Donating Online: How to Set Up Your Website for Fundraising Success

According to Network for Good, online giving constitutes 10% of total philanthropic giving.

The average online gift is $146 compared with $38 for the average direct mail gift.

Garner Online Donations

  1. Place a prominent “donate” button on the header of the website that is easily visible in the same place from page to page.
  2. Offer the opportunity for the donor’s Company to match donations. List of participating companies.Screen Shot 2015-03-02 at 9.34.01 AM

Social Media

  1. Place social media links on the website and offer visitors opportunities to “like”, “follow”, and “pin”Social Media Icons for Website
  2. Vary social media posts to be universal/inspirational sayings and photos with posts specific to the organization’s work. Check out Charity Water’s social media examples here
  3. Feature “endorsement” quotes from prominent individuals testifying to the value of your organization to the community
  4. Feature any printed media or editorial ops

Video Killed Text

  1. Create a presence on YouTube with videos and embed into your organization’s website.
    1. According to Forbes Insight, 59% of senior executives would rather watch a video than read text.
    2. Note Invisible Children’s “Donate” button below prominently displayed on their You Tube Channel.
  1. Screen Shot 2015-03-02 at 9.58.54 AMThe video needs to be engaging and captivating within the first seconds and minutes.
    1. Eloqua, an automated email marketing provider, noted that including video in an introductory email reduced the number of subscriber opt-outs by 75%.
    2. According to research by Visible Measures, 20% of viewers will click away from a video in 10 seconds or fewer, about 1/3 by 30 seconds, 45% by 1 minute and almost 60% by 2 minutes.

If you need one more reason why to create videos for your nonprofit organization to help you fundraise:

Create repeat visitors

  1. Create a monthly or bi-monthly newsletter by mapping out 1-3 newsletter topics and content in advance. Ask website visitors to sign up on your website or through an immediate pop up screen when the open your websiteScreen Shot 2015-03-02 at 10.34.47 AM
  2. Create a blog for the organization that features success stories, testimonies from community leaders about the work of the organization, guest bloggers (Honorary board members, prominent community members) written twice a month. Market the blog by embedding it in the website and promoting new posts via the organization’s social media
  3. Utilize Google Analytics or other system to track website visitors

To launch a new website

  1. Nobody likes to click onto a webpage and get the message: “Super Radical Website coming here soon…” As your building your website, have up a placeholder that will allow you to build a following as your website is under construction.Screen Shot 2015-03-02 at 11.34.01 AM
  2. For the soft launch, send the web link to the organization’s inner circle and solicit them for feedback (via email or a more formal online survey). The inner circle can include the individuals who participated in the strategic development survey and those who were on the list but were not interviewed; this is another step in the donor cultivation process for these individuals
  3. For the public launch, send out a video via email and have it prominently displayed on your website
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