Most everything today, including charitable giving, is digital, especially after the recent pandemic. In 2020, 54% of donors planned to maintain their giving levels throughout the COVID-19 lockdown.¹ However, they did so digitally as in-person fundraising events weren’t available or shifted to online events. 
 
Many organizations are building on the digital giving trend and searching for inexpensive ways to bring in valuable dollars when they are most needed. Luckily foundational, tech-driven tools are available and can help.

These methods can sustainably drive donations at a low price (and sometimes even for free) not only over the long term but also through economic upticks and downturns. 

How a recession could affect one-time donations and annual gifts

It’s important for nonprofits to understand how trying times affect donors’ ability to give. Some donors will reduce or eliminate their charitable giving; however, for others, a recession can spur donations.

A study from 2014 tracked Internal Revenue Service (IRS) data on charitable contributions from 2006 to 2012. During that period, the United States experienced the Great Recession of 2008, also known as the biggest economic downturn since the Great Depression of the 1930s. The study found that during and immediately after the recession, wealthier Americans earning over $200,000 annually gave 4.6% less, whereas those earning $100,000 or less increased their contributions by 4.5%.²  

How to implement effective tools to support fundraising

So how can your nonprofit ensure stronger and more consistent gifts from donors? Here are 10 methods to sustain fundraising even in tough economic times: 

1. Set up a branded donation page. When you think of Nike or Coca-Cola, you may immediately envision their easily recognizable logos. This type of branding builds audience trust. With widespread scams, donors can feel hesitant about the validity of a donations page. But when they see your organization’s well-known graphic on a donation site, they’ll experience a greater peace of mind, knowing their money is going where it should.
2. Institute strong SEO practices. Search engines are one of the primary ways donors find your nonprofit website and, in turn, give to your cause. Regular changes or updates to your site’s content, as well as relevant and correctly inserted keywords can effectively boost your website’s search engine optimization, or SEO. This will ensure your charity’s website ranks higher in search engines like Google, Yahoo, or Bing.
3. Maximize your website with enhanced security. If you travel to a website that flashes security warnings, chances are you’re going to close that window and never return. Ensure your website is protected by a top-notch security service, as well as an up-to-date SSL certificate. This will not only promote trust with online donors but also boost your site’s SEO.
4. Leverage social media. Successful social media management strategies aren’t simply about producing the maximum amount of content on the most platforms. For instance, if your targeted audience’s median age is between 40 and 55, promoting your brand on TikTok and Snapchat may yield less reward than concentrating on outlets like Facebook and YouTube, where more mature audiences tend to flock. Focus social engagement efforts where your audience is most likely to be.
5. Launch Google Ads. Historically, Google Ads haven’t been within the financial reach of nonprofit organizations. However, Google is committed to changing that with Google Grants, which allows nonprofits to apply for $10,000 a month in Google Ad spending. This gives your charitable organization the opportunity to reach a larger, previously inaccessible audience, potentially lifting your cause to the top of a Google search page.
6. Increase awareness through promotional videos. According to one study, viewers devote one-third of their internet time to watching videos.³ Video marketing is not only useful in reaching new donors but also in retaining current ones. It helps you further convey your mission and efforts in an easily digestible fashion, especially for Gen Zers and baby boomers.
7. Encourage recurring donations. Many donors regularly give to the same charities, and, in some cases, these consistent contributions are equally or more valuable than a large, one-time sum. Regular donors allow your organization to plan a stable budget, ensuring your nonprofit can cover monthly costs. Use strategic and consistent marketing messaging to foster relationships with and secure long-term, recurring donors. Nonprofits have also gained regular donors by granting them exclusive access to content or events.
8. Run a text-to-give campaign. Have you ever seen fundraisers instructing you to “Donate now by texting 555?” This method has become popular with younger donors and on-the-go professionals. Your nonprofit can choose a platform that provides a unique campaign ID. You can then ask donors to text a certain number to receive a direct link to your donation page. Additionally, incorporating a repeat donation feature allows regular donors to give without filling out any new forms.
9. Employ regular email marketing. Email still reigns as the most powerful marketing tool and can be the anchor to your nonprofit’s marketing campaign.⁴ Many consumers say email is their preferred method of communication when it comes to businesses and charitable organizations. However, remember that content is key. Even though 54% of small businesses say they send emails at least once a week,⁴ don’t spam your donors. Send relevant and engaging content that will keep your donors reading instead of hitting “delete.”
10. Harness smart tech to free up manpower. The development of smart tech can assist nonprofit efforts, helping with fundraising, communication, finance, and delivery efforts through artificial intelligence. For instance, online chatbots can answer frequently asked questions without taking up paid-staff time, allowing your workforce and volunteers to use their hours to concentrate on other tasks.

In an increasingly digital, remote world full of maxed-out schedules, it’s important for your nonprofit to not only reach your target audience but also do so in a way that allows generous but busy donors to give effortlessly. Instituting these foundational practices can yield valuable contributions, as well as streamline your community impact efforts, allowing your organization to receive the funding it needs with minimal hours and investment.  

Whether you’re a nonprofit looking for asset management services or money market options to house those donations, Wintrust can help integrate the solutions you need.

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