A digital success checklist for charities (Guest Post) » Charity Digital News

A digital success checklist for charities (Guest Post)

In a recent blog post for Tech Trust, digital marketing executive Matt Moorut shares a helpful checklist for all charities looking to branch out on digital channels.

If your charity or non-profit is just getting into social media or online fundraising, it can be daunting. There’s a lot of advice out there, but sometimes that can be just add to the sense of “wow – we’ve got a lot to do”.

To help, here’s a really good checklist that you can use, taken from the book ‘Mobile for Good: A How-To Fundraising Guide for Nonprofits‘ by Heather Mansfield.

Go  through the list below, ticking off the things that you’ve done. Hopefully doing so should break down what can seem a mammoth task into something more manageable!

mobile spending

Mobile and social fundraising strategic plan

□   Conduct an online communications and fundraising audit.
□   Organise a meeting to ensure organisational buy-in.
□   Write a mobile and social fundraising strategic plan.
□   Set a budget.
□   Create a system to track and report on success.
□   Implement your strategic plan.

Websites

□   Decide whether to launch a new responsively designed website, to mobile-optimise your current site, or launch a separate mobile website.
□   Select a Content Management System (CMS) and hosting service.
□   Hire a website and graphic designer.
□   Write content and secure photos for all website pages.
□   Launch a blog inside your website.
□   Prominently feature a “Donate” button and social network icons on your homepage and every page of your website and blog.
□   Add an e-newsletter subscription form to your homepage and every page of your website and blog.
□   Add social sharing and comment functionality.
□   Select a website and blog analytics service.
□   Get master copies of Photoshop files for all website and blog graphics from your designer.
□   Configure your website and blog for search engine optimisation (SEO).
□   Test your website on multiple mobile devices before launch.
□   Follow and study the World Wildlife Fund, Mercy Corps, Malaria No More, and Best Friends Animal Society.

EmailEmail communications

□   Select an email communication platform such as tt-mail or MailChimp.
□   Design e-newsletter and email fundraising appeal banner images.
□   Design e-newsletter and email fundraising appeal templates that are mobile compatible.
□   Prominently feature a donate button and social network icons in your e-newsletter and email fundraising appeals.
□   Get master copies of Photoshop files for all e-newsletter graphics from your designer.
□   Add social sharing functionality.
□   Create campaign-specific landing pages for email fundraising campaigns.
□   Create an e-newsletter subscribe page on your website for effective promotion on social networks.
□   Create an e-newsletter subscribe graphic to better promote your e-newsletter on social networks.
□   Experiment with online contests to build your email list.
□   Follow and study UNICEF, SOS Children’s Villages, ONE Campaign, National Park Foundation, and the Electronic Frontier Foundation.

Online fundraising

□   Select a Customer Relationship Management (CRM) platform.
□   Select an online fundraising service that is mobile compatible.
□   Create a donate page on your website and ensure that the donation process occurs on as few pages as possible.
□   Set default donation amounts.
□   Add an optional mobile alert opt-in field, if applicable.
□   Add charity rating graphics.
□   Include programme vs. operating expense graphics.
□   Write and add giving impact statements.
□   Include tribute giving as an option on your donate page.
□   Create a separate donate page for tribute giving for effective promotion in email communications and mobile and social media.
□   Design promotional graphics for your tribute giving campaign for your website, blog, email communications, and social networks.
□   Create an ad for your tribute giving campaign for print materials.
□   Include monthly giving as an option on your donate page.
□   Create a separate donate page for monthly giving for effective promotion in email communications and mobile and social media.
□   Design promotional graphics for your monthly giving campaign for your website, blog, email communications, and social networks.
□   Create an ad for your monthly giving campaign for print materials.
□   Design a “Donate Monthly” button for your monthly giving campaign and add it to your website and blog.
□   Create a system to thank your monthly donors on a regular basis.
□   Ensure that your ‘thank you’ landing page includes social network icons, social sharing functionality, and a thank-you video or slideshow.
□   Ensure that your ‘thank you’ follow-up email is custom-branded and includes social network icons, social sharing functionality, and a ‘thank you’ video or slideshow.
□   Create a “More Ways to Give” page.
□   Create an annual thank-you and program achievement infographic or presentation and include it in your donor thank-you communications.
□   Add your tribute giving and monthly giving campaigns to your “More Ways to Give” page.
□   Follow and study Partners in Health, Feeding America, American Cancer Society, African Wildlife Foundation, and charity: water.

DonateSocial fundraising

□   Select a social fundraising platform.
□   Create a fundraising guide for your fundraisers.
□   Offer contests that reward fundraisers who raise the most funds during the campaign.
□   Create an email list solely for fundraisers, and throughout the year keep them updated on the causes that they raised money for.
□   Create a mobile list for fundraisers and occasionally text them fundraising tips and event updates.
□   Design promotional graphics for your social fundraising campaign for your website, blog, email communications, and social networks.
□   Create an ad for your social fundraising campaign for print materials.
□   Design a “Fundraise” button for your social fundraising campaign and add it to your website and blog.
□   Add your social giving campaign to your “More Ways to Give” page.
□   Send follow-up ‘thank you’ emails to social fundraising campaign donors with your nonprofit’s branding and social network icons.
□   Send follow-up campaign update emails.

Crowdfunding

□   Select a crowdfunding provider.
□   Write your project summary and set up your crowdfunding campaign(s).
□   Donate to your own crowdfunding campaign before launch.
□   Design promotional graphics for your crowdfunding campaign for your website, blog, email communications, and social networks.
□   Create an ad for your crowdfunding campaign for print materials.
□   Add your crowdfunding campaigns to your “More Ways to Give” page.
□   Send follow-up ‘thank you’ emails to crowdfunders with your nonprofit’s branding and social network icons.

iPhoneMobile fundraising

□   Select a text-to-give provider such as Vier 2 or JustTextGiving.
□   Launch a mobile alert campaign.
□   Add a mobile alert subscription form to your home page and every page of your website and blog.
□   Add a mobile alert icon to your website, blog, and e-newsletter and email fundraising appeal templates in proximity to your social networks icons.
□   Add your text-to-give campaign to your “More Ways to Give” page.
□   Create text-to-give and mobile alert promotional graphics for your website, blog, email communications, and social networks.
□   Create ads for your text-to-give and mobile alert campaigns for print materials.
□   Sign up for Google for Nonprofits and Google Wallet.
□   Follow and study the National Wildlife Federation, Humane Society of the United States, Human Rights Campaign, Greenpeace, and the American Red Cross.

Mobile and social content strategy

□   Write a mobile and social content strategy.
□   Create an editorial calendar.
□   Integrate mobile and social media into print materials.
□   Integrate mobile and social media into news articles and press releases.
□   Integrate mobile and social media into your blog.
□   Integrate mobile and social media into image and infographic campaigns.
□   Integrate mobile and social media into video.
□   Integrate mobile and social media into online petition campaigns.
□   Integrate mobile and social media into online contests.
□   Integrate mobile and social media into your online store.
□   Integrate mobile and social media into e-books and digital reports.
□   Integrate mobile and social media into smartphone and tablet apps promotions.

FacebookFacebook

□   Design and upload custom graphics to your Facebook Page.
□   Optimise your page for Facebook Graph Search.
□   Launch a Facebook Group, if applicable.
□   Experiment with Facebook Events.
□   Add Facebook Location to your page and request to merge existing Facebook Places Pages.
□   Follow and study the Trevor Project, People for the Ethical Treatment of Animals (PETA), Doctors Without Borders, Amnesty International, and the American Civil Liberties Union (ACLU).

Twitter

□   Design and upload custom graphics to your Twitter account.
□   Organise followers into Twitter lists.
□   Unfollow if you have mass followed.
□   Host and participate in tweet chats.
□   Follow and study Oxfam International, Natural Resources Defence Council (NRDC), Idealist, Gates Foundation, and the Acumen Fund.

Google+

□   Design and upload custom graphics to your Google+ page.
□   Merge your YouTube channel with your Google+ page.
□   Optimise your page for Google Search.
□   Experiment with Google+ Communities.
□   Experiment with Google+ Events.
□   Claim your Google+ Local Page.
□   Host and participate in Google+ Hangouts.
□   Follow and study Zoo Atlanta, New York Public Library, KQED Science, American Heart Association, and the American Association of Retired Persons (AARP).

LinkedInLinkedIn

□   Design and upload custom graphics to your LinkedIn page.
□   Add products and services to your page and request recommendations.
□   Experiment with LinkedIn Groups.
□   Ensure that all staff members have maximised their LinkedIn profiles.
□   Follow and study the United Nations Development Program (UNDP), Public Broadcasting Service (PBS), Program for Appropriate Technology in Health (PATH), Conservation International, and the Environmental Defence Fund.

YouTube

□   Design and upload custom graphics to your YouTube channel.
□   Maximise your channel and video titles for YouTube SEO.
□   Create introduction and closing slides.
□   Utilise InVideo Programming.
□   Create YouTube Playlists.
□   Sign up for the YouTube Nonprofit Program.
□   Add a Google Wallet donate button to your channel.
□   Experiment with call-to-action overlays and video annotations.
□   Follow and study WITNESS, Museum of Modern Art (MoMA), Big Cat Rescue, Anaheim Ballet, and the American Society for the Prevention of Cruelty to Animals (ASPCA).

Pinterest

□   Name, describe, and build your boards.
□   Learn to brand and embed text on images.
□   Follow and study the Wilderness Society, Plan International, National Committee to Preserve Social Security and Medicare (NCPSSM), EarthShare, and the Cleveland Clinic.

hashtagsInstagram

□   Learn to share screenshots.
□   Add hashtags to captions.
□   Download and experiment with third-party Instagram apps.
□   Follow and study Water.org, Surfrider Foundation, Oceana, Los Angeles County Museum of Art (LACMA), and DoSomething.org.

Tumblr

□   Design and set up your Tumblr theme.
□   Prioritise images, quotes, and humour.
□   Follow and study To Write Love on Her Arms (TWLOHA), Nature Conservancy, Human Rights Watch, Gay & Lesbian Alliance Against Defamation (GLAAD), and First Book.

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