Jul 18, 2013
Expanding nonprofit Internet marketing efforts can lead to more donations. Sending creative thank-you notes to donors and improving the organization's newsletter are quick ways charities can boost donor engagement, according to Fundraising 123. The organization's website should act as a starting point for creating a more effective marketing strategy.
The online donation page on the website should be easily accessible. The donate button should be large to ensure it stands out from other content on the site. The homepage needs to have a clear mission statement and an image that reflects the organization so first-time visitors can easily gain a sense of what the charity's objectives are. The donation page will benefit from a clear call to action, and the online donation form needs to be be easy to fill out. The easier the website is to navigate and use, the more likely individuals will be to make donations. It should also be simple for visitors to follow the organization on Twitter or Facebook or subscribe for newsletter emails.
Nonprofit managers need to consider what they hope to get out of social media. Twitter and Facebook can be used to connect with previous and potential donors, establish thought leadership or both, but organizations need to have a strategy, the source said.
Improving the newsletter can increase donations and awareness
The Internet has made it easier for nonprofit marketers to keep donors and interested parties informed of news related to the cause and charity events, The Nonprofit Times stated. Foundations used to have to print out and mail copies of their regular newsletters to their followers, but now these letters can be shared over email. However, there are some challenges to sending out an engaging newsletter, especially because spam filters can make it difficult for an e-newsletter to reach a donor's inbox.
To boost engagement, nonprofits should make sure recipients can reply to the e-newsletter so organizations can build a relationship with donors. When a subscriber responds to the newsletter, the message should go directly to a member of the staff who can monitor communications. Donors may be impressed if they receive a personal response to an inquiry. Sponsors should be thanked for signing up for the newsletter, Fundraising 123 said. They should also have a clear understanding of how their donations will be used. These simple steps may boost engagement and encourage repeat gifts.