7 Ways For Nonprofits to Market Virtual Fundraising Event
Following the pandemic, the speed of virtual fundraising events accelerated due to social isolation and stay-at-home orders. Many nonprofits made a paradigm shift to virtual events in the COVID world. Virtual fundraising events helped nonprofits expand their reach, attract more volunteers, and democratize the event space.
According to a survey, virtual fundraising events collected more money on average in 2021 than in 2020. In 2022 and beyond, we will witness a new trend of hybrid events in which nonprofits benefit from virtual and physical events.
Nonprofits may use virtual fundraising events to broaden their reach, attract new contributors and donor engagement, and raise more funds. However, marketing virtual events, like conventional fundraising events, requires a smart strategy.
This blog discusses easy-to-implement marketing strategies for nonprofits to promote virtual fundraising events.
Best Practices to Market Virtual Fundraising Event
The primary goal of every nonprofit organization is to educate donors and volunteers about the cause and raise funds. The easiest method to achieve this is to promote the next fundraising event and attract a larger audience.
With more nonprofits leveraging the benefits of virtual fundraising events, now is the time to maximize potential with the strategies listed below.
- Create a fundraising page
Nonprofits should build a separate fundraising page to educate and increase awareness about the virtual fundraising event. They must ensure that the event page is distinct from the company website. Why? Because the company website is a one-stop solution for the audience to learn more about the company and what it does, as opposed to a fundraising page, which is dedicated to a specific objective.
Furthermore, communicating about the virtual fundraising event on the company website would add to the confusion and bad user experience. There are several advantages to using a nonprofit fundraising page, such as more reach, more volunteers, networking, and more funds.
Nonprofits can use a fundraising page to highlight everything about the virtual fundraising event with CTAs. A landing page can help nonprofits overcome all obstacles to virtual fundraising.
- Leverage SEO and Content Marketing
Like any other business, nonprofits must benefit from SEO and content marketing. Utilizing digital asset management for nonprofits ensures that content is systematically organized, updated, and ready for optimal online dissemination. This will help organizations rank higher in search results, increasing traffic.
Local SEO is especially important in this case since it helps organizations rank higher in geographically related searches. Nonprofits may also use local SEO to educate and inform potential volunteers and contributors about the organization and its mission.
Nonprofits should try to rank for certain popular keywords in Google search results. They may create new and original content, optimize existing webpage content, or write guest posts for high authority sites.
The final but most significant approach is to ask current and prior contributors to provide feedback on a Google page. Increased Google reviews can improve the organization’s reputation and donor confidence.
- Write a Press Release
Nonprofits that avoid writing press releases should do it more often. Why? Because news releases are an excellent way for nonprofits to spread the word about their virtual fundraising event, raise awareness, and attract contributors.
Nonprofits can request websites like Newswire, journalists, or blog publishers to publish their press releases. Viewers subscribed to these lists will learn about virtual fundraising events.
Nonprofits, on the other hand, should pay particular attention to the headline and avoid jargon or buzzwords. Once the press release is issued, it must be distributed online and offline.
- Use Email Marketing
According to the Nonprofit Tech For God website, 69 percent of nonprofit organizations globally publish an email newsletter regularly. As a result, nonprofits should use email newsletters for advertising their online fundraising event. They can begin an email marketing campaign in which they send emails in stages. With the use of a nonprofit CRM like Virtuous, they can efficiently manage their email marketing campaign. Virtuous is designed to help nonprofits streamline their communication and effectively manage relationships with donors, allowing them to send personalized and timely email messages.
Nonprofits should maintain track of a few key metrics from their email marketing campaigns, such as click-through rate, open rate, and conversion rate. Keeping track of these metrics can help nonprofits take prompt action and increase the chances of conversion.
- The first email might be sent to the audience to build excitement for their virtual fundraising events. Nonprofits need not mention event details here.
- In the following email, they can inform the audience about the event. What the online fundraising event is about, and other details.
- Next, they send a reminder email informing the audience why this fundraising event is important.
- Lastly, they must send an email saying that the online fundraising event is almost about to close, and this is the last call. This email requires a strong CTA and incentive to encourage the audience to take action.
- Use Event Registration Software
Nonprofits who want to market their virtual fundraising event should use event registration software. Why? Because this will enable them to establish an online presence and be discovered by an increasing number of people.
Furthermore, event registration software eliminates the need for manual and outdated methods of creating forms, collecting information, and compiling datasheets. Nonprofits may use the software to collect accurate and up-to-date information on donors automatically.
Furthermore, many event registration software programs enable nonprofits to create and tailor event registration pages.
Nonprofits should search for event registration software that provides phone, chat, and email support. The software should be available as a web-based application and a mobile app for both iOS and Android devices.
- Partner With Influencers
Another strategy for nonprofits is collaborating with influencers to promote their online fundraising event. This will allow them to reach a larger audience and attract more donations.
Nonprofits must seek out influencers that believe in their mission and are willing to spread the word. The advantage of partnering with influencers is that they already have a large fan following that trusts them.
When consumers see their favorite influencers supporting the cause, they are more likely to donate and become involved.
- Create Targeted Marketing Campaigns
Not all donors are the same, and not all are eager to donate to every cause. As a result, learning about the donor base and developing targeted campaigns is critical.
These targeted campaigns will help Nonprofits reach out to the right people, increase marketing efforts, and raise more funds.
Nonprofits can utilize donor management software to segment contributors based on donation amount and frequency to better understand the donor details. The benefits of target marketing are many for nonprofits:
- Focus on specific donors
- Strengthen donor relationship
- Attract high-quality leads
- Increase the efforts of the marketing campaign
- Raise more funds while connecting with people who believe in the cause
It’s Time To Market Online Fundraising Event
We hope the suggestions above will help Nonprofits promote their virtual fundraising event. Nonprofits must be innovative in their approach to spreading the word. Because there is no one-size-fits-all strategy, they must continue experimenting to see what works and what does not. There are several online event management software available today that can help nonprofits in expanding their reach.
Nonprofits can also use online donor management software to manage donor data in one location. Nonprofits eager to promote their online fundraising event should get started immediately!
About the Author / Akeem Okunola
