A DETAILED GUIDE TO DIGITAL FUNDRAISING

TABLE OF CONTENTS

INTRODUCTION

1.    SYNOPSIS
     1.1    “Direct to Investor”
    1.2   Digital Fundraising
    1.3   Why is it Important?

PLANNING

2.    HOW TO START PLANNING YOUR DIGITAL FUNDRAISING STRATEGY
    2.1    Business Plan
    2.2   Calendar Mapping
    2.3   Timeline for a campaign launch
    2.4   Campaign Objectives
        2.4.a   Business Objective
        2.4.b   Communications Objective
        2.4.c   Audience
    2.5   Legal + Compliance
        2.5.a   Regulations
        2.5.b   Policies
        2.5.c   Data Privacy + GDPR
    2.6   Teams + Responsibilities

3.    HOW TO STRUCTURE A DIGITAL FUNDRAISING CAMPAIGN
    3.1    Personas
        3.1.a   Investment Management
        3.1.b   Charities
        3.1.c   Listed Businesses
    3.2   Communications + Messaging
    3.3   Conversions
    3.4   Digital Framework
    3.5   Content Framework
        3.5.a   Attract
        3.5.b   Interest
        3.5.c   Assess
        3.5.d   Manage
    3.6   User Experience + User Journeys
    3.7   Workflows + Automation
   3.8   Peer Analysis + Competitor Reviews

4.    THE DIGITAL FUNDRAISING LIFECYCLE
    4.1     Initial Connection with an Investor
    4.2    Maintaining Contact
    4.3    Producing the First Conversion
    4.4    From a Conversion to an Investor
    4.5    Managing your Investor Contacts + Audiences

CONTENT

5.    CONTENT TYPES, MEDIA AND TACTICS
    5.1      Basic Media Types
        5.1.a   Articles + Copy
        5.1.b   Infographics + Splash Imagery
        5.1.c   Video
        5.1.d   Photography + Visuals + Design
        5.1.e   Email + Automation
        5.1.f   News + Newsletters
        5.1.g   Podcasts + Audio
    5.2     Platforms + Channels
        5.2.a   Website + Landing Pages
        5.2.b   Microsites
        5.2.c   Apps
        5.2.d   Social Channels
    5.3     Tactics + Ideas
        5.3.a   Presentations
        5.3.b   Courses + Best Practice
        5.3.c   Guests + Interviews
        5.3.d   Collaborations
        5.3.e   Comparisons
        5.3.f    Calculators
        5.3.g   Product + Service Reviews
        5.3.h   White Papers
        5.3.i    E-Books
        5.3.j    Case Studies + Testimonials
        5.3.k   Thought Leadership
        5.3.l    Promotions + Offers

6.    THE USE OF VIDEO IN DIGITAL FUNDRAISING
    6.1      Engagement
    6.2     Memorable content
    6.3     Social Media
    6.4     Video SEO

7.    USING CONTENT AT DIFFERENT LIFECYCLE STAGES
    7.1      Personas + Sophistication
    7.2     Introduction to Conversion
    7.3     Content Positioning
    7.4     Hero, Hub + Hygiene
    7.5     CTAs, Landing Pages + Forms
    7.6     Examples
    7.7     Campaign Templates

DISTRIBUTION

8.    HOW TO LAUNCH A DIGITAL FUNDRAISING CAMPAIGN
    8.1       Preparing your Content + Posts
    8.2      Social Media Channels for Distribution
    8.3      Best Times to Launch + Distribute Content

9.    AUDIENCE MAPPING
    9.1       How to create your Audience Map
    9.1.a   Refining Digital Fundraising Targeting for Charities
    9.1.b   Refining Digital Fundraising Targeting for investment Management
    9.1.c   Refining Digital Fundraising Targeting for Listed Businesses
    9.2      Custom Audiences

10.   THE COMPLETE INVESTOR AUDIENCE SPECTRUM

11.    ORGANIC + PAID DISTRIBUTION
    11.1       Organic
    11.2      Advocacy
    11.3      SEO + SEM
    11.4      Paid Distribution
    11.4.a   Social
    11.4.b   Search
    11.4.c   Display
    11.4.d   Remarketing
    11.4.e   Alternative Options
    11.5      Email
    11.6      All owned channels

12.    DISTRIBUTION ECOSYSTEM
    12.1       Organic + Paid
    12.2      Generate New Followers
    12.3      Clicks
    12.4      Websites + Landing Page Visits
    12.5      Reverse IP + Tracking
    12.6      Remarketing
    12.7      CTAs + Forms
    12.8      New Contacts
    12.9      Management

MEASURMENT

13.    HOW TO CREATE YOUR OWN MEASUREMENT METRICS FOR DIGITAL FUNDRAISING
    13.1       Event
    13.2      Person
    13.2      Value

14.    HOW TO MONITOR + MANAGE A CAMPAIGN
    14.1       Attributions
    14.2       Metrics + Quality Score
    14.3       Alerts + Mentions
    14.4       PR + Traditional
    14.5       Benchmarking + Reporting
    14.6       Data Visualisation

This series is created by 52 Group. 52 has three divisions focused on helping investment management firms, charities and listed businesses raise and deploy capital. If you would like to receive future articles (more insights) from 52, please sign up to our “Raise + Deploy” news.