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MEDIA RELEASE - United Way share innovative donor techniques

27 August 2019

New digital innovations have changed the way we communicate and do business, placing pressure on not-for-profit organisations such as United Way Glenelg to remain relevant and engaged with stakeholders.

The group’s executive officer Nicole Carr said these advances had forced the board to critically analyse its engagement at its monthly meetings, placing a microscope across its work methods to ensure it remains relevant and front of mind to engage new donors.

Mrs Carr said workplace giving generated its greatest capital, but global trends predict this won’t last and other innovative avenues need to be created to attract future donations.

“One of the major issues many charities struggle with, is that their donation channels and experiences are not keeping up with changing consumer behaviour,” Mrs Carr said.

“Like other businesses, donors want charities to keep up with the way they live and utilise the technology they use daily – including the use of mobile technology and new forms of payment.

“Because of this we have introduced Donation Point tap, enabling us to quickly accept low value card donations through a contactless counter-top device.”

United Way Glenelg will be used as a case study in the second session of the Modern Small Business On-Line Series on Wednesday 28 August 2019 at 7.30pm, hosted by Glenelg Shire Council in partnership with Marketing Entourage, as part of the Digital Innovation Festival.

Mrs Carr will join seminar host Samantha Hurley who will illustrate to viewers how the organisation can better link its traditional marketing with digital methods, providing advice on how to gain maximum impact from their time and investment.

Mrs Carr said United Way Glenelg was looking forward to Ms Hurley’s guidance on how to ultimately grow their audience and donor outcomes.

She said the organisation had more “exciting plans” for the year ahead to introduce other platforms to engage with donors.

“It is important donors are aware of how their donation is making a difference to improving the lives of local people. As more people move to digital devices for information it is important we have the right tools for this medium,” she said.

“We are aware that a digital giving app, live crowd funding, our donation tap point and social media are all part of communicating with future donors. We need to find and engage with new donors, in particular Gen Y & Z, retiring baby boomers, and a transient workforce.”

To register for the next session visit www.digitalglenelg.com.au or join the online network at www.community.digitalglenelg.com.au.


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