By Ségolène Rabel, Jr. Digital Marketing Strategist
We’re only halfway through 2016 and already looking forward to the reports from this year’s fundraising campaigns, A/B tests and award-winning designs. But while we wait to see the top nonprofit marketing campaigns of the past 6 months, we’re combining all of the reports from 2015 into topline results and best practices for the next 6 months.
GLOBAL GIVING TRENDS1
While generations are overlapping online and in the mail, there are some distinct channels that still perform higher for certain age-groups.
TOP CAUSES OF GIVING FOR 20164
To us, they’re all important. But according to a 2016 study, some nonprofit causes are taking the top priority for donors.
MONTHS THAT PERFORM THE BEST
It’s really no shock here that December is the highest performing month for fundraising, both online and in the mail. Year-end months can generate 40%- 80% of an organizations total revenue for the year!5
Giving Tuesday has increased in popularity each year. In 2015, it was a big contributor to online revenue.
If you’re a Faircom New York client, you hear this all of the time: integrated fundraising is not an option, but a necessity. Across the board, nonprofits that integrate online and offline communications see an increase in donor value and online revenue. Reports for FNY-specific clients have shown donors who give through the mail and receive online communications may choose online as their preferred channel of giving and convert to an online donor, even though they were driven to the site from a direct mail appeal. We even wrote a blog post dedicated to integrating direct mail and email.
Again, no surprise that email is the top contributor to online revenue for most nonprofits. This marketing channel has grown significantly and we foresee it continuing on this path.
In this day and age, nonprofit websites are on-par with some of the most successful brands. A well-designed, easy to navigate and informative website allows supporters and prospects to learn about your organization, engage with your cause, and become a donor.
Social media has changed drastically over the past few years, and it’s more important than ever to have a presence on at least one of the main channels. But even more important is keeping your communications consistent and compelling.
More and more people use a mobile device to purchase online, go on the Internet and on social media. 93% of donors said they use a smartphone or a tablet in 201512. If your organizations website isn’t mobile friendly, it’s time to think about a redesign.
1 2016 Global NGO Online Technology Report
* Survey Shows Aging Donors Most Likely to Give Online - Dunham+Company 2016
** Charitable Giving Report 2016 - Blackbaud
4 2016 Global NGO Online Technology Report
5 Charitable Giving Report 2016 - Blackbaud
6 Charitable Giving Report 2016 - Blackbaud
7 Benchmarks 2016 – M+R
8 Benchmarks 2016 – M+R
9 Benchmarks 2016 – M+R
10 Dunham+Company Study: Explosive Growth in Donations Via Mobile Devices - Dunham+Company 2016
11 Dunham+Company Study: Explosive Growth in Donations Via Mobile Devices - Dunham+Company 2016