Tip Sheets

How to Raise More Money Online for Your School

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800.443.9441 | solutions@blackbaud.com | www.blackbaud.com February 2019 1 TIP SHEET Three Ways to Raise More Money Online for Your School Does it feel like your school is spending far too much time online trying to raise money without a proper return on that investment? You keep hearing how the school's website, email, and social media platforms are great for fundraising—so why don't you see the results? I can tell you from experience that your school can raise more money online—but only if you follow the right strategy. Here are three tips to help you build an online giving system for your school that produces results. 1 Focus on email. (Yes, email.) When it comes to raising money online, the vast majority of your efforts should be focused on collecting email addresses from alumni, parents, families, and other supporters, and then communicating with these groups through email. Why? Most of the online fundraising methods available to your school are passive and require some serendipity for success. Your website can be beautiful and compelling, but if motivated donors don't visit it, they'll never know. You can deliver powerful messages through social media, but the overwhelming majority of your followers won't see those messages because they either aren't online at the right time or the social network doesn't prioritize the post without paid advertising. Email, on the other hand, is a truly active online medium. Once someone has given you their email address and permission to contact them, you can email them any time you want. The email you send is likely to reach the person's email inbox (unless marked as spam), and most people look at the emails in their inbox at least once per day. This flexibility means that you can reach your school's email list as often as you want, and if you write a compelling subject line and aren't bombarding people with email too often, there's a good chance that your donors and prospects are going to open and scan the emails from your school.

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