Coronavirus: Choosing the right fundraising channels and messaging

Creating a messaging strategy that works

Across the charitable sector, supporters and donors are looking for authenticity and transparency. New digital tools have facilitated that ‘look-through’ approach – 360 degree views used by Great Ormond Street Hospital, Charity:water’s immersive story telling – are both great examples of charity digital leaders using a messaging strategy that motivates fundraising by adding clarity to where funds are going.

For charity digital leaders developing their unique message, bear in mind that donors are looking for impact. C-group Design, a creative design agency specialising in strategy, branding, and website design suggests that the messaging should ‘clearly demonstrate the financial impacts and benefits of supporting the cause’.

Once hooked, remember, the messaging doesn’t end with the donation being made. Get to know your audience, and tailor communications through personalisation.

By analysing donor digital preferences and demographics, marketing and communication teams can start to build ‘personas’ of different donor types. Charitable causes can then craft messages specifically targeting donor types, enhancing the conversion rate. Thanking donors for funding and volunteering can also factor into emotive messaging for causes. For many larger charities, supporters build life-long relationships that may result in legacy donations and regular debit payments.

Make best use of low-cost fundraising channels ahead of a commitment

Online fundraising channels can be broken down into a few buckets – crowdfunding, click-to-give, auctions, donation campaigns, social media buttons, and text. Each bucket comes with characteristics which may, or may not be suitable for your cause or campaign. For example, crowdfunding campaigns work really well for individuals or teams raising funds for a race, cause, or event. Social media buttons are best placed on social media platforms.

The pros and cons of fundraising channels – tailoring your message

We review a few of the most well-known, and lesser-known charity fundraising channels here, and suggest how leaders can tailor their charity message.

1.) JustGiving – One of the most popular crowdfunding sites, JustGiving can crowdfund your event, cause, or campaign as a charity or individual. The platform has a global reach, tapping into a network of over 22 million users in 160 countries – this could be an important element of choice for charity digital leaders looking to branch out overseas. Individuals can also link up with charities and donate directly from their own bank accounts. We have also outlined a number of alternatives.

• Pros: Low-cost platform, fees are 0%, and on each donation, 1.9% + 20p. Equally with crowdfunding platforms, there is less onus on charities to produce online content. Charity digital leaders should encourage participants to post their own content, motivating others in the network.
• Cons: Donors typically search for causes or events, so charity digital leaders will need to design fundraising events at each turn.

2.) Instagram and Facebook – Taken together, the two social media platforms have extensive reach. Facebook has 2.5 billion users - and added with Instagram, charities can reach almost 3 billion users worldwide. For charity digital leaders, these two platforms are a must.

• Pros: Content is king here. Charity digital leaders will need to think about scheduling ongoing content, messaging, and outreach – showcasing strength to strength, some of the best charities blend both authentic story-telling and imagery to enhance their accounts.
• Cons: Donate button on Instagram Stories is temporary, lasting only 24hs. Only 18% of worldwide donors have given through Facebook.

3.) Payment technologies – Coming under the marketing banner of ‘cause-marketing’ linking purchases with charitable giving, payment technologies offer donors an opportunity to donate when making purchases. The GivingMachine has partnered with popular retailers and charities, with a percentage of purchases going directly to charitable causes. Many charities are already registered, like Dogs Trust, Mind, Shelter, and Neuroblastoma UK.

• Pros: For charity digital leaders, there’s little maintenance other than updating the charity page. The platform can do the corporate partnership aspect for you, making receiving donations easy.
• Cons: Causes compete with each other for donor attention. For charity digital leaders looking to expand their brand, this may not be as powerful as launching an owned social media fundraising effort.