The New Normal in EOY Multi-Channel Fundraising

October 12, 2016 Mike Snusz

While the main focus of many end-of-year campaigns will be direct mail and email, other channels are increasingly driving online donations. Just 27% of online donations now result from email (according to the latest M+R Benchmark report).

No longer does multiple-channel fundraising mean a home page mention and few Facebook posts during online campaigns. Multi-channel fundraising has evolved to include more donations driven from a nonprofit’s home page, digital advertising and social ambassadors.

Since these areas may be new to some nonprofits, here’s a round up of helpful blog posts for your end-of-year campaign.

Home Page Pop Ups

Despite the recent news that Google will penalize pop-ups on mobile devices starting in January, this change has more to do with how pop-ups are designed rather than if you use a pop up. ASC has a good example of an updated pop-up design that’s not intrusive.

Home page pop ups can boost end-of-year donations and help offset declining email conversion rates we’ve seen over the past few years. Here are a couple of related blog posts:

Digital Advertising

In 2015, nonprofits spent $0.04 in digital advertising for every dollar raised online (per the latest M+R Benchmark report), with larger nonprofits spending $0.13 and smaller nonprofits spending $0.01 per dollar raised. Digital ads are no longer just being used by the largest nonprofits. Both small and large nonprofits are running and raising money through digital ads. Here are a couple helpful blog posts:

Social Ambassadors

Like the for-profit world, nonprofits are adapting to social media’s increasingly limited free reach. In addition to using digital ads – described above – they’re turning to social ambassadors to get the word out for fundraising campaigns. Here are a couple posts on what ambassadors are and how to use them:

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