5 tips for embracing digital in the time of coronavirus

Much sooner than some of us in the charity sector anticipated, institutions and organisations around the world are making the switch, embracing digital as the main channel for fundraising. At Hubbub we have partnered with customers for several years, passing on our expertise and boosting the confidence of teams as they adapt. Many of the traditional fundamentals used to create successful direct mail or telephone appeals are the same for digital campaigns, but there are also some new fundamentals worth keeping front of mind.

1. Start with ‘thank you’

Before making any ask, reach out to your donor community to thank them for their continued support. Remind donors of the impact their gift has, why their support remains vital, and update them on how your institution is responding during challenging times. If donations are being repurposed in response to changing priorities, tell donors so they always understand how their gift is making a difference.

2. Ask through demonstrating impact

The language of the ask is the same as it would be by telephone or post. Use donor-led language, referring to the donor and their impact (you, your) more than to the charity (we, us). Lead with impact, especially for medical research campaigns: the research matters, but the effect on real people’s lives should be the focus. Segment audiences and personalise where possible, use well-informed ask amounts, and emphasise participation and gifts of any size. Be mindful that these are financially worrying times for some donors, and suggest other ways to show support, such as becoming a social ambassador.

3. Make giving easy

Nothing is more deflating than a highly motivated donor being met with a donation form that is complex, confusing or feels unsecured. Your carefully crafted messages have driven supporters to the point of wanting to give; do not let them down. Giving should be simple, easy and enjoyable, and donors who enjoy the experience are more likely to share it with others, widening your reach through peer-to-peer recommendation.

4. Keep donors (and would-be supporters) updated

One real advantage of digital campaigns is the ability to keep donors, and those watching in the wings, informed of milestones and success. Create a communications strategy before you start promoting: decide which audiences you will engage, what content you need, and how you will distribute it. Use more video, whether it is an impact story, a message from your leadership, or thank-you messages. Send more than one email; the more chances you give a donor to say yes, the more they give. And share the campaign on social media a lot, rotating stories of impact with progress updates.

5. Promote through paid advertising and social retargeting

To reach beyond your database, paid advertising is worth considering. Facebook is one of the most cost-effective channels and lets you target known supporters and reach look-alike audiences. Once you have an initial series of ads running, use retargeting to encourage visitors who did not give to return. If your campaign can be found through search engines, consider paid advertising and retargeting on platforms such as Google too.

We are here to help

As more charities take to digital, we hope these tips prove useful. If you have questions about embracing digital best practice, especially for campaigns serving those affected by the pandemic, reach out to our team at hello@hubbub.net.