A Detailed Guide to Digital Fundraising

Table of Contents

Introduction

1.    Synopsis
    1.1    “Direct to Investor”
     1.2   Digital Fundraising
     1.3   Why is it Important?

Planning

2.    How to Start Planning your Digital Fundraising Strategy
     2.1    Business Plan
     2.2   Calendar Mapping
     2.3   Timeline for a campaign launch
     2.4   Campaign Objectives
          2.4.a   Business Objective
          2.4.b   Communications Objective
          2.4.c   Audience 
     2.5   Legal + Compliance
          2.5.a   Regulations
          2.5.b   Policies
          2.5.c   Data Privacy + GDPR
     2.6   Teams + Responsibilities

3.    How to Structure a Digital Fundraising Campaign
     3.1    Personas
          3.1.a   Investment Management
          3.1.b   Charities
          3.1.c   Listed Businesses
     3.2   Communications + Messaging
     3.3   Conversions
     3.4   Digital Framework
     3.5   Content Framework
          3.5.a   Attract
          3.5.b   Interest
          3.5.c   Assess
          3.5.d   Manage
     3.6   User Experience + User Journeys
     3.7   Workflows + Automation
     3.8   Peer Analysis + Competitor Reviews

4.    The Digital Fundraising Lifecycle
     4.1     Initial Connection with an Investor
     4.2    Maintaining Contact
     4.3    Producing the First Conversion
     4.4    From a Conversion to an Investor
     4.5    Managing your Investor Contacts + Audiences

Content

5.    Content Types, Media and Tactics
     5.1      Basic Media Types
          5.1.a   Articles + Copy
          5.1.b   Infographics + Splash Imagery
          5.1.c   Video
          5.1.d   Photography + Visuals + Design
          5.1.e   Email + Automation
          5.1.f   News + Newsletters
          5.1.g   Podcasts + Audio
     5.2     Platforms + Channels
          5.2.a   Website + Landing Pages
          5.2.b   Microsites
          5.2.c   Apps
          5.2.d   Social Channels
     5.3     Tactics + Ideas
          5.3.a   Presentations
          5.3.b   Courses + Best Practice
          5.3.c   Guests + Interviews
          5.3.d   Collaborations
          5.3.e   Comparisons
          5.3.f    Calculators
          5.3.g   Product + Service Reviews
          5.3.h   White Papers
          5.3.i    E-Books
          5.3.j    Case Studies + Testimonials
          5.3.k   Thought Leadership
          5.3.l    Promotions + Offers

6.    The Use of Video in Digital Fundraising
     6.1      Engagement
     6.2     Memorable content
     6.3     Social Media
     6.4     Video SEO

7.    Using Content at Different Lifecycle Stages
     7.1      Personas + Sophistication
     7.2     Introduction to Conversion
     7.3     Content Positioning
     7.4     Hero, Hub + Hygiene
     7.5     CTAs, Landing Pages + Forms
     7.6     Examples
     7.7     Campaign Templates

Distribution

8.    How to Launch a Digital Fundraising Campaign
     8.1       Preparing your Content + Posts
     8.2      Social Media Channels for Distribution
     8.3      Best Times to Launch + Distribute Content

9.    Audience Mapping
     9.1       How to create your Audience Map
          9.1.a   Refining Digital Fundraising Targeting for Charities
          9.1.b   Refining Digital Fundraising Targeting for investment Management
          9.1.c   Refining Digital Fundraising Targeting for Listed Businesses
     9.2      Custom Audiences

10.   The Complete Investor Audience Spectrum

11.    Organic + Paid Distribution
     11.1       Organic
     11.2      Advocacy
     11.3      SEO + SEM
     11.4      Paid Distribution
          11.4.a   Social
          11.4.b   Search
          11.4.c   Display
          11.4.d   Remarketing
          11.4.e   Alternative Options
     11.5      Email
     11.6      All owned channels

12.    Distribution Ecosystem
     12.1       Organic + Paid
     12.2      Generate New Followers
     12.3      Clicks
     12.4      Websites + Landing Page Visits
     12.5      Reverse IP + Tracking
     12.6      Remarketing
     12.7      CTAs + Forms
     12.8      New Contacts
     12.9      Management

Measurement

13.    How to Create Your Own Measurement Metrics for Digital Fundraising
     13.1       Event
     13.2      Person
     13.2      Value

14.    How to Monitor + Manage a Campaign
     14.1       Attributions
     14.2       Metrics + Quality Score
     14.3       Alerts + Mentions
     14.4       PR + Traditional
     14.5       Benchmarking + Reporting
     14.6       Data Visualisation

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