PLANNED
GIVING
GUIDE

Blog Featured Series

Part 1

Introduction

Part 2

Estate Planning Revenue Streams

Part 3

Leveraging Digital Marketing Tools
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Leveraging Digital Marketing Tools

Digital fundraising tools offer significant advantages for your organization. They streamline operations by automating processes and give you greater control over messaging, ultimately saving your team valuable time. Below are select tools we can help implement that will engage and retain qualified donors while building deeper relationships with them.

Components Overview

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Customer Relationship Management (CRM)

A Customer Relationship Management (CRM) system can help your nonprofit fundraise by streamlining donor management, enabling personalized communication, and tracking engagement, which enhances constituent retention and increases donation opportunities.

This can also benefit your organization by allowing you to identify from where your donations are coming in, helping you develop a more targeted strategy and remain compliant. They also generally include managing your outgoing email marketing strategy by default.

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Inbound Marketing​

Inbound marketing is a strategy that attracts and engages customers and supporters by creating valuable content and experiences tailored to their interests and needs, fostering a deeper connection and trust with the organization.

It harnesses your CRM tool, laying down the groundwork to your fundraising efforts. Although there are many email marketing platforms available, it is recommended to use one that integrates with your CRM.

Supporting Components

Trackable Links (UTMs)​

Urchin Tracking Modules (UTM) allow you to gather trackable data from diverse sources. Frequently used in digital banner ads and email marketing buttons, UTM links let you specify the Medium (traffic type), Source (traffic origin), and Campaign (traffic purpose) of any link, tagging the traffic for seamless integration into Google Analytics reports.

Analytics

Along with a CRM, the use of data tracking and analytics allows a nonprofit to identify trends and patterns in donor behavior. These trackers attach to your digital communications (website, emails, shared links, etc.) and provide detailed data, including demographic information about your audience.

Donation Landing Pages

A donation landing page is a dedicated webpage designed to encourage and facilitate financial contributions from visitors for a specific cause, organization, or campaign. It typically includes compelling visuals, persuasive messaging, and a user-friendly donation form to maximize conversion rates.

Donor Micro-Sites​

This is a dedicated, customized web page designed to engage and provide tailored information to specific donors about projects, financial transparency reports, which can enhance their giving experience and interaction with your non-profit, just as an “Investor’s Relations” in a for-profit business page would. Some CRMs provide the ability for donors to access their dashboards with exclusively tailored media.

eStores

You may also choose to generate income through classes, events, and selling items. Make sure your donor database can track sales and connect them to donor records. This helps with reports and accounting. Remember to consider taxes and fees on these sales. Most CRM systems and payment processors offer customizable forms and button elements that smoothly incorporate UTM tracking parameters.

Dynamic Content​

Web content may seem static, however it can be adjusted depending on who is looking at it, from where, and at what time. This is possible by using server-side technologies and tags that automatically update and personalize content based on user interactions, preferences, or other data. A “Donate Now” button in one state can display instead, “Ways to help our cause” in another state.

PLANNED GIVING GUIDE

Part 1

Introduction

Part 2

Estate Planning Revenue Streams

Part 3

Leveraging Digital Marketing Tools

Hidalgo Digital Management is not a law firm, and our services are not a substitute for professional legal advice. The information provided here is for educational purposes only and should not be interpreted as legal or tax advice. It is general in nature and not intended to be the primary or sole basis for making charitable solicitations or tax-planning decisions.

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Donor Pathways Template

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