Changes in fundraising
The effects of COVID-19 forced many charities to adapt their fundraising strategies to accommodate the decrease in cash use. Many charities implemented digital fundraising tools which have been increasing across the sector over the last few years.
Supported Giving’s cashless fundraising platform offers a bespoke charity branded online donation function which can be used on charity websites, at in person events (trackable QR codes) and across digital giving. A favourable feature is the in depth data collection on our Customer Portal for charities to use to better target fundraising campaigns in the future.
Charities are increasingly using charity-branded third-party platforms as opposed to running digital fundraising in-house or using unbranded third-party consumer platforms. Other technologies are also being used to improve the giving experience in-person, with a growing use of contactless payment and QR codes
Charity Digital
Each charity donation page is fully branded with various features (optional) including; select an appeal dropdown, multi language, multi currency, donation reason, gif aid opt in, marketing opt in, membership sign up and newsletter sign up. The quick and simple donation solution enables donors to give to your charity in only a few clicks whilst collecting important information for charities to engage with at a later date. It is incredibly important to offer a simple and easy cashless donation method that is smartphone friendly to avoid donor dropoff.
Targeting your existing Supporters
Charity Digital reported that a key benefit of implementing a fundraising strategy is an increased understanding of your donor base. The donor experience is becoming one of the most important elements of marketing and fundraising. Many donors give to more than one charity, but charities must meet their donors halfway, making it convenient for them to donate whenever possible. The easier it is for them to give money, the more often they will do so.
Supported Giving has seen a growing increase in the number of regular donors sign ups this year alone. More and more charity partners are using the Supported Giving Customer Portal to target their existing supporters to increase their regular donor database.
Once someone has made a one off donation, that is more often than not, the end of the relationship between that person and the charity. Charities who ‘thank’ supporters are more likely to see a return from that donor or converting that donor to become a regular supporter. Tell the story! So many supporters never see or learn how their donation has contributed to the charities work. More and more charities are adding descriptions next to their donation price points however, it is so important for supportres to see how their donation makes an impact.
Charities are increasingly collaborating with online fundraising platforms to deliver personalised campaigns which have shown to drive donations and raise awareness of their cause which has been a continual struggle across the charity sector.
Third Sector Project
Supported Giving customers have been trialling a ‘Thank you’ email campaign to increase their regular supporters. Initially thanking the supporters but importantly, detailing how their donation has helped contribute to the vital work over the last few months. This then leads onto other areas of focus and how vital a regular donation of as little as £2 can help achieve X, Y and Z throughout the summer months and so on. Once the supporter learns the importance of their donation it is no longer seen as ‘a donation’ but a contribution to an impactful cause.
Charity Digital reported there are two key areas for charities to focus on in order to see a return from supporters.
- Journey: Journey KPIs help you evaluate your supporter journeys by looking at how quickly donors return (second gift rates) and how many people stop donating or engaging with you per month (monthly attrition rates). Second gift rates are important because a second donation is likely to be a bigger return on investment than the first, depending on how much your charity spends on donor recruitment
- Contactability: Contactability KPIs include email opt-in rates, bounce rates, and open rates. Opt-in rates can be a good sign that your supporters are committed and want to hear more from you, whereas bounce rates can be a sign that your donor data is outdated and you’re not reaching the right people
Supported Giving offers a variety of cashless donation methods which makes it easy for the donor and simple for the charity. Our QR code solution offers trackable QR codes which are linked to customisable donation pages, allowing charities to capture important information that will be useful in future fundraising campaigns. With the options for one off and regular giving, gift aid opt in, marketing opt in, newsletter and membership sign up, donation reason, select an appeal feature and more, charities can start to target certain audiences who will be most receptive to the campaigns based on the data they have collected.
If you are interested in learning more or would like to book onto a demo, please click the Book a Demo button on our website or email info@supportedgiving.com and one of our team will be in touch.
