Further Fridays!

Inspiration, Insights, Fun

November 13, 2020

 

Did the Political World Bury Charities on Facebook this Election Season?

If you’re like us, you spent the last year planning for (and to some degree worrying about) how an influx of 2020 political advertising could affect the fundraising opportunity within Facebook.  

Good news…we made it through the election! (Kind of).   So how did our charity world fare? 

Dive Deeper…

October 23, 2020

 

Facebook recently removed its attribution window from 28-days

As always, Facebook is keeping advertisers on their toes with surprise policy updates and platform changes. It was announced recently that the 28-day attribution window will be removed from Facebook’s reporting, which means the new default window will be 7 days. At Further, our curiosity was peaked immediately with many questions that we decided to pare down and answer ourselves (with some fun stats, as always!)   Read more…

  • Look to your organization’s donor data to drive decisions and do not over-react based on frenzy or emotion. When the need arises act quickly, appropriately, and decisively.
  • Other fundraising programs are more directly at risk than digital to near-term revenue loss (ex. face-to-face, special events, etc.). Some clients have been asking us how much more scale digital can provide if spend is temporarily re-allocated from those at-risk programs to digital. If you would like to have this discussion, we are happy to provide sound guidance.
  • Begin talking with your leadership teams about the likelihood that fiscal year revenue budgets will be challenged by this crisis. The hardest part will be when they ask “By how much?”, which we do not currently know. But raising the issue now will give you more credibility in a few weeks when we have more data and can be more specific. If there’s any advice to give, it’s that leadership should try to scale back on non-essential expense as soon as possible—because there will be a revenue impact in the coming months.
  • Some clients are asking us to undertake budget reprojections with multiple scenarios. We respectfully suggest that the exercise is merely a guessing game at this point and therefore not of significant value. That said, if you are getting pressure to reproject early on, please reach out. We are here to help.
  • We are hearing mixed feelings on whether to speak to the Coronavirus or to lay low for the time being. In our view, this depends on the nature of your organization. If you can fundraise with empathy and authenticity then, by all means, do so. For instance, if you are a service organization serving vulnerable populations it makes sense to fundraise around the increased demand for your services. If you are an animal rescue org, it might be tone-deaf and insensitive to try to tie-in to the crisis.
  • Regardless of your degree of tie-in, now is a good time to review all automated messages and email series to ensure the language does not appear tone-deaf or inappropriate to the current situation.
  • No matter what your organizational mission, let the data dictate the degree to which you alter strategy. Further did not begin to see an impact on fundraising performance for our clients until last Thursday (March 12
    th)
    despite Coronavirus being in the news for several weeks and the stock market being highly volatile. In uncertain times, we are keeping a sharp eye on leading metrics such as site traffic and social comments.
  • Expectations are that internet use will remain strong or increase as more people self-quarantine and businesses work from home. Your audience

    will

    be online, it’s a question of their giving mindset during this situation. Our job is to be authentic and attentive to their fears and generosity at the same time and in proportion.
  • Look to your organization’s donor data to drive decisions and do not over-react based on frenzy or emotion. When the need arises act quickly, appropriately, and decisively.
  • Other fundraising programs are more directly at risk than digital to near-term revenue loss (ex. face-to-face, special events, etc.). Some clients have been asking us how much more scale digital can provide if spend is temporarily re-allocated from those at-risk programs to digital. If you would like to have this discussion, we are happy to provide sound guidance.
  • Begin talking with your leadership teams about the likelihood that fiscal year revenue budgets will be challenged by this crisis. The hardest part will be when they ask “By how much?”, which we do not currently know. But raising the issue now will give you more credibility in a few weeks when we have more data and can be more specific. If there’s any advice to give, it’s that leadership should try to scale back on non-essential expense as soon as possible—because there will be a revenue impact in the coming months.
  • Some clients are asking us to undertake budget reprojections with multiple scenarios. We respectfully suggest that the exercise is merely a guessing game at this point and therefore not of significant value. That said, if you are getting pressure to reproject early on, please reach out. We are here to help.
  • We are hearing mixed feelings on whether to speak to the Coronavirus or to lay low for the time being. In our view, this depends on the nature of your organization. If you can fundraise with empathy and authenticity then, by all means, do so. For instance, if you are a service organization serving vulnerable populations it makes sense to fundraise around the increased demand for your services. If you are an animal rescue org, it might be tone-deaf and insensitive to try to tie-in to the crisis.
  • Regardless of your degree of tie-in, now is a good time to review all automated messages and email series to ensure the language does not appear tone-deaf or inappropriate to the current situation.
  • No matter what your organizational mission, let the data dictate the degree to which you alter strategy. Further did not begin to see an impact on fundraising performance for our clients until last Thursday (March 12th) despite Coronavirus being in the news for several weeks and the stock market being highly volatile. In uncertain times, we are keeping a sharp eye on leading metrics such as site traffic and social comments.
  • Expectations are that internet use will remain strong or increase as more people self-quarantine and businesses work from home. Your audience will be online, it’s a question of their giving mindset during this situation. Our job is to be authentic and attentive to their fears and generosity at the same time and in proportion.

  • Look to your organization’s donor data to drive decisions and do not over-react based on frenzy or emotion. When the need arises act quickly, appropriately, and decisively.
  • Other fundraising programs are more directly at risk than digital to near-term revenue loss (ex. face-to-face, special events, etc.). Some clients have been asking us how much more scale digital can provide if spend is temporarily re-allocated from those at-risk programs to digital. If you would like to have this discussion, we are happy to provide sound guidance.
  • Begin talking with your leadership teams about the likelihood that fiscal year revenue budgets will be challenged by this crisis. The hardest part will be when they ask “By how much?”, which we do not currently know. But raising the issue now will give you more credibility in a few weeks when we have more data and can be more specific. If there’s any advice to give, it’s that leadership should try to scale back on non-essential expense as soon as possible—because there will be a revenue impact in the coming months.
  • Some clients are asking us to undertake budget reprojections with multiple scenarios. We respectfully suggest that the exercise is merely a guessing game at this point and therefore not of significant value. That said, if you are getting pressure to reproject early on, please reach out. We are here to help.
  • We are hearing mixed feelings on whether to speak to the Coronavirus or to lay low for the time being. In our view, this depends on the nature of your organization. If you can fundraise with empathy and authenticity then, by all means, do so. For instance, if you are a service organization serving vulnerable populations it makes sense to fundraise around the increased demand for your services. If you are an animal rescue org, it might be tone-deaf and insensitive to try to tie-in to the crisis.
  • Regardless of your degree of tie-in, now is a good time to review all automated messages and email series to ensure the language does not appear tone-deaf or inappropriate to the current situation.
  • No matter what your organizational mission, let the data dictate the degree to which you alter strategy. Further did not begin to see an impact on fundraising performance for our clients until last Thursday (March 12
    th)
    despite Coronavirus being in the news for several weeks and the stock market being highly volatile. In uncertain times, we are keeping a sharp eye on leading metrics such as site traffic and social comments.
  • Expectations are that internet use will remain strong or increase as more people self-quarantine and businesses work from home. Your audience will be online, it’s a question of their giving mindset during this situation. Our job is to be authentic and attentive to their fears and generosity at the same time and in proportion.

If you would like to speak one-on-one about fundraising trends and benchmarks, opportunities, or risk-management ideas for your digital program please provide your contact information below. 

 

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