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Multichannel Marketing For Nonprofits

Here are some key facts about how fundraising and email are changing for nonprofits:

  • On its own, email is not enough: the median click-through rate for 2013 was 0.5%;
  • Over 50% of email is on mobile now;
  • People participate because they’re drawn in by stories and visuals;
  • Multichannel marketing is a great way to raise optimism and engagement.

Today, we’ll lay out why multi-channel marketing might be the right move for your nonprofit.

Data from Blackbaud's White Paper on Multichannel Giving Data from Blackbaud's White Paper on Multichannel Giving

Let’s first look at how donors donate. As of 2011, Blackbaud reported that a majority of donations still come in by direct mail, and that trend hasn’t been reversed in the years since. There are, however, compelling reasons to make sure that online and social media channels are open.

1. New donors are increasingly found online

In the same study, Blackbaud found that the next new donor a nonprofit gets is likely to be younger, have a higher household income, and - most importantly - come from an online source. New online donors made up 16% of total new subscriptions in 2010, up from 9% in 2007.

These new online donors are also pretty generous. A 2012 report by The Chronicle of Philanthropy found a startling increase in the total amount of online giving. There was a +14% jump in amounts raised online that drove online giving from $1.87 billion dollars up to $2.13 billion dollars.

Amount raised online

2. Online donors are increasingly social

So how do you reach new online donors? Will Valverde, Vice President of Creative Development at M+R Strategic Services, offered this insight on how donors are interacting with nonprofit emails:

“Email remains a critically important piece of the puzzle for most nonprofits, but declines in fundraising email response rates show the importance of connecting with donors through more than one channel. Successful nonprofits are responding to this reality by securing more and more revenue from monthly donors, and by rapidly expanding their audiences not just for email, but on social media as well.”

Simply put, it’s important to have social media be part of your online fundraising strategy. While it isn’t a single-solution silver bullet, expanding onto those channels will help improve email response rates and snag new donors.

As an added benefit, many social platforms are already optimized for mobile browsing, which is important considering how over half of today’s emails are being read on some sort of mobile device.

3. Multiple Channels Raise More

Let’s look now at the impact of opening up multiple channels for giving online. First up: lifetime revenue per donor increases when donors come from an online source. The initial gift from these constituents tends to be large, and they’re very amenable to cross-over into donating by mail, as indicated in Blackbaud’s study on Multichannel Marketing.

Lifetime revenue by origin

That leads up to our second point: gaining online donors from multichannel marketing can have dramatic impacts on combined fundraising efforts. Here’s an example of something online translating to offline gains: an average Facebook Like is worth $161.30 when counting online giving only, but that climbs to $214.81 when combined with other channels, the Nonprofit Social Network Survey found. A Twitter campaign was also found to be able to generate up to 10 times more money compared to fundraisers that didn’t have one.

To Tweet or Not To Tweet Source: Mashable

Quick Look: WWF Doing It Right

Some great nonprofits who’ve jumped onto multi-channel marketing and optimizing for the web include the World Wildlife Foundation, which has both a wonderful responsive site design and is huge on having a social presence.WWF2

The preceding is a cross-post of an article by the folk at Attentive.ly. Attentive.ly provides non-profit organizations valuable insights about what supporters and donors are saying and sharing on social media. See what topics and hashtags are trending, who is influential, and what language resonates with your audience. Find passionate supporters to engage around your cause and raise more money through better targeting. Integrates with Convio, Salsa, BSD Tools, ActionKit, and more. You can find the original blog post here.

Topics: Communications
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