Category Archives: Integrated Fundraising

computer screen for online donation

How Fast is Your Online Giving Really Growing?

If you’re like most charities you’re seeing growth in your online giving. How fast is it growing? 10%? 20%? Maybe 50% year over year?

No matter the figure I’m sure there are people in your organization (including probably your board, and maybe your boss) who are asking how you can better utilize online and social media channels to find more younger, millennial donors.

Simple, right? Online donations are growing, and we know that younger people tend to donate online, so if you just spend more money on digital advertising your program will grow. Won’t it?

Unfortunately it’s not that easy. That’s because we need to look at the true source of online donations. While online giving is growing for almost every organization, that’s not necessarily because of online fundraising and marketing efforts.
Here’s a few examples from our clients of why we need to look a little deeper into online revenue, before making any decisions on where to allocate resources:

  •  For one international development organization HMA discovered that 91% of their online donations, came from donors who were already being mailed as part of the direct mail program.
  • For a children’s charity, HMA found that 73% of online donations were received from donors who already existed in the direct mail program.
  • And for another national organization, HMA found that while only $12,000 had been given via the specific URL provided on the direct mail pack, an additional $190,000 was given by direct mail donors through the regular website.

So what does this mean? Most importantly, it means that to increase your online giving you need to continue to invest in direct mail, and other traditional sources of fundraising revenue. Yes, you should be sending regular e-mails. And yes, you should post regular updates to Facebook, Twitter, and other social media channels. The more integrated the messaging across channels, the better results you will see.
But you shouldn’t re-allocate all of your resources to online just because that’s your fastest growing revenue channel. Your online donation form is used by many of your older, traditional donors because it’s convenient for them. And your older donors are also increasingly likely to be connecting with you on social media. In fact, the fastest growing group on Facebook is the 65+ age group. That group has seen a 30% increase in usage in the past year. And 62% of online adults 65+ now use Facebook.
Now, what about those millennial donors? If most of the online revenue is coming from older donors, how can you find these younger millennial donors? Well, the truth is that they’re not donors, at least not yet.
Millennials want to make an impact. They’ll be happy to share your content through social media, and participate in an event to raise money from their friends and family. But they don’t have the financial resources to make a donation to you right now.
So rather than focusing on trying to get money from this group, focus instead on engaging them in your cause. Provide them with ways to share your mission, and the impact your organization makes, with their family and friends. Most importantly – show them how their support (whether financial or not) has made an impact. Because if you’re able to engage them now, and keep them interested in your cause, they will donate to your organization in the future.
And one important note – before you spend any money or time investing in digital (or offline) fundraising make sure that your online donation page is well designed. Keep it to 12 fields or less. Ensure it works on mobile phones and tablets. Include a PayPal or Interac Debit payment option. And test it on multiple devices to ensure every donor (especially your older donors) will be able to easily complete their online donation.

Dr. H. Bliss Murphy Cancer Care

Dr. H. Bliss Murphy Cancer Care Foundation: Year-End Online Fundraising Grows 57%

Supporters of the Dr. H. Bliss Murphy Cancer Care Foundation help raise funds to support the Dr. H. Bliss Murphy Cancer Centre (in St. John’s) and its affiliate cancer programs throughout the province of Newfoundland and Labrador. All donations stay in the province and are used to enhance regional programs close to the patient’s home; support local education and research projects; fund patient support programs and services; and acquire cancer treatment equipment.

The Challenge

Our client asked us to develop and execute their year-end email campaign.

The Solution

HMA’s team of digital experts developed a three-part email series. Our goal was to remind donors about the needs of cancer patients over the holidays. We also wanted to encourage donors to make a gift in time for their annual tax receipt.

The Results

The campaign was a tremendous success. HMA’s three-part email series raised 57% more revenue than the Foundation’s year-end email campaign the year before.

A remarkable result that ensured more revenue was available to help cancer patients undergoing treatment in Newfoundland and Labrador.

Mustard Seed

Mustard Seed: Leveraging Social Media to Maximize Year-End Fundraising

The Mustard Seed Calgary is an inner city mission that supports homeless people in Calgary. They help rebuild lives, by offering basic food, shelter, and clothing, along with employment support and spiritual guidance.

HMA has worked closely with The Mustard Seed on their Annual Giving Program to help retain, develop, and grow donor support.

The Challenge

The Mustard Seed was celebrating their 30-year anniversary. With increased media in Calgary around homelessness, it was a perfect opportunity for The Mustard Seed to engage as many people as possible to give a helping hand to those in need in their community during the holiday season.

The Solution

With plans already in place for an integrated Holiday Campaign including direct mail, email, an online landing page, and social media, HMA helped The Mustard Seed reach new heights with the 30 Days of Giving Hope Campaign. This initiative spanned from November 25th to December 24th and encouraged everyone in Calgary to do One Thing for someone in need. The campaign was developed to help build awareness by encouraging people to drop off urgently needed items, make a generous donation, volunteer their time, or share photos of a simple act of kindness.

In addition to direct mail, we utilized a combination of emails, infographics, and frequent Twitter and Facebook posts using the hashtag #givehopeyyc. All of these activities helped to create a buzz in the community, and encouraged people to support The Mustard Seed in any way they could.

The Results

The 30 Days of Giving Hope campaign was extremely successful both in garnering attention, and in raising money. Here are a few quick facts about the social media success of the campaign:

  • Over 2 million impressions of the #givehopeyyc hashtag.
  • More than 1,500 people retweeted or shared the message to do One Thing to help someone in need, sharing it with their own personal networks and encouraging their own friends and family to get involved.
  • Followers on Twitter and Facebook increased by more than 10%.

Most importantly, The Mustard Seed increased the awareness of homelessness in Calgary and raised lots of money to help support those in need. With the help of many generous members of the community, Christmas was a little bit brighter for many more people.

add_filter('woocommerce_show_variation_price’, function() { return TRUE;});