Some great insights came out of the 2020 M+R Benchmark report about Facebook Fundraisers. Year-over-year revenue raised on Facebook grew 6% over the previous year. In addition, Facebook giving generated 3.5% of all online revenue. In a COVID-19 world, I would expect this revenue to increase pretty significantly in 2020 since many nonprofit events will be canceled and more organizations take to peer-to-peer fundraising online.
A huge opportunity exists with nonprofits and Facebook Fundraisers; however, it’s not without some drawbacks. Let’s take a look at some of the pros and cons of Facebook Fundraisers.
Birthdays. Everybody has one. Every one of your donors has one. Asking for gifts for your birthday? Nah, that’s so 2016. What’s in now is using your birthday to raise money for nonprofits. That’s cool. Facebook makes it really easy to do this with Facebook Fundraisers, and it’s time for your nonprofit to get on board.
According to the M+R Benchmark report, Facebook generated 3.5% of all digital fundraising in 2019, and I see this only increasing in years to come. It’s one thing to set up your nonprofit with Facebook’s social good tools, it’s another to ensure your donors and advocates know about it. Let’s look at 5 free ways you can do this and help generate incremental revenue for your nonprofit.
How’s your email marketing and fundraising doing these days? If your emails are still hitting the Inbox of your subscribers, then that’s great. My last post discussed how your email marketing can be completely destroyed if you don’t apply care in how you acquire subscribers and manage your email lists. But what happens if it’s too late and you’ve already been blacklisted by internet service providers (ISPs) like Gmail and Yahoo. When you’ve been blacklisted, I call this “email jail.” It’s easy to get into and hard to get out of! If this has happened to your organization, there is hope…but it’s going to take some time. Here are some tips to help restore your reputation and find your way back into the Inbox of your subscribers:
Cleanse Your Data
Dirty data is likely the lion share of what got you landed into email jail, so this is the first item you need to fix. Dirty data consists of email records like non-openers,...
In the landscape of digital fundraising, email is a central figure. The success of your email fundraising program is a classic case of nature versus nurture. If you nurture your email program, giving it attention and care, i.e. email hygiene, then you’ll watch it flourish. If you let nature take its course without the nurture piece, then you’re sitting on a ticking time bomb that will completely destroy your email marketing and fundraising program. Sound extreme? It’s not. Let’s take a look at how email can be a ticking time bomb, then examine how to keep this from happening by making email your hero.
How Email Becomes A Ticking Time Bomb
Let’s break down what it means for email to be a ticking time bomb and how it can literally destroy your email marketing and fundraising. Google (Gmail), Yahoo, and other internet service providers (ISPs) have become quite sophisticated over the years. Though SPAM can still get through, the job of the ISP...
As marketers and fundraisers, sometimes our tendency to put donors in a box can work against us. We define donor profiles (one box), we invest in specific fundraising channels (another box), and we often give attribution to the last-touch channel that acquired the gift (yet another box). We put donors in boxes because it helps to corral planning and donor communication. It helps us go deeper in relationships with donors by channel. And it helps us report “what’s working” in fundraising to our boards and stakeholders.
The truth is that donors do not live in a box. They are like you and me. People, not donors. They are human beings who are influenced to give by many factors and don’t care about the box you put them in. They aren’t looking at your organization saying, “I’m a direct-mail donor” or “I’m a digital-only donor.” Donors just want to make a difference. They will send in a check, donate online,...
Nonprofits have a problem on their hands when it comes to organic posts on Facebook. Many nonprofits spend hours each month planning, writing, organizing, posting, and tracking the performance of social media posts. HOURS. But those that have done this for the past few years know this is not a new problem.
According to the 2020 M+R Benchmark Report, organic posts from nonprofits reached just 4% their page’s followers (Page Likes). To flip that stat, 96% of a nonprofit’s Facebook followers will NOT see its organic posts. If you work for a nonprofit and are involved with Facebook organic posts or paid ads, then you’re likely familiar with Facebook Boost advertising option. A Boost is designed to do just that, boost (i.e. increase) the amount of people that can see your post. This type of advertising is becoming especially more important for nonprofits as less and less of its organic audience is seeing the regular posts that a nonprofit makes on its...
My last post examined four important ways your nonprofit can prepare and plan for Giving Tuesday Now. This post fast forwards in time to the actual day. It’s Giving Tuesday Now, do you know where your donors are? (Relax, this is only a test, you still have some time)
I do keep in mind that as you’re reading this, you may be a team of one that is doing the work of “the marketing department.” You may also be on a larger team, specifically involved with digital fundraising. Either way, you likely have a Giving Tuesday Now plan in place, but things can get thrown off quickly the day-of for a number of reasons.
So let’s take some action. Pull up your calendars and block out time on May 5, Giving Tuesday Now. Literally, pull up your calendar in one window while you’re reading this post in another! By protecting your time and dedication to executing the plan, you increase not only the likelihood of increasing revenue on Giving Tuesday Now, but also...
May 5, 2020 - Giving Tuesday Now - Is Your Nonprofit Ready?
With COVID-19 striking a major blow to consumers and businesses alike, nonprofits are also struggling. Service needs are up, donations are down. The good news is that there is some relief for nonprofits through the $2 trillion stimulus package, which will provide nonprofit loans and release checks to your donors that may be in a position to give.
Another piece of good news is that GivingTuesday.org recently announced Giving Tuesday Now happening May 5. This is in response to the societal needs that have surfaced as a result of COVID-19. This doesn’t give nonprofits much lead time to put together a plan for Giving Tuesday Now, but it’s still completely possible. You have more questions than answers, which may look like these:
- This isn’t much time to prepare, should we participate?
Answer: Absolutely, there are still donors that are in a position to...
When most nonprofits think of digital fundraising, they usually think of digital as a marketing channel to support or supplement direct mail. And honestly, that’s how fundraisers should think of digital (for now), especially when creating multi-channel campaigns. For single-channel campaigns though, you’ll find that most fundraising is done via direct mail only rather than digital-only. This is due to a number of reasons that may include anticipated ROI, historical performance, or the ‘ol “this is how it’s always been done” approach. Yet, there can still be value to running digital-only campaigns that stand alone from direct mail. The following are 4 reasons that you may want to add digital-only campaigns to your marketing mix this year:
There are many creative tests you can do with direct mail, which include everything from the envelop size and design to premium items like address labels. For digital, there are creative...
“Yeah, I recognize direct mail generates more fundraising revenue than digital but….”
How many times a year do I say this? Too many to count. Yep, it’s true, direct mail raises tons more money than online fundraising channels. However, online fundraising revenue has steadily increased year over year. Even in years where fundraising overall has been flat, digital has increased. In my previous work with fundraising agencies for nonprofits, the client mix was focused on direct mail as the primary fundraising channel with digital as an afterthought. And I can sorta be ok with that.
What’s not OK is to be complacent with digital or just limit it to email or fundraising campaigns. There are so many ways that you can capitalize on digital marketing tools to connect with your current and prospective donors. For example, just creating a blog post provides content that you can share on social media, email, and direct mail. Let’s check out 5 different...
This plan includes all the info you need to prep the before, during, and after Giving Tuesday Now.
It includes checklists, dates, and marketing channels. Download your copy now!
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