In the fundraising world, digital media is now firmly entrenched as a vital tool for bridging the communications gap with corporate funders, foundations, and individual donors to foster more productive relationships. Digital has reversed the communications dynamic.
It’s no longer an “Ask” world in fundraising. Now it’s all about delivering the “Answer” .
The “answer” is that digital media has reversed the poles of fundraising, where north is south and south is north. In the past we moved along a continuum of relationship building that required us to communicate with continual dialogue, directing information to funders, holding sporadic events, culminating in the “ask.”
Why Fundraising Is a New World
The digital world is here. Digital media gives corporate social responsibility funders, foundations, and concerned, involved individual donors the ability to find us. Digital media enables “always on”, continuous communications, where funders often give us information, where events are ongoing, where the funders can answer before we ever ask.
Digital Fundraising- Changes the Landscape
Today, in this New World, YOU are the media. You have at your fingertips a digital platform and tools to spread your message quickly, inexpensively, deeply, and effectively.
Funders are armed with smartphones, tablets, laptops, and desktop computers. Digital information is only a click or Google search away, available 24/7. High-speed access allows easy sharing of photos and video, in addition to text. Collaboration can happen with anyone, anywhere in the world with free video conferencing through Skype or Google Hangouts. Documents sharing “in the cloud” is common place.
All this digital access raises expectations and changes the communications dynamic. Just as the fax machine and Next Day delivery increased the speed and expectation of response 30 years ago, today digital media has changed the expectation of the quality and depth of content delivered.
Funders are now plugged in online. Their comfort with social media is increasing. In particular, the leading foundations view use of social media platforms as a means to demonstrate and achieve transparency. Interestingly, while foundations are using social media to spread their message, the majority of grantees are not connecting with foundations on social media.
Effectively Connecting Your Message with Funders
Given the reality of the digital world and the changing landscape of how nonprofits connect with funders, a key question arises:
“How do I use digital media to improve my organization’s fundraising efforts?”
This infographic confirms the reality of this New World of Digital Marketing. While the three legs of any marketing strategy must deliver a market-message-media match, the three pillars of successful digital media use are:
Mobile
Social Media
