{"id":6492,"date":"2022-04-06T18:18:40","date_gmt":"2022-04-06T16:18:40","guid":{"rendered":"https:\/\/corvis-digital.com\/?p=6492"},"modified":"2022-10-25T18:25:54","modified_gmt":"2022-10-25T16:25:54","slug":"fundraising-with-social-media-ads-why-this-must-be-your-most-important-digital-new-donor-channel-2","status":"publish","type":"post","link":"https:\/\/corvis-digital.com\/en\/fundraising-with-social-media-ads-why-this-must-be-your-most-important-digital-new-donor-channel-2\/","title":{"rendered":"Fundraising with Social Media Ads: Why This Must Be Your Most Important Digital New Donor Channel"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"6492\" class=\"elementor elementor-6492 elementor-6491\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"ob-is-breaking-bad elementor-section elementor-top-section elementor-element elementor-element-ea46ea4 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"ea46ea4\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;_ob_bbad_use_it&quot;:&quot;yes&quot;,&quot;_ob_bbad_sssic_use&quot;:&quot;no&quot;,&quot;_ob_glider_is_slider&quot;:&quot;no&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-db0476d\" data-id=\"db0476d\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;_ob_bbad_is_stalker&quot;:&quot;no&quot;,&quot;_ob_teleporter_use&quot;:false,&quot;_ob_column_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_column_has_pseudo&quot;:&quot;no&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c96e97d ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-heading\" data-id=\"c96e97d\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_harakiri_text_clip&quot;:&quot;none&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\"><b>Fundraising with social media ads<\/b><\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d28a53c ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-heading\" data-id=\"d28a53c\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_harakiri_text_clip&quot;:&quot;none&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Why this has to be your most important digital new donor channel<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-29bc1ca elementor-author-box--align-left elementor-widget__width-initial elementor-author-box--avatar-yes elementor-author-box--name-yes elementor-author-box--link-no ob-has-background-overlay elementor-widget elementor-widget-author-box\" data-id=\"29bc1ca\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"author-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-author-box\">\n\t\t\t\t\t\t\t<div  class=\"elementor-author-box__avatar\">\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/secure.gravatar.com\/avatar\/6c759642b713532c307c468f77608c46d55098bbaf01e74a26d52b9d8a9777c6?s=300&#038;d=mm&#038;r=g\" alt=\"Picture of Markus Siuda\" loading=\"lazy\">\n\t\t\t\t<\/div>\n\t\t\t\n\t\t\t<div class=\"elementor-author-box__text\">\n\t\t\t\t\t\t\t\t\t<div >\n\t\t\t\t\t\t<h4 class=\"elementor-author-box__name\">\n\t\t\t\t\t\t\tMarkus Siuda\t\t\t\t\t\t<\/h4>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"ob-is-breaking-bad elementor-section elementor-top-section elementor-element elementor-element-d2557db elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"d2557db\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;_ob_bbad_use_it&quot;:&quot;yes&quot;,&quot;_ob_bbad_sssic_use&quot;:&quot;no&quot;,&quot;_ob_glider_is_slider&quot;:&quot;no&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-b79f791\" data-id=\"b79f791\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;_ob_bbad_is_stalker&quot;:&quot;no&quot;,&quot;_ob_teleporter_use&quot;:false,&quot;_ob_column_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_column_has_pseudo&quot;:&quot;no&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-0e7936b ob-has-background-overlay elementor-widget elementor-widget-image\" data-id=\"0e7936b\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_photomorph_use&quot;:&quot;no&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"339\" src=\"https:\/\/corvis-digital.com\/wp-content\/uploads\/2021\/01\/fundraising_header-1024x434.png\" class=\"attachment-large size-large wp-image-3112\" alt=\"\" srcset=\"https:\/\/corvis-digital.com\/wp-content\/uploads\/2021\/01\/fundraising_header-1024x434.png 1024w, https:\/\/corvis-digital.com\/wp-content\/uploads\/2021\/01\/fundraising_header-300x127.png 300w, https:\/\/corvis-digital.com\/wp-content\/uploads\/2021\/01\/fundraising_header-768x325.png 768w, https:\/\/corvis-digital.com\/wp-content\/uploads\/2021\/01\/fundraising_header-1536x650.png 1536w, https:\/\/corvis-digital.com\/wp-content\/uploads\/2021\/01\/fundraising_header.png 1920w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"ob-is-breaking-bad elementor-section elementor-top-section elementor-element elementor-element-e987eaf main elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e987eaf\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;_ob_bbad_use_it&quot;:&quot;yes&quot;,&quot;_ob_bbad_sssic_use&quot;:&quot;no&quot;,&quot;_ob_glider_is_slider&quot;:&quot;no&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-top-column elementor-element elementor-element-ca8364a elementor-hidden-tablet elementor-hidden-phone\" data-id=\"ca8364a\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;_ob_bbad_is_stalker&quot;:&quot;no&quot;,&quot;_ob_teleporter_use&quot;:false,&quot;_ob_column_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_column_has_pseudo&quot;:&quot;no&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e50e170 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class=\"elementor-share-btn elementor-share-btn_facebook\" role=\"button\" tabindex=\"0\" aria-label=\"Share on facebook\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-share-btn__icon\">\n\t\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fab-facebook\" viewBox=\"0 0 512 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M504 256C504 119 393 8 256 8S8 119 8 256c0 123.78 90.69 226.38 209.25 245V327.69h-63V256h63v-54.64c0-62.15 37-96.48 93.67-96.48 27.14 0 55.52 4.84 55.52 4.84v61h-31.28c-30.8 0-40.41 19.12-40.41 38.73V256h68.78l-11 71.69h-57.78V501C413.31 482.38 504 379.78 504 256z\"><\/path><\/svg>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-grid-item\" role=\"listitem\">\n\t\t\t\t\t\t<div class=\"elementor-share-btn elementor-share-btn_twitter\" role=\"button\" tabindex=\"0\" aria-label=\"Share on twitter\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span 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class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-toc__header\">\n\t\t\t\t\t\t<h4 class=\"elementor-toc__header-title\">\n\t\t\t\tTable of contents\t\t\t<\/h4>\n\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-toc__toggle-button elementor-toc__toggle-button--expand\" role=\"button\" tabindex=\"0\" aria-controls=\"elementor-toc__309dd65\" aria-expanded=\"true\" aria-label=\"Open table of contents\"><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-chevron-down\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M207.029 381.476L12.686 187.132c-9.373-9.373-9.373-24.569 0-33.941l22.667-22.667c9.357-9.357 24.522-9.375 33.901-.04L224 284.505l154.745-154.021c9.379-9.335 24.544-9.317 33.901.04l22.667 22.667c9.373 9.373 9.373 24.569 0 33.941L240.971 381.476c-9.373 9.372-24.569 9.372-33.942 0z\"><\/path><\/svg><\/div>\n\t\t\t\t<div class=\"elementor-toc__toggle-button elementor-toc__toggle-button--collapse\" role=\"button\" tabindex=\"0\" aria-controls=\"elementor-toc__309dd65\" aria-expanded=\"true\" aria-label=\"Close table of contents\"><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-chevron-up\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M240.971 130.524l194.343 194.343c9.373 9.373 9.373 24.569 0 33.941l-22.667 22.667c-9.357 9.357-24.522 9.375-33.901.04L224 227.495 69.255 381.516c-9.379 9.335-24.544 9.317-33.901-.04l-22.667-22.667c-9.373-9.373-9.373-24.569 0-33.941L207.03 130.525c9.372-9.373 24.568-9.373 33.941-.001z\"><\/path><\/svg><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<div id=\"elementor-toc__309dd65\" class=\"elementor-toc__body\">\n\t\t\t<div class=\"elementor-toc__spinner-container\">\n\t\t\t\t<svg class=\"elementor-toc__spinner eicon-animation-spin e-font-icon-svg e-eicon-loading\" aria-hidden=\"true\" viewBox=\"0 0 1000 1000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M500 975V858C696 858 858 696 858 500S696 142 500 142 142 304 142 500H25C25 237 238 25 500 25S975 237 975 500 763 975 500 975Z\"><\/path><\/svg>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-top-column elementor-element elementor-element-275d5aa\" data-id=\"275d5aa\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;_ob_bbad_is_stalker&quot;:&quot;no&quot;,&quot;_ob_teleporter_use&quot;:false,&quot;_ob_column_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_column_has_pseudo&quot;:&quot;no&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-39af738 ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-text-editor\" data-id=\"39af738\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_postman_use&quot;:&quot;no&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The Corona Pandemic has shown us all how quickly change can and must happen when, from one day to the next, we are all prohibited from making physical contact with each other or are restricted to a minimum and we have to switch to various digital channels. For the advertising industry &#8211; and especially the fundraising industry &#8211; this situation also brings with it immense opportunities. Because we knew even before the pandemic that classic donor target groups are getting older and that long-term growth can only happen online, as other industries are doing. If not now, then when &#8211; that&#8217;s the motto in fundraising. In my first blog article for Corvis, I explain why now is the right time to take data-driven social media fundraising seriously as a channel for acquiring new donors.<\/p><h3><strong>Prejudice within the industry: digital fundraising doesn&#8217;t work on a large scale<\/strong><\/h3><p>&#8220;The large donation sales are now made with direct mailings and the other established offline advertising activities and that will remain the case&#8221;<\/p><p>During my almost two and a half years as Marketing and Communications Manager at the headquarters of one of the best-known Austrian NGOs, I couldn\u2019t avoid the following topic: many marketing and fundraising colleagues in the domestic but also in the European industry were of the opinion that the well-known digital advertising channels do not offer any serious opportunities to fundraise on a larger scale and to recoup their advertising expenses. The general scheme: &#8220;the large donation revenues are made with direct mailings and the other established offline advertising activities and that will remain the case&#8221;. For me, the thesis was very difficult to understand, since the introduction of the smartphone I have always generated national and international sales with digital advertising channels and also learned in exchange with fundraising and marketing colleagues from abroad (especially Great Britain) that digital fundraising has already become a serious channel.<\/p><p>But afterwards it became clear to me: the former industry colleagues find it so difficult to start seriously because there are few best-practice cases or little data to prove that it works very well. In addition, no new advertising channel will work without a serious willingness to invest a budget, as every experienced marketer is well aware.<\/p><h3><strong>Best practice market America<\/strong><\/h3><p>Admittedly, there is little available data in the field of digital fundraising for decision-makers in Austria to fall back on. Only recently, in summer 2020, the English agency &#8220;We Are Rally&#8221; published a report that <a href=\"https:\/\/www.wearerally.co.uk\/blog\/2020\/8\/5\/rally-partners-with-mr-strategies-to-bring-their-fantastic-digital-benchmarks-study-to-the-uk-charity-and-campaigning-sector\" target=\"_blank\" rel=\"noopener\">England&#8217;s first (!) comprehensive benchmark study will be published in summer 2021<\/a> in which many large organizations such as Greenpeace, Amnesty International, British Red Cross and many more have agreed to attend. This means that even the UK fundraising community to this day has no valid data to compare against. The British agency <a href=\"https:\/\/www.wearerally.co.uk\/blog\/2020\/11\/23\/confirmed-uk-digital-benchmarks-study-participants\" target=\"_blank\" rel=\"noopener\">is cooperating here with its American partner, the agency \u201cM+R Strategies\u201d<\/a> which has been publishing its American benchmark study for 14 years. The Americans have been actively involved here for many years, exchanging information about the potential and growth opportunities through data comparisons. The M+R Strategies <a href=\"https:\/\/mrbenchmarks.com\/insight\" target=\"_blank\" rel=\"noopener\">study of the year 2020<\/a> compares and analyzes over 100 &#8220;data points&#8221; (!!) from 200 (!) North American NGOs and thus offers very exciting insights into the US NGO industry with exciting metrics from the various digital fundraising channels.<\/p><h3><strong>Best practice case in Austria: Doctors Without Borders campaign shows how digital fundraising works<\/strong><\/h3><p>In my opinion, Doctors Without Borders is playing a pioneering role in Austria, since the decision was made in 2019 to invest serious budget and time resources in digital fundraising. With three awards in the categories &#8220;Online Campaign of the Year&#8221;, &#8220;Spot of the Year&#8221; and &#8220;Innovation of the Year&#8221;, Doctors Without Borders was the big winner at the most important award ceremony in the Austrian fundraising industry, the <a href=\"https:\/\/corvis-digital.com\/en\/doctors-without-borders-and-corvis-are-the-big-winners-of-the-2020-fundraising-awards\/\" target=\"_blank\" rel=\"noopener\">Fundraising Award 2020<\/a>.<br \/>Our team was able to implement the first integrated online fundraising campaign for the Doctors Without Borders team in 2019. &#8220;First, online communication was rebuilt with a focus on emotional, highly interactive social media ads as part of a full-funnel strategy,&#8221; Markus Siuda , CEO of Corvis remembers. \u201cThen we increased awareness and engagement with organic Facebook posts and a series of videos. Finally, we led all interacting users with different, informative ad creatives to a specially developed donation page. Retargeting and ongoing campaign optimization ultimately led to new contacts who were successively converted to online donors. The newly won donors were eventually turned into recurring donors through targeted e-mail marketing.\u201d This sophisticated strategy was crowned with success. In this way, not only could new and younger target groups be developed, but the number of new and long-term donors also doubled in the comparative period.<\/p><h3><strong>Understand the digital donor journey as a funnel<\/strong><\/h3><p>But how exactly does full funnel fundraising with social media ads work? Like traditional fundraising, social media ads fundraising is about building a relationship with the target donor. So the first thing we have to do is generate prospects, develop some of them into prospects in the journey and then convert some of these prospects into new donors.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3826210 ob-has-background-overlay elementor-widget elementor-widget-image\" data-id=\"3826210\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_photomorph_use&quot;:&quot;no&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"248\" height=\"203\" src=\"https:\/\/corvis-digital.com\/wp-content\/uploads\/2021\/01\/Bild1-2.png\" class=\"attachment-medium_large size-medium_large wp-image-3100\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0a29a8d ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-text-editor\" data-id=\"0a29a8d\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_postman_use&quot;:&quot;no&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>As can be seen in the graphic, you have to understand the Donor Journey as an upward open funnel (= funnel), where new prospects are constantly addressed in order to accompany them along the funnel in your individual journey to the end of the funnel (= full funnel fundraising).<\/p><p>One of the decisive levers is not to encourage users to donate too early, but to slowly but steadily &#8220;warm up&#8221; the user with some interaction points for the ultimate goal of donations. Because only about 4% of all users are willing to donate immediately (see graphic below).<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6b89580 ob-has-background-overlay elementor-widget elementor-widget-image\" data-id=\"6b89580\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_photomorph_use&quot;:&quot;no&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"540\" height=\"160\" src=\"https:\/\/corvis-digital.com\/wp-content\/uploads\/2021\/01\/Bild2-1.png\" class=\"attachment-medium_large size-medium_large wp-image-3102\" alt=\"\" srcset=\"https:\/\/corvis-digital.com\/wp-content\/uploads\/2021\/01\/Bild2-1.png 540w, https:\/\/corvis-digital.com\/wp-content\/uploads\/2021\/01\/Bild2-1-300x89.png 300w\" sizes=\"(max-width: 540px) 100vw, 540px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6a34aa0 ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-text-editor\" data-id=\"6a34aa0\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_postman_use&quot;:&quot;no&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Specifically, the following three phases are distinguished in the funnel: in the Top of Funnel you address 60% of users who themselves believe that they are not interested. In the Middle of Funnel, another 36% of users are addressed who are open to an address. These two user groups must first be inspired in the Top of Funnel with emotional advertisements about their own mission and then informed in the Middle of Funnel that the mission is dependent on donations (see graphic below). Only then should users be convinced to donate with the help of concrete offers.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c74f0ef ob-has-background-overlay elementor-widget elementor-widget-image\" data-id=\"c74f0ef\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_photomorph_use&quot;:&quot;no&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"283\" src=\"https:\/\/corvis-digital.com\/wp-content\/uploads\/2021\/01\/Bild4-1-768x283.png\" class=\"attachment-medium_large size-medium_large wp-image-3104\" alt=\"\" srcset=\"https:\/\/corvis-digital.com\/wp-content\/uploads\/2021\/01\/Bild4-1-768x283.png 768w, https:\/\/corvis-digital.com\/wp-content\/uploads\/2021\/01\/Bild4-1-300x110.png 300w, https:\/\/corvis-digital.com\/wp-content\/uploads\/2021\/01\/Bild4-1-1024x377.png 1024w, https:\/\/corvis-digital.com\/wp-content\/uploads\/2021\/01\/Bild4-1.png 1049w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a25f777 ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-text-editor\" data-id=\"a25f777\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_postman_use&quot;:&quot;no&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Since funnel fundraising via social media ads is push marketing where we inspire user groups for topics that they are not currently looking for, there is great potential for constantly addressing new target groups in the top of the funnel in a data-driven manner.<br \/><br \/><\/p><p><\/p><h3><strong>Ongoing optimization along the digital donor journey<\/strong><\/h3><p>In order for the donor journey to perform well, all stages of the fundraising funnel are optimized. Here, social media channels such as Facebook, Instagram, Linkedin, Snapchat, TikTok, etc. offer highly developed algorithms whose functions must be known inside out. Through a combination of smart and ongoing campaign optimization by experienced campaign managers and trust in the algorithm, a fundraising funnel is developed that constantly generates new donors from prospects. As a rule, new ads are used here, which are tested. Above all, it is important that relevant hooks are tested that lead to users stopping with their thumb on their smartphone and interacting with the ad. Interesting content has to be played out again and again so that contact with new prospects remains &#8220;warm&#8221; and ultimately attractive donation offers are needed so that potential donors can identify added value for themselves in order to donate directly online.<br \/><br \/><\/p><p>\u00a0<\/p><h3><strong>Facebook\/Instagram has an advantage over Google Ads in online fundraising<\/strong><\/h3><p>The claim that you can generate more sales in the Google universe than in social media is simply wrong. During my time in the Austrian NGO industry, I often heard that &#8220;the only channel that makes sense &#8211; if at all &#8211; has to be Google Ads&#8221;. But the fact is that the algorithms of both internet giants Facebook and Google are similarly smart and there is a different marketing approach for both (Google Ads = Pull Marketing, Facebook &amp; Instagram Ads = Push Marketing). My clear recommendation for the NGO industry here is Facebook &amp; Instagram, for the following four reasons:<\/p><ol><li><strong>Facebook allows for more detailed targeting<\/strong><br \/>The Facebook Ads Manager offers a variety of targeting options to search for new donors using data from the Facebook network and your own data.<\/li><li><strong>Facebook is better for prospecting<\/strong><br \/>The push marketing approach makes it possible to address users who have never been in contact with your own mission and to inspire them, i.e. potential donors who would never actively look for your organization. If a clean fundraising funnel is then set up, a complete donor journey can be mapped up to the donation form and you can continuously optimize it.<\/li><li><strong>Donation sales can be scaled better<\/strong><br \/>Since new target groups can always be defined and actively addressed in the top of the funnel, the potential is very large. NGOs and their missions are not problem-solving cases. So if you google \u201cdonations\u201d, it is often too late or you are bidding for very expensive keywords.<\/li><li> <strong>Facebook &amp; Instagram ads enable the combination of awareness and performance<\/strong><br \/>In the inspiration and information phase, trust in the brand can be increased with high-quality ads or new topics can be tested at low cost. A percentage of the pre-warmed users then donate to the bottom of the funnel.<br \/><br \/><\/li><\/ol><h3><strong>What are the requirements?<\/strong><\/h3><p> In our experience, the most important requirement to start with is to create awareness in your organization that data-driven full funnel fundraising with social media ads is a serious channel. If this requirement is met, you should be open to breaking new ground with your content strategy in social media. Where, if not on Facebook, Instagram and Co., can new approaches be tested so efficiently? Furthermore, when planning your media expenses, you should allow for flexible additional postings during the year, since short-term potential in performance can arise at any time. Finally, you need a good self-assessment of what your own team can do internally and where you prefer to get expert knowledge from outside.<\/p><p> If you would like to know more at this point, I am at your disposal for a <a href=\"#connect\">personal consultation<\/a> in order to be able to address your individual challenges.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"ob-is-breaking-bad elementor-section elementor-top-section elementor-element elementor-element-dad7db7 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"dad7db7\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;_ob_bbad_use_it&quot;:&quot;yes&quot;,&quot;_ob_bbad_sssic_use&quot;:&quot;no&quot;,&quot;_ob_glider_is_slider&quot;:&quot;no&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-ae8826a\" data-id=\"ae8826a\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;_ob_bbad_is_stalker&quot;:&quot;no&quot;,&quot;_ob_teleporter_use&quot;:false,&quot;_ob_column_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_column_has_pseudo&quot;:&quot;no&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"ob-is-breaking-bad ob-bb-inner elementor-section elementor-inner-section elementor-element elementor-element-be7bcd9 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"be7bcd9\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;_ob_bbad_use_it&quot;:&quot;yes&quot;,&quot;_ob_bbad_sssic_use&quot;:&quot;no&quot;,&quot;_ob_glider_is_slider&quot;:&quot;no&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-b13dfd4\" data-id=\"b13dfd4\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;_ob_bbad_is_stalker&quot;:&quot;no&quot;,&quot;_ob_teleporter_use&quot;:false,&quot;_ob_column_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_column_has_pseudo&quot;:&quot;no&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-52784ab ob-has-background-overlay elementor-widget elementor-widget-image\" data-id=\"52784ab\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_photomorph_use&quot;:&quot;no&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"500\" height=\"500\" src=\"https:\/\/corvis-digital.com\/wp-content\/uploads\/2020\/11\/andreaseder_round_new.png\" class=\"attachment-large size-large wp-image-2137\" alt=\"\" srcset=\"https:\/\/corvis-digital.com\/wp-content\/uploads\/2020\/11\/andreaseder_round_new.png 500w, https:\/\/corvis-digital.com\/wp-content\/uploads\/2020\/11\/andreaseder_round_new-300x300.png 300w, https:\/\/corvis-digital.com\/wp-content\/uploads\/2020\/11\/andreaseder_round_new-150x150.png 150w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-7ee53f3\" data-id=\"7ee53f3\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;_ob_bbad_is_stalker&quot;:&quot;no&quot;,&quot;_ob_teleporter_use&quot;:false,&quot;_ob_column_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_column_has_pseudo&quot;:&quot;no&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7a9674a ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-heading\" data-id=\"7a9674a\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_harakiri_text_clip&quot;:&quot;none&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Markus Siuda<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9835853 ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-text-editor\" data-id=\"9835853\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_postman_use&quot;:&quot;no&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tMarkus Siuda founded his first association at the age of 15, with which he independently gained his first experience in online marketing. At that time, it was to promote his own events and his band. Over the years, he was able to gain a lot of experience in agencies and in marketing in startups and large companies. In 2014, he finally founded the agency Corvis with his brother Martin H. Siuda with the goal of using his knowledge for the measurable success of his clients. Markus Siuda combines advertising expertise with marketing know-how and online marketing skills to create a unique performance concept.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5028936 e-grid-align-left e-grid-align-mobile-center elementor-shape-rounded elementor-grid-0 ob-has-background-overlay elementor-widget elementor-widget-social-icons\" data-id=\"5028936\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"social-icons.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-social-icons-wrapper elementor-grid\">\n\t\t\t\t\t\t\t<span class=\"elementor-grid-item\">\n\t\t\t\t\t<a class=\"elementor-icon elementor-social-icon elementor-social-icon-linkedin elementor-animation-grow elementor-repeater-item-0831677\" href=\"https:\/\/www.linkedin.com\/in\/andreaseder\/\" target=\"_blank\" rel=\"noopener\">\n\t\t\t\t\t\t<span class=\"elementor-screen-only\">Linkedin<\/span>\n\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fab-linkedin\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 32H31.9C14.3 32 0 46.5 0 64.3v383.4C0 465.5 14.3 480 31.9 480H416c17.6 0 32-14.5 32-32.3V64.3c0-17.8-14.4-32.3-32-32.3zM135.4 416H69V202.2h66.5V416zm-33.2-243c-21.3 0-38.5-17.3-38.5-38.5S80.9 96 102.2 96c21.2 0 38.5 17.3 38.5 38.5 0 21.3-17.2 38.5-38.5 38.5zm282.1 243h-66.4V312c0-24.8-.5-56.7-34.5-56.7-34.6 0-39.9 27-39.9 54.9V416h-66.4V202.2h63.7v29.2h.9c8.9-16.8 30.6-34.5 62.9-34.5 67.2 0 79.7 44.3 79.7 101.9V416z\"><\/path><\/svg>\t\t\t\t\t<\/a>\n\t\t\t\t<\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Why now is the right time to perceive data-driven social media fundraising as a serious channel for new donor acquisition, I explain in my first blog article for Corvis.<\/p>\n","protected":false},"author":4,"featured_media":3114,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"elementor_header_footer","format":"standard","meta":{"footnotes":""},"categories":[32],"tags":[],"class_list":["post-6492","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-en"],"yoast_head":"\n<title>Fundraising with Social Media Ads: Why This Must Be Your Most Important Digital New Donor Channel - 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