7. Match to your fundraising journey
INSPIRE
With the good
work you are
doing.
THANK YOU
You are making
a difference to
the world!
IMPACT STORY
Emotive story
about your
impact
UPDATE
Milestones
achieved with
donations
CHARITY PEER
Invite to join a
peer to peer
event
CHARITY CAMPAIGN: Match your fundraising strategy to donor journey
CHANNEL | Use best channel for each stage of donor journey
Social media
Website
Advertising
Website
Social media
Email
SMS
Donation page
Thank you
Email
Email
SMS
Peer to peer
SMS
Personalise the experience at every stage of the giving journey
CURIOUS CONCERNED MOVED & SATISFIED PROUD INSPIRED
CONTENT | Match your content and tone of voice.
9. Make giving
personal in just
a few steps
Emails that simply work!2
Make it an experience1
Go straight to mobile3
Social is personal4
Thanking is natural5
Keeping track of givings6
11. Give your donors
an experience
this Christmas
Give plenty of context on what
you need funds for
Make donors feel valued
• No matter what gift they give
Add a Christmas giving banner to your
website
• It makes a big difference
Make is simple and easy to donate
• (Paypal, limited fields)
Make it an experience1
12. CURIOUS
Keep the theme across all channels
Christmas donation banner on home page
Make it an experience1
AWARENESS
Aware of issue
to be supported
INSPIRE
With the good
work you are
doing.
13. Make it an experience1
DONATE
Make a
difference today
MOVED & SATISFIED
IMPACT STORY
Emotive story
about your
impact
Donation page with emotive video
14. Make it an experience1
DONATE
Make a
difference today
MOVED & SATISFIED
IMPACT STORY
Emotive story
about your
impact
Donation page with easy payment options
17. Emails go
directly to
your donor
Email is the perfect place to
create a experience unique
for your donor
Segmenting your data
makes all the difference.
Know your audience
Emails that simply work!2
18. Personalise
at every
step
Tailor copy to suit
donor groups
• Curious
• Concerned
• Ready to take action
• Proud supporter
• Lapsed supporter
It’s all in a
name
Use the first name
throughout your
communications. You can
add this to the subject
line, email subheading
and intoduction.
Unique donation
amounts
• First time donors
• Repeat donors <$100
• Repeat donors $100 - $200
• Donors above $200
WHAT CAN YOU PERSONALISE?
Write copy that
is campaign
specific
• 10 days to go
• Christmas giving
27. Choose your
own adventure
on SMS!
Customise messages for
donors
Names
Greet your donors with their name
Customize the message
Make it relevant to their interests
Include unique giving amount
Use unique ask amounts in the email copy
that mirror your direct mail piece
Go straight to mobile3
29. Alex, It's World Refugee Day and
Maurice Blackburn Lawyers are
doubling donations to the
Asylum Seeker Resource Centre
until 10am!
Stand with refugees. Donate $15
to fund a night of housing:
http://donate.asrc.org.au/xxx
uns STOP 0428424979
Alex, It's World Refugee Day
and Maurice Blackburn
Lawyers are doubling
donations to the Asylum
Seeker Resource Centre until
10am! Stand with refugees.
Donate $15 to fund a night of
housing:
http://donate.asrc.org.au/xxx
uns STOP 0428424979
Gift $15
35. Social is
made to be
personal!
Give both donors and
benefactors a chance to be
part of your community
Everyone has different supporters on social:
• Some are donor centric
• Others are support/service orientated
Social is personal3
36. Include everyone,
to build your
community
Talk to your crowd of
supporters
With just a small amount, you can make an
enormous difference to this community.
Social media can amplify your message in an instant.
St Kilda Mums added a powerful post on Instagram a
few days before Christmas, and it was then shared by
Megan Gale, which took their campaign to instant
fame overnight.
39. Key things to
test on social
Here is what you can customise
on social
Total fundraising goal
• Live thermometer bar
• Adjust the total as you reach the goal
Message content
• Urgent message
Ask amount
• Lower donation amounts to encourage
giving by many people
First person wording
• We need your support
43. Say thanks at
every stage.
At the moment someone
gives, you want to reward
them immediately.
Saying thank you is the start of a
communications journey to bring new
donors into your community.
Saying thank you is the
easiest thing to do.
However, many charities miss out on this
step. With digital it is now easy to setup
instantly.
Thanking is natural5
44. Channels to say thanks
Donation
page
thanks
On screen
Mail is too
expensive to
say thanks
Give context on how
the funds will help your
community.
Email is the
obvious
channel
Read rates are down
SMS or MMS
Think about other ways
to say thank you in a
personal way.
46. Other ways
to say thanks
Find ways of showing the
impact, and say thank you
from different people.
• Video from team
• Thank you from benefactors
• Message from key
ambassadors
49. Add a pixel
for to track
gifts or near
misses.
You can target donors
across your social platforms
with ease.
Set up tracking and retargeting based on
where they last visited to mimic the content
from that channel – not just a standard
donation page – the advert should mimic
the current campaign as well.
Keeping track of givings6
50. Follow the giving
journey
AWARENESS AND INTEREST
Plenty of targeted posts
before giving
• Build visibility for your brand
across all social channels
DONATION
Once they have donated,
change to your brand story
• If they gave, remove facebook ads
UNMOVED
If they don’t give
• Target donors with another, more
urgent channel like SMS
AWARENESS
Aware of issue
to be supported
DONATE
Make a
difference today
INTEREST
Research the
projects you
support
CURIOUS CONCERNED MOVED & SATISFIED
51. Make giving
personal in just
a few steps
Emails that simply work!2
Make it an experience1
Go straight to mobile3
Social is personal4
Thanking is natural5
Keeping track of givings6
52. | 52
Questions?
To find out how we can help
you increase your digital
giving this Christmas:
www.giveeasy.org/