How charities can improve brand recognition

This article is sponsored by Enthuse, the fundraising, donations, and events registration platform.

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According to the Donor Pulse Report 2021, 78% of donors remember a charity’s name if they have given to them directly through websites. But only 63% of donors remember a charity’s name when using third-party consumer giving platforms.

 

That 15% difference is pretty startling, particularly if charities want to convert one-off donors to regular givers. Donors who can’t remember your charity’s name are not going to return.

 

Several reasons explain the lack of recognition. The most obvious is that charity brands are lost in the noise, not impactful, or simply overshadowed by third-party branding. Giving platforms often lack personalisation and customisation. Indeed, 37% of people in the report stated that charity brands, colours, and logos were not clear enough on giving platforms.

 

Brand recognition is essential for fundraising. Charities need to stand out from the crowd and stick in the minds of donors long after the first donation. Ultimately, charities need to unleash the power of their brands. And many are already doing so, levelling up fundraising efforts by embracing branded platforms premium customisation.

 

Charities are increasingly noting the importance of white labelling, for example. They have noticed that it’s essential that their branding, fonts, styles, and colours are front and centre of all fundraising campaigns, including on third-party platforms. They are increasingly looking to platforms that offer premium forms of customisation, platforms that allow charities to fully sync with the look and feel of the charity’s website.

 

Rewarding donor experiences should be seamless. They should not be overshadowed by a third-party, nor undermined by any sort of alternative branding. Truly rewarding donor experiences emphasise charity branding, allowing donors to feel part of the 78%, part of the donors that remember. And, in that regard, premium customisation is absolutely essential.

 

Effective and premium customised giving platforms help charities to convert one-off donors into repeat donors, ensure a greater return on investment, and ultimately maximise a charity’s impact. Such customisation is not simply desirable. It is necessary.

 

Below we look at some of the best options currently on the market.

 

 

Enthuse+

 

Overview

 

Enthuse is a fundraising, donation, and events registration platform that has helped more than 4,000 charities, including Dig Deep, Cystic Fibrosis Trust, Walk the Walk, and many other brilliant organisations. Enthuse has helped charities to raise more than £100 million.

 

Enthuse’s solutions prioritise all-in-one integration and customisation, giving charities full control of their branding and data, which allows them to build a loyal supporter base, attract new donors, raise more money, and improve overall impact.

 

Features

 

Enthuse+ is a new premium solution from Enthuse offering a set of white label digital fundraising templates helping charities to supercharge their events, appeal, and fundraising campaigns to take off in a fraction of the time. They come with a range of premium customisation features that will improve the donor journey and help charities to level up.

 

Single-page and multi-page microsites are built from templates specifically designed for charities. Enthuse+ offers charities custom branding, custom widgets, custom fonts, custom headers and footers, custom leaderboards, and much more.

 

The microsites also have full integration with white label event registration and fundraising, and an embedded donation button, ensuring a quick and simple donor journey. The white label event registration is the leading option in the charity sector and includes advanced design features, which can be used and optimised by charities of all sizes. Enthuse+ also offers more autonomy for charities, ensuring that they are able to keep all their data.

 

In addition, Enthuse+ offers bespoke Virtual Journeys, which allows charities to set up milestone-based challenges for virtual events and automatically keep track of individual and team progress in a visual way, thanks to interactive maps. The option has proved hugely popular, helping charities to virtually fundraise with physical challenges, such as cycles, swims, and runs. The Enthuse+ version allows charities to work with Enthuse to create a bespoke map or itinerary with coordinates of their choice which feels pertinent to the cause or is a challenge which will excite a specific set of supporters.

 

Enthuse+ gives charities everything they need under one banner. It makes customisation simple and cost-efficient. And, unlike competitors, Enthuse+ offers a short implementation time of roughly six weeks and the platform ensures changes and alterations are made quickly.

 

 

JustGiving Digital Services

 

Overview

 

JustGiving is the UK’s largest fundraising platform. JustGiving has      the greatest market share and a wealth of experience in the charity sector. They have a range of products to meet most charity budgets, offering a broad suite to suit needs. JustGiving Digital Services is a digital fundraising solution that offers charities a range of features and optimisations.

 

Features

 

JustGiving Digital Services offer virtual event sites that drive supported engagement. The microsites tap into the competitive side of donating with leaderboards and widgets, allowing charities to prioritise the supporter journey and create a sense of community.

 

JustGiving Digital Services also offer DIY Fundraising Hubs, which inspire supporters to arrange their own fundraisers in a centralised hub that showcases ways in which donors can campaign. The fundraising hubs allow donors to create a fully-branded, customisable, and mobile-optimised micro-campaign that they can use to attract even more supporters.

 

JustGiving Digital Services also offers various options for microsites, including multi-page sites that showcase everything supporters need to either donate or get involved. The sites allow charities to save time by managing all fundraising in one place and take advantage of other useful features, such as real-time updates and customisable widgets.

 

 

Funraisin

 

Overview

 

Funraisin in a fundraising solution that helps charities build stronger supporter relationships. It is a standalone platform used by charities for fundraising, events, community fundraising, and much more. As of 2021, Funraisin operates in Australia, the US, and the UK.

 

Features

 

Funraisin offers an intuitive and powerful content management system with fundraising at its heart, allowing charities to fill in content and link out to featured fundraisers, leaderboards, progress bars, countdowns, raffle tickets, merchandise, and more. It’s a drag and drop system that allows a degree of customisation while maintaining ease.

 

Funraisin lets charities create unlimited donation pages on their site, without sending donors to third-party branded platforms. The sites are created from testable layouts, content, and imagery, and have real-time insights to help foster improvements.

 

Charities are able to embed donation options and Funraisin gives charities complete autonomy of records with their donation management system.

 

Funraisin also has tools for integration, allowing charities to increase their supporter base, boost conversions, and enact CRM, email, and fitness app integration. Their ticketing system replaces the need for third-party tools and their reporting goes beyond traditional metrics, looking at key engagement factors and trends of charity events.