Our foundation reading & writing display
Posted: Sat Dec 21, 2024 4:57 am
The income from one-off online donations of Stichting Vluchteling in 2017? Almost 1.7 million euros (source: annual report Stichting Vluchteling ). An increase of more than 70 percent compared to the previous year. One of the most important success factors? The donor journey . How that works, I will explain in this article using various examples from the charity sector.
The donor journey: See, Think, Do, Care
Successful (online) fundraising starts with mapping the donor journey. Because potential donors don't just donate. They go through the different phases of the donor journey. That's why we at RaisingResults work with Google's See, Think, Do, Care model. We use it to help organizations reach, engage, convert and retain their supporters. The donor experience is always central to this.
See (reach potential donors)
Think (engaging potential donors – generating leads)
Do (convert leads – donate)
Care (thanking/retaining donors)
The first step is about getting to know each other (See), the second step is about considering (Think) and only then about donating (Do). After that it is crucial to maintain the relationship (Care).
1. See (reach)
In the different phases, different (online) channels also play a role. For example, display advertisements (on websites such as NOS.nl and Volkskrant.nl) are important in the See phase. The primary goal is not to recruit donors, but to generate as much reach as possible. Comparable to print advertisements in (for example) the Volkskrant. With both, you can achieve a large reach. The big difference is that you can target display advertisements very specifically to a target group that is relevant to you (based on, for example, a specific age and/or interest categories). This allows you to use the advertising budget as effectively as possible.
For example, Stichting Lezen & Schrijven uses japan telegram data display to generate more awareness for the event Literacy Week . The goal of this event is to generate as much attention (reach) as possible for the 2.5 million adults in the Netherlands who have difficulty with reading, writing and/or arithmetic. By using display advertisements, they can use the advertising budget in a targeted manner to achieve as much reach (attention) as possible among the target group relevant to Stichting Lezen & Schrijven (for example specific professional groups).
2. Think (engage – generate leads)
In the Think phase, you go a step further and try to find out more about the people from the See phase who are interested in your story. For example, these people actively search for more information about your organization or the issues your organization is committed to via Google. You can respond to this by linking advertisements to a lead generation mechanism via Google Grants (Google Adwords for charities).
For example, KNCV Tuberculosis Foundation works with a knowledge quiz linked to search queries about tuberculosis. In this quiz, participants answer various questions about tuberculosis, in 'exchange' for an email address they receive the correct answers by email. The great thing about a quiz is that, in addition to generating leads, you can also tell the target group more about what you find important. By means of the questions and answers, you can make them think about the issues your organization is dealing with.
The donor journey: See, Think, Do, Care
Successful (online) fundraising starts with mapping the donor journey. Because potential donors don't just donate. They go through the different phases of the donor journey. That's why we at RaisingResults work with Google's See, Think, Do, Care model. We use it to help organizations reach, engage, convert and retain their supporters. The donor experience is always central to this.
See (reach potential donors)
Think (engaging potential donors – generating leads)
Do (convert leads – donate)
Care (thanking/retaining donors)
The first step is about getting to know each other (See), the second step is about considering (Think) and only then about donating (Do). After that it is crucial to maintain the relationship (Care).
1. See (reach)
In the different phases, different (online) channels also play a role. For example, display advertisements (on websites such as NOS.nl and Volkskrant.nl) are important in the See phase. The primary goal is not to recruit donors, but to generate as much reach as possible. Comparable to print advertisements in (for example) the Volkskrant. With both, you can achieve a large reach. The big difference is that you can target display advertisements very specifically to a target group that is relevant to you (based on, for example, a specific age and/or interest categories). This allows you to use the advertising budget as effectively as possible.
For example, Stichting Lezen & Schrijven uses japan telegram data display to generate more awareness for the event Literacy Week . The goal of this event is to generate as much attention (reach) as possible for the 2.5 million adults in the Netherlands who have difficulty with reading, writing and/or arithmetic. By using display advertisements, they can use the advertising budget in a targeted manner to achieve as much reach (attention) as possible among the target group relevant to Stichting Lezen & Schrijven (for example specific professional groups).
2. Think (engage – generate leads)
In the Think phase, you go a step further and try to find out more about the people from the See phase who are interested in your story. For example, these people actively search for more information about your organization or the issues your organization is committed to via Google. You can respond to this by linking advertisements to a lead generation mechanism via Google Grants (Google Adwords for charities).
For example, KNCV Tuberculosis Foundation works with a knowledge quiz linked to search queries about tuberculosis. In this quiz, participants answer various questions about tuberculosis, in 'exchange' for an email address they receive the correct answers by email. The great thing about a quiz is that, in addition to generating leads, you can also tell the target group more about what you find important. By means of the questions and answers, you can make them think about the issues your organization is dealing with.