COVID-19 Opportunities: Digitally Engaging Donors Where They Are

Could COVID-19 provide opportunities to engage new donor audiences through unconventional online platforms?

Covid-19 has fundamentally changed the way we live and interact. At I.G. we work with organisations to create or refine fundraising strategies, and during my working day I am used to keeping up with fundraising news and trends. However, during this crisis I’m not only seeing philanthropy and fundraising at work, but in unexpected places in my social life and elsewhere! As so many parts of our lives have gone online, the opportunity to virtually engage with potential donors has been leveraged by creative organisations, and I have been particularly impressed by a couple of examples below over the last few months. Building relationships solely virtually is definitely not what we would have recommended several months ago, when face-to-face events and meetings were the pinnacle of fundraising practice. But now as we adapt to the New Normal, what can we all learn about digitally engaging donors, and simply meeting them where they are?

Techno Parties

Techno D.J.’s are now playing live-streams from their homes or empty venues and people like me find ourselves dancing at home with less of the vibe but nonetheless, a wish to feel connected through the music. In March, Beatport, a techno music community and online store, broadcasted a live 34hr music marathon with DJ’s from around the world. The event aimed to ‘unite our global community during these unprecedented times, while also supporting charities to help those most in need.’ DJ’s played from their home and encouraged listeners to donate. They raised over $180,000 for WHO COVID-19 Funds and AFEM (Association for Electronic Music).

What we can learn from partying to save the world:

• Reach people where they are: Use online events as an opportunity to reach new audiences or engage your existing audience in new spaces. If you are completely new to this approach, read this blog from our sister company Social Misfits Media and listen to our What Donors Want podcast with Twitch
• Build a community: The pandemic has changed how we connect with other people and our passions. Organise events that give people an opportunity to connect, ditch the glitch-free pre-recorded webinars and encourage interaction. If you’re organising a small event, you can also check out Zoom Break-Out Rooms.

Formula-1

At the beginning of the pandemic, with more time in their hands and unable to race, some Formula-1 drivers switched to online racing. In April, racers held an online championship tied to a campaign to raise funds for the WHO Covid-19 Fund. The Race for the World campaign raised $74,000.

What we can learn from racing towards impact:

• Be creative and engage people in simple and fun ways: Your audience is facing enough stress and uncertainty in their personal lives, there’s no need to replicate fancy dinners through Zoom, so focus on organising less ‘polished’ and more creative events.
• Reach more and all kinds of people: Remember when you had to only invite the top donors to dinner with your celebrity ambassador? If managed properly, online events can be large and bring together different types of donors.

Gaming

Fundraising is most certainly not new to gaming, but as gaming thrives during lockdown, it’s making its way into a wider variety of households. Charities such as SpecialEffect, regularly use gaming as a way to fundraise but others like Make-A-Wish and International Red Cross have also been partnering in this space.

What we can learn from pushing the button on fundraising:

• Embed online engagement within your strategy: Classic fundraising events including those for high-value engagement as well as supporter fundraising (e.g. marathons) are not coming back in the immediate future, so make sure to pivot and adapt your strategy to continue engaging donors. If possible, develop a hybrid model that allows for both virtual and in-person elements, depending on local regulation.

For the foreseeable future, gaming, music live streams and zoom webinars are here to stay. If you’re a large charity, use this opportunity to re-fresh your approach; if you’re a small organisation that had previously lacked the resources to organise in-person events — take this chance! If we get it right, donors will be grateful to have continued engaging with the causes they care about, organisations will be able to connect with their supporters and money will continue flowing to support your cause.