Where are your new donors? Sidewalk? Grocery Store? Facebook? 

There is significant urgency today around the acquisition of new supporters and donors as mail files continue to shrink and more traditional methods of acquisition become costlier. Digital is now more commonly being turned to as the channel of choice.   

Why is online a great option?

• Cost-effective: low cost to acquire compared to Face-to-Face and Direct Mail
• Measurable: everything from clicks to conversion
• Far-reaching: across social, mobile, paid, and organic
• Defined audiences: finding supporters most likely to give to you
• Short-term and long-term solutions: ability to scale and grow as demand and interest evolves
• Interactive: offers more than just an ask, instead an experience
• Real-time: know what’s happening as it’s happening and respond in kind

Getting your file from zero to hero requires investment and strategic planning upfront. This is true for any foray into a new channel or a new strategy for an existing channel. Online in particular, though it can appear deceptively simple, requires thoughtful execution, best practice user experience, and a well-planned journey for all touch points.

Options for lead generation online

1. Petition / pledge
   To bring people to action, especially people who may know nothing about you or have low affinity, you must give them something to rally around. The petition / pledge mechanic has been translated from widespread offline usage to the online space. With a compelling ask and a focus on collaboration it is quite easy to reach new audiences.

1. Advertising
   Do you know the profile of your current supporters and donors? Their demographic and psychographic information can help refine advertising strategies to new audiences. Online advertising is very much a numbers game that can rely heavy on big budgets in order to make a significant impression. However, using current data to inform future lead generation will enhance your online advertising for not just awareness but also response.

1. Big Idea!
   Setting up petitions and going to market with online ads are fantastic tactics but they only scratch the surface of possibilities. They can be made stronger with the connective tissue of an integrated strategy and campaign. Or, more simply put, an idea that makes up a single thread that ties all these tactics together. The result? One strong message that drives response across all channels. 

As many of you are working on budgets for next fiscal, I urge you to consider building in opportunities to test innovation online for the purpose of driving leads and explore what it means to invest in online growth - strategically and creatively!

Simren has established herself as an expert in digital fundraising, advocacy and marketing in the nonprofit sector at large. Heading up Stephen Thomas’s digital department as Director, Digital Innovation, Simren works with ST’s clients to ensure that they’re thinking strategically about their digital channels when it comes to exceeding their fundraising and marketing objectives. Simren has a proven track record of attracting new donors and supporters to her clients’ cause while making sure existing donors feel even closer to the organizations they’re supporting. From developing strategic campaign plans and leading website builds to launching online and email fundraising and marketing programs, Simren leads the agency’s digital and integrated efforts for all of ST’s clients.