As a nonprofit, donations are the lifeblood of your long-term mission and impact. Today, with ever-increasing options for donors worldwide, nonprofits face the challenge of cutting through the noise and speaking to audiences that will become ambassadors for years to come.
While traditional fundraising methods still have their place, the digital age has opened up new avenues that are not only cost-effective but also scalable and engaging and allow for pinpoint targeting.
One rapidly growing approach is user-generated fundraising, a strategy that leverages the power of your community to drive donations through user-generated content (UGC), peer-to-peer fundraising, and targeted campaigns with landing pages.
In this blog post, you’ll discover these strategies in detail with actionable steps your nonprofit can use to implement them successfully. In doing so, you’ll attract more attention, boost your fundraising and even get free media coverage.
Let’s dive in.
1. Leverage User-Generated Content (UGC)
So, what exactly is user-generated content? It refers to any content created by your supporters rather than your organization. This can include testimonials, videos, social media posts, or any other content that showcases personal stories and experiences related to your cause.
Today, 93% of customers believe UGC is helpful when making purchasing decisions. UGC is outperforming other marketing strategies because it is an authentic way to deliver messages to other people due to its authentic nature.
Actionable Implementation Steps
1. Ask Supporters to Share. Ask your supporters to share their stories on social media about why they care about your cause. You can create a specific hashtag for your campaign to make it easier to track and share these stories. Offer prompts or questions to guide them in creating meaningful content that moves the needle.
2. Feature UGC On Your Website and Social Media. Create a dedicated section on your website where you showcase user-generated content. You can also regularly share these stories on your social media channels, tagging the original creators to increase visibility. Mix and match this content with what you typically post.
3. Run a UGC Campaign or Contest. Create a contest that encourages your supporters to submit their content. The contest could involve a small prize or recognition in your newsletter, but the real reward is the increased engagement and visibility for your cause.
4. Integrate UGC into Your Email Campaigns. Include UGC in your newsletters or fundraising emails. Seeing real stories from fellow supporters creates connection, builds social proof and can inspire others to contribute.
2. Implement Peer-to-Peer Fundraising
Peer-to-peer (P2P) fundraising empowers your supporters to raise money on your behalf by leveraging their networks. This strategy not only increases your reach but also builds a sense of ownership and engagement among your supporters. By combining with UGC, you can help your supporters stand out and achieve more impact during their campaigns.
Actionable Implementation Steps
1. Choose the Right Platform. Select a P2P fundraising platform that integrates well with your website and CRM system. Make sure the platform delivers a great user experience while making it easy for your administrative team to manage.
2. Equip Supporters With Key Tools. Equip your supporters with the tools they need to succeed. Provide them with email templates, social media posts, and a step-by-step guide on how to set up and promote their pages. Encourage UGC-style content using the previous section and educate them on simple, fun ways to create it.
3. Set Up a Central Campaign Page. Create a central campaign page on your website highlighting your P2P fundraisers. This page should include information about the overall campaign, a leaderboard to showcase top fundraisers, and a call-to-action encouraging visitors to start their own fundraising page. Add UGC content to this page to make it stand out.
4. Showcase and Celebrate Your Fundraisers. Publicly acknowledge your top fundraisers through social media shout-outs, a special recognition event, or a leaderboard on your website. This not only motivates them but also encourages others to get involved.
3. Create Targeted Campaigns with Landing Pages
A targeted campaign is focused on a specific fundraising goal, such as a particular event, project, or time period. By creating dedicated landing pages for these campaigns, you can provide tailored messaging and calls to action that resonate with your audience, which tend to increase conversions.
When combined with UGC-style content, these campaigns pack a powerful punch that can lead to increased donations, ongoing subscriptions and even local and national media coverage.
Actionable Implementation Steps
1. Define Your Campaign Goal. Start by identifying the specific goal of your campaign. This could be raising funds for a new program, supporting a particular event, or meeting an end-of-year donation target.
2. Design a High-Converting Landing Page. Your landing page should be visually appealing, easy to navigate, and optimized for conversions. Include a compelling headline, a clear call to action, and UGC testimonials that support your cause. Ensure the donation process requires the least amount of clicks.
3. Use Targeted Messaging. Craft your messaging to speak directly to the audience segment you’re targeting. For example, if your campaign is for a youth program, your messaging should focus on the impact of the program on young people’s lives paired with inspiring UGC content that drives the point home.
4. Promote Your Campaign Across Multiple Channels. Share your landing page through email, social media, and any other channels where your audience is active. Consider using paid advertising, such as Google Adwords, to reach a broader audience if your budget allows.
Tip: leverage Google Ad Grants, which gives up to $10000 USD per month of free search advertising to qualifying nonprofits.
5. Monitor and Optimize. Use analytics to track the performance of your landing page and campaign. Monitor metrics such as conversion rates, traffic sources, and average donation amounts. Use this data to make adjustments and improve future campaigns.
Build a Tribe Of People Committed To Your Mission Using UGC
The fastest and most effective way to grow your nonprofit’s donations is by leveraging other people’s stories. In doing so, you can grow organically using marketing collateral that feels authentic in a world where people want to feel deeply connected.
However, properly implementing these strategies requires time, expertise, and digital expertise. While the potential to rapidly boost your donations through user-generated fundraising is immense, managing all the moving parts can also be overwhelming.
That’s where Slamdot comes in. Our team of expert digital marketers can handle every aspect of your nonprofit marketing campaign. Unlike many agencies, we focus exclusively on ways we can increase your bottom line.
If you’re interested in boosting your donations through targeted campaigns using UGC and other forms of highly-converting marketing, request a quote today!
