Get your message in front of the right people
Whether it is social media, a digital ad or email, choosing the appropriate distribution channel for your content is crucial to getting your message to the right donors to raise online donations.
You must first decide who is most likely to donate to or support your cause, what message would resonate with them, and which on channels you can reach them best. Your existing donor base is a good starting point for this, and some of the ways you can segment donors is by:
1. How often they donate
Frequent donors are engaged with your cause, so you may think about subscribing them to a monthly newsletter. Donors that donate every Christmas, for example, may need a little encouragement to give throughout the year by showcasing the impact they could make. Case studies and testimonials from beneficiaries can be a great way to do this.
2. How recently they have donated
A recent donor is highly engaged and more likely to donate again than those who haven’t done so in a while. You may want to reach out to these donors first when launching a new campaign or appeal.
3. How much donors donate
A high value donor is more likely to want to know if and how their gift is making a difference. Video content, reports and graphs may be the content that resonates with this group of donors the best.
Your email database of donors and volunteers is another great source to tap into to get a broader understanding of your donors. Here’s a great guide from Whole Whale on 7 easy ways to segment your email lists.
Now that you’ve identified who your donors are, how to speak to them and where to find them, it’s time to put together a plan of action on how you will use each digital channel to achieve your fundraising goals. Learn more about using social media for fundraising.