Happy Spring Day!
As we celebrate the packing away of winter clothes, heaters and blankets and look forward to the advent of Spring and warmer weather, isn't it time you gave your charity a much needed digital spring clean? Dust away the cobwebs with these 10 tips we've devised to revitalise your fundraising, both online and offline.
1. Review your website
Is your website design tired and your site cluttered? Could you be improving the flow of traffic from the homepage to the key pages that help you achieve your objectives? Could you rework your home page to make it more effective? Can it tell your story better? Maybe you could add some video, a picture gallery or just add social buttons, so people can share your content.
2. Is your e-mail tired?
Maybe your e-mail too could benefit from a refresh. Do you have an effective e-mail template? Do your subject lines need revamping? What about your database? Are you still sending e-mail to people who don't exist? Do you give them the opportunity to opt in to your e-mail newsletter or update their details via your website?
Make sure too that you have an automated e-mail programme that welcomes new supporters too. There are a variety of ways you can keep supporters interested and loyal using e-mail.
3. What conversations are you having?
Do you get a lot of feedback when you post on Twitter or Facebook? Do you really have interesting things to say and do you know when to say them? Social media is not a one-way channel. Reinvigorate your pages or feeds by posing interesting questions and get to know your audience better. Post better content - content that is shareable. You'll reap the benefits of traffic and awareness.
4. Is your database in no man's land?
Do you have databases in different places? Isn't it time you consolidated and updated them? Not only does this save time and energy but your charity will benefit from having one source of truth. It doesn't matter where or what this database is (OK maybe it does depend what it is, but more about that later), just ensure that you have the data you need for you to create intelligent campaigns and provide brilliant service to your donors. Also de-duplicate your records to get a much more accurate picture of your supporter numbers.
5. Purge the disinterested
Do you have inactive donors? Query your database and if you have records for supporters who have never made a donation, never attended an event, haven’t responded to any of your efforts for five years, perhaps it’s time to purge their records and free up some space.
6. Rotate your team
Do you have fundraisers who would be better suited to writing content for your website? Could they keep your Facebook page or Twitter feed up-to-date? Or maybe they should be out with people, face-to-face fundraising. Do an audit of your team's strengths and weaknesses and look for opportunities where they could excel.
7. Get some new links to your website
There may be a huge opportunity for you to get links from your supporters’ corporate websites or blogs. Do an audit of who they are and what links they can possibly offer you. Then approach them to ask them for specific links to specific pages on your site with specific wording. Make sure you use keywords that are key to your charity. You will benefit from moving up higher in search engine rankings and the increase in traffic to your site that results from this exercise.
8. What keywords do you want to be found for? Where are the gaps?
Do you know what people are searching for when it comes to your website? Granted, the majority of keyword searches are brand terms but maybe you could be picking up more traffic around keywords that have high demand and are relevant to content on your site. Look at key themes of your site and try to find keywords with high searches and low competition. Create relevant content on your site to help drive more traffic to these pages. Make sure it's all in line though with your objectives. e.g. jumble sale. Create a page for promoting jumble sales for your charity. Give people clear instructions how they can host a jumble sale and pay the money earned into your charity bank account.
9. Are you tracking everything online - end to end?
Do you know how to measure awareness of your charity online? Can you tell whether a specific channel like e-mail or Facebook is driving revenue for your charity? Make sure you have Google Analytics installed on your website and work on a tracking plan to ensure all campaigns and activity on and offline is tracked. This will make the world of difference to your organisation!
10. Refresh your skillset
Sometimes charities ask for volunteers to work with them on projects. But maybe they have skills you could be utilising in-house. Ask volunteers to update your database, write content, collect supporter testimonials, film a video and keep audiences updated on social media. Sure they may need a little training, but keeping your charity fresh and relevant doesn't need to be a resourcing headache. Just make sure you always steer them according to the overall fundraising strategy and things won't come undone.
**Feeling inspired or stuck?**
Get in touch with us to discuss how we can help you with some of these tasks. Or share some of your ideas in the comments below.
Based in Cape Town, South Africa, Digital4Good helps charities make the most of digital media so that they can embrace digital technologies to engage more with their supporters, increase awareness of their cause as well as achieve their fundraising objectives.
With many years experience in digital charity fundraising working with top local and international charity brands, we can help you cut through the hype and use the tools that make sense for your charity. We are committed to positive results and ROI for our clients. Changing the world…one pixel at a time.