your existing channels, you may see you’re over investing in one with less success than others. By streamlining your time and financial commitment into your priority platforms, you can ensure you’re investing in the right places – and that nothing is going to waste.
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At GOOD we develop and deliver a multitude of unique, creative digital campaigns for a wide variety of clients. Get in touch with us at hello@goodagency.co.uk for more information
Posted by Katie Daley
