Overview:

Effective fundraising campaigns for journalism should go beyond email and incorporate consistent messaging across multiple channels—from social media and on-site CTAs to purpose-built landing pages and bold, value-driven donation buttons. Here are several best practices you can incorporate.

Effective fundraising campaigns for reader-supported media require engagement across various channels beyond just email. Here are some key best practices for incorporating donor appeals across communication channels to maximize impact.

Consistent Campaign Messaging

When running a multi-day campaign, consistency across all channels is crucial. This is called message match: ensuring that social media posts, on-site calls-to-action (CTAs), email campaigns, and landing pages all reflect the same core message and visual identity. This coherence builds recognition and encourages action. Whenever an email campaign is live, update your website to echo its key message.

On-Site Campaign Opportunities

  • Popups and Inline CTAs: Strategically use popups and inline messages on your website. Popups can grab attention at critical times, but balance their frequency with user experience.
  • End-of-Article CTAs: End-of-article locations are highly valuable because they reach the most engaged readers—those who finish an article. Use this space to craft a compelling message that clearly highlights the campaign theme and includes a prominent donation button.
  • Exit-Intent Popups: Utilize exit-intent popups to capture users who are about to leave the site. These popups can serve as a final reminder to donate or sign up, increasing the chance of conversion.

Bold and Clear CTAs

Your CTA should stand out visually, such as with a bold button, and the message should be concise while emphasizing the value proposition to the reader. Social proof, like testimonials, can add extra encouragement. Consider experimenting with urgency-driven language, such as “Donate Now” or “Join Today,” to prompt immediate action.

Landing Pages that Match Campaigns

Landing pages provide space to delve deeper into a campaign theme while ensuring users can easily take action. Make sure headlines, colors, and benefits align with your email or social campaigns. Ensure that the landing page includes a clear CTA above the fold so users can act without scrolling.

Social Media Campaigns

Millennials are particularly receptive to social media campaigns, making platforms like Facebook, Instagram, and LinkedIn key parts of a broader fundraising push. Anchor all social content in the core campaign theme, and schedule posts for the start, near the end, and progress updates throughout the campaign. Consider using paid ads to target high-value segments, like previous donors or highly engaged readers.

For social video content, highlight real people—such as reporters or community members—sharing testimonials that reflect the impact of your work. Leverage interactive content like polls, Q&A sessions, and behind-the-scenes stories to increase engagement and build a sense of community.

Exploring Other Channels

Go beyond the digital space by using channels like direct mail, SMS/text messaging, and even in-person events to amplify your message. Engaging with readers in multiple spaces helps build the trust and touchpoints needed to convert prospects into donors. SMS messages, in particular, can provide a timely and direct appeal to potential donors, especially during the final stages of a campaign.

Striking a Balance Between Newsletters and Donations

Consider the balance between newsletter signups and direct donation popups. Prioritizing newsletters often leads to more sustained relationships and more opportunities to appeal to potential donors over time, whereas aggressive donation popups may deter users. Use A/B testing to determine the best timing and frequency for these popups to minimize negative impact.

Set Defined Goals and Test Continuously

Define specific goals for each channel, such as email list growth, article shares, or donation conversions. Test and adjust CTAs, messaging, and strategies to determine what resonates most with your audience. Regularly review metrics like click-through rates, conversion rates, and engagement levels to identify opportunities for improvement.

By integrating donor appeals across a diverse array of communication channels while maintaining message consistency, reader-supported media can effectively engage different audience segments, leading to a higher likelihood of conversion and sustained support.

About BlueLena

BlueLena is a strategy consulting and audience management platform founded in 2020 to support the sustainability of independent local media. By combining cutting-edge technology with expert-driven services, BlueLena helps over 250 news organizations across North America develop and manage subscription, membership, and donation models. Its unique shared-resource management approach provides publishers, regardless of size, with access to enterprise-level tools and personalized support, enabling them to focus on high-quality journalism while building loyal, revenue-generating audiences

BlueLena is majority employee-owned, and backed by investors including Automattic (the parent company of WordPress), the Local Media Association, and Old Town Media.