A total amount which represents on average among associations 7.2% of annual donations – a figure also up from 2014 (+1 point). You should also know that the month of December alone represents for many organizations nearly 50% of the amount of online donations for the year. The end-of-year holiday season is the most conducive to giving, and the moment is more than opportune for associations to launch impactful digital campaigns with these newly established targets.
Digital, a strategic tool for the long term? The month of December translates into a general enthusiasm for charitable actions, which is quite conducive to launching sustainable fax list donation campaigns . The digital strategies of charities must be part of a long-term project: changing the habits of existing donors and capturing a new audience, with the aim of engaging and retaining them. The keys to a successful campaign The primary objective of a donation campaign is to clearly identify the digital channels to be used to encourage conversions and acts of donation.
The idea is to invest in visibility on the web, in order to create qualified traffic which will optimize the ROI: the budget allocated by associations to donation campaigns is not extensible, most of their income being obviously concentrated on actions on the ground. How then to capture the attention of these new donors, while stimulating that of existing benefactors? People who participate in this type of activity like to know what their money will be used for, so it is important that donation campaigns correspond to the reality of the world around them.