Is your digital team achieving the results that you want, especially in terms of engagement and growth? If not, your NFP certainly isn’t alone. According to the results of a study conducted by SSIR, around 40% of nonprofits report that the way that their digital teams are structured causes problems or simply doesn’t work to achieve the results that they want and need to thrive and grow.
The same study found that many NFPs have
teams that lack diversity, and, that fail to encourage greater donor engagement
with their nonprofits. If you want to improve the results of your digital
messaging, your organisation must become more inclusive, and representative of
the populations that you are trying to reach. Your messaging must also forge
genuine relationships with donors to increase engagement.
The following tips can help your NFP
improve the effectiveness of your digital team.
Become
More Inclusive and Digital Friendly
Increasing the diversity of your digital
team begins with increasing the diversity of your leaders, and your
organisation overall. Take steps to review your recruitment and training
processes to look for ways that your organisation has unconscious bias or
institutional barriers that discourage immigrants, those in the LGBQT community,
or other minorities from joining your nonprofit.
Develop onboarding processes that help
those that are new to your organisation to understand their role and your NFP’s
culture. Create mentorship programs that identify, support and develop
leadership candidates that are well-versed in the use of technology and the
role digital plays in achieving your mission.
Break
Down Silos and Unleash Your Digital Team!
Don’t confine your digital team to the
bubble of a single department, such as communications. Wherever possible,
encourage greater collaboration with your digital team and other departments
within your organisation.
Have digital report directly to the
executive director as the head of any other department would do and involve
them in the decision-making process, especially when it comes to the design and
implementation of your messaging and fundraising campaigns.
Focus
on Engagement
Engagement is a hot topic in nonprofits
today, yet, as the above study shows, 43% of NFPs don’t have anyone dedicated
to donor engagement, and 75% fail to track metrics that measure and evaluate
engagement.
If you want to improve your fundraising
results, then your nonprofit must invest in harnessing digital’s power to
facilitate relationship building, increasing communication with donors and
encouraging greater involvement.
Don’t stop at a petition or donation
request. Create regular events for your donors to deepen their connection with
your organisation by taking direct action in the real, physical world on a
regular basis that advances your mission.
Make sure your budget is realistic, and
that it provides the level of funding that is needed to genuinely strengthen your
digital teams and empower them to set and achieve ambitious targets!
