NonProfit PRO March/April 2021 Member Spotlight

Q: How are you looking to improve your organization’s digital strategy?

A: Nonprofits looking to improve their digital marketing are making short videos. Video marketing is king in digital fundraising, especially because of the quarantine. Videos are simple to consume, highly impactful and cost-effective to share across multiple digital channels. The videos I am talking about are 60 to 90-seconds long: You make them at your desktop or on your smart phone. Explaining how recent donations made an impact, asking a donor or client to join you. You can also tell the story of your mission in a fresh way by using new language, or you can spur advocacy, and always let your supporters personally hear you express your gratitude. At first, making a video can be time-consuming. It takes practice, but the more you make, the more natural you become at it. If you’re not sure how to get started, I’d be glad to walk you through my process. You can contact me at lpagnoni@lapafundraising.com.

Laurence Pagnoni
Chairman
LAPA Fundraising

A: We are constantly evolving our organization’s digital strategy to be as nimble as possible by adapting to what resonates best from a fundraising perspective. Now more than ever, we have expanded our direct response
efforts, whether that be paid social or DRTV, and continue to see success. To further our digital strategy, we must ensure that we’re also diversifying our channels rather than focusing on just one. While we want to invest most heavily in the areas that drive the best efficiency of acquisition and long-term value, we must recognize that a diversified portfolio gives us the flexibility to pivot and pull a lever quickly as the landscape continues to change.