Leading Digital Transformation

3 key takeaways from ANA 2021

The ANA Nonprofit conference brought together the most dynamic minds in the industry and left attendees with great insights to take into 2022. In spite of the logistical challenges brought on by the Delta variant, organizers and participants alike ensured that the conference was just as informative and vibrant as ever. The virtual participants brought a lot to the table and proved that it’s possible to hold fun, effective virtual events – something to keep in mind as we go virtual in our fundraising lives. If you didn’t get a chance to attend, or are worried about remembering all the content that was covered, don’t stress. We have a recap for you:

1. Why omnichannel is the new “normal,” and how you can optimize your cross-channel efforts

There’s no arguing that the COVID-19 pandemic has pushed our lives online. Which is why it’s more important than ever to plan a cohesive fundraising strategy that will establish multiple touchpoints with donors as they live through our ‘new normal.’ Quite a few of the sessions at ANA touched upon the fact that nonprofits need to start planning holistically for a multichannel experience to keep donors aware of and invested in their cause.

We were proud to present with Defenders of Wildlife at the meeting, on how we assisted them as they executed on their recent omnichannel campaign – aimed at raising brand awareness through display and CTV advertising. Watch the presentation.

The talk gave real-world advice on how to use an omnichannel approach to drive cause awareness, increase interest and actively convert donors.

Learn more about the case study here.

2. Digital transformation is the key to successful fundraising

Digital transformation has been a buzzword for over a decade – but what exactly does it mean for the nonprofit world? The phrase “digital transformation” describes the use of cutting-edge digital technology to improve organizational efficiency. The time has come for nonprofits to apply technical solutions to modernize and streamline operations across multiple business functions – but especially when it comes to planning and executing fundraising campaigns and streamlining the donation experience. Digital transformation is a crucial strategy to remain relevant to today’s donors.

Brim Basom, Chief Information Officer of Mothers Against Drunk Driving delivered a particularly helpful presentation on digital transformation. Basom identified three main areas to use digital transformation to improve the donor journey – optimization, adaptability and experimentation. Basom showed how MADD applied these principals to their website to guide donors down the funnel and make the donation process as seamless as possible.

Basom also emphasized the importance of experimentation – even with the threat of failure looming. We know budgets are finite and there’s a lot at stake. But through experimentation — and yes, sometimes failing — we can find a path that truly resonates with donors.

3. How to utilize emerging technologies to meet donors where they are; and engage the next generation

Learning how to properly leverage technology at the ‘top of the funnel’ is crucial as nonprofits navigate an increasingly digital landscape. As we know, COVID has pushed donors into digital spaces, and it’s important to meet donors where they are in order to best engage them. This includes leaning into emerging technologies and channels to reach the younger generation of donors.

Martin Quessenberry Director, Digital Projects and Innovation, Donor Relations at Shriners Hospitals for Children, shared the results of their digital celebrity video series which achieved tremendous success in donor engagement and revenue. The campaign was specifically effective for reaching younger audiences both because of the celebrity participants, such as rapper Ludacris, and by leveraging channels where younger people spend their time – like IGTV and YouTube.

Want to chat more about omnichannel, digital transformation or innovative technologies? Get in touch.