Whether you’re a nonprofit organization or a business raising money for a special cause, your fundraising campaign must accomplish two key objectives — connect with potential donors and inspire them to take action.
The most effective digital fundraisers employ the following tactics to maximize online relationships for donor lead generation and conversion.
Create a Captivating Message
When crafting your campaign message, make sure it is clear, concise, and compelling. Use these questions to help define your fundraiser’s message.
- Who you are?
- Who do you serve?
- Why do you serve them?
- How do you serve them?
- What makes you different from similar organizations?
- Why should a donor take action?
Attract People Who Agree with Your Mission
If you’re running a mission-specific fundraiser, you may not need to speak to the general public as a whole. Your ideal audience should be a group of people who have a stake in the cause and feel compelled to donate. So, identify your ideal target audience early on and tailor your content to personally connect with them every chance you get. An effective way to do this is by telling a story that resonates with the emotions, personality, and experience of the reader.
Use Storytelling to Ignite Action
Don’t underestimate the power of stories. While educational content is helpful, it’s only half the battle. Stories breathe life into your mission and make it real and relevant for potential donors. Regardless of your industry, every great cause has a background story. Think about the story behind your cause and how you can use it in a compelling way to connect with your audience. Remember this:
Create High-Quality Content that Stands Out
Diversify the type of content you publish. Add interactive elements to your content as well. This type of video creates an immersive user experience that builds a personal connection between the donor and the fundraiser.
Example: Ask viewers to respond to questions, choose an answer from a series of multiple-choice questions, or provide other information about themselves. You can also provide donors with banners or profile picture frames to raise awareness of the cause.
Personalize Your Approach
To build a true relationship with your target audience, you must personalize your approach. What could you be doing that other fundraisers are not? Handwritten thank-you notes? Personalized thank you videos? You could also give donors the option to make a donation in honor of someone else who was/is affected by the cause in some way and have the donor’s name included on a list on your website recognizing their support. This effort to provide gratitude after the gift is a great way to further establish audience relationships. Think outside the box with the idea of building an authentic connection with your audience in mind.
We hope these key points will help you understand how to approach or optimize your fundraising campaign. Always remember that building a community around a cause or mission to raise funds requires patience and constant relationship building. Don’t give up!
Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads.
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