Building online relationships with supporters
Lucy Costello, Head of Marketing at Ticketsolve tells us its time to think like a consumer not a fundraiser.
In the current climate, it’s time to adapt digital fundraising strategies and look at how your data can help boost online donations.
Why Automation Isn’t Enough
Towards a Multi-Channel Engagement Strategy
You Don’t Have Time to Make Assumptions
There are plenty of clever tools readily available which can help organisations to collect and read vast amounts of data easily on one dashboard. Power BI is a powerful reporting tool which has the ability to dig deep into box office data to pull important insights for arts organisations. Working closely with the Ticketsolve Customer Success Team, New Theatre Royal Lincoln have been able to identify which of their campaigns are more successful than others and either make changes to campaigns which are not, or focus solely on campaigns which are creating results.
“We have been able to better understand peak consumer trends and identify which of our efforts are working, and which are not. I have found that it’s user-friendly functions have saved me a great deal of time and provided me with important answers to questions I once found difficult to answer”.
- Lee Newton, Sales Manager, New Theatre Royal Lincoln
Encourage Retention and Frequency
While you are encouraging the frequency of online donations and retaining your online donors, you are also developing a community of supporters for your organisation. Voluntary giving is a form of audience engagement but it’s not unusual for it to take a lot of communications before that engagement begins. Ideally once a supporter donates online to your organisation, you want to reduce the length of time until they choose to come back and donate again.
So it’s time now to set up your workflows, important conversion triggers, and smart automations. But remember, digital technology itself will not automatically enable great giving from supporters: sending clear, meaningful, and updated communications will. The digital tools can help you increase supporters' sense of participation in your story and campaign, and motivate them to continue their support.
Over the past few months, there has been a steady increase in the accessibility of digital content for online audience members with online streaming, behind the scenes and camera interviews, artist Q&A sessions, blogs, and email communications. Online donation campaigns for exclusive screenings online and adhoc donation appeals with ‘Pay What You Decide’ campaigns will form an integral stream of revenue for organisations moving forward towards reopening.
Profiling and segmenting these and other online supporters will further enhance the experience you are offering them, whether their motivations are philanthropic or benefit-led. Then by formulating a digital fundraising strategy that is adaptive and flexible, you can retain those donors and develop a current and meaningful relationship with them.
Create a Donor-Centric Experience
The online donation journey should be a donor-centric experience where, once your donors offer their support, your organisation is committed to ensuring that you meet their level of expectations. You need to define your relationships with online supporters who are committed to your cause, whether it’s contributing to your outreach project or supporting your organisation through this crisis.
It’s time to take a few moments as you plan your strategy and think like a consumer and not a fundraiser.
Lucy Costello, Head of Marketing, Ticketsolve