When I first started fundraising, the only digital tool available to raise money was email. We would send email updates, newsletters, and e-solicitations. Since then, digital fundraising and engagement has grown into a billion-dollar business, with many organizations raising large amounts of money digitally. When coupled with a well-executed major gift program, digital fundraising is an even more powerful tool. Digital fundraising can be used in many ways, including to reach an existing audience, grow an audience, engage an audience, and make direct asks. I am thrilled to be able to share the insights of Devon Taylor, Director of Marketing & Communications at JDRF International, a former major gift officer who now spearheads the organization’s multi-million dollar digital engagement program.
1) What is digital engagement? I define digital engagement as a multi-channel, data-driven strategy with an aim to deepen relationships with donors and supporters and increase digital revenue, awareness, interest and engagement through heightened engagement and stewardship. Tactics include email, organic and paid social, web (think homepages and microsites), paid ads and digital forums. Our ultimate conversion goal is a gift, but engagement with and movement through the marketing funnel are key success indicators.
2) What are the various ways you can engage an audience digitally? The digital ecosystem is changing almost daily. It’s a delicate dance to not saturate your own brand by branching onto every digital platform available, but also reach your audience where they are. Start by performing an audience analysis to identify demographics. From there you can follow industry trends and benchmarks to understand which platforms are right. Email, social media, and web are nearly always winners, and great places to start.
3) How do you effectively raise money digitally? Just like major gift fundraising, building a two-way, deep relationship with your audience is critical in ensuring they convert to a donor or increase their giving. There isn’t a silver bullet, but the worst way to try to raise money online is to make an ask before they’ve developed an affinity for your organization. Just as you would cultivate a donor by showing the value of your mission and their potential impact, the same must be done (often en masse) with your online community. For example, your organization may be rolling out a new initiative or new strategic vision. You’ll want to make sure your online community not only knows about it, but has a chance to weigh in on their thoughts, share with their networks or engage in that initiative. It can be as simple as offering a chance for them to submit questions to your Executive Director or President, and sending a follow up email with the top questions answered. Or, you can create a triggered email series that follows a donor from the time they make a gift throughout their journey with your organization.
4) How do you start a digital engagement program? Other than an audience analysis, two other key starting points are essential in ensuring you aren’t trying to boil the ocean. First: you must get institutional buy-in. Investing money, staff time and resources into a well-thought out digital engagement program must be supported by all areas of your organization, and their investment and support will see the returns time and time again. The argument for in-house digital natives or agency support will be well worth your time and preparation. The other area of importance before your program goes public is to pick the right online fundraising tool. Stephanie hosted Max Friedman, CEO of GiveButter, in her July webinar series. I highly recommend checking out the webinar to hear Max’s suggestions on how to vet the right platform and determine your organization’s needs.
5) How does digital engagement tie in with major gifts? How can a success program lead to raising more major gifts? Digital engagement is a marketing funnel. It captures leads at the bottom and can move them through until they’re ready to be handed off for more personal, 1:1 cultivation. Make sure your digital engagement program has a strong and positive relationship with your development or major gift shop, as the two should be working hand-in-hand to understand their respective tactics and goals. In many ways, digital engagement will be your most effective lead generation and fundraising program at your organization, so make sure its value is well-communicated. Automated reports and behavior-based marketing programs can yield tremendously valuable prospects for any major gifts program.
Thank you, Devon, for sharing your thoughts!