Advice

Where to Start With Online Fundraising

By Caroline Bermudez

February 26, 2015

Starting from scratch with an online giving program can be a major undertaking.

Here are eight tasks any organization should keep in mind when setting up—or overhauling—its online giving program.

Select a reliable payment processor. Pick a company that enables secure transactions for donations made online. However, be mindful that processing fees are charged for credit-card use.
Craft a simple donation page. If your process requires donors to click around too much, you will lose them. Ideally, you should have one page, and it should be uncluttered, with only the information that’s absolutely necessary, and no distractions.
Set up an email system to communicate with donors. Steve MacLaughlin, director of the Idea Lab at Blackbaud, recommends that nonprofits choose services that track data, work with a charity’s donation form, provide templates, involve no coding like HTML or CSS, import lists of contacts, and allow individuals to opt out of getting emails.
Make sure everything works on mobile devices. People spend more and more time on their smartphones. Your website and any emails your organization sends to supporters should be optimized for smaller screens using a simple, clean design.
Include quality content, with a compelling story, on your website and in emails. Show donors how your organization stands apart from similar groups and what their donations will support. Write emails that not only ask for money but also offer information on donors’ interests. Use emails as an opportunity to provide updates on your charity instead of relying on annual reports.
Think about visuals and photography in all of your communications. For some groups, great photos can do the heavy lifting in communicating what your organization accomplishes and how it affects people’s lives.
Sweeten the deal whenever possible with matching gifts and more. Google raised $7.5-million to fight Ebola by giving $2 for every $1 donated and covering all transaction fees. Ask if a foundation or company that supports your organization will match donations for at least a limited time.
Express gratitude to those who give. Thank donors, preferably offline. Follow up with personalized notes or phone calls. People are more likely to become repeat donors if giving to your organization is a rewarding experience.

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Starting from scratch with an online giving program can be a major undertaking.

Here are eight tasks any organization should keep in mind when setting up—or overhauling—its online giving program.

Select a reliable payment processor. Pick a company that enables secure transactions for donations made online. However, be mindful that processing fees are charged for credit-card use.
Craft a simple donation page. If your process requires donors to click around too much, you will lose them. Ideally, you should have one page, and it should be uncluttered, with only the information that’s absolutely necessary, and no distractions.
Set up an email system to communicate with donors. Steve MacLaughlin, director of the Idea Lab at Blackbaud, recommends that nonprofits choose services that track data, work with a charity’s donation form, provide templates, involve no coding like HTML or CSS, import lists of contacts, and allow individuals to opt out of getting emails.
Make sure everything works on mobile devices. People spend more and more time on their smartphones. Your website and any emails your organization sends to supporters should be optimized for smaller screens using a simple, clean design.
Include quality content, with a compelling story, on your website and in emails. Show donors how your organization stands apart from similar groups and what their donations will support. Write emails that not only ask for money but also offer information on donors’ interests. Use emails as an opportunity to provide updates on your charity instead of relying on annual reports.
Think about visuals and photography in all of your communications. For some groups, great photos can do the heavy lifting in communicating what your organization accomplishes and how it affects people’s lives.
Sweeten the deal whenever possible with matching gifts and more. Google raised $7.5-million to fight Ebola by giving $2 for every $1 donated and covering all transaction fees. Ask if a foundation or company that supports your organization will match donations for at least a limited time.
Express gratitude to those who give. Thank donors, preferably offline. Follow up with personalized notes or phone calls. People are more likely to become repeat donors if giving to your organization is a rewarding experience.