130. How to Launch a Digital Fundraising Program in 21 Days - Jeremy Haselwood
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Overview
Meet Jeremy. This author and digital marketing expert believes now more than ever, digital fundraising is both essential and critical for advancing missions. He's walking us through some key steps for launching a digital fundraising program in 21 days. Then he's throwing some icing on that cake by sharing how to refresh a Giving Tuesday or other digital fundraising campaign this year. If you're looking for a quick online solicitation campaign blueprint - this episode is for you.
Today’s Guest
Jeremy Haselwood, Digital Marketing Consultant
“If you don’t do this legwork upfront, you’re always going to be trying to catch up.”
Episode Transcript
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Episode Highlights
Jeremy’s background - 2:59
Diving into Jeremy’s book, The Digital Fundraising Blueprint - 6:46
Breaking down the blueprint - 10:15
Making the process “frictionless” - 14:33
Knowing your audience - 15:55
Keeping up with your website - 17:49
Football & Fundraising - 23:05
The next step - 25:56
Don’t forget direct mail - 29:25
Successful Campaigns - 30:31
Jeremy’s One Philanthropic Moment - 35:56
Jeremy’s One Good Thing - 39:23
Powerful quotes
“I was able to take everything that I learned from the music industry, from academia from, you know, my masters, and just like, let's take businesses to take marketing, let's combine it for good and I started looking for jobs with nonprofit agencies that did fundraising.” - Jeremy
“one of the things that I encounter with nonprofits is that when I would go with other, you know, either co-workers or people that know digital marketing, a lot of times they'd be talking over the nonprofit set. And the nonprofits would not sit in a whole-hour meeting or two-hour meeting, and the nonprofits would not be any further along than they were because they don't have any idea what you're talking about. So I was like, let me write a book.” - Jeremy
“We've had quite a few artists who had been on the podcast who started out as singers or performers, and they took that passion that they had for the arts and performance. And they poured it into nonprofit. And I just think that this is such a gift to our industry to have people who are so passionate about doing good and pouring that passion into something and I love that you found a blueprint and a way to infuse that.” - Becky
“Even when you don't audit your email and your website, and your social media all in one day. It's like, let's start. And let's do one thing one day at a time.” - Jeremy
“In 21 days, there's a way that you can go from zero to making money for your nonprofit and generating revenue for your nonprofit. So taking inventory of where you are, and then like defining, like where you want to go.” - Jeremy
“Knowing your audience will help you craft not only what you say, your communication, but also the kind of images that you're going to show. So that's like the next phase. Again, we haven't even started with the execution of the marketing, there's so like, to me, it's like, almost like 80% planning and 20% execution.” - Jeremy
“So I would say hone in on one to two, maybe three to four (persona’s) maximum, because if you go more than that, you're diluting your focus, and you're gonna be wasting ad dollars and time and resources into going after a market that is not going to be one that is going to sustain your organization.” - Jeremy
“It feels so much more human because it feels like you're speaking to the one rather than speaking to everyone. And when you feel seen, and when you feel like someone understands you and they're having a one on one conversation with you, you lean in more, you're more curious.” - Becky
“So much of the power of just being in communication on a consistent schedule is just reminding people that you're there to just an awareness piece because we all know we get so many messages a day from all Different things, there's a personal life, there are marketing messages, there's everything that's in our life. So we need to be consistent to be top of mind. I love that advice.” - Jon
“By updating your site, you're helping to enhance the SEO, the search engine optimization for your site. So if your site hasn't been updated, and you're concerned about your site showing up on Google on the first page like you have to update it, just add a blog to it, you know, find something to talk about each month, because those signals of updating your site, lets Google know that okay, this is still an active site. So this is still probably a relevant site like let's continue to show this site higher in the search rankings.” - Jeremy
“You need to know who is going to be responsible for what, who's creating the content, who is executing the content, who's monitoring the comment, or content, and who's reporting back on the content.” - Jeremy
“That's one thing that a lot of nonprofits don't do, they'll just send out the email, they'll do the ad. And you again, you can learn that way. But you have to wait for the next campaign to learn. But even then the next campaign has different messaging, a different image. So you have to kind of figure out what did we learn.” - Jeremy
“Don't think that because we're talking about digital, we're not also talking about direct mail. Because what you learn in digital, you now have new content, you can test in direct mail, and you can do it quickly.” - Jeremy
“What I've found, not necessarily campaign-specific, but what works the most with digital fundraising outside of those very urgent times, is integration, integrate it with your direct mail pieces, and create what I call this digital fundraising ecosystem, your direct mail and your email and your website and social media like it's all fundraising. So like, let's not do a direct mail campaign, let's do a fundraising campaign.” - Jeremy
“How can you connect in your donor with your donors, and create an experience where you just latch on to them for the rest of your life? And that's kind of the challenge. I don't know what the answer is. It's different for every nonprofit.” - Jeremy’s One Philanthropic Moment
“One is to never forget why you're doing this work. You know the work is not easy. It's, it's filled with challenges. We can get caught up in the organization of the organization. And it can be really difficult at times, but just remember, like every single day that you show up, like what you're doing matters, it makes a difference.” - Jeremy’s One Good Thing
“Have some money in your budget for innovation, you know, how can you expand? - Jeremy’s Second Good Thing
Learn More About Jeremy’s Course! 👇
To learn more about Jeremy’s course that walks you through each of the 21 days we discuss in the episode, click HERE!
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