Fundraisers: 3 crucial science-based tips to improve online fundraising.

As a non-profit fundraising professional, you should know that online giving is on the rise. To help you,  I will analyse two scientific articles on the subject and give 3 actionable tips on how to have the best online appeals.

tips online fundraising

The first article, “Economist finds formula for ‘perfect ask’ in online fundraising” published by ScienceDaily, presents the findings of a research conducted by a University of Warwick’s team about online donor behaviours in the JustGiving platform.

Online fundraising donations plan
Unsplash

The second article, “Fundraising 101: Tempting alternatives increase willingness to donate”, published by ScienceDaily, presents a Journal of Marketing Research’s paper findings on using comparing the cost of donating with indulgent, impulse-bought products bought  to drive more donations.

donation non-profit baby ice cream

Relying on these articles and my former background, I have summarized the 3 most relevant findings that you can apply to your online giving appeals:

  • Set targets: showing how much you still need to fundraise will allow potential donors to understand you have concrete goals in mind and that you track your impact.
  •  Compare to tempting purchases: evoke tempting purchases they do on a daily basis and compare them to what your non-profit could achieve with the money.

tips fundraising mobile targets

Implementing these 3 easy steps will put in the forefront of online fundraising!

About the Author:
I am a recent Marketing graduate enthusiastic about non-profits. I worked two years in a volunteer setting and produced an extensive research in storytelling in non-profits for my Master Thesis.
Connect with me through twitter:
@ARuivoFelix

Fundraisers: 3 essential elements for your first visual storytelling appeal.

As a non-profit fundraising professional, you know that visual storytelling is becoming one of the most important tools of the trade. As an exercise for the Social Media Marketing MOOC, I will present two articles focused on their importance and add the 3 essential elements that should be present in your first storytelling appeals.

The first article, “Telling our story in less than two minutes” by Hayley Coristine in CharityComms blog, showcases the process of creating an awareness, animation-style video. It goes through the choice of style, preparation and testing of the video and adds some lessons learned during this project.

pixabay
pixabay

The second article, “#mygivingstory: Resources and Best Practices for @GivingTuesday Nonprofit Storytelling “ by Beth Kanter, explains why storytelling is important in non-profits, summarizes a twitter chat about this practice and adds several resources to explore more.

Relying on these articles and the profound study I have done in my master thesis about Effective Storytelling in Charitable organizations, I have summarized the 3 most relevant elements that your storytelling appeal must have:

  • Make it short – Your audience doesn’t have a long attention span: 15 to 30-second videos work best, especially in the first few times.
  • Threestage actit now only allows you to present your issue fast, but also integrates the audience as the hero of your story (through their donation, the conflict – issue you are trying to improve- is resolved )
  • Use 1 protagonist – research into the “identifiable victim effect” shows that even having 2 protagonists lowers the emotional impact of the appeal.Storytelling is a great way to create an emotional connection and, as you can see, not a big monster that is hard to tackle: just ensure you use honest stories of your impact.

About the Author:
I am a recent Marketing graduate enthusiastic about non-profits. I worked two years in a volunteer setting and produced an extensive research in storytelling in non-profits for my Master Thesis. This article was done in the scope of the Social Media Marketing Specialization in Coursera.
Connect with me through twitter:
@ARuivoFelix