The giving season is right around the corner, but things are so much more different this year around. Let alone we're yet 100% sure if we'd be able to hold any in-person fundraisers. Even if we do, whether others feel comfortable to attend, and how these events may affect our organization's profile are also unknown. That's why we decided to put together some tips for online fundraising in the pandemic era.

Take as many notes as you need, and adapt accordingly based on your organization's reality. As a golden rule, remember that fundraising is all about relationship-building.

Avoid Fear Marketing

You may be tempted to picture the situation as dire. In reality, it might actually be an urgent subject matter you will fundraise for. However, using negative emotion to drive your marketing campaign often causes more harm than benefits, especially when the public is emotionally burnt out after dealing with the pandemic for a whole year.

Balance Your Emotions

However, we're not saying you shouldn't say anything negative at all. Quite the opposite — a well-balanced mixture of positivity and negativity can build a strong connection with your audience far more effectively than being single-sided. Emotional honesty in content marketing also helps non-profit organizations to establish credibility and authenticity.

Use Facts

Use fact in your online content leading up to the fundraiser is a proven method for better results. Today's consumers are doubtful and prefer to do their own research. By providing well-cited facts, you are convincing potential donors to take action without coercing them, therefore avoiding triggering any reluctance or unpleasantness.

Ask For Help. Be Direct!

Always use direct, identifiable calls to action (CTAs) when promoting a fundraiser online. After all, the end goal of non-profit marketing is to generate donations. You can even create a video articulating your challenges and what you need to get through.

Simplify the Process

Pay attention to the UI design of your non-profit website, especially your fundraising and donation pages. Branded donation pages make a huge difference when it comes to non-profit brand development. Make sure the CTAs are visible and above the fold. Also, integrate an effective online payment system so people can donate with the fewest steps.

Put the Focus on the Donor.

The key to non-profit marketing is understanding your donor base. Who are they? What do they care about? How does your cause relate to your constituents? Who may impact their decision-making process? Design your marketing funnel based on your donor persona. The more you speak their language, the more effective your event marketing will become.

Build an Acknowledgement System

Acknowledge those who have helped you along the way because gratitude is the most effective way to retain existing donors and attract new ones. Show your audience that you truly appreciate what they have done for you. Meanwhile, a well-developed acknowledgment system is extremely beneficial to attract business and even corporate-level donors.

Leverage Social Media

Social media marketing is critical to non-profit organizations, especially when we've yet to return to normal lifestyles. After the pandemic, people are more comfortable navigating the social media world, which also leads to a higher demand for quality social media content. By leveraging social media platforms, non-profit organizations can develop an active community, who are more likely to donate to the organization's online fundraiser.

Be Transparent

Be transparent about where the funds are going and how they will be spent. For one, honesty should always be a core piece of your rules of conduct. But moreover, transparency gives your donors autonomy and lets them make a fully informed decision. Donors attracted with transparency tend to show much higher loyalty.

Tell Real-Life Stories

Build a brand voice for your organization by telling real-life stories. For example, many non-profits benefit from video marketing by inviting individuals involved in the front line of the cause to tell the raw stories. For regular businesses, these are case studies and testimonials. For non-profit organizations, we recommend you to take a more down-to-earth route if you're appealing to the general public.

Aim for the Long-Term

The end of your online fundraiser is not the end of your marketing. On one aspect, you'd want to stay on top of donor retention. Meanwhile, continue to nurture all participants through your funnel, even if they didn't donate to the fundraiser. When the relationship is there, the donation will come.