Tips to Take the Sting out of this Recession in the New Year
Let's look on the bright side of this economic mess: there's never been a better time to go digital! For those of you who know me, you won't be surprised by this advice.
Look at the situation facing traditional fundraisers. Direct Mail? Expensive and declining! Telephones? Do Not Call! And this was before the global economy slid into an economic crisis…
What would Obama do? He would (and did) use digital extensively to build a base of support and a sizable financial war-chest. It only makes sense to resolve in 2009 to become more digital. It's one of the lowest cost channels out there and it's a great potential source for new dollars and donors.
After ten years of doing this and watching hundreds of fundraisers in five different countries, I'll give you some advice as we head past the winter solstice.
Keep it simple: spend less money to make more money.
Spend Less Money
Leverage Free Technology: This may be obvious, but don't spend money unless you have to. Many of the free options are perfectly suitable for most fundraising organizations, and some are even superior to paid options. Drupal , TypePad , Blogger and WordPress are all fantastic (and free) options to manage web content.
Go Google: Google Analytics and Google Website Optimizer are some of the most powerful tools on the block and…you guessed it…they're free! Google Grants will also provide selected charitable organizations with AdWords. If you're not using YouTube to tell your stories, what's stopping you? It'll boost your Google rank.
Surround yourself with the Net-Generation: You may not have a Facebook account, or ever wish to Twitter , but someone in your organization should. Many of these Net-Gen types will happily volunteer with your fantastic cause if you don't have the funds to pay them. Word to the wise: don't try to control them. This digital world is their party; let them host.
Research your Options: Fundraisers have never had more options for going digital than they do in 2009. Some organizations plan to spend serious money on upfront software licenses; for these groups, they are finally seeing some strong choices in the marketplace such as iMIS . Others prefer the idea that simpler is better, and are perfectly happy to get their fundraising tools through their browsers. Some want to get out of the technology-buying habit altogether and work with service providers like Cornerstone . Whatever your leaning, do your homework and consider carefully before forking over precious cash in 2009.
Make More Money
Use Digital as Your Ideas Playground: The internet and online tools are all about experimenting while receiving quick results and feedback. The great thing about the internet is you can use it to find what works and stick with it. If it doesn't work, just delete it!
Look for Fundraisers, Not Just Donors: Let your staunchest supporters do your fundraising work for you by utilizing personal fundraising pages . Historically a strong part of any walk-a-thon or bike-a-thon, these social network tools can boost most digital campaign results (again, as Obama proved).
Don't Make them Work: Show your website to someone unfamiliar to it. Watch them as they try to make an online donation to your organization (assuming you have that option on your website). How long did it take them to find the link? How many steps did it take them? Now image that person is over 65 with failing eyesight…
Provide Recurring Giving Options: Online donors love to become monthly donors if given the option. Why ask only for that large $200 donation when you can ask for $10 a month, a more appealing option for many cash-strapped donors. These recurring gifts will provide a steady stream of donations your organization will be appreciating in January of 2015.
Share Great Stories: Are you sending boring email? Please stop. Digital people are in control of their inbox more than ever, and you'll never know if someone tags you as "spam". Fundraising organizations have some of the most inspiring, compelling stories of anyone on the internet. Make sure those stories aren't smothered under a pile of text.
Measure, Prune & Grow: Digital provides you with more information than any other channel; use this information to determine your Return on Investment (ROI). Compare your ROI with other programs to analyze what has been successful and what hasn't. Prune those failing programs so you can invest in areas that are working.
Happy holidays, thank you for being part of the Artez family, and good luck fundraising online in 2009!
Philip
