Chapter 24: Developing Digital Fundraising Strategies
Digital fundraising is one of the fastest growing mediums for organizations to connect with supporters. It is also among the fastest changing with the constant development of new technologies allowing people to find, select, and support missions at the tap of a finger. While convenient for supporters, the complexities of tools and strategies can be overwhelming to organizations and staff. Relationship fundraising–or attending to the needs and interests of supporters within the fundraising process–should be the basis for implementing digital fundraising strategies. Based on this core principle, this chapter focuses on strategies that span digital tools and stand the test of time. Chapter sections explain key components of understanding and managing digital marketing and discuss crowdfunding and giving days as well as core tools such as websites, email, and social media. Approaches for measuring social media engagement and future directions of digital are also discussed.
Nathan Hand
Nathan Hand serves as Chief Advancement Officer at The Oaks Academy in Indianapolis and Faculty at The Fund Raising School. He has served in leadership fundraising roles in the education sector, founded a community center, and began his career in Washington, D.C. Nathan earned his M.A. from the Indiana University Lilly Family School of Philanthropy, an Executive Certificate in Nonprofit Management from Georgetown University, and undergraduate degree from DePauw University.
Yannan Li
Yannan “Lukia” Li, Ph.D., is an Evaluation Associate at The Mark USA. She is also a freelancing consultant affiliated with S. Sutton & Associates. Dr. Li holds a Ph.D. degree in Philanthropic Studies and an M.A. degree in Applied Communications, both from Indiana University. Her research interests include the nonprofit use of social media, nonprofit accountability, and philanthropy ethics.
Nathan Hand and Yannan Li discuss the chapter with Bill Stanczykiewicz, Achieving Excellence editor and Director of The Fund Raising School.