S1:E5 | Creating Your Annual Digital Fundraising Campaign Plan

For more tips and strategies, follow The Jeremy Haselwood Show and connect with Jeremy on Instagram @jeremy.haselwood.

Additional Resources:

• Check out Jeremy’s book, The Digital Fundraising Blueprint on Amazon, for in-depth guidance on digital fundraising strategies.
• Visit JeremyHaselwood.com for tools, templates, and more resources to elevate your nonprofit’s fundraising efforts.

Episode Summary:

In this episode, Jeremy breaks down how nonprofits can build a comprehensive annual digital fundraising program. Whether you’re just starting out or looking to enhance your existing efforts, this episode provides a step-by-step guide to create campaigns, set goals, and integrate digital strategies with other fundraising channels like direct mail. Learn how to plan your entire year, engage your donors across multiple channels, and streamline your digital fundraising efforts for long-term success.

Key Takeaways:

1. Audit Your Current Fundraising Program:

   • Identify what’s working and define success through metrics like revenue, ROI, and donor retention.
   • Understand your messaging across different campaigns and channels.

2. Set Fundraising Goals:

   • Establish specific, measurable objectives such as increasing donor retention, growing average gifts, or launching a monthly giving program.

3. Resource Audit:

   • Evaluate your capacity for email, web updates, graphic design, social media, SMS fundraising, and campaign management.
   • Use tools like Canva’s free nonprofit program or work with external partners if needed.

4. Develop Offers & Messaging:

   • Break down the costs of your services to create tangible offers, such as “$25 provides meals for a week” or “$100 covers a night of shelter.”
   • Focus on making the impact clear to donors.

5. Plan Year-Round Campaigns:

   • Map out your fundraising calendar month-by-month with a mix of campaigns, e-newsletters, and donor engagement initiatives.
   • Key campaigns include monthly giving drives, seasonal appeals, Giving Tuesday, and year-end fundraising.

6. Build Campaign Assets:

   • Each campaign should include tailored emails, social media posts, donation pages, and optional SMS or online ads.
   • Integrate QR codes into direct mail to streamline the giving process.

7. The Importance of Planning:

   • Create a detailed calendar and assign responsibilities to ensure seamless execution.
   • Use insights from the current year to refine and optimize future campaigns.

Notable Quotes:

• “Digital fundraising is no longer a ‘nice-to-have.’ It’s a necessity for nonprofits looking to thrive in today’s multi-channel world.”
• “One campaign at a time, one month at a time—that’s how you build a sustainable annual program.”