The need for nonprofit’s to embrace digital adoption has never been more clear than it is right now. The pandemic has altered the way we do business as usual, meaning do-good organizations across the world have had to rethink the way they connect with current and prospective donors, as well as the way they bring change to those they serve.
Organizations that took the leap toward digital transformation before COVID-19 hit have been able to meet the moment and quickly reshape their strategies to continue meeting the needs of the community — and their fundraising goals.
Whether you’re just getting started with your nonprofit’s digital adoption journey, or you’re in the midst of perfecting your online strategies, we think these four areas are worth prioritizing amid the pandemic.
Virtual Events
Nonprofits spend so much time and effort planning for annual fundraising events that have a critical impact on their fundraising. As the pandemic has halted in-person gatherings and engagements, a lot of organizations have been able to shift their strategies and hold their events virtually.
The St. Jude Children’s Research Hospital is just one example of an organization that has turned some if its biggest fundraising events of the year virtual. For this year’s annual marathon weekend, the nonprofit is providing participants with a virtual experience.
While virtual events don’t have quite the same effect when it comes to exciting your supporters, St. Jude has worked to make sure the virtual experience feels almost like the real thing — including months of engagement opportunities on social media to connect participants with each other prior to the big day.
Using Content to Connect with Donors
From blog posts and fact sheets, to webinars and podcasts, content is the vehicle for engaging your prospects and existing donors. We know the pandemic has changed a lot and you’re likely too busy or strapped for time and resources right now to create a plethora of new content. Our advice? Focus on repurposing the content that already exists on your website or other materials your organization uses to showcase its impact.
Having rich, compelling content is key to continually connecting with the people you need to support your mission online. Whether its stories from your beneficiaries, or photos and videos from prior engagements, there’s no doubt your organization already has everything it needs to start making stronger connections. If you’re not sure where to start, making a content inventory list can help you assess what you already have, so you can fill in the gaps where necessary.
Automating Your Donor Development Strategy
Right now, your team is likely juggling to meet fundraising goals or reschedule canceled events, all while trying to maintain an active relationship with donors. Finding ways to continually engage your organization’s supporters without exhausting resources may seem impossible, but with new, easy-to-use and robust technology, nonprofits have an opportunity to create stronger connections with donors even with limited capacity.
Marketing automation tools and processes support communications and donor development efforts while allowing you to quickly and easily automate repetitive tasks, such as posting to various social media channels, sending strings of personalized emails to interested parties and gathering information.
Social Media for Storytelling
Ensuring your nonprofit is prepared and equipped to meet current and prospective donors at any moment relies on its ability to adapt its stories into various forms of relevant, engaging content that echoes your mission and impact. Leveraging social media platforms is one of the best ways to reach individuals online today, and will be well into the future.
Social media platforms have developed numerous tools that can help your organization get creative and maximize the stories you tell online. If you’re interested in learning about the numerous ways you can elevate the stories your nonprofit is telling, reaching more individuals and enhancing your organizations ability to drive online donor development, download our free eBook The Nonprofit’s Guide to Storytelling for Digital Media here.
In short, your organization’s digital presence throughout the pandemic — and beyond — is critical to its survival. Current and prospective donors alike are going to want to know how you’re still serving the community right now. Keeping them up-to-date on your efforts and impact is easy using digital tools and strategies.
As a social sector communications agency, MagnifyGood specializes in elevating the marketing, PR, branding, advertising, and social media of nonprofits, foundations, and other mission-driven organizations. Looking to enhance your donor engagement, create compelling impact stories, establish a brand that aligns with your mission, or explore innovative strategies to connect with your community? Contact us here. Let’s magnify good together.
Photo Credit: Edwin Andrade via Unsplash
