My test for great digital fundraising content

I mentioned this simple “test” that I use when reviewing or planning digital fundraising content when I wrote about Truly Personalised Video Thanking back in January, but it has generated so much positive discussion when I’ve been using it in workshops and planning sessions since then that I thought I’d give it a short post of its own. So, here it is again:

Does your content make good use of the digital opportunities available to really bring someone closer to your work; help them understand the impact their support will have; motivate them to give (or give again); and make the experience of supporting such that they want to share it with their friends?

Breaking it down, to help illustrate what I mean:

  • Does it make good use of the digital opportunities available to really bring me closer to your work? Through digital we have a whole host of new ways to engage supporters in more relevant, authentic, and genuinely interesting ways than ever before. Yet all too often I still see online fundraising content that looks just like traditional printed material pasted onscreen or into an email (especially when it comes to those generic, text-heavy monthly eNewsletters that so many orgs persist in sending me). Take a look around at how other brands (nonprofit and commercial) are capitalising on new ways to engage through digital, and think about how you might be able to use some of these to really bring your supporters closer to the work they enable you to do. And remember – just because you send me a video doesn’t mean that you’re bringing me closer, especially if it’s more along the lines of a corporate promotion than an authentic window on the work you want me to support.
  • Does it help me understand the impact my support will have? Fundraising is all about inspiring and enabling people to help change the world for the better – and a key part of this is helping them understand the impact their personal support will have on what may well be a massive and complex need. Again, digital potentially offers new ways to achieve this that simply aren’t possible through traditional print or broadcast content – if we use it well.
  • Does it motivate me to give? If you’ve ticked the previous two boxes then you should be well on the way to motivating me to give. But don’t just bask in the warm glow of great content and take my donation for granted. You still need to make it very clear that you do need my support – and make it really easy for me to give it.
  • Does it make the experience of supporting such that I want to share it with my friends? Thanks to the ubiquity of social media these days, I can share your content with my whole social network with just one click. But my making that click depends on the experience I have when I engage with your content, and make my donation, and whether I feel it would be interesting/fun/relevant for my friends to experience too.

To help get some new content ideas moving, you can check back to a couple of my related posts on Personalised Video Thanking, and Strategic Blogger Outreach, as well as taking a look at the latest Oxfam ‘See For Yourself’ campaign to find a non-supporter to visit one of their their projects and report back on how donations are being used.

Plus – if you’ve seen any great content that you feel passes the ‘test’, then do share it by leaving a comment below…


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