Every month, nonprofits speak with our team about the state of their program. There are always commonalities in every organization’s approach, while others are pushing the bounds more and more.
In 2010, it was innovative to have an email campaign timed with your direct mail campaign. Today, that’s just a routine. In 2015, targeting ads to those on the direct mail list who have an email tied to their record was innovative. Today, it again is another table stake.
In 2020, digital fundraising became an even more critical piece when COVID-19 entered the chat. The share of fundraising revenue from mature digital programs skyrocketed.
We thrive on jumping on calls with clients and partners to talk through pillars of digital programs.
To preface, we know that 2020 brought significant challenges to the entire fundraising landscape. We’ve seen some organizations try to manage through the pandemic by sticking with their main pillars – direct mail, email integration with direct mail messaging, some social media cadence, and Google Grants. And of course, a website that supports.
Our team always talks with our clients about a three-pronged approach to digital programs. We believe a program can be measured by its effectiveness with the following:
While each of these bring expansive possible footprints, digital fundraising has to be approached in a strategic, simplistic understanding before success can be had.
So, how do you feel your program lines up with the above?