Category Archives: Fundraising

Nonprofits can no longer rely on one or two channels to generate revenue. Your audience is in more than one place, so you need to be too! In this day and age, it’s hard to get your message in front of (and heard by) donors and supporters. We live in a constant media whirlwind, and our messages have a tendency to get lost if we don’t position them correctly. But with more media outlets than ever before, we have endless opportunities to experiment and optimize with our marketing efforts. Queue, multi-channel fundraising! 

What is multi-channel fundraising? 

Multi-channel fundraising is exactly how it sounds — spreading your message across multiple channels and utilizing tactics that will reach your ideal audience, at the optimal time. We live in a time where we’re fortunate to have so many avenues of communication; from direct mail, email, social media, phone, etc. 

It’s important to note that while you should utilize a variety of channels to get your message across, this doesn’t mean you should blast it. Messages should be strategic and cohesive across all channels, and tailored to each specific outlet. 

So, how do you make the most of your multi-channel fundraising efforts? The following tips will help set you up for success, and execute your multi-channel fundraising efforts efficiently. 

Step #1: Establish your fundraising goals. 

Before you get started on the leg work, make sure you have a clear goal and vision for your campaign. Set realistic expectations for your target number, and create milestones to help you get there. In addition, know how much you can realistically expect from each channel. For example, if you are experimenting with social media fundraising for the first time, it’s important to know that only 0.7% of organizations raise more than $100,000 through that channel. Be very conservative when you should, and risky when you can.

Step #2: Develop your campaign goals and messaging. 

It’s important to note that your campaign goals are different than your fundraising goals. Campaign goals are what you’re looking to accomplish through your fundraising efforts. So for example, you might ask yourself, “What will we achieve by raising $100k for my local foundation?” Putting X and Y numbers out on the table will help keep you on track to achieve your goals, just like any other campaign. 

Step #3: Define your messaging. 

Messaging should be optimized for each channel, as each channel has a different premise for how it’s used. Think about the different social media channels as an example. Instagram is used as more of a visual space, where Twitter is designed to be straightforward and concise. Think about the way messaging is different on each platform, and use that to your advantage. Regardless of the channel, make sure you’re telling a story that is captivating, and explain how their donation will benefit the organization, the program, and those sered. Donors should be able to see what tangible impact they’re making, and will be more likely to donate if it’s clear. 

Step #4: Identify where your donors are. 

Think about where you’re most likely to capture a donor’s attention. Depending on the industry and demographics/psychographics of your donors, some channels may be more beneficial than others. For example if you’re looking to capture donations from an older generation, you might benefit from email more than social media. If you’re looking to capture donations from a younger generation, social media might be a good route. 

Step #5: Create a timeline. 

A calendar is the key to project management! Creating dates for milestone completions is a great way to help keep your multi-channel fundraising efforts on track. Make sure you include time for drafting, editing, and executing your messages, and include enough flexibility for when inevitably, speed bumps will occur. 

Need help overseeing your multi-channel fundraising efforts? Project management is one of our specialties here at RBW Strategy! We’ll take the reigns and ensure your project is completed on time, within budget, and in the most stress-free way possible. Visit our services page to learn more!

COVID-19 has forced local and national governments to restrict in-person events. But the show must go on! Organizations all over the world are trying to figure out how to host virtual fundraising events that are effective and engaging. If you’re struggling to pull together one of these events, you’re not alone. Even large companies like Salesforce have transitioned to virtual events. While virtual events pose its challenges, there are easy and practical ways to make sure it’s successful. Here are some tips and tricks we’ve gathered to help you make a confident step into virtual fundraising events.

Create a clear vision

Due to the COVID-19 crisis, the internet is saturated with online events; which means it’s harder to stand out. Separating your organization from the rest all starts with the “why.” What is the purpose behind the event and why is it important? How does your event relate to your mission? How will it resonate with your audience? Ensuring your messaging is clear, concise, and consistent will give you a good head start to attract your audience (and hopefully inspire donors to partner with you financially)!

In addition to creating your event vision, you will need to map out a budget, timeline, measurable goals, and an event page for registrations and donations.

Do a test run

I think it’s safe to say that most of us have a love/hate relationship with technology. How many times have you been on a Zoom meeting and the connection cuts out? Or you’re unable to see video or hear audio? Hosting a virtual fundraising event comes with its challenges, and it’s important to prepare for any technological mishaps that could occur. Make sure the conferencing platform works, run through all your content, and do everything exactly as you plan to on the day of the event. This will help you iron out any details, and also help your team get comfortable with the format. In addition, consider logistics like lighting, aesthetics, etc. to make the event more visually appealing.

Facilitate participation

One of the biggest challenges of virtual events is engaging the audience. We want to be talking with our audience, not at them! Don’t be afraid to get creative when planning your content for the event. Content like Q&A panels, surveys, quizzes, and polls are great ways to engage your audience during a virtual fundraising event.

Capture the data

One of the benefits of a virtual fundraising event is how much data you’re able to capture. You can see how many people attended, how long people stayed, and other data points. So make sure you are capturing the attendees’ contact info before the event starts so you can follow up if necessary! You can even send a short survey afterward to ask attendees for feedback. This information will help you improve future events and give you some intel into what content your audience is interested in.

Leverage the content

One of the many reasons we love online content is because there are endless opportunities to leverage it. That’s why we recommend recording your virtual fundraising events to use for future content. For example, you might create short, bite-sized videos from the conference and use them on your YouTube account or social channels. Or maybe you turn the key points from the event into a blog post or mini-podcast episode. Whatever the case, make sure you’re keeping these virtual events top of mind when it comes to creating a content strategy.

And there you have it! What tips do you have for creating a successful virtual fundraising event? Share with us in the comments!

RBW Strategy gives you the tools to take hold of the world around you. Consider how much more your organization could do with additional funds and increased capacity. Learn more on our services page!