The way of the future? Of course, it is.
The benefits are endless. The cost of delivery, the potential size of the audience and the fact that you’re able to reach the next generation of charitable donors.
The opportunity is intoxicating but the complexity and choice can also be debilitating. If you’re unsure or concerned about your digital fundraising strategy drop a line by clicking here.
At the very least we can give you some ideas on how to get started or how to generate more revenue if you’re already running online fundraising campaigns.
While a lot of digital fundraising activities are far from proven, some activities are literally raising millions of dollars in new activities online.
Peer to peer fundraising events for example are unique in that they are relatively inexpensive to create and can successfully acquire thousands of new supporters for your cause.
While some activities online can be hit and miss in terms of return on investment there are many reasons to focus on the channel of today AND tomorrow but the most important reason is the undervalued cost of our digital attention.
In traditional media there’s a bias to larger budgets and larger organisations.
Can a charity afford a 30 second/$5-6 million-dollar slot during the Superbowl in the US? Of course not, but right now every single charity can afford to make a splash via Facebook Fundraising, banner adds, twitter, snapchat, landing pages, Instagram stories and peer to peer events.
The playing field is somewhat level as the cost of our digital attention hasn’t skyrocketed – YET!
A perfect example of undervalued attention would be Google AdWords in previous years. Early internet marketers that used to pay 5-10 cents per click might now have to pay $5-10-15 dollars for essentially the same prospect.
Early adopters of digital fundraising have benefitted greatly. The likes of Fred Hollows, MSF and The Smith Family were incredibly wise to focus on digital fundraising substantially earlier than a lot of similar organisations.
The digital attention they’ve already “raised” came at a cost that’s unavailable to anyone today.
What’s the answer?
Dedicate a percentage of your time, budget, and energy to online channels. Test as many online fundraising opportunities and platforms as your budget and internal resources can manage.
While the channel is relatively new, some rules remain the same. Testing timing, copy, imagery, proposition, and approach can find constant ongoing improvements and can determine whether an activity is viable in the long run.
Complicated right? Of course – but we’re blessed with the greatest fundraising tool in history. It can’t be ignored because the opportunities are endless.
Digital fundraising is a little like the property market. The earlier you dive in, the better off you’ll be.
So please get in touch by clicking here if you need some inspiration or advice.