Entry By Jason Brick
Even more than a for-profit business, a non-profit cause needs to maximize its reach while minimizing expenses. DIY digital initiatives, because of their scalability, are some of the best ways to achieve this goal. Your organization is probably already using some digital communication tools, but here are others you should consider implementing.
1. Flash Demonstrations
This is the most visible way to take advantage of mobile media. Using a text message broadcast, you can organize a meeting of followers with short notice and big results. Depending on your goals, the result can range from a simple presentation, to an artistic display, to a full-bore protest.
2. Send Reports
Informing your contact list about your cause is key to keeping them involved and giving. A regular report citing statistics, recent developments, and progress made on projects, is a necessary part of your website. An occasional announcement, sent via text marketing, can serve as an extra "ping," to keep your cause front of mind.
A recent UK report found a 15% response rate for text-to-give fundraising efforts. While low compared to other methods, because the costs are small, text-to-give generates strong returns in spite of the low response rate. So, include a text-to-give message in your publicity initiatives, as well as in occasional broadcasts, to maximize the reach of this method.
4. Go Viral
The power of digital media is in sharing. Encourage your original recipients to share your broadcasts with their network, and to ask their network to help spread the message as well. Remember, impactful and insightful messages are the most likely to get re-broadcast. As for humor, it can get a lot of shares, but may not be appropriate for your cause's message. Always err on the side of caution.
5. Integrate QR
Quick response codes are easy ways for a potential contact to get involved in your cause, and have a "gadget factor" that may draw some early adopters who would otherwise be less attracted to your organization. Plant your QR panel on bumper stickers, paperwork, fliers, print advertising -- even on your T-shirts. The more places that panel pops up, the better your response will be.
Unfortunately, more than a few scams have used digital media -- and especially text-to-give campaigns -- to draw fraudulent donations. Your organization will see the strongest results if you pair your digital media initiatives with a professional web and physical presence. This can help contacts feel safe about getting involved with and giving to your cause.