We have always believed in the power of the high-tech, high-touch type of connections generated online. Those connections that happen when people connect in real-time but continue the conversation on digital platforms, sharing insights and valuable information.
While it’s hard to know when — or if — things will get back to the way they were before the COVID-19 pandemic, this moment must be met with agility and the willingness to adapt using digital technology.
Technology has revolutionized the way we communicate, stay in touch with our loved ones, and even how we do business — which is critical as we all continue adapting amid COVID-19. This ever-evolving landscape has presented nonprofits with an opportunity to adopt digital tools and strategies that make them more connected to their supporters and beneficiaries than ever before.
No matter where you are in your nonprofit’s digital transformation journey, there are a few strategies, considerations and tools that we think are worth prioritizing to achieve greater impact.
Understanding the Donor’s Digital Journey
Even before our in-person meetings and engagements were forced to shift online, the donor’s journey evolved with the emergence of our hyper-personalized digital landscape. Instead of relying on donor-development professionals for information about nonprofits, prospective donors have instant, 24/7 access to information on multiple devices at a time and place of their choosing.
Right now, individuals are looking to online platforms for information, education and entertainment at exponentially higher rates due to the pandemic. Meeting these individuals where they are and successfully engaging them requires a better understanding of who they are and what motivates them to act. There are various steps your organization must take to leverage this dynamic, but with the right approach, you can optimize this moment to create strong, lasting connections with your donors.
Social Media
Not only is social media one of the most powerful and cost-effective tools for building relationships with your donors, it has become the ultimate gathering place for individuals amid calls for social distancing. For most nonprofits, social media used to mean merely having a presence on the various available platforms, but social media has transformed the way that organizations — and even massive, global brands — connect with their target audiences.
Your organization’s activity on social media is paramount to driving connections with donors. Connecting to their passions with quality, unique content that motivates them to act is critical to engaging their support. There are numerous steps to take when revamping your organization’s social media strategy — and successfully attracting them requires a strategic approach to not only what you share, but when and where you share it.
Marketing Automation
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.
By adopting these platforms into your overall outreach and development strategies, you can shift from simply communicating with your current and prospective donors to connecting with them on a more meaningful level, converting them into passionate supporters of your cause.
As advocates for innovations and technology — especially those that propel positive change — we welcome — digital communications and technology innovations that provide platforms for positive change. We believe in the digital world’s ability to transform the work of our clients, by which they’re able to amplify their missions, expand their support and raise more funds in untraditional ways.
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: Luca Florio via Unsplash
