Resource Mobilization through Digital Fundraising Platform
UN Women Private Sector secion has been developing a digital platform to encourage and increase individual giving to UN Women. New UN Women microsite provides more space to present the work of UN Women. Our team has also been collaborating with the UN Women National Committees on Monthly Giving, which will be a steady resource for UN Women to rely on.
UN Women’s private sector unit has developed a digital platform to encourage and increase individual giving as a supplementary resource mobilization strategy for UN Women’s work. This is the first mass individual donor acquisition exercise UN Women has ever implemented and will provide an opportunity to test different targeting approaches to build the necessary infrastructure for resource mobilization as well as determine the necessary pre-requisites for expanding the program. The first two approaches being tested are cause and project-based fundraising. A customized Landing Page for the Rio Olympics Games was generated to raise money for the project: ‘One Win Leads to Another’, which is focused on empowering young women and girls through sport training. This project is being implemented in partnership with a local organization in Brazil. The Landing Page carries information such as dollar handles for each donation and human interest stories focusing on the girls who are beneficiaries of the project.
This prototype will enable UN Women to build the required infrastructure to handle mass donations and build a customer engagement tool that will enable the organization to optimize its existing online payment mechanisms.
How does your innovation work?
New UN Women microsite provides more space to present the work of UN Women. The suggested process is that as soon as a person makes an online donation, a web page with a Thank You message is generated. This could be a 'general' message that appears for both Monthly and One Time Giving (OTG) donors. Then, as quickly as possible (within 24 hours), the donor will receive a thank you/confirmation email. The email should confirm their gift amount.
Our team has also been collaborating with the UN Women National Committees on Monthly Giving, which will be a steady resource for UN Women to rely on. The Monthly Giving package includes a Thank You letter and a premium gift (e.g. post-it notes with UN Women logo).
Also, we are building supporting digital assets including promotional and engagement tools (e.g. microsite and e-communications). To help monthly donors feel appreciated, to keep them engaged and to show them that their contributions make a tangible difference, we can send them a donor newsletter a few times a year. The newsletter can be created in both digital format (emailed to donors) and printed format (mailed to donors). We will develop 3 or 4 issues per year in digital format and 2 or 3 issues per year in printing, because the digital format is more cost effective to produce and distribute. The letter will include beneficiary stories and photos, statistics or facts (info could be featured as an infographic), UN Women events, and some opportunities for the monthly donors to engage with UN Women.
The innovation project has been expanded with external partner to increase the impact of the platform.