By: Michele Egan
In today’s globally connected world, there are many choices available for individuals who wish to create social impact. Nonprofits that embrace the digital world with enthusiasm and meet donors, employees, and B2B stakeholders where they are – online, will thrive. If you’re looking for a great resource to get started, check out For Momentum’s new Fall Planning Guide on Evergreen Activations where we go in-depth with examples, tips, and data on digital activations. You can also keep reading for a few quick insights on incorporating digital activations into your cause partnerships below!
Everyone can be a storyteller in the digital age. Organizations can use digital channels to let people in and have a voice in their mission. Millennials and Gen Z especially want to help drive change and not merely make a donation. Expanding your campaign into the real world via video, photos and real-time engagement can multiply impact.
Younger, tech-savvy donors seek out and embrace mobile and social giving trends. This is significant, considering 51% of Millennials give to charity. Digital platforms and trending online channels can be used to increase reach and fundraising potential, especially with younger generations.
Do your research and find out which channels your supporters want to engage with you. Select digital tools that empower staff and stakeholders to deliver on your organization’s mission. Use technology to give new life to existing campaigns.
Digital Activation Examples:
Music & Memory Activates Around Giving Tuesday to Increase Donors
Giving Tuesday is an ideal time to merge your creativity and your digital resources. Music & Memory, a small organization with a limited marketing budget, was looking to take advantage of its access to celebrities to launch a social sharing movement. The goal was to stand out from the crowd and add new supporters to their mailing list for later donor cultivation. Last year they created a Giving Tuesday social participation campaign powered by Cheerity, in which uploaded photos unlocked a small donation. The Academy of Country Music provided a grant and access to talent. Participants who saw a celebrity’s post, or other promotion, could upload their own photo to #FaceTheMusic and share it with friends. Using this digital platform allowed Music & Memory to expand their audience and donor base by capturing email addresses, while giving people something that was both easy and meaningful to do.
Best Friends and Waze Engage Local Consumers
In another innovative use of digital media, Best Friends Animal Society, a national animal welfare organization, and Waze worked together with the objective of helping 10,000 pets across the country find homes in 10 days. Waze identified every adoption center location in the United States with a paw print. When people were stopped in traffic, more info appeared on screen to help potential pet companions find a participating location. Users could also search “Best Friends” on Waze to find the nearest adoption center to their location, then navigate right to it.
5 Tips for Digital Success:
- Walk before you run: Assess your existing digital assets and determine where you can evolve realistically
- Collect content: Continuously compile content for online use: video, photos, stories
- Test and learn: Be smart about when, where, and how you leverage social media channels
- Be open to new channels: Push comfort zone, consider new audiences
- Create accessibility for donors: Ensure emails, websites, and donation pages format properly across mobile devices
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