If you are going to run a political campaign or manage an awareness campaign, you will have to raise funds. There are no two ways about it because you will have to pay the bills. Oh sure, you can have a few mega-donors give you a large pile of cash, but believe me, when I tell you, people see right through that and will see your campaign for what it is.
And while fundraising always seems to leave a bad taste in your mouth, it can be made a little more palatable because you’re not having to stand there with your hand out, seemingly begging for money. Quite honestly, digital fundraising is a more elegant way of enticing supporters to donate to your cause.
Here are four tips to help you get the most out of your digital fundraising campaign:
Tip #1: Hire a Team with Digital Expertise
First, let’s be clear about one thing, we are talking about hiring a team who invests in data, not a “kid” who understands social media. We’re talking about a team that understands digital marketing, understands web analytics, and understands the importance of infrastructure.
A company that invests in data understands the importance of infrastructure as well as the integration of digital components like your website, your email marketing campaign, and your social media marketing seamlessly into one fundraising strategy.
Lastly, if you think this is one area where you can compromise and go on the cheap, understand you get what you pay for. Anyone can post pictures on social media, and anyone can ask for money. It’s understanding web analytics, identifying opportunities, and messaging that draw donors.
Tip #2: Engage and Cultivate
It’s no secret that more and more people are getting their news and information from online sources. Research has shown that people are turning to their smartphones and tablets more than they are to their television for information, relying on social media to keep them informed.
If you want your campaign to succeed, you need to be in front of their eyeballs as often as possible. But you can’t simply launch a website and think everyone will flock to your site out of the billions of websites out there. You need engagement. You need a messaging campaign to draw their attention. Once you get them there, you need a means to not only convince them to donate to your campaign; you need them to cultivate others. This is why you want a digital marketing team for your campaign.
A quality digital marketing team should be able to quickly produce graphics or videos and get them uploaded. They should be able to craft a message in response to an occurring event that just broke in the news or a planned event and get that out to your audience quickly. But, your digital marketing team also needs to be able to study web analytics and see what is working and what is not. In other words, they need to see what your engagement is and be able to tweak it to maximize its effectiveness.
When it comes to fundraising, not only do you need people donating to your cause, but you also need them to bring in more donors for you. Your digital marketing team should have the capability through email marketing, social media marketing, and your website to inspire your audience to take action and cultivate others, creating a long-term fundraising success.
Tip #3: Coordinated Messaging
When possible, it’s best to have one digital marketing company handle all of your marketing needs. Imagine you are on the campaign trail. You’re discussing your platform, or you’re out there promoting the benefits your non-profit has on the community and inspiring others to contribute.
And then you discover your web designer is focusing on what they think would engage your audience more. Your email marketing team is pushing out another message, and your social media team is posting photos of something completely separate from what you need. Imagine your audience’s confusion as you are saying one thing, but your fundraising messaging is saying another. That’s enough to make people hesitant, and that’s the last thing you want.
With one digital marketing team running your fundraising campaign, you have a coordinated message over the entire digital spectrum. No matter where your audience has their eyes, your messaging is consistent. Whether it’s your email marketing, social media, or website, your message is the same.
Moreover, when your fundraising campaign is integrated, it gives your donors and supporters a sense of ease when they click the donate button to make the right choice by contributing to a professional organization. Remember, major donors are only interested in someone or something they believe in.
Tip #4: Build Relationships for Long-term Benefits
Lastly, a properly run digital fundraising campaign is more than just raising money for your cause. It should be about building relationships with your donors, which may lead to long-term support.
Because your audience is already engaged in the digital world, you have a perfect opportunity to begin a lasting relationship in an area where they are already comfortable.
If done correctly, your digital marketing team should gather additional behavioral data to help you improve your messaging. This, in turn, should inspire people to follow you, contribute to your campaign, and again cultivate new followers and supporters. Who knows? Some of these donors may follow you to future engagements.
At Reach Voters, we invest in data, and we invest in our systems. Our team of professionals has decades of experience in digital marketing, public relations, crisis communications, and more.
Give us a call today, and let’s see if we’re right for you.