It’s a new year, and many people are making resolutions to improve their lives, personally and professionally. Many will join gyms, start reading more books, give up coffee, or commit to a daily walk. Those kinds of resolutions don’t exactly have a place in the nonprofit sector. However, there are many things you can do this year to reinvigorate your online fundraising – and you don’t even need to join a gym.
Start by looking at your current strategy and identifying areas to improve. You can make this year better than the last with dedication and effort. Let’s look at resolutions for online fundraising to help your organization succeed this year.
More Engagement with Your Donors
Engaging with your donors comes in many varieties, not just asking for money. Most of your donor communication should be something other than asking for donations. Your social media and donor emails should provide exciting and engaging content that enhances your relationship with your donors. The more a donor feels an affinity with your organization, the more likely they are to contribute.
In-person and online events are a great way to interface with donors. Being in the room together allows donors to get to know the people behind the organization and fosters great relationships. Donors who know you are more likely to contribute to your cause.
Post More on Social Media
As a general rule of thumb, post information on social media 5-6 times for every request for donations. Show your audience your work, and introduce them to specific people and causes within your work. For example, post about a volunteer and show how financial gifts support your work, or even highlight a recipient of your services (like a dog getting adopted or a new computer for a school). Just ensure you have permission to share specific stories from your volunteers and community. (Especially where privacy or HIPAA is involved.)
Photos and short videos do well on social media. Humor and memes can perform well. Storytelling through small vignettes will often garner more engagement than simply asking for monetary donations.
Blog More
Creating new content is one of the best ways to stay relevant online. Your blog is a great way to continue to show your community the great work you do and the need for support to keep doing it. And it keeps your content fresh.
Start by creating a list of topic ideas. Organize those ideas into an order that makes sense and then put them in a content calendar with deadlines for you to publish them by. If blogging is new for you, start with one post a month and build from there.
Some ideas to get you started from our post Content Marketing for Nonprofits: Why You Need to Blog include posts on thought leadership, education, and connection.
You can also post longer versions of some of the social posts we suggested above – like telling volunteer stories of why and how they contribute their time and energy, success stories you’ve seen as a result of your work, and recaps of events you’ve had.
Blogging is always an opportunity to build more SEO and drive traffic (and engagement).
Overhaul Your Newsletter
If your newsletter has stayed the same formatting for a while, now’s a great time to update the overall look and evaluate what content to include. Generally speaking, a newsletter should be visually pleasing and readable. Long newsletters may have their place on occasion, but in today’s busy world, consumable content tends to be more succinct.
“To be able to compete with the scores of other emails and newsletters people receive each week, newsletter content should be short, crisp, and clear, with a purpose.” ~Diane Hudson in Forbes.
Look at newsletters you read vs. those you delete without reading. Ask yourself why you read those, and then try incorporating some of that strategy into your newsletter.
Do One Major Fundraising Campaign Each Year
For some organizations, this might be your annual Giving Tuesday campaign. For others, it might coincide with a gala. Yet, it may be part of a yearly event or anniversary for others.
Whenever your major giving campaign falls, ensure you put your all into it. Create a strategy and timeline, including milestones to individuals responsible for various tasks and roles.
Your fundraising campaign should include social media, newsletters, blogging, phone calls, and text messages.
Set a goal and be public about how well you’re doing. Being vocal about your goals can help create a sense of urgency and lets donors see how they’re helping you move the needle.
Do 4-5 Small Giving Campaigns Each Year
Determine the best times of year for smaller sustaining donation campaigns. Ensure you’re spreading out your campaigns and that they are distinct from your major fundraisiers. Then have fun with them.
If you need some ideas for fundraising campaigns, we’ve got you covered. Our 24 Online Fundraising Ideas for 2024 has everything from events (in person and online) to virtual lemonade stands. Find a few ideas that resonate with your organization, and start planning!
Recruit More Volunteers
Volunteers are the backbone of most nonprofit organizations and are a precious resource. Finding and maintaining volunteers takes time and energy, but if you do it right, you’ll have an organization with staunch supporters who believe in your mission and want to see you succeed.
Happy New Fundraising Year
With some work and planning, this year can be a banner year for your organization. Fundraising does take time, attention, and resources, but when it all comes together, it empowers your organization to continue to do good in the world.
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