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*Social networking
Social-networking sites such as Facebook and MySpace bring together supporters in new ways and offer new tools for nonprofits. You can lead the way in making the most of social networking by using these sites’ group pages to recruit new supporters and publicize the needs and services of your organization.
Some key steps fundraisers should take include building groups and promoting their organizations’ donation pages on those groups. Encourage donors and members to join; people will find you on their own, as well. Once you’ve done that, it all comes down to communication. Highlight your organization’s appeals, initiatives and needs, and use social networking to maximize volunteer recruitment.
*Microcampaigning
Nonprofits’ main Web sites always should focus on maintaining a clean image. Use simple graphics that highlight who you are and what you do. Over time, organizations’ Web sites often become cluttered and try to fill too many needs at one time. Microcampaign pages are a good solution when this happens; they can help keep your main Web site focused and allow you to develop sub-brands or new programs for target audiences.
Today, content-management systems offer more features to enable nonprofits to build such sites. As with all fundraising initiatives, a microcampaign site should be carefully planned. Know your audience and goals. Also be sure to think about ways of promoting the Web page’s existence and role on your main site.
What’s not
*The recession
The recession is the biggest challenge we’re all facing. Rising unemployment is causing everyone to re-evaluate his or her spending, including philanthropic contributions. Organizations are coming to grips with the impact that the economy is having and looking for less expensive ways to raise funds and keep donors engaged.
To grow in spite of the challenges the economy is creating, look to some of the less expensive online tools that are available. Now is the time to develop a social-networking strategy and stay focused on building your community; your loyal donors will continue to support you.
*Ignoring key indicators
It’s important to never forget the basics. Know what your key performance indicators are, monitor them closely and adjust your development plan to protect what’s important. It’s never wrong to focus on donor retention, but during hard economic times, it’s probably the biggest goal we all need to work to protect.
*Static Web site content
Think about the Web sites you enjoy and visit regularly. Are any of these pages filled with static content, or do they have dynamic graphics and messaging that make you want to look for what’s coming next? Web site content is easy to build and personalize. Get creative, and think about your audience. If you serve children, find a way to use your content to appeal to them; perhaps you can add online games and puzzles. Remember to keep changing such content so visitors will want to come back again.
*Manual process management
In this day and age, nonprofits shouldn’t have to use pen and paper and spend a lot of time managing communication and other processes. An organization should be able to look to its fundraising database system to support all of its activities, especially those that are unique to it and its donors. Find out what your software offers to give you the time to focus on building new Web sites and social-networking strategies. FS
Sarah Hoddinott is product manager at Advanced Solutions International (advsol.com). Reach her at shoddinott@advsol.com
Companies Mentioned:
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