According to the strategic advisor –
Matthew Brannelly, it’s time to rethink, and re-strategise how we fundraise.
While the digital age has transformed the way we live our lives, conduct
businesses and connect with people. Nonprofit organisations are also not left
out. The Digital-first approach becomes important for fundraising and
connecting with donors, volunteers, members and the community at large.
If there is any hesitation by nonprofit
organisations, the pandemic must have taught them the greatest life lessons.
Hosting game tournaments, charity auctions, gala nights and other fundraising
events seem far-fetched in the new norm of social distancing.
Moreover, the demand for supports is
rising at an all-time high as many grapple with the effect of the pandemic. If
not anything, the COVID-19 pandemics has taught us that the old traditional
ways of fundraising might not cut it anymore.
This means embracing digitalisation has
become all the more important for fundraising and sustaining charitable work in
order to better serve the community. Therefore, organisations need to shift
from the traditional approach to digitalised fund-raising techniques in order
to keep up and ensure success while carrying out the novel cause. To this end,
Matthew Brannelly, the founder of Orbit NFP, (an organisation helping nonprofit
organisations to achieve their goals) delves deeper into digital fundraising
strategies that are important for success.
1. What’s going on in the non-profit landscape
Many of the non-profits found themselves
in the conundrum as the pandemic take its toll. The pandemic affected everyone
and those who give to them are also facing financial challenges says Matthew
Brannelly. Plus, the lockdown measures makes the traditional approach
impossible. However, to keep money coming in, fundraising still needs to be
made. It’s no surprise many non-profits found themselves struggling during the
pandemic.
Those who have been able to harness the power of technology remain agile and resilient as they transcend to the digital approach. They have been able to build a community and demonstrate empathy and commitment to the people they serve through digitalization. Many are coming up with online fundraising plans and are employing different virtual approaches to attract donors to give.
“Organisations are using peer-peer fundraising in which donors set up personal fundraising platforms and fundraise for non-profit. The social media-based campaign becomes a useful tool for fund raise where the in-person campaigns fail during this period of crisis,” Matt Brannelly says.
2. Proven strategies that work for fundraising amidst pandemic
Digital fundraising at this time goes
beyond putting a “Donate” button on your website and calling it a day. There
are strategies and methods that need to be employed in order to ensure success.
These include peer-peer fundraising, setting up crowdfunding campaigns, hosting
virtual events, making live-streaming fundraisers, ensuring seamless digital
payment options and many more.
“With consumers spending more time online and on games with the stay-at-home order, the organisation can jump on this opportunity by harnessing video games for fundraising. You can make use of a streaming service to launch a virtual gaming campaign, attract hardcore gamers who will pay to watch their best games,” Matthew Brannelly advises.
Moreover, digital platforms are effective tools for connecting with donors all over the globe. With the internet, it is easier to reach larger audiences without any geographical barriers. NPOs can connect and engage with donors and audience, communicate with them across various channels and get to have a deeper relationship with them.
