Here in the 2020s, many charities still do not have a digital strategy. It can be daunting to confront the complex and broad array of resources and choices and pitfalls between the internet and social media and how our audiences use them – and expects us to use them!
Everybody has to start somewhere!
If we are not a “digital natives” or even feel completely comfortable with the connected world of mobile devices and clouds, we can collect a capable and knowledgeable team from our communities to help us achieve these important new keystones to growth and health.
Establishing a Strategy
An organized plan for a charity can greatly enhance its ability to raise funds, engage with supporters, and achieve its mission. These are the basics, and the information we collect for the categories below will be the foundation needed to understand how to accomplish this part of growing our organizations.
Here are five key technology points that leaders should consider when developing a digital strategy.
Website and Online Presence:
Responsive Website Design: Ensure that your charity’s website is mobile-friendly and responsive to various devices. A well-designed website is the foundation of your digital presence.
Search Engine Optimization (SEO): Optimize your website’s content for search engines to increase visibility and attract organic traffic. This will help potential supporters find your charity online.
Content Management System (CMS): Implement a user-friendly CMS, like WordPress or Drupal, to easily update and manage website content without requiring extensive technical skills.
Social Media Engagement
Social Media Platforms: Identify which social media platforms your target audience frequents most and establish a strong presence on those platforms (e.g., Facebook, Twitter, Instagram, LinkedIn).
Content Strategy: Develop a content calendar to regularly share compelling stories, impact updates, and calls to action. Engage with your followers and encourage them to share your content to expand your reach.
Analytics and Monitoring: Use social media analytics tools to track engagement metrics and gather insights to refine your content strategy.
Online Fundraising and Donor Management
Payment Processing: Set up secure and user-friendly online donation processing systems, including options for one-time and recurring donations. Ensure compliance with relevant payment regulations.
Donor Database: Implement a donor management system to track donor information, contributions, and communication preferences. This helps personalize outreach and stewardship efforts.
Email Campaigns: Utilize email marketing platforms to create targeted email campaigns for fundraising appeals, event invitations, and newsletters.
Data Security and Privacy Compliance
Data Protection: Prioritize data security and ensure that donor and supporter information is stored and transmitted securely.
Compliance: Familiarize yourself with data protection laws (e.g., GDPR, CCPA) and ensure your charity complies with them. Obtain proper consent for data collection and processing.
Digital Collaboration and Tools
Collaboration Tools: Implement digital collaboration tools such as project management platforms (e.g., Trello, Asana), video conferencing (e.g., Zoom, Microsoft Teams), and cloud storage (e.g., Google Drive, Dropbox) to enhance teamwork and efficiency.
Data Analysis and Reporting: Use analytics tools like Google Analytics or specialized nonprofit software to monitor website traffic, campaign performance, and donor behavior. Leverage insights to make data-driven decisions.
Remember that a successful digital strategy should be aligned with your charity’s mission and goals. Regularly assess the effectiveness of your digital efforts through metrics and feedback from supporters, and be prepared to adapt your strategy as needed to achieve the best outcomes.
Everybody has to start somewhere!
Below is an outline for a questionnaire you can share with your mailing list to get an idea where your community intersects with you, your group’s mission, and technology. Adapt this according to the particular situation of your stakeholders and your team.
Introduction: Thank you for taking the time to help our charity shape its digital strategy. Your valuable input will enable us to better serve our mission and those we aim to help. Please take a few minutes to complete this questionnaire.
Section 1: Demographics
1.1. Age:
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- Under 18
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- 18-24
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- 25-34
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- 35-44
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- 45-54
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- 55-64
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- 65 or older
1.2. Gender:
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- Male
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- Female
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- Non-binary
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- Prefer not to say
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- Other (please specify)
1.3. Location:
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- Urban
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- Suburban
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- Rural
Section 2: Digital Usage
2.1. How often do you use the internet?
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- Daily
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- Several times a week
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- Once a week
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- Rarely
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- Never
2.2. Which of the following devices do you use regularly to access the internet? (Select all that apply)
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- Desktop computer
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- Laptop computer
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- Smartphone
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- Tablet
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- Smart TV
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- Other (please specify)
2.3. Which social media platforms do you use? (Select all that apply)
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- TikTok
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- Snapchat
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- Other (please specify)
2.4. Do you engage with charitable organizations or causes online? If yes, how often and in what ways (e.g., donating, volunteering, sharing content)?
Section 3: Charity Engagement
3.1. Are you currently aware of our charity’s mission and activities?
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- Yes
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- No
3.2. Have you ever donated to our charity?
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- Yes
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- No
3.3. How did you first learn about our charity? (e.g., social media, website, friend’s recommendation)
3.4. What motivated you to engage with our charity, and what would encourage you to support us further?
Section 4: Digital Strategy
4.1. How effective do you think our current digital presence (website, social media, emails, etc.) is in conveying our mission and engaging supporters?
4.2. What suggestions do you have for improving our digital presence to better convey our mission and engage supporters?
4.3. Do you think our charity should invest more in the following digital initiatives? (Select all that apply)
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- Redesigning the website
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- Expanding social media presence
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- Implementing email marketing campaigns
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- Developing a mobile app
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- Using virtual events for fundraising
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- Other (please specify)
4.4. How important do you consider transparency and accountability in our charity’s digital communications?
Section 5: Feedback and Additional Comments
5.1. Do you have any additional comments or suggestions regarding our charity’s digital strategy or any other aspect of our work?
Thank you for participating in our survey. Your input is invaluable to us as we work to enhance our digital strategy and better serve our mission. If you would like to be contacted for further discussions, please provide your email address below (optional):
Email Address: _______________
[Submit]
Your feedback will help shape the future of our charity. We appreciate your support and commitment to our cause.
