Creating a website and waiting for donations to pour in is a bit like buying a car and expecting it to drive itself.
So we put the website URL on visiting cards, brochures, annual reports, and email signatures, and then wait. Those with some resources to spare dabble in social media (read Facebook) and post the website URL on Facebook with an appeal. When that still doesn’t pay, we shrug our shoulders and tell ourselves, “Well, as a small/ medium not-for-profit, we can’t afford to advertise the way these big organisations can, so this is the best we can do.” The enthusiasm for the website wanes, and in no time, the website is dead. But we know that we should be doing more on the web, so every three to five years we fiddle with the website and make cosmetic changes.
This cycle is all too familiar for us who have been working with not-for-profit organisations of all sizes for the past 16 years.
So here it is, in simple, unequivocal terms: Just a website will not raise you money or supporters online.
Simple promotion tactics – while important – are not enough.
- Putting your URL on print materials is a good start, but people have to key in your URL into a browser, and that calls for serious interest or commitment.
- Putting your URL on your email signature is slightly better, but most people tune out your email signature, unless you force them to read it in some way.
- Posting an appeal, even a well-written one, on Facebook is good, but if you haven’t built the relationships, no one is reading.
In last week’s post, we talked about how it’s not what you do with the donate button, but what you do around it. This week, we talk about how it’s not about just having a website, but how you drive donors to visit and give on it.
What you need is a digital pipeline that drives potential donors to your website, engages them in conversation and gets them to give again.
Here are three ways in which you can do this:
- Put in place a regular email marketing campaign to build and nurture a list of warm donors. An email newsletter can become your #1 tool in driving online donations. It can get people to give for the first time, and one-time donors to give again and give more.
- Get donors who have given even once to engage with you on social media, say Facebook. This gives you a low-cost method of regularly communicating with and retaining donors.
- Tie these three channels – the website, Facebook and the email newsletter – into a digital loop that powers your acquisition and retention engine.
Now that your basic loop is in place, you can add elements (such as advertising) according to your budget.
To find out how to put this digital pipeline in place, write in to us.