Nonprofits get an F for online fundraising.
The article written by John Godfrey accurately covers some of the very basic but grave mistakes made by nonprofit marketers which drive donors away and leave them feeling unappreciated. Donors are inundated with a slew of presentations from different nonprofit organizations.
Another fact for nonprofit marketers to consider: Consultants Dunham and Company looked at 151 nonprofit websites and found most were not optimized for mobile and many expected would-be donors to click through at least three links to make a donation and finally, when it comes to thanking donors, the majority could not be bothered thanking the donor by name.
This article written by reporter Sarah Gantz of Baltimore Business Journal highlights how cause marketing should be considered more frequently by nonprofit marketers because of the various benefits both the businesses and nonprofits can receive from it. Cake Fundraiser, a startup is developing a virtual marketplace where businesses and nonprofits can connect for cause marketing campaigns.
- Give to Get: Give your donors, stakeholders, supporters a valuable return and you will have their consistent support. It is key that what the stakeholders receive is of value to them and not solely the nonprofit.
- Focused Targeting: Selecting your right partner and business is key if this needs to be a long term relationship. Common aspirations, goals and wants should be discussed and prioritized.
- Engage: Tell stories, show the difference donations have made. Very often (like article one points out), donors receive only a thank you, a late thank you note, or no thank you at all. Nonprofits need to add value and engage with the donors. How has the donation made a significant difference?
Karishma Gundewadi: Marketing communications professional with five years of international experience, primarily in public relations, corporate communications, crisis management and recruitment. Specializing in social media and content marketing and a great passion for helping nonprofits find their one voice. I am currently pursuing a master’s degree in Integrated Marketing Communications at Northwestern University’s Medill School. Connect with me on Twitter (@Kari_gundewadi) and LinkedIn.