By Jackie Sciaudone | Aug. 07, 2018
Technology has transformed the way people shop for clothes, pick stock options, and choose a movie. So, it’s no surprise that technology has impacted the nonprofit industry and dramatically altered the traditional tools utilized by nonprofit organizations. No longer is door-to-door fundraising or direct mail campaigns the only successful tactics. Instead, nonprofits are now adding technology tools to their tactics to simplify the donor experience and create greater awareness for their cause.
Outlined below are three ways technology has transformed the nonprofit industry.
There was once a time when direct mail was the easiest and fastest communication technique to engage their donors. Today, many nonprofit organizations have shifted to utilizing a text messaging strategy to supplement direct mail to get in front of their donors. Through text messages, nonprofits can deliver quick communications to current donors and stakeholders. These simple communications can include updates on upcoming events, important news, and fundraising actions.
What’s more important is that a text message can include an embedded link to an organization’s donation page, effectively driving additional fundraising efforts. Text-to-give campaigns have become increasingly popular among nonprofits because of its simplicity. Through this type of texting technology, donors can donate with the click of a button.
Customer Relationship Management
Whether it be for endangered animals, cancer, or better education, the main goal for nonprofits is still the same, to raise money. One of the easiest ways for nonprofits to raise money is to learn more about their donors and what makes them tick. Years ago, this proved to be quite difficult, however today when it comes to donor relationship management, you’re only as smart as the data you collect. Nonprofits are now utilizing the information housed in their CRM to create stronger fundraising campaigns and to better match donors’ previous giving trends. For example, it would be a missed opportunity to ask a donor to donate $20 when their previous contribution was $100. By leveraging their CRM data, they have the opportunity to prompt a higher donation, while enhancing the campaign’s effectiveness.
A CRM allows you to track more than just a donor’s contribution history. Engagement history, social media links, issues donors care about, and who they’re associated with can also be tracked in your CRM. This may seem like useless knowledge, but it’s important information to gather – especially when interacting with high-dollar donors. This data provides a layout for who the person is and offers insights on the best ways to create strong connections with them. And when people feel that you took the time to get to know them, they are more likely to want to support your organization.
It’s not surprising that social media has revolutionized the nonprofit industry. Before social media, donors didn’t have the ability to connect like they do today. Instagram, Twitter, and Facebook all provide a way for nonprofit organizations to generate awareness about their cause-driven work and the impact it has on the world or community.
Social media provides the ability for donors to leverage their own social profiles to promote causes and organizations they feel strongly about. This helps to spread awareness about a particular nonprofits’ mission, encourage volunteer opportunities, and boost donation dollars. In 2015, for example, the Facebook community raised $10 million in two days for the Nepal earthquake. With social media, nonprofits can reach a wider audience than ever before.
Technology is constantly changing and improving – and so is the way that people prefer to donate and interact with your organization. By taking full advantage of technology, you can improve donor experiences, reach more donors through multiple communication channels, and increase your fundraising potential. Most importantly, you can focus on what you do best: making the world a better place.
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