Expanding your fundraising with streaming
It was only a few years ago that live streaming and virtual events were reserved solely to the domain of high-tech Silicon Valley start-ups. Fast forward two years (and one pandemic) and they are seemingly everywhere. But where do they fit into the world of fundraising?
Let’s start with the industry figures - half of UK charities see digital fundraising as a priority, according to the 2021 Charity Digital Skills report. Yet, says the Charity Landscape Report for 2022, only a quarter (24%) claim they have the knowledge to make this a reality. Additionally, 36% of donors said they would give more funds if it was easier to do so, according to the Non-profit Experience Index.
For digital native generations, this often looks like being able to make charitable donations though video-centric, interactive and engaging content on social media. Remembering that Gen Z are both the most generous and widest donors, it’s clear that a shift to digital is needed for charities, large and small, to keep up with their donors’ expectations and raise more funds.
Digital fundraising needs to be at the top of every charity’s agenda. The great thing is that there is no one way to do virtual events - each one can be adapted to the charity’s audience and needs. This being said, there are a few guiding principles that charities should be aware of before making their own events.
Expand your audience
For charities, knowing their audience and understanding what speaks to them is a huge part of developing live content, and will hugely impact the success rate of their fundraising efforts. However, simply because a demographic has traditionally donated to you previously, it doesn’t mean you can’t branch out – or even that your tried and tested audience won’t appreciate new fundraising methods.
Across almost all generations, the last two years have resulted in an increased level of comfort navigating and utilising technology – partly out of necessity for older generations, and partly driven by a desire to find new ways of connecting with others across all age groups.
Charities needn’t be afraid of alienating older audiences with digital events. Even in their virtual format, events can mirror the kinds of experiences their audience would normally want to be a part of. This is whether it be an online evening of music, a panel discussion with expert speakers, or a virtual museum tour - all with the same end goal of raising funds and showcasing the charity’s work to loyal supporters.
Hybrid events are also very much an option and are still important, particularly now that in-person events are back. It doesn’t need to be digital vs in-person; rather, live streaming can be an effective add-on to an in-person event, which encourages younger generations to tune in (and donate) as well.
Adopting a digital fundraising model also allows charities to tap into new audiences and share their message with a new group of potential donors. Short, frequent, live-streamed events offer a platform for charities to broadcast their current work and increase their reach to younger demographics with minimal effort.
Interactivity should be a key focus when branching out into digital events and looking to reach younger audiences - with audience participation and opportunities for multi-channel engagement between hosts and viewers being a popular way of achieving this.
Access new fundraising streams
Having a strong presence on social media is a must for any organisation in 2022, and most social media platforms now have live streaming options built in. These are ideal for shorter events, where you are able to quickly reach a large audience and capture new viewers, particularly among millennial and Gen Z generations. Gen Z is the most video-driven generation yet – spending 4.5 hours on social media every day, says the National Retail Federation , so online content is the best way to capture their attention.
Nowadays there are a plethora of services and platforms to use for digital events, and many are more accessible and customisable than you may think. Most live streaming platforms – Twitch, YouTube Live, Instagram Live – now offer features that allow viewers to donate to charities while enjoying a stream of live content. Over the course of any Facebook Live fundraising event, about one in 14 people donate on average, representing a potentially huge fundraising stream for charities to tap into.
The pandemic saw charitable donations through streaming platforms increase significantly, with donations via Twitch – a live streaming and broadcast platform – growing by 70%, reaching $83 million by the end of 2020 according to Forbes. This has worked particularly well for any fundraising or educational event that has a performance element, such as a film night watch along or a concert.
For something more bespoke, there are a number of platforms that enable a fully customised experience. This means you can create a totally branded platform to match the charity’s own colours and include unique elements that will enhance the event. Placing a “donate now” button in a highly visible location will increase the chances of bringing in funds. Q&As and voting capabilities are also something that can be integrated into a customisable platform, which works really well for increasing engagement.
Introduce influencers
Believe it or not, influencers can sell more than just beauty products and holidays in Dubai. For many brands across all industries, working with influencers is now an integrated part of their marketing strategy as it offers a personable, relatable, and more authentic way of engaging with your target demographic.
An influencer who aligns with a charity’s cause can work as a brand ambassador and draw people to attend a series of or stand-alone events. Instagram now allows brands and brand ambassadors to post content as “collaborators”, meaning a wider net will be cast when attracting viewers to a post. Charities can even “take over” and host events on the influencer’s personal page to leverage their audience reach.
As more and more brands move towards influencer-driven marketing, it makes sense that charities would follow suit. Not every event may need an influencer, but by working with people whose values align with your own, the chances that your message will reach people who resonate with your mission and are keen to show their support will increase.
Increase your accessibility
For many reasons, live streaming is the most accessible way to run an event. Virtual events can be far more cost-effective than in-person galas and lavish dinners, sparing organisers the cost of both a physical venue and travel, meaning more funds can go directly to the cause at hand. They also eliminates the cap on attendee numbers, meaning more people from a range of backgrounds can join in. An evening with a celebrity speaker suddenly becomes available to hundreds, or even thousands, of donors and is no longer limited to only the very affluent.
Logistically, virtual events are also much more accessible than in-person ones and remove the need for organisers to find and pay for a venue. They also mean high-profile speakers and celebrity guests are able to headline the event from anywhere is the world which eliminates travel fees.
Hybrid events are a good solution that combines the in-person excitement with the accessibility benefit of bringing in audiences virtually from across the globe, again avoiding unnecessary travel costs and also contributing to reducing the charity’s carbon footprint and making events more sustainable.
Hosting your event as a live stream also enables close captioning and sign language to be clearly displayed on the screen for hearing-impaired viewers, certainly something to consider to improve the accessibility of all events.
Make it your own
No live stream fundraiser or event has to follow an exact formula to be a success – each charity should do what works for them.
A charity can start simple and use social media live streams to share an initiative to raise funds and awareness - it could even become a viral trend! Or they can go big and pull out all the stops and use gamification (applying game playing techniques) to create a truly immersive and exciting event that donors will look forward to attending.
For example, in person marathon runners can be joined by runners from their homes around the world, who can use the live stream technology to share messages of support to be broadcasted to everyone watching and at the live event itself.
Quiz nights, a Q&A with a celebrity or influential spokesperson, sharing testimonials from lived experiences – these are all unique events that charities can live stream to take the event to the next level, increase their reach and share their important message.
