Targeting your audience makes any marketing effort much more effective and this is also true for digital nonprofit fundraising. Digital marketing efforts are more targetable than traditional marketing efforts. Nonprofits can use the same tactics that work for businesses to help dramatically increase the results of digital fundraising campaigns.
Here are some tips that you can implement immediately to help increase the returns you get from your nonprofit fundraising efforts.
Clearly define your donor target audience
You can start by having your leadership team brainstorm who you think your donor prospects are. Try to paint a complete picture of that person, their life and why they would be motivated to donate. Are they male or female? Are they young or old? Do they donate because a family member is a beneficiary of your work? What are their other motivations for donating? What are the other factors that many of your existing donors have in common?
Once you have your leadership team brainstorm some ideas follow up by creating a short questionnaire for your past and current donors. This is a great way to see if your thoughts are on the mark. Usually what we see is that the leadership team is fairly on the mark but we often learn a thing or two that complete the picture and often really help move the needle for increasing fundraising results.
You can answer these questions and more to develop an effective donor persona. Your donor persona is a semi-fictional description of your ideal donor. Flesh it out to paint a detailed picture of that person. You may even want to find a picture that resembles your ideal donor and give them a name. All of your fundraising efforts should be focused on your donor persona and make sure that you are finding ways to help them, inform them and get them to take the next step.
Often nonprofits end up with three or even more donor personas. That’s fine, but you need to create content for each donor persona you have if they have different needs.
Create content for each specific donor persona
Once you have your donor persona defined, you will need to make sure that the content on your website directly addresses the issues and needs of your donor prospects. Use the information you learned as you created your donor persona to create content that will help educate your donor prospect and meet their needs.
This content can be on your website as a page that is all about why people donate and that page should show them very clearly how to donate. Plus you can write blog posts that address the needs of your donor prospects. Google sees blog posts as website pages so that content targeted to your donors’ needs can help you be more visible in the search results. That gives you more opportunities to grow your donor base.
You can also add content to your landing page for donations. This is the page that actually contains the donation form for people to fill out. Now, on this page, you want to be careful not to distract from the objective which is getting the person to make a donation. Your content on the landing page should support and reinforce the benefits to the donor of what their donation will do or how it will help.
Use your donor personas in all of your promotion and marketing efforts
Your donor personas can be and should be used everywhere, not only on your website. You should keep your personas in mind with all of your marketing efforts.
For social media, consider that different platforms will likely make it easier to reach different types of people. These days Facebook has an older audience, Instagram has a younger audience and Snapchat mostly reaches kids.
If you’re running radio or TV campaigns the audiences are vastly different based on the programming content for each media. Match your donor persona to the media audience for maximum success.
These tips will help you get the best results possible from your digital nonprofit fundraising efforts. If you have questions about any of these techniques or need help growing your online fundraising, please don’t hesitate to reach out to us (973) 770-4668.