What do brands need to think about during this Fundraising Season?

According to USA Today, about 34% of all charitable giving is done in the last three months of the year and a top reason people give to charity is simply because they’re asked. So what can go wrong? What makes a donor feel special?

1. A brand needs to develop the message. In a cluttered fundraising arena, if you aren’t clear in your mission, you will risk being another voice in the chaos, with your hand out. To do this correctly, the brand should affirm its POV on its core issue, and then analyze the relevant channels in which this conversation/content is occuring. This should happen many months prior to attempting to ask for help, but rather, think first about entering the conversation as a truly concerned, leader in the space. Garner respect. Be accessable.
2. Understand the community or audience. A brand needs to decode who is the target and why. For instance, the goal may be to raise funds, but in doing so, should think about catching the eye of a professional segment. So, rather than going straight for the consumer pocketbook, engage academics, media and other organic influencers to allow them to understand the mission. Get them talking about you. Let them help spread the word about your success. Ask them what they would want if they could have your information. Give them data. Provide them with exclusive stories. Let them have access.
3. Be a catalyst. A brand needs to know what it is asking each identified audience to do. Why should each audience care? Professionals may want to be affiliated, while individuals may just want to be thanked in a meaningful way.

Heading into donation season without a comprehensive engagement strategy is a clear missed opportunity. A brand cannot just assume their name alone will garner the attention it did yesterday. These are trying times, and failure to strategize will result in lower fundraising potential.

Once a brand has mapped out the above, the next step is really all about the engagement strategy. One way brands fail at this is the lack of involvement they provide, once a donation has been made. The dollars come in and then they brand vanishes into the night.

Donors want to be recognized. That can be done in many ways. Beyond that, donors want information about what their donation is doing. They really want to know thay they helped and want to see how they helped.

One smart way to provide thanks AND social discoverability is to empower a donor to star in their own custom content.

In this social media fueled world, allowing customization though photos, video and messaging provides the donor visual participation. More importantly, this custom thank you affords the brand some valuable, built for sharing content.

To maximize “fundraising season” have your strategy firmly in place. Be where you belong, speak with authority, provide access and above all demonstrate that you really love your donors. In the digital space today there are so many ways to engage and delight. Put some technology to work for you and be an innovator not just in your mission, but in your appearance. Be a leader in all aspects.

I’m @broadbandito just about everywhere online. Tell me how your brand has elevated its fundraising.