28 Ideas for Digital Fundraising Success, Part 3 (21-28)

[Editor's note: This is the third and final part of a three-part series on the session "Rapid Fire: Tips and Trends on Web, Tech and Social Media" at Fund Raising Day in New York. Click here for part 1 and here for part 2.]

Here are ideas 21-28 that Liz Murphy, president of RedEngine Digital; Lane Brooks, COO of Food and Water Watch; Ann Crowley, membership and online strategy at Human Rights Campaign; and Harry Lynch, CEO of SankyNet, shared in their session at Fund Raising Day in New York last month.

21. Are QR codes obsolete?
A couple years ago, it seemed like QR codes were popping up everywhere. However, they haven't really taken off as expected. Still, QR codes are able to provide gateways between different campaign materials and channels.

22. Heed these search engine optimization tips

• For new campaign content, ask an SEO expert for formatting and guidelines for URLs, titles and tags.
• Do keyword research using Google keyword tool, Google News, Twitter hashtags, competitive research, etc.
• Use a unique title tag for every page and form — 12 words or 75-85 characters long.
• Don't ignore meta description tags, which is what your audience sees/reads when a search result appears. Use marketing copy with a call to action — 12-24 words.
• More readable, non-graphic copy on a page is better, with a minimum of 150 words per page.

23. Don't always take no for an answer, especially at end-of-year
At the end of the year, it seems you can't ask too often. Increase the pace of your digital communications from weekly to twice a week to daily, etic.

24. Ask supporters what they want
Survey your membership. What better way to find out what your donors want than asking them directly? Find out information to guide program choices and messaging, and discover demographics to target your messages.

25. Think outside the lightbox
Lightboxes can be a big boost for online donations or capturing valuable donor information. Experiment and see what works, and customize lightboxes to achieve gift upgrades.

26. Tell donors what you told them
Try e-mailing a word-for-word copy of the direct-mail letter your donors recently received without any rewriting to give it "e-mail speak." Introduce it with it, "I recently sent you a letter in the mail but haven't heard back yet. Please take the time to respond today." It may get an online response or prompt the donor to look for the mailer again.

27. Remember these e-mail basics
A donor can't give or respond if he or she can't read it. Make sure it is formatted to be read for any browser and e-mail provider. Also, don't assume your donors will download images for every e-mail they receive because chances are they won't.

28. Slow down your e-mail unsubscribe rate
How? Offer choices like reduced frequency instead of just a full opt-out. Fight to keep your e-mail constituents.