Testing Your Digital Fundraising & Focusing on Digital Inclusion
Author: Taylor Duncan, Lead Analyst
Determining which messaging is most effective and ensuring these methods are inclusive for all types of donors is essential for any nonprofit’s digital fundraising ecosystem. Jeremy Haselwood, author of the ‘Digital Fundraising Blueprint’ and creator of FundraisersUnite.com community, shared tips to consider during the NTEN Conference when it comes to thinking of ways to test your digital fundraising. Chris Carter and Kyla Winchester, from Candela Strategies, and Alex Tom, from UNHCR, emphasized the importance of multichannel fundraising during the NTEN Conference and being inclusive to all types of donors using numerous channels vs only digital vs only direct mail.
Donors are all individuals with different backgrounds, so it’s critical to use messaging that speaks to everyone — and ensures no one is left behind.
- Testing Your Digital Fundraising
- Testing is usually inexpensive and improves ROI.
- The key takeaway is testing allows you to have more insight which means more impact.
- See what works and doesn’t. When testing, change one variable at a time.
- Focusing on Digital Inclusion for Everyone
- Think about what inclusion is and how to improve.
- Focusing on one type of messaging causes you to miss economic/income/class, geographic, or even age considerations.
- While Digital First prioritizes digital channels, Digital Maturity seeks to distinguish the right mix of channels.
- A few tips to consider for improvement: determine goals, get feedback, get buy-in from all levels in nonprofit, and collect data.
Your donors are multichannel donors and do not think of you in one channel solely.