At the Enlighten Digital Conference on 1st May, Darron Mark from InstaGiv delivered a speech, ‘Digital strategy and fear of failing.’ In his insightful account, Darron suggested that charities are fearful to try new things. For-profits spend millions of pounds on advertising and yet non-profits are reluctant to spent excess amounts on advertising and innovation. Why? Because people question why that money isn’t invested in the cause itself. What people fail to realise is that spending more on advertising will increase fundraising in the long run.
Darron said that “digital technology should be seen as a marketing strategy.” 99% of people read a text message in the space of 15 seconds. If charities add a call to action, it builds a connection with the donor and can increase fundraising opportunities.
Additionally, mobile donations allow charities to track donor data. Charities are able to view donation patterns, seeing exactly when donors skip or stop their monthly pledges. Maintaining contact with donors is also essential, and made easier by digital technologies. Charities are encouraged to share videos and fundraising stories online through their social media channels.
Darron highlighted how important it is for charities to have a mobile friendly website. With 55% of web browsing done through mobiles and tablets, people are likely to be put off by a website which is difficult to navigate while on-the-go. Charities are dealing with a nation of three screen users; people watch TV, on their laptops, using their mobile phones. Charities should utilise this knowledge and prepare a digital strategy which is in keeping with the latest technological trends.
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