Convenience is key
If you’re asking people to pull out their wallets, you have to make the process as frictionless as possible.
Facebook now allows account holders to raise money for their charity of choice (often marketed as a birthday fundraiser), with the added promise that 100 percent of funds raised will go directly to the chosen charity.
Amazon’s Smile program allows people to donate a fraction of their spending to select charities simply by entering a slightly different URL when they sign on for routine shopping.
For organizations involved in charitable initiatives — and particularly nonprofits with limited resources — getting up to speed with digital fundraising trends can seem like a daunting task. But if done well, you can stand out above the noise.
It all comes back to storytelling
We understand the importance of telling a brand’s story in a way that connects with consumers on a personal level. And no matter how savvy one is at digital marketing, if the delivery doesn’t tell a great story that resonates with its intended audience, then the fundraising effort is less likely to generate donations. More than ever, people are inundated with donation requests from organizations and social media acquaintances, leading to donor fatigue. If you’re on the asking side of the equation, it’s vital to put yourself in your potential donor’s shoes and ask, “So what?”
Once you have a great story, how do you get it out there? One of our clients needed help streamlining a capital fundraising campaign with a goal of raising $500 million in five years. By centering their fundraising initiative around patient stories related across several marketing channels, we helped them exceed that fundraising goal in just three years. Potential donors look at the credibility of the organization telling the story. Does an organization’s image have to match its purpose and ability to deliver? We helped another client, a nonprofit organization, though a complete rebrand—including a new tagline, logo design, color palette, and marketing collateral. It’s noble for nonprofit organizations to put the cost of a rebrand on the back burner in order to focus their funds and energy on helping others, but the power of being noticed should not be underestimated.
Philanthropy is and always has been a part of our core values at Adcetera. Being able to put our branding strategies and creative prowess to work for the greater good is just one of the reasons we love what we do.
- Accenture Public Service Global Citizen Survey, 2018
- Accenture Public Service Global Citizen Survey, May 2017