With GDPR looming and organisations beginning to face an entirely new challenge; it is now a crucial time to think about donor acquisition and retention in the charity sector.
Organisations in the third sector will either need to focus on how to get supporters to opt-in and this means that consent must be informed and active (such as ticking an opt-in box). However, if your organisation is adopting a legitimate interest approach it is crucial to think about how you will actively ensure that all individuals have been given and understood clear information when personal details have been collected and how it will be used. It is not a time to panic but to simply prepare for the new regulations which will come into effect in 2018.
Some larger organisation have announced that they will be moving towards a opt-in approach for all direct marketing, however this is not the case for every organisation. It is your chance to decide which approach will work best for your charity or organisation. In this article we will go through some of the ways your organisation can acquire new supporters under GDPR regulations.
Under GDPR laws you will only be able to send a marketing email to those who have specifically consented or opted-in to your organisations communications. Your email database should ensure that individuals have specifically opted-in to email communications from your organisation before proceeding to contact them through email campaigns.
After a thorogh review of the above, your organisation will still have access to email marketing and it is an effective method of communication. We often see higher click rates through email campaigns as especially with a database of individuals who have specifically asked to be sent news and insights by email from your organisation.
It is a great time to make the most of your email opt-ins and ensure that you have email campaigns that fulfill your marketing objectives. It is also a useul way of actively reinforcing donor retention through perodic 'Thank You's', celebrating mission accomplishments, sharing insightful or relatable stories and much more.
Ensure that your supporters are getting informed of the great things your organisation is doing and make them feel part of the process. It is possibly one of the best ways to engage with your supporters on a personal level.
Social Media and Advertising
Social media is an affective marketing method to acquring new donors and ensuring that your current supporters are informed of your organisation's progress. It is a simple-to-use and free method of promotion, marketing and raising awareness of your organisation and its aims. In terms of acquring new donors it can often proove difficult to attract new supporters organically through social media, however, charities such as Charity:Water and ALS Association are creating content that is sharable and personable. Content is the key to success in social media and being able to create content that not only represents your organisations mission but is also relatable to your target audience will start you off on the right foot.
If you already have great content but it's not being seen by enough people, you can look into social media advertising. Facebook Advertising is a cost-effective method of promotion that ensures your content gets seen and by the right people.
In terms of retaining your current supporters, social media is one of the best places to keep your audience informed, knowledgable and in the loop with your organisation missions. Post content that highlights your organisation's acheivements, thank your dedicated supporters and always keep them informed of latest developments or insights. A top tip from us here at Zaffo, is to remember to ask questions! Social media is a two way street and it is a brilliant place to start discussions; so ask a question that will start a discussion. Get people involved in the things they already care about!
Plan, plan, plan; but have fun with it.
It's easy to get bogged down with too many ongoing campaigns, content planning or social media calendars. Planning is the best way to ensure that the right content gets pushed out at the right time. But in every marketing strategy there should be some room to be creative, improvise and get personal.
Adapt your content and message to what is happening around your organisation, what is happening in the World and how people are responding. It's important that you remember to have fun with your marketing. Remember that we don't want to hear from robots.
Download our comprehensive Digital Marekting Guide to get more insights and tips on direct marketing and how to attract the right people to your content.
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