A sophisticated program consists of two simultaneous strategies
Her exasperation was palpable. Through the video square on my computer screen where she sat nearly 3,000 miles away, I could feel her frustration. She was the Executive Director of a small nonprofit theater that was on track to expand to a new location, but they had just lost a major funder. While she typically worked with a few major donors and focused on events, she had no development staff, no annual giving program, and her part-time communications manager was resistant to sending fundraising emails. She needed money fast. She needed to hire. She needed a plan. It felt like everything, everywhere, all at once.
This scenario echoes the predicament nonprofits faced during the pandemic. Overnight, events were cancelled, staff sent home, and doors shut. The impact for nonprofits played out in the months following. By June of 2020, 55% of organizations closed offices, 51% laid off employees, and 30% cut benefits.
Now, six years later, North American nonprofits are facing new challenges. Many U.S. organizations have lost significant federal and state grants. Early reports reflect that 61% of organizations are affected by these losses and policy changes, while Canadian charities are dealing with economic shocks and surging costs.
Despite these dismal reports, there are organizations who have not only survived, but thrived. Even through these trying times, they have been able to attract new audiences, retain donors, and grow revenue. How? They’ve made intentional efforts to diversify their revenue and have prioritized digital investments. They recognize the critical need for online engagement and fundraising. They are focused on collaboration and experimentation. This allows them to pivot quickly in uncertain times and weather the storm of significant external impacts.
Lessons from the pandemic
During the pandemic, some organizations were able to adapt quickly to the new digital landscape. They whipped up livestreaming events, launched email and online ads for fundraising, utilized QR codes, and experimented with online auctions. With the current losses of funding and increasing demands for services, turning to these same audiences during a crisis has proven successful. For example, both PBS and NPR stations have seen a surge in individual giving, particularly through online channels. Canadian organizations facing strained resources have found success with peer-to-peer digital networks and AI-powered donation platforms.
While it’s easy to mistake these standalone tactics as an effective digital fundraising program, the strategy for a digitally mature organization goes much deeper. A sophisticated program consists of two simultaneous strategies; digital tools that support the traditional fundraising channels alongside robust, digital-first campaigns and activities.
Integrating collaborative and complementary digital tactics for offline solicitations can boost results in a significant way. For example, aligning email and online ads with direct mail amplifies these solicitations to improve conversion and revenue by more than 10%, according to research by Blackbaud. The same tactics can be incorporated with major gift outreach or planned giving promotion. Incorporating texting, QR codes, or video can enhance engagement at an event. Combined, this leads to overall long-term donor loyalty. For example, the NextAfter Fundraising Institute found that multichannel donors have a 53% retention rate.
Simultaneously, comprehensive and targeted digital campaigns can be incorporated into an annual fundraising plan. A familiar initiative is Giving Tuesday, in which digital tactics are executed in a time-bound, branded, audience-focused effort with a clear goal. Another revenue example would be a year-end campaign to maximize support during a highly visible giving time frame.
Digital campaigns are not always focused on revenue
An acquisition initiative for email signup can include a “blitz” of promotion through paid ads, social media, website popups and downloadable content as lead generators (like a reading list or pet training tips). An engagement campaign celebrating a theme such as World Wildlife Day or Pride Month can include events, livestreaming video, trivia, and mission-related stories and testimonials.
Often, these digital-first efforts include offline tactics. For example, every year, a PBS station in Iowa sends thank you letters, emails, and a small token of appreciation (window cling, rubber jar opener, or lens cleaner) for World Gratitude Day. Another in Nebraska sends new donors a postcard with a QR code directed to a welcome page on the website, along with a new donor automated email series.
Infusing these efforts into every aspect of fundraising keeps pace with evolving audience expectations and builds long-term resilience.
We live in a digital age
We connect with each other online. We order goods online. We stream entertainment through digital platforms. Business is conducted through devices in the palms of our hands. Online users expect a streamlined and swift online experience. These users are not just the nameless online masses. They are our prospects and donors. Meeting them where they are is critical.
In an ever-changing and often unsteady landscape, investing in digital technologies and resources provides the stability needed to ensure mission consistency and financial health. Organizations that embrace this shift won’t just weather the next disruption. They’ll be positioned to grow through it. In today’s environment, that transformation is essential.
Jen Newmeyer, CFRE, is a digital fundraising strategist, speaker, trainer, and author helping nonprofits grow through integrated campaigns and online engagement. She is the Senior Director of Digital Fundraising Strategy at the Public Broadcasting Service (PBS), author of “Digital Fundraising Transformation: The Insider’s Guide to Revolutionize Your Strategy and Raise More,” and founder of CharityJen Consulting. With over two decades of experience, she blends strategy, creativity, and experimentation to help fundraisers break through barriers and drive results.
