- Define Your Ideal Donor
The first step before preparing your donor campaign is to define your ideal donor audience. Who do you think would support your organization’s goals or mission? Are you looking to target a specific group based upon common interests or demographics such as age, gender, faith, education, or environmental initiatives? If so, define what that audience is and whom you plan to target through your messaging.
Once you’re able to understand and define your ideal donor profile or persona you will be on your way to start building your marketing campaigns.
2. Create Your Donor Campaign
The next step is to start creating the marketing content for your defined audience. If you don’t have a brand guideline for your charitable organization, you should consider creating one to help serve as standard for any future marketing campaigns. Consistency in your branding and messaging is important for your organization’s long-term marketing success. Be sure to use the same logo, fonts, themes, etc. so that your audience can recall your brand after viewing it multiple times.
To start, focus more on the quality of your content rather than quantity. Use engaging content (Videos, Images,) that represents your ideal donor audience and current donors. Try to get your donors excited about supporting your cause. If you can find a way to make your campaign fun by incorporating challenges or contests it will go a long way in making your campaign a success.
Remember to keep your ideal donor profile in mind when creating any content. You want the content to be relatable for your audience. The last thing you want to do is to use stock images or videos that don’t accurately represent your unique brand or organization’s mission. Try to keep your messaging short and to the point and make sure that you use visuals that catch your reader’s attention. As they say, an image speaks louder than words so no need to clutter your artwork or campaign with too much text.
3. Add a Powerful Call to Action
The last step is to create an appealing CTA or Call to Action. This call to action is designed for the reader to take a specific course of action such as visit your website, volunteer, register for a charity event, sign a petition, or to download an eBook. Make sure your email’s call to action is large, clear, and uses actionable language. If you’re using a website form or registration page, try to keep the sign-up process short and simple so that you don’t lose any signups in process. If you add too many fields, you may have donors
| 5 Donor Campaign Ideas: |
1. Social Media Challenge – Create a fun social media challenge to help get your local businesses and community involved. With every share or tag, you will help raise awareness for your cause and expand your donor reach.
2. Free Product Giveaway- Everyone loves a free gift or handout. Give away custom gear such as a free t-shirt or hat for each donation milestone. This will not only help to increase donations but will help give your brand exposure every time your donor wears the t-shirt or hat.
3. Download an eBook – Create a website form for your donors to sign up to get a free downloadable article. Make sure the content is valuable to your potential donors. This could be article about faith, education, or green energy. This way you can gather subscribers in hopes of converting them into future donors.
4. Sign a Petition – Educate your community on the importance of getting behind your movement. Unite your friends, family, and community to sign a petition to influence legislation for changes to existing laws or amendments.
5. Host an Event – Partner with local leaders and create an event such as a gala or charity run to help raise additional funds for your cause.