David Pearce, Director of Fundraising and Marketing of Dignity in Dying & Compassion in Dying, talked about the effective use of social media in campaigning during Hubbub’s Digital Giving Day, offering useful tips on how an organisation can use the power of social media to meet its goals.
His experience at Dignity in Dying taught him that “you can’t fundraise online without getting people’s attention first” and that’s the strategy that shifted the organisation’s perspective by embracing digital fundraising.
Dignity in Dying saw an increase of 40% in individual giving contribution from 2012 to 2014 and it was the change of the strategic focus that led to this growing contribution.
The growth occurred by convincing people to give more and this happened when the organisation realised that it had to get the basics right and have a culture that allows them to do fundraising well.
These are the steps they took to grow each year:
Social media signalled the transition from traditional marketing to a digital focus for Dignity in Dying, with Facebook and Twitter contributing to this shift.
Facebook likes to Dignity in Dying’s page have been increased by 2344% from 2013 to 2016, while Twitter also saw an increase of 2000% at the same period.
Facebook served as the organisation’s forum, the platform that tied the brand digitally and increased the engagement and awareness for their campaigns.
Moreover, email marketing has been an integral part of their crowdfunding campaigns, building an email database and seeing a growth of 850% since 2013.