Few examples show the value of digital fundraising for a charity better than the recent COVID-19 pandemic. We witnessed a paradigm shift in how organizations fundraise and think. Overnight, traditional in-person fundraising activities (i.e., event fundraising, canvassing, etc.) were cancelled to comply with new COVID restrictions. This put many an organization into emergency mode and created a drastic shift to more digitally-focused fundraising.
Charities that had already made advanced investments in digital were insulated and protected. Meanwhile, charities that had only implemented the most basic digital fundraising assets, or none, were left without a life-preserver amidst the unprecedented storm of a global pandemic. If not for any other reason, organizations should look to the crisis of COVID-19 to see how raising funds virtually is not only a benefit to their cause but also a way to mitigate risk during times of crisis.
The lasting effect of COVID has been that it’s given the charitable sector a push in the right direction. It has fundraisers thinking about risk protection, diversifying their revenue avenues, and thinking about the future of it all. It’s also allowed us to peer more closely into the zeitgeist of today’s culture and donor as COVID has brought the topic of mortality to the forefront.
So, what’s holding us back?
At first glance, it may appear that with all the amazing tools, resources, gadgets, and gizmos at our disposal, digital fundraising is at its pinnacle of progress. The truth is, however, we are years behind the kind of technology and sophistication the general consumer goods sector has been implementing for years. The bottom line: we’ve been using digital for over 20 years – and we, as a sector, are lagging far behind. Budgetary restrictions, a lack of required skillsets, and leadership unwilling to commit to a long-term digital strategy are holding us back.
Money is tight. There’s no way around it in any philanthropic endeavour, but investing in digital assets now will pay dividends in the future. Where are your fundraising funds going? Are they being used to maximum effect there? Are they diversifying your fundraising efforts and setting you up for future success?
2. Lacking required staff
Over the past five years, we’ve seen the charitable sector head in the right direction. From 2015 to 2020, the number of organizations with a dedicated digital strategy team increased from 43% to 54%. And although that stat implies progress, think of the growth the digital world has seen in the same period. In fact, an 11% increase seems anemic when you consider that, ideally, every organization should have a digital team. Of course, with building, maintaining, and expanding your organization’s online presence comes a whole new wheelhouse of required skills – and it’s easy to get overwhelmed by all the new expertise needed: web developers who understand coding and UX (User Experience) design, consultants to get your organization in touch with the right digital partners, copywriters, graphic designers, videographers, and social media managers, the list can be long. To get started -
3. Leadership unwilling to commit to a long- term digital strategy
The monumental growth of digital should be enough to convince anyone that further investment in online fundraising is essential. But often, it’s not so easy. Leadership (whether from a board of directors, a committee, or executives) can’t just be told money needs to go here and there. They need to see the proof in the proverbial pudding, so make your case to your peers.
Gather resources and statistics that show how lucrative a sharper shift into digital fundraising can be for your organization. Read case studies of successes similar organizations have had. As you would for other required staff, search for volunteers willing to (affordably) be a part of a digital strategy team. Get everyone to research viable technology choices, then come together and develop an impact/effort matrix chart.
*Excerpt from Chapter 14, Digital Fundraising, in the Expanded Second Edition of Excellence in Fundraising in Canada, Volume 1.
Photo by NordWood Themes on Unsplash.
Michael Johnston is President and founder of Hewitt and Johnston Consultants and co-founder of two global companies, The Global Legacy Giving Group and the sports-based Fantasy Fundraising.
Mackenzie West is a Fundraising Copywriter at hjc new media. His copywriting has played a role in the creation of record-setting direct mail appeals and integrated fundraising campaigns across North America.
