Care2 has released its Digital Outlook Report of 2019, which has focused on the problem of lack of data, a problem faced by the charity sector. The lack of data reduces the capacity of growth of charities, especially as they do not invest in processes or structures.
Today, with the development of the digital world, charities have no choice but to invest in their websites. But this investment only goes as far as running paid campaigns or using the money for paid advertisements on Facebook.
When you lack data or do not have the resources to analyze it, your work gets based on assumptions and risk. All this leads to a big problem and that is; they are unaware of how beneficial their digital activities are. Just knowing the average amount of donations you get per month is not enough. The level of effort you invest in communicating with people on your website will make a huge difference in the number of charities you receive.
Let’s look into the three areas that will help you in building a strong foundation. The first thing is to invest in support and tools. This will make things easier for your supporters and employees. Every charity foundation should have Google Analytics, which tells you how people are responding on your page. It helps you keep an eye on all activities on the page like; where traffic is coming from and what areas of the website have the most views and popularity.
Another tool needed is the reporting tool, which compiles live data from sources and helps calculate overall performance. A dedicated developer is one who manages integrations between different platforms and agencies. One more needed tool is the CRM/CMS, which stores information of your supporters and automates communication with them.
Another investment that should be made by your charity is in collaboration. When auditing their clients’ digital activity and fundraising, there are some things that they often hear; the marketing team says that communication should focus less on fundraising and the fundraising team claims that communication should deliver more about fundraising.
Having different objectives, it becomes difficult for them to collaborate without tension. However, the cross function of these teams is really important, as without them the support journey can become disjointed. For collaborations to work smoothly, there are some things that need to be done. First off, to hold one cross-departmental meeting once a month. This will create familiarity between the employees and for them to know how the other party thinks. Second, to make different employees work together to form support strategies. This will help in developing new strategies and also help people in collaborating with one another.
Charities also need to invest in their staff. Even in fundraising foundations, people need the training to work better. For this, you will need to keep a financial investment separately just to train your team and give them more skills. The skilled they are, the more they will be able to help out. You should openly discuss training gaps so that the employees have a positive attitude towards it. This will become a form of motivation for them which will be a long term investment for the foundation.
You can also create an innovative and creative structure; this will help you in polishing ideas into actual, achievable goals. Every employee will get a chance to present their idea, which can be molded by the whole team.
You must remember that your employees are your greatest resource, so investing in them will help your fundraising foundation in the long run.