Use Social Media to Spark Your Fundraising As Gmail Rolls Out New Email Deliverability Guidelines

In the ever-evolving world of digital communication, nonprofit professionals in fundraising are continually adapting to new challenges and opportunities. As Gmail introduces significant changes to its deliverability guidelines, nonprofit professionals must understand the potential implications on fundraising efforts for sustained fundraising growth in 2024 and beyond.

These changes, coming into effect by February 2024, signal a need for nonprofits to refine — or at the very least revisit — their email strategies in accordance with Google’s detailed email sender guidelines.

Enhanced Email Authentication. Gmail is setting new standards for bulk email senders, affecting nonprofits that rely heavily on email for fundraising campaigns. The emphasis on sender authentication aims to reduce spam and phishing, ensuring that emails come from verified sources.

Simplified Unsubscription. The new guidelines will require a one-click unsubscription process for bulk emails. This change is intended to empower recipients in managing their inboxes, but it may also lead to higher unsubscription rates for nonprofit email campaigns.

Stringent Spam Rate Thresholds. Nonprofits must now be more cautious about their email content and frequency. Exceeding Gmail's spam thresholds could result in emails being blocked, significantly impacting fundraising efforts.

However, they also open the door for nonprofits to identify additional ways to interact with current and future supporters.

Why Social Media Fundraising Is the Spark Plug You Need

Given the ongoing challenges with traditional fundraising channels, social media has become an even more compelling channel in 2024. When factoring in key benefits, such as a largely untapped source of supporter data and skyrocketing engagement rates, nonprofits are viewing social media not only as a viable source for fundraising revenue but also as a legitimate way to enhance the value of existing fundraising properties.

Social Media Is a Cost-Effective Lead Generator

The success of nonprofits in acquiring new subscribers through digital ads and a forte of social media campaigns has been a steady and consistent source. Considering that new supporters can be found on social media for mere pennies on the dollar when compared to traditional acquisition channels, like purchased lead lists, more and more nonprofits are showing up to connect with people who want to have a relationship with their missions.

Facebook Is Still a Fundraising Machine

With nearly $7 billion being raised globally on Facebook over the past seven years, it’s no secret that something is going on that nonprofits can tap into. With only 1% of total fundraising revenue coming from Facebook, which boasts 2.3 billion users, this is something that’s crucial to keep in mind when considering the struggles that so many nonprofits have had in 2023 with individual giving going down and having to work through a viable long-term solution for generational-focused giving trends.

Supporter Data From Facebook Is a Gold Mine

Utilizing Facebook's data-collection capabilities to enrich house files is the move in 2024. Enhancing targeted fundraising efforts across the board with key data points, from names, birthdays and email addresses, ensures that your previous investments are as strong as ever while growing new, complementary strategies in the process. 

As digital fundraising strategies and tactics continue to evolve, nonprofits must adapt by balancing their email strategies with robust social media fundraising initiatives. By leveraging the strengths of platforms, like Facebook, nonprofits can overcome the challenges of declining email engagement and tap into a dynamic, engaged and growing audience.

This strategic shift is not just about adapting to change but about seizing new opportunities to connect with supporters in meaningful and impactful ways.

The preceding post was provided by an individual unaffiliated with NonProfit PRO. The views expressed within do not directly reflect the thoughts or opinions of NonProfit PRO.