Digital Fundraising Strategy: How to Use Content Marketing to Fuel Your Nonprofit
As a nonprofit museum, it’s hard to stay afloat and find effective ways to thrive. 😕
For many art institutions, the attendance rate has remained down 38% on average from pre-pandemic levels, and 17% of directors still feel there’s some risk of closing permanently without additional relief. (AAM)
Given the financial and psychological stress caused by this predicament, fundraising has become a crucial income source representing 60% of a healthy museum’s revenue.
This implies finding favorable online opportunities to:
Get discovered.
Promote your brand message.
Grow awareness.
Rally supporters around your cause.
Hence, a well-structured digital fundraising strategy is what you need to raise money!
But what’s the best fundraising method? And how do you deepen your social impact in your community?
Well, guess what…
Content marketing is the most sustainable way, not only for being cost-effective (it costs 62% less than traditional marketing) but also for the impressive number of leads it generates (54%).
With compelling, valuable content, you’re bound to extend your reach, attract your ideal donors, nurture trust, and form quality relationships that boost your fundraising efforts.
Amazing, right?
The following seven best practices will show you how to use content marketing to set a viable strategy that strengthens your reputation and fulfills your income goals.
Let’s get started!
Boost Your Digital Fundraising Strategy With Content Marketing
So, what’s the best way to raise funds online?
These stats will give you a hint:
92% of nonprofit professionals use content marketing, and 79% of nonprofits see fundraising as their content marketing’s top goal. (CMI)
Poor content turns nonprofit donors off - they want to hear stories about real people (91.8%) and expect a personal approach from the organization (73.3%). (Campaign Monitor)
Content marketing is pivotal to devising an effective digital fundraising strategy.
Why?
Because unlike traditional marketing based on getting people to meet the brand’s needs through ads, content marketing aims to fulfill the audience’s expectations through relevant content that engages and provides targeted solutions.
It helps you build trust, become memorable, and develop lasting bonds.
To achieve this, your online content must communicate your mission/values/initiatives in a specific, attractive, and resonating way - get personal and you’ll draw in your desired donors!
Content marketing is ideal for:
Fueling curiosity and credibility through personal stories.
Driving exposure and traffic to your site.
Increasing fundraising opportunities.
Growing your online presence and social influence with purposeful content.
Creating loyalty among your existing supporters.
Chris Brogan and Julien Smith, co-authors of the bestseller The Impact Equation, have developed an interesting formula to create impactful content that sticks to people’s minds:
Impact = C × (R + E + A + T + E)
C (Contrast) means what makes you unique and stand out, and why your audience should care about your cause; it’s the multiplier that rules every other element of the equation. R (Reach) and E (Exposure) refer to the number of people who are getting your message and how consistently you engage with them. A (Articulation) stands for making your communication easy and clear, which leads to nurturing T (Trust) with your content. Your time and effort make for E (Echo), that sense of connection aligning your vision with your audience’s beliefs.
This formula works as the backbone of a solid digital strategy for nonprofits - so, use it in your content marketing activity to set a fundraising plan that attracts and converts.
Digital Fundraising Strategy: 7 Best Content Marketing Practices to Grow Your Nonprofit
It’s time to explore seven effective content marketing practices that will skyrocket your digital fundraising strategy!
Whether you implement all of the following tips or pick the ones that fit best for your museum, remember to:
Define your business goals.
Understand your target audience.
Tailor your message to your prospective donors.
Plan your content marketing activity around their needs.
Measure your performance and results.
Let’s begin!
Invest In Your Website
What you put in is what you get out.
Meaning: you can’t expect to raise funds for your museum and rally multiple supporters if you don’t have a streamlined website.
More than 90% of global traffic comes from Google, and 4 billion searches are made daily.
So, doubling down on a website that…
Showcases your brand identity and authority
Pulls in valuable patrons
Ensures quality interactions with them
Serves them through educational, inspiring, and entertaining content
…is vital to your growth and long-term success!
The key is to make your “content house” the perfect hub from which all your marketing endeavors flow.
To do so, you need to create powerful, authentic content that genuinely interests your audience and positions you as a reference point.
Don’t simply assume what they care about. Instead, address their real questions/concerns/desires to craft a compelling fundraising plan that turns them into long-term supporters.
Also, building a mobile-friendly website with excellent UX (User Experience) is worth the investment for:
Increasing online visibility and brand recognition.
Standing out from the crowd.
Engaging, converting, and retaining your prospects sustainably.
Controlling all your content on a platform that you own, unlike social media.
Growing organically with quality content and SEO strategies.
That’s what your website is all about, representing the lynchpin of successful content marketing!
2. Optimize Your Blog
Among the digital fundraising trends, blogging has the most positive impact on your presence when used strategically.
77% of internet users read blogs, and 71% of bloggers believe search engines are a powerful source of blog traffic that sets businesses up for success.
Search-optimized content brings better results. (Orbit Media)
To get the best results, you must regularly update your art blog with helpful, fresh content that encourages readers to come back to you and foster your cause.
Not only will this help search engines find your website, but consistent quality blogs will also create steady traffic that will bring you to connect with potential supporters.
What’s more, integrating SEO tactics into your content creation will do wonders for your digital fundraising strategy.
Here’s why:
SEO-friendly blogs, written around focus keywords related to your specific niche, rank higher in the SERP.
Original content answering users’ queries comprehensively leverages your value and trustworthiness.
Factors like keyword research, link building, and thoughtful content writing generate awareness and spread your message across the web.
That's better than a stale blog with sloppy, outdated info, right?
Make sure to include a convincing, clear CTA (call to action) in your blog posts - both in the body text and at the bottom - to spur people to take the desired action, which is to donate and contribute to your mission.
Brainstorm different ways to phrase it; be specific, and test what best resonates with your audience - this way, you’ll be able to strengthen your fundraising efforts and finally accomplish your brand vision!
3. Nurture Your Email List
Email acquisition is an essential aspect of your digital fundraising strategy. It helps you increase the number of potential donors, deepen your relationship with them, and grow their level of support.
According to the 2021 Global NGO Technology Survey, 69% of nonprofits worldwide regularly publish an email newsletter, and 38% raise the amount of money they expect with fundraising emails.
That’s impressive!
Here’s what to do for high-converting results:
Include a newsletter form on every page of your website to encourage users to subscribe and get the conversation going in their inbox.
Stick to a consistent mailing schedule to keep your museum, initiatives, and need for support on top of their mind.
Link to your social media accounts, website, and blog (if you have one) in your emails to let subscribers interact with you in multiple ways.
Send personalized emails with a first name in the subject line, in the body of the email, or the salutation for an impactful approach.
Use segmentation to create different email lists for separate groups of supporters (blog subscribers, repeat donors, third-party donors, museum members, etc.).
End your emails with clear CTAs to show the next step readers should take and keep them engaged (e.g. “join us at this event” or “donate today”).
As your main communication channel, emails are particularly valuable to attract and retain benefactors - they beat social media by 40x for customer acquisition!
Email marketing works, and delivering specific, targeted messages to the right people will trigger fundraising opportunities and lasting connections - so, keep investing in it and stay consistent!
4. Focus On Visual Storytelling
Visual content is key to social media engagement and the overall success of your digital fundraising strategy.
With visual stories, you create an emotional response that compels viewers to support your museum’s mission.
A study by Hubspot found that photos on Facebook generate 53% more likes and 104% more comments than traditional text and link posts.
That’s because people LOVE visuals - especially if tied with a good story!
Interactive posts, like photos of beneficiaries impacted by your projects, videos from staff members, or behind-the-scenes content showing your environment and culture, get people involved and bring them to envision your work on a deeper level.
By using evocative stories in your fundraising campaigns, you’ll:
Impact your audience’s behavior, motivating them to act.
Develop intimate relations by answering their questions and replying to their comments.
Highlight their support by sharing their messages on all your social channels.
Promote your activity in a captivating way that boosts people’s trust and loyalty.
Improve your brand presence and influence.
The secret is to thoroughly know your following (What resonates with them? How do they communicate online?) to make your storytelling more persuasive - and expand the number of committed donors!
5. Host Virtual Events
Fact: video is the most popular content format on the internet, with 73% of marketers considering it an important asset for their business.
Hence, hosting virtual events on your online platforms is a winning content marketing practice to develop your audience and accomplish your fundraising goals.
Through interviews, Q&A sessions, webinars, special tours, or online auctions, you:
Make your cause accessible and more inclusive to everyone.
Increase your chances of converting more people into loyal supporters.
Communicate your message directly to your audience.
Maximize your visibility and reach.
Optimize your digital fundraising strategy with inventive, diverse ideas.
The result?
You create uplifting conversations with your public, empowering them to take action!
Being cost-effective and extremely flexible, virtual events are an ideal solution for nonprofits to attract targeted audiences worldwide and raise more funds.
Pick a day for your event, actively promote it on all your social media and website, and offer engagement opportunities like giveaways or little prizes to keep the excitement and momentum going.
This approach will dramatically impact your growth and set you apart from the competition!
6. Start a Podcast
Another effective way to succeed with your digital fundraising strategy is podcasting.
Not only is it great for storytelling and introducing your programs to multiple audiences, but also for:
Nurturing a supportive community interested in your valuable, exclusive content.
Building a direct line of communication with your listeners.
Strengthen relations with recurring donors.
Sharing your vision and beliefs.
Humanizing your brand by giving voice to the cause you champion.
So, if you wonder “How can small nonprofits raise money?'', consider using your podcast as a profitable fundraising support tool.
The Object Podcast explores the stories behind museum objects, highlighting today’s social issues and Mia's mission.
By making podcasting an appealing, fun experience for your target audience, they’ll start believing in your initiative and, eventually, endorse it.
Make sure to:
Repurpose your existing content (blog posts, videos, live events, presentations, etc.) into attractive podcast episodes.
Be clear about your fundraising goals giving details on how to donate.
Include your donation link and other useful resources in the show notes.
Offer your podcast as part of a donor package with access to unique content (testimonials, panel discussions, etc.).
Mention your sponsors - if you have any - as important contributors to your campaign to create more motivation.
Share your audio content on multiple channels for wider exposure.
Slowly but surely, your fundraising podcast will level up your brand reputation and lead to increased donations!
7. Share Your Progress
It might seem obvious, but sharing your campaign progress with potential and repeat donors is a vital component of your digital fundraising strategy.
It updates them with the results you’ve already got, your ongoing performance, and what else needs doing. Plus, by clarifying the amount of money to collect, you’ll give a sense of urgency - people better understand your efforts and are prompted to join your mission!
Involving supporters in your fundraising plans is key to:
Scaling your museum with transparency and authenticity.
Cementing trustworthiness in your audience.
Making a memorable impact on society.
Forming quality relationships based on reliability and care.
But there’s more!
Whether you spread your progress through regular emails, social media posts, or blogs, relatable content created around the audience’s expectations and values differentiates your brand, making people feel indispensable for your project.
Customers see empathy as a priority for trusting a brand. (The Customer)
This acknowledgment influences their decision to partake in your initiatives - and eventually turns them into active givers!
Use Content Marketing to Skyrocket Your Digital Fundraising Strategy
There you have it: seven proven content marketing methods to implement in your digital fundraising strategy for a wider online presence, higher conversions, and increased return on investment. 🙌
By leveraging your website, blog, social media, email, and other communication channels with strategic, quality content, you amplify your campaigns, reach your ideal donors, and create long-lasting relationships with them.
But most importantly, you spread your message in a way that inspires people to foster your museum.
Remember to:
Tell resonating, audience-centered stories.
Stay authentic to your supporters.
Be consistent in your content marketing efforts.
Align your organization’s goals with your audience’s response.
This way, you’ll maximize your strategy’s effectiveness and generate ongoing revenue for your nonprofit longevity! 🏅
Not sure about how to use content marketing to grow your art biz?
Let’s have a chat! I’ll be happy to help you find new ways to get your digital presence off the ground!
