How to Embrace (and Own) Your Digital Fundraising

Digital fundraising is more important than ever for nonprofits. Learn how to replace your in-person efforts with digital stand-ins that drive donations.

By Eric Ressler

You’ve been thinking strategically about fundraising for as long as your social impact organization has been in existence. Over the years, your fundraising efforts have almost certainly included a mix of both in-person and digital initiatives. But you were likely discovering how best to leverage digital technologies and channels to spread your message and build support.

And then the world changed seemingly overnight. In the throes of the coronavirus pandemic, you — along with everyone else — must now pivot. Two months ago, “digital-first” may have been a future-state goal. Today, it’s your only option.

It’s a big adjustment. But the truth is that it’s really just an acceleration of a transition that was already in process. The COVID-19 crisis is deepening the world’s commitment to a digital-first way of life in a way that is unlikely to recede along with the virus.

If your organization hasn’t yet made the leap to a digital-first mentality, now is your opportunity. This shift will impact everything you do, from your program work to your marketing. And when it comes to raising the financial support you need to advance your programs, it’s time to start thinking of your organization as a digital fundraising machine.

Embracing Digital Fundraising: How to Pivot for the Long Haul

Your fundraising strategy may traditionally include a wide variety of activities, from tabling and fundraising events, like galas and auctions, to membership drives and foundation funding. Now, many of the activities you relied upon are out of your reach for the foreseeable future. In order to shift to a digital-only fundraising model, you must act quickly — but with an eye toward building a sustainable model that meets your organization’s long-term needs.

This will almost certainly involve some major changes. For now, you should plan to reallocate all of the resources that went to boots-on-the ground program work into digital marketing and fundraising. Your digital investment is not a separate effort. It is your nonprofit now.

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