Eco-friendly Engagement Equates to Compelling Fundraising for Non-Profit

Whether it's the red bucket and ringing bell during the holiday season or the iconic red shield, the Salvation Army has endured 158 years to become an internationally recognized emblem of philanthropy and the nation's largest faith-based non-profit. From exceptionally humble beginnings in 1852, the organization has retained its traditions and core values, while expanding its scope and action radius by utilizing the latest technology and trends. On August 11, the organization released its annual report, which indicated The Salvation Army spent $3.12 billion serving nearly 30 million people last year, up from $3.05 billion the previous year despite a strained national economy. This financial report was the second to be published on-line. Jason Wood, Director of Internet Services for The Salvation Army National Headquarters based in Alexandria, Virginia, explains the impact of distributing their annual report, which is painstakingly prepared, on-line instead of printing and distributing it via traditional mail. Wood says the decision was made two years ago in order to be more eco-friendly, but the change transformed the dynamics of organization's interaction with supporters.

The simply yet ingenious change extended the organization's reach exponentially. Furthermore, it generated a direct call to action, allowing supporters to read and donate in a single step. The basis for printing an annual report had traditionally been to provide transparency on the ways donations totaling billions of dollars had been spent to alleviate suffering and enhance the quality of life for millions of people. By presenting this same product revealing The Salvation Army's accountability on-line, the annual report became a fundraising platform simply by adding a facebook "like" icon. In the first year of publishing their annual report on-line, 8% of their individual donations were made directly through facebook. Recognizing the enormity of this trend, Wood explains, e-mailing the on-line annual report to our Advisory Board has become the first step of our distribution. Facebook, tweets and blogs are then updated to include or access the annual report; videos from the report are strategically segmented leading up to the organization's Fall campaign. The microsite has the same image and messaging as the web site, this maneuver has led to an increase in the average time at the site by five minutes. Adding to its overall value, volunteers and donors alike are reaffirmed by having instant access to the annual report through the site.

The established time-honored organization has embraced new developments to design a creative, innovative and integrated fundraising strategy. Analyzing these trends, ads and appeals are reviewed and re-designed for maximum optimization. Employing behavioral targeting, click through histories are also analyzed to determine what parts of their site have the greatest effectiveness.

A crucial part of their fundraising effort, according to Wood, is re-engaging lapsed donors. He prefers using e-mail to test copy and creativity as the bulk of the response data can be collected within the first 48 hours. Wood also stresses the importance of having a mobile ready site where content reads well on web, e-mail and mobile devices, including new smart phones. Another method the organization uses to attract donors is on-line ads. "Our ROI was higher two years ago when the market was untapped, but now it is becoming saturated so we will adjust our strategy accordingly," affirmed Wood. <

"Multi-channel relationships increase our overall outcome," concluded Wood. He emphasized the need to collect the right information for donors so e-mail addresses, physical address, mobile and phone numbers, facebook urls, and twitter accounts are on file, adding, "It's important for donors to be able to express their preference as to how they are contacted and for the organization to comply to these preferences."

In summary, embrace and experiment with multi-channel fundraising to attract and retain donors who can provide the vital funds necessary for your organization to actualize its mission. Creativity and passion coupled with innovation and technology will ensure your efforts to inform, engage and invite others will amplify the efforts of your non-profit organization or social enterprise.

Photo Credit: William Murphy