It wasn’t that long ago when a colleague of mine was talking down about the Donate Now buttons on nonprofit websites. Their take was that without calling donors and running a full blown campaign, funds were not going to come in. They were not wrong, in a way. Having a campaign is important but having a complex technology that distracts from “story” of your fundraising efforts is equally detrimental. So many fundraising platforms that I’ve seen lately are built to capture many different facets of your online efforts. This can be a distraction from the simple process of setting a goal, hooking up your payment processing and getting to more important focus of your efforts—getting the word out.
The process of allocating your time between tech research (selecting the right digital tools) versus focusing on communication strategies has become increasingly crucial. The secret to successful online fundraising lies not in the dazzle of technology but in the depth of communication. NOTE: I will admit that at some point, a complex and robust technology solution can help build and grow your nonprofit. However, too many fundraising efforts are slowed to a halt by “free” platforms that contain piles of tools and complicated feature sets. Time to make is simple.
The 80/20 Rule: A Guiding Principle
To understand where our efforts should lie, let’s consider a principle that has proven effective time and again: the 80/20 rule. This rule suggests that 80% of your time should be spent on the 20% of your most important tasks. When it comes to fundraising, your 20% of tasks includes:
- A weekly blog post, uploaded on Monday.
- Promoting that blog post with email, photos, social posts.
That’s it. But that’s not easy. Being dedicated to crafting compelling narratives and engaging with your audience is critical. Imagine that number of requests that your donors get every day. Your job is to find a compelling story to cut through the noise and pull the heart strings of your donors. My humble suggestion is to focus on a single, compelling story, delivered on Monday and promoted all week. So, for every hour you spend on those stories, spend 20 minutes tweaking your giving page, goal and learning new features. This isn’t just a formula; it’s a mental challenge for building meaningful connections with potential donors.
The 80%: A Practical Example of How it Works
Imagine you’re raising funds for student scholarships at your specialized school. Instead of merely stating your goal and cause, take the audience on a journey. Each week, create a blog post that highlights a personal story—a student whose life has been transformed by a recent scholarship. Share anecdotes that resonate emotionally, like a student who transitioned from feeling isolated in a large public school to thriving in a more intimate, supportive academic environment. What has the change actually looked like? What do you see everyday they come to school? These narratives are not just stories; they’re testaments to the impact of generosity.
Once your article is live, you’re not off the hook. Focus the rest of the week to amplifying its reach. Send personalized emails to friends and family, encouraging them to read and share the story. Utilize social media platforms like LinkedIn, Instagram, and Facebook to broaden your audience. Sharing on social feeds also encourages others to like, which promotes the story on other feeds that you don’t have access to. Even consider sending a printed version of the story home with students in their backpacks. The aim is to saturate your communication channels with this narrative, ensuring it reaches as many eyes and hearts as possible. Remember, the focus on this story may seem repetitive but it works! Think of all the Instagram and TikTok influencers who have their consistent style. You come to appreciate it and recognize it instantly. This is what you want!
Now don’t forget the big ask. Each story should culminate in a call to action—inviting readers to contribute to making such stories a reality for more students. This isn’t just fundraising; it’s about creating a movement around the shared value of education.
The 20%: Technology as a Tool, Not a Primary Focus
While story and outreach takes center stage, the technology enabling donations still plays a supporting role. Your chosen platform should be user-friendly, secure, and cost-effective. We have a term in the tech world—heavy lift. It’s a cringy term that means that something is going to take time and not be as easy as it could be. Many nonprofit fundraising platforms can be a heavy lift. This is because they want you to use them as a CRM, volunteer management platform, mass email service, grant writing tool and so on. In your early stages as a nonprofit, resist the allure of overly complex systems with endless features. Remember, the goal is not to find the most sophisticated tool but one that efficiently serves your purpose.
Set up your donation platform swiftly, “git er done” as they say. Prioritize platforms that offer straightforward setup and reliable support. The technology should facilitate, not complicate, your mission. A “fully featured” platform is of no use if you’re not accepting donations and telling your mission’s story.
Conclusion: The Heart of Fundraising
At its core, fundraising is about connecting people to a cause larger than themselves. While technology offers the means, it’s the stories we tell and the connections we forge that truly inspire action. By focusing 80% of our efforts on communication, we honor the humanity at the heart of philanthropy. In doing so, we not only meet our fundraising goals but also cultivate a community of engaged, passionate supporters. Remember, it is the stories we share and the lives we touch that ultimately define the success of our fundraising endeavors.
