Higher Average Online Donation for Milan Symphony Orchestra
The client
Founded over 30 years ago, the Orchestra Sinfonica di Milano is a key player in the Italian musical life. Its mission combines accessibility, education, and excellence, complementing the main symphonic season with performances, family workshops, film concerts, and cross-disciplinary events.
With the support of its audience, the Orchestra makes classical music a shared and inclusive experience.
The Results
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More than €50,000 raised in under 2 month
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An average gift of €125, boosted by major and in-memory donations
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A higher conversion rate due to ease of online giving and personalised communication
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Donor engagement amplified through exclusive events and storytelling
Solution Used
Donation Forms
A valued user since
2021
Challenges Faced
In the early days of the Covid-19 pandemic, the sudden closure of theatres and the suspension of live performances made it clear that traditional fundraising methods were no longer sufficient.
With in-person events cancelled and ticket revenue halted, the Milan Symphony Orchestra had to quickly pivot towards digital channels to maintain donor engagement and financial stability. Today, ongoing challenges remain:
- Reaching a diverse audience: Balancing the needs of digital-first donors with those of more traditional supporters who prefer offline giving methods.
- Multi-channel communication: Identifying and using the right mix of channels: email, social media, PR, events, etc to engage different donor segments.
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Time-consuming manual processes: Coordinating communication, administration and donation tracking, required significant manual effort.
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Maintaining donor relationships: Ensuring timely, relevant follow-ups to build long-term loyalty.
From Traditional Giving to a Digital-First Fundraising Strategy
Before adopting iRaiser, the Orchestra used more traditional methods of fundraising, including manual bank transfers, direct donations in the auditorium and contributions collected through membership campaigns.
Switching to a digital donation platform has been a significant step forward, streamlining the giving process for younger, digital-savvy donors while still offering options for those who prefer more traditional methods.
Smarter Tools for a Smoother Donor Experience
By implementing iRaiser’s Donation Forms, the Milan Symphony Orchestra transformed its donation experience—making it faster, simpler, and more user-friendly for both new and returning supporters. Here's how they improved the donor journey:
- Quick and easy donations: Donors were able to contribute with just a few clicks, choosing from predefined amounts or customising their donation according to their preferences.
- Secure and flexible payment methods: Offering the convenience of digital payments, donors could make secure donations from their smartphones or computers, using credit cards or other options.
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Personalised donations: Donors could choose to support a specific event or make a general contribution, ensuring their intentions were respected and they felt truly valued.
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Immediate confirmations and follow-ups: Automated thank-you emails and confirmations helped improve communication and transparency, fostering trust with their donors.
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Covering transaction fees: Many supporters also chose to cover transaction fees, further demonstrating their trust and commitment to the Orchestra’s mission.
This digital approach helped them reach a broader audience and made the donation process more accessible for all, allowing them to focus more on building deeper connections with their supporters.
Efficient Campaign Management for the Orchestra
Managing fundraising campaigns has become more efficient and less time-consuming for The Milan Symphony Orchestra. By automating key processes and customising how they track and manage donations, they have been able to free up more time to focus on what truly matters: their supporters and the music.
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Centralised donation tracking: All contributions are tracked in a clear, structured way. Event-related donations are managed separately from general gifts, making participant coordination much easier.
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Automated donor communication: Thank-you emails and confirmations are sent automatically, saving time while maintaining a personalised donor experience. The ability to customise messages based on the type of donation further enhanced their communication efforts.
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Simplified donation options: Predefined donation amounts, linked to event participation make giving quicker and more intuitive for supporters.
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Efficient payment processing: Supporters can donate securely by credit card, avoiding the delays of manual transfers.
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Real-time reporting: Campaign performance is monitored in real time, enabling rapid adjustments and timely updates to supporters.
Thanks to these advancements, the Orchestra is able to manage campaigns in a more organised and scalable manner, improving both their internal processes and the experience for their donors.
A Closer Look at “Un battito vitale”: A Multichannel Fundraising Success
In June 2024, The Milan Symphony Orchestra launched “Un battito vitale” (A Vital Beat). The fundraising campaign aimed to raise €50,000 for the purchase of five new timpani, fundamental instruments for symphonic concerts. Despite the summer launch period, often less favourable for fundraising, the team succeeded in mobilising both long-time supporters and new donors.
The campaign was structured strategically, combining free donations and donations linked to participation in the event.
A dedicated donation page offered various donation ranges (from €25 to €50+) depending on the number and location of seats requested.
The campaign was promoted across multiple channels: email newsletters, social media, website banners, PR and press coverage, printed postcards with QR codes, and ticket-linked donation prompts.
More than €50,000 raised in a short timeframe
The Un battito vitale campaign achieved remarkable results in just under two months. More than €50,000 were raised to support the Orchestra’s activities. With an average donation of around €125, the campaign benefited from a mix of individual contributions and more generous gifts from long-time supporters.
High Engagement and Conversion Rates
A tailored communication strategy plus the ease of donating online, particularly through credit card payments, and played a key role in achieving a high conversion rate. Supporters were guided through a smooth, accessible process, helping to maximise both participation and average gift size.
QR Codes in Action: Connecting Offline Moments with Online Donations
One of the campaign’s strengths was its ability to link offline experiences with online giving. By adding QR codes to printed postcards handed out at concerts and on e-tickets, the Orchestra made it easy for people to donate instantly using their smartphones.
This effective approach helped turn offline touchpoints into online conversion opportunities, meeting donors wherever they were, whether in the concert hall or on the go, and smoothly guiding them to the dedicated donation page.
Want to know more about using QR codes to boost your own drive-to-web strategy? Discover practical tips in iRaiser’s article: From Offline to Online Fundraising: How to Drive-to-Web.
Strengthening Bonds Through Direct Donor Involvement
Another key to the success of Un battito vitale was also the strong emotional connection created with supporters. Donors were invited to attend an exclusive dress rehearsal of Carmina Burana, a unique cultural moment that rewarded their generosity and brought them closer to the Orchestra.
Personal stories also played an important role: one donor gave in memory of their parents, while a major gift helped reach the campaign goal. These acts of support reflect the strong relationship between the Orchestra and its community, and show how emotion and shared values can drive fundraising success.
A Winning, Multi-Channel Fundraising Strategy
The campaign showcased the power of combining digital tools with in-person experiences. By integrating online giving with targeted communication and real-world events, the Orchestra demonstrated how a multi-channel approach can boost both engagement and fundraising results.
Curious to explore more multi-channel fundraising strategies? Download our guide by filling the form and discover the best practices and tips to successfully launch your own strategy across different channels.
The Milan Symphony Orchestra's Tips for Charities Planning Their Next Fundraising Campaign
When planning a major fundraising campaign or event, the Orchestra recommends:
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Link fundraising to an engaging event or experience: Create an opportunity that captures supporters’ attention and connects them to your cause, whether through a concert, a special performance, or an interactive experience.
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Ensure a well-structured donation platform: Design the donation form to be intuitive, with predefined options and customisable fields that make it easier for donors to give.
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Plan an effective multi-channel communication strategy: Reach your audience through a variety of channels (email, social media, and direct communication) to keep them informed, engaged, and motivated to support.
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Automate donor communication as much as possible: Use automated thank-you emails and confirmations to save time while ensuring every donor feels appreciated and valued.
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Offer multiple payment options: Provide a range of payment methods to accommodate all types of donors, from credit cards to bank transfers, increasing the accessibility of your campaign.
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Monitor and adjust the campaign in real-time: Keep track of campaign performance and adjust your strategy based on live data to ensure you are always moving toward your goal.
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Create a sense of community among your supporters: Foster engagement by recognising your donors’ contributions, sharing progress updates, and making them feel part of something bigger.