With the start of a new year, you should take a look at your 2016 fundraising goals and think of what challenges may lay ahead.
Emily Logan identifies four challenges in her blog post on Hubspot and how to beat them.
#1 – Print/Direct Mail
With the increase of digital marketing, a lot of organizations are turning to the web to make money. Direct mail and print aren’t going away anytime soon, but the majority of those who respond to direct mail solicitations are over 55. Beyond those who respond, it is impossible to know exactly how many people actually open and read your mail.
In order to keep your program growing, be more analytical about who you reach out to and how – a millennial may toss out a direct mail piece without opening it, but give to you via text; a Boomer may not have a text plan, but will send you a check in the mail.
#2 – Social Media
There is no end to the internet. And in order to compete on social media, it will cost you. To stay in the game, not only will you need personnel, but money to build your audience.
Here’s another example of when knowing your audience is key. Data modeling will help you use the right mediums to maximize response and action.
#3 – Mobile
According to a 2015 comScore report, in the past five years, mobile usage has increased 394%, and the majority of people use a mobile device as their primary device for online browsing.
Design webpages with mobile users in mind. Keep things short and sweet, and easily consumable on a 2” x 4” screen.
#4 – People are Cheap
Many people still think we are in a recession, and therefore are spending less.
The best way to get a donor in 2016 is not to persuade them to give, but to build a relationship. Create “conversations” to get to know your followers.
In 2016, there are going to be challenges, the key is to stay prepared and informed.