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Posted: Sun Jan 19, 2025 5:10 am
Email Marketing: Effective in Generating Donations
In addition to the website, email marketing is still a very effective way to provide information and generate donations. It is the third most effective way to receive online donations worldwide. This is mainly due to its popularity among the older generations, who still represent the largest percentage of donations. It is important to take into account accessibility for the older generation and their limitations regarding seeing colors and light. A few tips on web design for seniors can be found in this article .
Social media: use them to gain awareness
The interest for the non-profit organization is in gaining awareness and not in collecting donations on social channels. This also applies to Facebook. No one is interested in donating via Facebook; if fans or visitors want to donate, they go to your website. If you want to use Facebook effectively, you have to use it to generate awareness in a positive way, spread information and form a personal bond with your donor. For example, Unicef successfully shared the image below on their Facebook page.
mosquito
Twitter also has an exceptional position for non-profits. Although non-profits are rarely followed, Twitter is the most valued communication tool of a non-profit organization, according to my research. So don't underestimate the value of Twitter.
Visual social media
In addition to Facebook and Twitter, we are now seeing a huge interest in images as a means of communication. Social media such as Instagram, Tumblr, Pinterest, Vine and YouTube have become indispensable. Communicating via images is more popular than ever. The younger generations in particular are used to communicating via these media. Statistics show that this group now uses Tumblr more than Facebook. Instagram, Pinterest and Tumblr are also becoming increasingly popular among the general public; they are now used as much as Twitter.
non-profits 3
And because it is true that 'the younger the band formed with a charity, the greater the chance that it will be supported more and structurally', it is important to profile yourself where the younger generations are online. For example, 'Robin Hood NYC' organized a concert where everyone present could share their Instagram photos on a live feed. Very clever.
non-profits 4
Another great example is 'Unicef Us', where they call on their followers on Instagram to share photos of when they turned 5. In this way they ask attention for the right of a child to celebrate a 5th birthday.
non-profits 5
Apps
Due to the success of the smartphone and tablet switzerland mobile phone number data more and more companies, but also non-profit organizations, are developing an app to complete their online ecosystem. That's all well and good, but an app is no guarantee for success. The same applies to apps; the importance lies in gathering fame and followers and not in collecting donations.
In addition, an app is only successful if it really has added value for your target group. Is it a fun game? A gadget? Or a handy tool? If your app has no added value, it will be deleted immediately, or worse, not even downloaded. Because let's be honest, which apps on your smartphone are permanent? An app is also very generation-sensitive. For example, the older generation is not or hardly interested in an app on the smartphone, while younger generations prefer it.
A prime example is the British Red Cross'
Click on the image for a larger view
Click on the image for a larger view
Donation trends
In addition to all the online tools that you have at your disposal as a non-profit, there are a number of donation trends. If you successfully respond to these, they can contribute to becoming successful in the online donation field:
Automatically donate when making an online purchase
Offering other forms of help instead of 'money', for example volunteering, 'likes'
Microdonating: donating an amount between 1 and 3 euros
Peer pressure and special goals: think of Alpe d'HuZes
Group giving and crowdfunding : consider Kiva.org and Kickstarter
Online auctions, such as the 3FM Serious Request auction
cooking app atag
An example is the Atag cooking app, where Unicef receives part of the purchase price of the app.
Key Conclusions: Channels & Generations
When looking at the online channels at your disposal, the website is the most important communication and conversion tool for a non-profit organization. However, email marketing is still the most effective way to generate donations. The importance of social media is in gaining awareness, not in collecting donations. A mobile site is essential and apps are important, but only work if they add something. Playing into different generational trends such as automatic donation with a purchase, group donations and personal goals leads to more donations.
Leading to the online success of a non-profit organization is that every internet expression takes into account the preferences and limitations of the generations with the utmost care. Be where your generation is and take careful account of the frequent use of mobile internet in the Netherlands. Follow the trends and move with them. Find partners to achieve special goals and address your target groups personally.
Want to read more about online marketing for non-profits? Download the full report 'Non-Profit, Online' here .
In addition to the website, email marketing is still a very effective way to provide information and generate donations. It is the third most effective way to receive online donations worldwide. This is mainly due to its popularity among the older generations, who still represent the largest percentage of donations. It is important to take into account accessibility for the older generation and their limitations regarding seeing colors and light. A few tips on web design for seniors can be found in this article .
Social media: use them to gain awareness
The interest for the non-profit organization is in gaining awareness and not in collecting donations on social channels. This also applies to Facebook. No one is interested in donating via Facebook; if fans or visitors want to donate, they go to your website. If you want to use Facebook effectively, you have to use it to generate awareness in a positive way, spread information and form a personal bond with your donor. For example, Unicef successfully shared the image below on their Facebook page.
mosquito
Twitter also has an exceptional position for non-profits. Although non-profits are rarely followed, Twitter is the most valued communication tool of a non-profit organization, according to my research. So don't underestimate the value of Twitter.
Visual social media
In addition to Facebook and Twitter, we are now seeing a huge interest in images as a means of communication. Social media such as Instagram, Tumblr, Pinterest, Vine and YouTube have become indispensable. Communicating via images is more popular than ever. The younger generations in particular are used to communicating via these media. Statistics show that this group now uses Tumblr more than Facebook. Instagram, Pinterest and Tumblr are also becoming increasingly popular among the general public; they are now used as much as Twitter.
non-profits 3
And because it is true that 'the younger the band formed with a charity, the greater the chance that it will be supported more and structurally', it is important to profile yourself where the younger generations are online. For example, 'Robin Hood NYC' organized a concert where everyone present could share their Instagram photos on a live feed. Very clever.
non-profits 4
Another great example is 'Unicef Us', where they call on their followers on Instagram to share photos of when they turned 5. In this way they ask attention for the right of a child to celebrate a 5th birthday.
non-profits 5
Apps
Due to the success of the smartphone and tablet switzerland mobile phone number data more and more companies, but also non-profit organizations, are developing an app to complete their online ecosystem. That's all well and good, but an app is no guarantee for success. The same applies to apps; the importance lies in gathering fame and followers and not in collecting donations.
In addition, an app is only successful if it really has added value for your target group. Is it a fun game? A gadget? Or a handy tool? If your app has no added value, it will be deleted immediately, or worse, not even downloaded. Because let's be honest, which apps on your smartphone are permanent? An app is also very generation-sensitive. For example, the older generation is not or hardly interested in an app on the smartphone, while younger generations prefer it.
A prime example is the British Red Cross'
Click on the image for a larger view
Click on the image for a larger view
Donation trends
In addition to all the online tools that you have at your disposal as a non-profit, there are a number of donation trends. If you successfully respond to these, they can contribute to becoming successful in the online donation field:
Automatically donate when making an online purchase
Offering other forms of help instead of 'money', for example volunteering, 'likes'
Microdonating: donating an amount between 1 and 3 euros
Peer pressure and special goals: think of Alpe d'HuZes
Group giving and crowdfunding : consider Kiva.org and Kickstarter
Online auctions, such as the 3FM Serious Request auction
cooking app atag
An example is the Atag cooking app, where Unicef receives part of the purchase price of the app.
Key Conclusions: Channels & Generations
When looking at the online channels at your disposal, the website is the most important communication and conversion tool for a non-profit organization. However, email marketing is still the most effective way to generate donations. The importance of social media is in gaining awareness, not in collecting donations. A mobile site is essential and apps are important, but only work if they add something. Playing into different generational trends such as automatic donation with a purchase, group donations and personal goals leads to more donations.
Leading to the online success of a non-profit organization is that every internet expression takes into account the preferences and limitations of the generations with the utmost care. Be where your generation is and take careful account of the frequent use of mobile internet in the Netherlands. Follow the trends and move with them. Find partners to achieve special goals and address your target groups personally.
Want to read more about online marketing for non-profits? Download the full report 'Non-Profit, Online' here .