Part 1: Introduction
Digital devices and apps are an inseparable part of our lives – and those of our nonprofit supporters.
In 2024, we rely on digital platforms to do our jobs, stay in touch with loved ones, find information and news, send money, buy things and much more.
Fundraisers know this. But the pace of change in digital can be intimidating, sapping our confidence and hampering program growth.
If you relate to this, I’ve got good news: You’re in the right place. In this comprehensive guide, I’ll give you frameworks and actionable steps to develop your digital strategy, program and confidence – and raise more funds for your awesome cause.
Ready to dive into the world of digital fundraising? Let's get into it.
Contents
I've broken this guide down into chapters to make it easy to navigate. I will keep evolving this content, so be sure to check back in from time to time.
1. Introduction to the Ultimate Guide (you're here now!)
What is Digital Fundraising?
Digital fundraising is the use of digital strategies, channels and technologies to achieve nonprofit fundraising objectives like growth in appeal income, legacies or regular giving. Common digital fundraising strategies include email marketing, lead generation, 2 step campaigns, peer-to-peer and more.
While some younger charities have digital-first or digital-only fundraising programs, most longer-established organisations integrate digital with other channels like direct mail, phone and face-to-face.
The “digital landscape” includes a huge breadth and depth of technology relevant to fundraisers, including:
Channels (email, website, search advertising, social advertising etc)
Applications (donation platforms, productivity and workflow software, messaging apps, other mobile apps etc)
Devices (eg mobile, desktop, tablets, smart devices, mobile card readers etc)
Other information technologies like artificial intelligence (AI), cryptocurrencies and web3, Internet of Things (IoT), metaverse and much more.
Because of this, we should recognise “digital” not as another channel like direct mail or phone, but as a universe in which many interconnected channels and technologies play different roles and rules. This is important for fundraisers to understand.
Why is Digital Fundraising Important?
Digital fundraising is important because digital information and communication technology pervades the lives of virtually all our supporters. Apps like WhatsApp, Tiktok, ChatGPT, Google Search, Facebook, Zoom and Youtube are how our supporters communicate, organise, find information and build things together. This is only going to increase as we enter the exponential age.
And quite simply, as nonprofits that want to make an impact, we need to be where our supporters are.
Alongside this, challenges are rising for some fundraising channels that have traditionally brought in a majority of public fundraising income. Direct mail for example is facing rising mail costs, reduced delivery schedules and the disappearance of payment options like Acceptgiro in The Netherlands. As population demographics shift more towards digital native generations, this seems an inevitable global trend.
Need help with your digital fundraising program or strategy? I can help grow your digital fundraising results, skills and confidence – based on over 16 years of experience. Book me for a free 30 minute call now. |
Fundraisers need to evolve their skill sets and fundraising programs to reflect these trends. But many I’ve spoken to don’t know where to start. We address that in the next part of the Ultimate Guide – How to Build Your Digital Fundraising Program in Eight Steps.
Full Contents: The Ultimate Guide to Digital Fundraising for Nonprofits1. Introduction to the Ultimate Guide (you're here now) 2. How to Build Your Digital Fundraising Program in Eight Steps 3. Email marketing for nonprofits 4. Lead generation for nonprofits 5. Peer-to-peer and community fundraising for nonprofits |
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