I recently attended the DMA Chicago Nonprofit Conference and had a great time connecting with industry friends and taking in the content presented. Times are changing and organizations need to adapt to keep up with donor expectations.
Experiences are key. While it’s important to keep improving existing programs, true growth will only happen when we’re willing to take bold steps into what may feel like new territory:
- Digital marketing is mainstream. Are you utilizing all the available platforms? Are your campaigns integrated to present a consistent message across channels?
- What are you doing to build your sustainer program? The monthly giving concept is no longer a “new” idea. Be sure your constituents know that the option is available and can easily find the option to sign up. Do you have the right processes in place to make it a smooth experience?
- Are you structured internally to shepherd your donor no matter the acquisition channel? Do you have a clear upgrade strategy?
- Does donor experience take priority over organizational path of least resistance? Who’s advocating internally for your donors?
- Have you thanked your donors lately (beyond an acknowledgment)?
- Do you have a clear communication strategy for mid-level donors to ensure they are being cared for the way they should be?
Pulling up from the day-to-day campaign implementation to more broadly rethink and expand your approach can bring fresh life into a stagnating program.
Organizations willing to step out of their comfort zones may fail at first, but are being rewarded in the long run. Nonprofits continue to increase their focus on cross-channel campaigns to increase donations. The role of digital continues to be increasing with online fundraising delivering an average of 15 percent of total direct-response revenue.
Learn more about digital trends within the nonprofit industry by viewing the Digital Roundup: 2017 Online Fundraising Benchmark Report