Associations: the best digital trends

Collecting donations is essential. The web is essential today. So why not collect donations on the web? You have to admit there are worse ideas! The problem is that you can find everything on the internet and do everything there — and it is precisely easy to get lost. So rather than reinventing the wheel, let's look at what is already working. It might just give you a few ideas and inspire a taste for digital.

Understand how to create or redesign the ideal responsive website for your association

Step forward, young people!

Yes, we know it feels odd to hear, but you can have been born at the end of the 1990s and already be over 18. In fact, that is necessarily the case! And yes, time flies… and with each new generation comes new practices, particularly digital ones. We are sure you know plenty of people who spend all their time on smartphones, don't you?
Yet those in their twenties are often overlooked by public interest associations. These organisations do not see them as potential donors. However, even if they do not give today, they may well give tomorrow. So, to make sure you don't miss them, check these few points:

Your website must be responsive
This means it must display correctly when visited via a smartphone or tablet. It is simple: run the test by trying to access it from such a device and check whether, for example, the donation page displays in full. If there is a problem, turn to your website manager — or a communications agency 😉

Your donation appeal must be dynamic
Once display issues are resolved, focus on the donation appeal message. It needs to be short and eye-catching. Online, visitors' attention spans are brief, so if your content lacks impact, it will be easy to overlook. To find ideas, look around you, ask members or volunteers, see what other associations are doing. And if you are looking for new images to modernise your site, choose ones that are free to use and of good quality. You will find them on sites such as pxhere or stocksnap.

New carrier pigeons

It is simple: 30% of donors act after receiving an email. This figure comes from the very reputable "Global Giving Report" by the association "NonProfit Tech for Good" (https://givingreport.ngo/).
As such, forgoing email campaigns or not executing them with sufficient care would be a real shame. To avoid this, follow these few tips:

Pay attention to the formatting of your emails
Their content must be well structured and guide the eye. There is no need for them to be very long, at the risk of losing your reader. Clarity is what matters most.

Use images
Once again, images should not be neglected. They can attract attention and add charm to your email, so take the time to choose them carefully — it could make the difference.

Tell a story
Mixed messages! We tell you not to be too long, then to tell a story! Don't worry — these two things are not necessarily at odds. A story can be told in just a few words. You may have already heard the one attributed to the American author Hemingway. It is tragic and contains just six words: "For sale: baby shoes, never worn."

A touch of sponsorship

They are often forgotten, yet many of them are reaching out to associations: businesses! Consider partnerships with them and benefit not only from their funding but also from their expertise and networks.
Once established, your cooperation could, for example, give your digital communications a real boost.
Finally, in addition to targeting the general public, don't forget to reach out to employees of your partner company. Knowing that their employer has formed a partnership with you, they may be more inclined to take an interest and, possibly, to donate. Consider offering them privileged access on your website, via a gateway from their employer's site.

Donations — and recurring ones at that

Receiving donations is a necessity — and a recurring one at that. The ideal would therefore be to obtain regular donations. This would provide a level of stability that no association would refuse.
Of course, you might say: "Fine ambition, but how does it work in practice?" Simply by offering regular donations directly on your website. This will require some adjustments, such as setting up a direct debit system. Indeed, it is best not to rely on someone sending a cheque every month!
Another benefit: by filling in a form, your donors will share information about themselves. You will thus know them better! In practical terms, this will allow you to:
— better tailor your future communications
— thank them by email while sending their tax receipt
— get back in touch on occasion if you need a helping hand again
— keep them informed of your news

Sharing to draw closer

Keeping in touch with your donors has many benefits, not least that of building a community. The word is heard often, we have a broad sense of what it means, but it is worth looking at its definition — you will understand why.

"Community: a group of people united by common interests, shared habits, opinions, or characteristics."

Since you are taking action and making progress, you may as well say so. Sharing will bring you even closer to your members, volunteers, and donors. And the best way to do this is to report on your actions. How? Like this!
— tell the story of your projects, keep people informed of their progress, be specific
— share photos from your events, make videos of them
— interview beneficiaries of your association
— explain how you use donations
— invite your donors to join you on certain activities

As you will have gathered, embracing digital has great value. It does not oppose your very concrete real-world actions, but complements that work.
In this way, your association will be able to reach new people and draw even closer to those who already know it.
With a well-thought-out digital strategy inspired by the trends we have presented, you will accomplish your missions even more effectively.
Enough to make things happen!

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