Digital fundraising is the process of raising funds online through various channels and platforms, such as websites, social media, email, mobile apps, and more. Digital fundraising requires a strategic use of technology to optimize the donor experience, increase engagement, and measure impact.
But what are the basic MarTech tools that any digital fundraising agency needs to start their online fundraising journey? Here are some of the essential ones:
- A website: A website is the foundation of any digital fundraising campaign. It should be user-friendly, mobile-responsive, secure, and optimized for conversions. A website should also showcase the agency’s mission, vision, values, impact stories, and ways to get involved. A website can be built using various platforms and tools, such as WordPress, Squarespace, Wix, or Shopify.
- A CRM system: A CRM (customer relationship management) system is software that helps manage and organize the agency’s contacts, donors, prospects, and supporters. A CRM system can help segment the audience based on their preferences, behaviour, and interactions. It can also help automate tasks such as sending thank-you emails, receipts, newsletters, and reminders. A CRM system can also integrate with other tools such as automation platforms, payment gateways, and analytics tools. Some examples of CRM systems for nonprofits are Salesforce, HubSpot, Blackbaud, or DonorPerfect.
- An automation platform: An automation platform is a tool that helps create and execute personalized and targeted campaigns across different channels and platforms. Automation can help streamline and simplify digital fundraising processes and workflows. It can also help increase efficiency and productivity by reducing manual tasks and errors. An automation platform can help design and test campaigns, segment and manage audiences, track and measure campaign performance, and optimize campaign deliverability. Some examples of automation platforms are Marketo (marketing automation), Zapier (workflow automation), Mailchimp (email automation), or Hootsuite (social media automation).
- A social media management tool: A social media management tool is a software that helps plan, create, schedule, publish, monitor, and analyze the agency’s social media content across different platforms. Social media is a powerful way to reach and engage with potential and existing donors and supporters. It can help raise awareness, tell stories, showcase impact, solicit feedback, and drive traffic to the website. A social media management tool can help save time and resources by automating and streamlining social media tasks. It can also help track and measure social media performance and insights. Some examples of social media management tools are Hootsuite (social media automation), Buffer (social media scheduling), Sprout Social (social media analytics), or Later (social media planning).
- An analytics tool: An analytics tool is a software that helps collect, analyze, and report data on the agency’s digital fundraising activities. Data is essential for any digital fundraising agency to understand their audience’s behavior, preferences, needs, and motivations. It can also help evaluate the effectiveness of different campaigns and channels and optimize them accordingly. An analytics tool can help measure metrics such as website traffic sources (SEO), bounce rate (UX), conversion rate (CRO), campaign open rate (automation), social media reach (social media marketing), donation amount (fundraising), etc. Some examples of analytics tools are Google Analytics (web analytics), Google Search Console (SEO), Google Optimize (CRO), Hotjar (UX), etc.
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