Digital fundraising is big. More charities are investing in digital fundraising teams and more people are donating online than ever before.
Is your charity set up to take full advantage of that?
Here are the four essential elements of raising money online.
1. A plan
You wouldn’t set on any journey without a map. So don’t embark on a programme of digital fundraising without an idea of what you’re going to do.
Make sure your plan covers:
Google Analytics is an excellent tool for charities. It’s free (always important when you’re a non-profit and your budget is tight) and it can give you incredible insights into your web visitors.
Used correctly, you’ll gain valuable information about content that encourages people to volunteer or donate.
But it can be overwhelming. With so much information available to the user, how do you identify which statistics you should be paying attention to? And once you …Read More
If you’re a charity, you’re entitled to $10,000 a month of free advertising through Google Ad Grants. Hurray!
All that traffic sounds amazing, doesn’t it?
But there are conditions to your grant that can make it difficult to get the traffic you might be expecting.
Here’s how to get the best out of your Google Ad Grant.
1. Don’t go for the obvious keywords
Unless you have maximised conversions in place, you can only bid a maximum of …Read More
We have a fun rule in the office.
Anyone who sends an email to another colleague has to donate £5 to a charity of the recipients choice.
It’s transformed the way we communicate with one another in such positive way that we’re encouraging everyone to do it.
Communication is the key
We trade in communications. It’s what we do. But we became aware that our communication with each other could do with some working on. When you’re busy, …Read More
Trying to get digital knowledge to spread beyond the confines of the digital team can be the work of a lifetime for a head of digital in a charity.
Even if you’ve got a digital team of a reasonable size, your organisation’s digital outputs are always going to be limited if it’s all down to just that team. And even if you do all the doing, having colleagues who get the basics doesn’t half help.
It’s …Read More
What are Facebook ads?
Charity Facebook ads can reach people in their Facebook news feeds, on Instagram, in the right-hand sidebar of Facebook, and within articles viewed on Facebook.
There are loads of different ad formats available – from carousels for promoting a range of fundraising products or services, to video ads to grab people’s attention, and canvas ads for a full-screen experience.
Why should charities use Facebook ads?
Facebook ads are great for charities because:
they’re amazingly …Read More
Your charity is going to want to run a campaign at some point, whether it’s an ongoing effort to recruit more regular givers online, an awareness month or a one week brand campaign.
Be warned though – running a campaign takes lots of effort. So should you bother?
Here are 6 questions to ask to help you decide.
1. Why are we doing it?
This might seem like a crazy obvious question to ask. But it’s worth asking.
Did …Read More
We recently caught up with Amanda Neylon, former head of digital at Macmillan Cancer Support.
She had a pretty big digital team there.
But what would she do in your shoes? Here’s what someone who knows a huge amount of charity digital would do if she was you.
1. Improve your understanding of your audience
It’s important to understand your audiences so you are only doing things that will work for them. There is a massive,amount of things that everyone …Read More
One of the big problems with digital marketing as a discipline is its relative newness.
It’s been around a few years, but nowhere near as long as communications, fundraising or finance. Disciplines like those have been around long enough that many senior leaders in charities cut their teeth on them.
Not so with digital. That’s often new to the top brass.
That often leads to heads of digital being managed by people without a background in …Read More
If you run a Google Grants account, you’ll be loving all the free traffic it brings you. But sometimes, the limitations are just too, well, limiting.
To get around them, most big charities run paid AdWords accounts alongside their Grants account.
Should you do that too?
The signs to look out for
Some signs that it’s time to make the jump to a paid account include:
Seeing the words ‘Below first page bid’ on all the campaigns …Read More