Is Your Website in Good Shape?

With everything that’s been going on over the last year and a half, you may not have had time to keep up with certain things. That includes making sure your website is in good shape.

You don’t want to neglect your website. The internet is still most people’s go-to place to get information. Unlike social media, you control your website. You want it to be up-to-date, easy to read/scan and navigate, welcoming, and audience-centered.

I created this checklist a few years ago and I think now is a good time to revisit it. 

Home page

Your home page is often the first place a newcomer will visit. Make it an entryway to the rest of your website.

  • Is it free of clutter and easy to navigate and read/scan? You can include links to other pages on your home page, so you’re not bombarding it with too much information.
  • Does it include an engaging photo and a small amount of text, such as a tagline or position statement?
  • Are you highlighting something current and important? Maybe it’s your response to the ever-changing pandemic. Maybe it’s a fundraising campaign or an event. Be sure it’s up-to-date and the most newsworthy item you can feature.
  • Does it include a Donate Now button that’s prominent without being tacky?
  • Does it include a newsletter sign-up box and social media icons?
  • Does it include your organization’s contact information or a link to a Contact Us page?
  • Is the navigation bar easy to use?
  • Does it include a search feature?

Donation page

Many people donate online. This needs to be a good experience for your donors. You don’t want to stress them out with a cumbersome and confusing donation page.

  • Is it easy to use?
  • Does it include a strong call to action with the same messages as all your other fundraising appeals? You want to include enough information to entice a potential new donor, but not too much to overwhelm any of your donors (new and long-time).
  • Does it show how the donation will be used and what different amounts will fund?
  • Does it include an option for monthly/recurring gifts?
  • Does it have an engaging photo?
  • After someone donates, does it take the person to an engaging thank you landing page and generate a personal thank you email?

5 Questions to Ask Yourself to Make Your Donation Page More Effective

The rest of your pages

Be sure to take a look at the rest of your web pages, too.

  • Are they easy to read/scan and navigate?
  • Do all your pages have a consistent look?
  • Is the content well written in a conversational style (no jargon!) and free of grammatical errors and typos?
  • Are your pages audience-centered? Remember, some visitors know you well and others don’t. A person visiting your volunteer page may not know much about your organization, so you’ll need to include a compelling description of what you do.
  • Do your pages contain a clear call to action? For example, your volunteer page should entice someone to volunteer.
  • Does each page have one or two photos related to its subject matter? Going back to your volunteer page, you could include a photo of volunteers working in the community.
  • Is all the content up-to-date?
  • Do all your links work?
  • Do all your pages include a Donate Now button, navigation bar, social media icons, a newsletter sign-up box, contact information, and a search feature, so your visitors don’t have to go back to the home page?
  • Are you using analytics to see how often people visit your pages? If you have pages that aren’t generating a lot of interest, find out why that’s happening. You may need to make the page more engaging or take it down.
  • Do you periodically survey your supporters to get feedback about your website?
  • Is your website mobile-friendly? This is crucial. Fortunately, most of them are these days, but just in case yours isn’t –  How to make website mobile friendly for your nonprofit
  • Is there other content you should include (or take out)?

After you’ve made all your changes, have someone who isn’t as familiar with your organization (maybe a friend or family member) look at your website to see if the content is clear and that it’s easy to read/scan and navigate.

Your goal is to have a website that’s welcoming and audience-centered for everyone from first-time visitors to long-time donors.

Read on for more information to help you get your website in good shape.

Your Nonprofit Website: The Importance of User Experience

Website Formatting: The Anatomy of a Well-Designed Nonprofit Web Page

15 Nonprofit Website Best Practices You Need to Know in 2021

Best Practices for a Nonprofit Website

Image via www.morecustomersmoresales.com.au

Why It’s Important to Keep Things Simple

Over the years I’ve realized the importance of keeping things simple. This past year we needed to keep things simple since we were limited in what we could do, especially outside the house. Instead of running back and forth from place to place, we stayed put, although we spent more time online.

Things are starting to open up, but there’s still a lot of stress and uncertainty. Even though I’m fully vaccinated, I’m not that excited about being anywhere that’s crowded. The pandemic allowed me to find pleasure in simple things such as taking a walk, reading a novel, and doing yoga, which I’m going to continue to make time for, if I can. 

Keeping it simple doesn’t have to mean a bare-bones existence. There’s a Swedish term called lagom meaning everything in moderation or not too much, not too little. Or think of Goldilocks and choose what’s “just right.” This can apply to how much information we take in about the pandemic, politics, etc. – enough to know what’s going on, but not too much so it’s overwhelming. 

Keeping things simple is also important for your nonprofit organization. You’ve gone through a lot this past year. You had to make changes in the way you do your work. Maybe you’re starting to provide in-person services again and some people are back in the office. All this change has made your work more complicated. 

You need to continue to raise money and communicate fairly regularly with your donors, while not taking on too much. Donors are also navigating the changing situations, but they want to help if they can and they want to hear from you. What they don’t want is a lot of complex content.

Here are a few ways to simplify your donor communication without making it too difficult for you.

Keep it simple by planning ahead

If communicating regularly with your donors sounds overwhelming, plan ahead by using a communications calendar. You should be in touch every one to two weeks, if possible. Otherwise, aim for once a month. Fill your calendar with different ways to do that and update it as needed. A good rule of thumb is – ask, thank, update/engage, repeat. And as I mention below, you can keep it simple with shorter communication.

Keep it simple by sticking to one call to action

Your communication needs to be clear. Before you send an email message or letter, ask what is your intention? Is it to ask for a donation, say thank you, or send an update?

Stick to one call to action. If you pack too much information into your message, it’s likely your donors won’t respond to any of your requests.

In your fundraising appeals, don’t bury your ask. You can start with a story, followed by a clear, polite ask. Recognize your reader. Thank previous donors and invite potential donors to be a part of your family of donors.

Your thank you letter or email should thank the donor. Simple, right? Make them feel good about giving to your organization. Welcome new donors and welcome back returning donors. You don’t need a lot of wordy text explaining what your organization does.

Keep your messages simple, yet sincere, and include a clear call to action.

6 Tips for Effective CTAs That Get Clicks

Keep it simple with shorter, easy to read messages

Plain and simple, if your communication is too long, most people won’t read it. 

Limit print communication, such as newsletters and annual reports, to four pages or less. Your email messages should be just a few paragraphs. On the other hand, you don’t want to be terse or say too little.

“I didn’t have time to write a short letter, so I wrote a long one instead.” Mark Twain

Be sure your communication is easy to read and scan. Use short paragraphs, especially for electronic communication, and include lots of white space. Don’t clutter up the page.

Keep it simple by using conversational language

I find it annoying to read an appeal letter or newsletter article that sounds like a Ph.D. thesis. Write at a sixth to eighth-grade level. That’s what most major newspapers do. This is not dumbing down. You’re being smart by ensuring your donors will understand you.

Keep out the jargon and other confusing language. Instead of saying something like We’re helping underserved communities who are experiencing food insecurity, say  – Thanks to donors like you, we can serve more families at the Westside Community Food Bank. 

We’re seeing real people being affected by real problems. Don’t diminish this with jargon and other vague language.

Use the active voice and there’s no need to get fancy by using a lot of SAT vocabulary words. Again, you want your donors to understand you.

Let’s Try to Stop Using Jargon So Much

Keep it simple by creating a clutter-free website

Your website is still a place where people will go to get information. Make sure it’s clear and clutter-free, as well as easy to read and navigate. Don’t forget about short paragraphs and lots of white space.

One of the most important parts of your website is your donation page. It needs to be easy to use and collect enough information without overwhelming your donors. If it’s too cumbersome, they may give up and leave.

If it’s a branded page (e.g. not a third-party site like PayPal), make sure it’s consistent with your messaging and look. Don’t go too minimalistic, though. Include a short description of how a donor’s gift will help you make a difference, as well as an engaging photo.

15 Nonprofit Website Best Practices You Need to Know in 2021

Make it easier for your nonprofit and your donors by keeping things simple.

Easier is Better

Your Donor Communications Should Be Simple & Direct

Photo by Marco Verch

5 Tips to Use Your Nonprofit Site as A Donor Engagement Tool

By Anne Stefanyk

Your nonprofit website is a valuable tool for modern fundraising. Not only is it the first place prospects look to learn more about your organization, it’s also where current supporters go for updates on your mission and to explore upcoming opportunities. 

As the focal point of almost all of your donor engagements, without your nonprofit website, you’d have trouble both recruiting new supporters and retaining current ones.

There are a number of elements that play a critical role in how your website performs, the way visitors engage with it, and your online conversion rates. To position your site as a successful donor engagement tool, you’ll need an optimized nonprofit website. 

The best nonprofit sites are well-designed, scalable, easy to use, and effectively meet your target users’needs. If you want to leverage your own site as a donor engagement tool, make sure to follow these five tips:

  1. Review general website development best practices
  2. Integrate your site with other nonprofit solutions
  3. Advertise your upcoming campaigns and events
  4. Add consistent content to your blog roll
  5. Consider starting an online webinar series

Let’s dive in by reviewing the basics. 

1. Review general website development best practices

Taking some insight from Kanopi’s team of website user experience (UX) experts: “As the centerpiece of your digital engagements, your nonprofit website UX is extremely important if you want to not only acquire new supporters, but continue to retain current ones.”

Nonprofit website UX encompasses how users interact with your site. From how long it takes to load to how easy it is to navigate through different pages, there are a number of factors that can either encourage site visitors to continue engaging with your site or push them away. 

If you want to improve your own site UX, reviewing general nonprofit website maintenance practices is the best place to start. 

Here are the basic essentials to know:

  • Stick to simple user-based design. Your website already hosts a variety of different engagements. To minimize confusion and benefit your site UX, make sure each page and section stays simple and serves one clear purpose. Cramming too much information or site elements into one place can be overwhelming. 
  • Test your site load time. If your website doesn’t load fast enough, the chances of users giving up on it drastically increases. Regularly test your site and flag any obvious loading pain points, like large image or video files.  
  • Make sure it is mobile-optimized. With 51% of online site traffic coming from mobile phones, it’s critical that your site works on any size screen. If not, you’re missing out on over half of your supporters. 
  • Feature Call to actions (CTAs) to popular engagements. It’s likely people are visiting your site because they want to learn more, donate, sign up for an event (virtual for now), or become a volunteer. Include clear buttons and links, as well as a navigation menu that takes site visitors to these pages.

These are just some general tips for making sure your website is in good shape. With these basics down, you can start focusing on specific tools and content you’ll need to take your donor engagement to the next level. Above all, UX is a top priority. Explore these examples of top nonprofit websites to see these best practices in action.  

2. Integrate your site with other nonprofit solutions

As the center of your online engagements, your nonprofit website is doing a very important job: collecting data. This includes metrics of how prospective and current donors find your site and the specific links and pages that they frequent. Information like this can help you create targeted marketing strategies and give you a sense of the different types of supporters you have.

To make good use of this data and expand your donor engagement capabilities, we recommend integrating your other nonprofit solutions as well. Tech integrations connect separate software platforms to centralize their data. 

For nonprofits, having integrations between your online donation tools, constituent relationship management (CRM) database, email communications tool, and website is critical. This ensures that you have real-time access to accurate engagement data. 

What does this mean for your nonprofit website? Use your nonprofit and donor data to help strategize the best ways to create a meaningful and valuable experience for site visitors. This can not only help you capitalize on engagement efforts, but also deepen your donor relationships. It also leverages the best of other tools so your site and staff don’t have to do all the heavy lifting.

3. Advertise your upcoming campaigns and events

This might seem like a no-brainer, but your website should showcase all of your upcoming fundraising campaigns and events. If prospects or current supporters want to participate, they’ll go to your website to find out more. 

For one thing, we recommend dedicating entire pages to each event or campaign. This way, you have ample space to discuss details, how supporters can participate, and even embed a customized and branded online donation form. Then, using website design and layout, make sure to effectively advertise those exciting opportunities.

Here are some ways you can do this:

  • Put your event or campaign marketing content front and center on your homepage. Remember to switch out this content once the event is over or else your website risks looking outdated.
  • Link to your events calendar within your navigation menu.
  • Incorporate key calls-to-action to event sign-ups and donation pages across different web pages wherever it seems valuable. 
  • Include links back to the event or campaign page in other marketing content like email newsletters and social media posts.

Whether you want to get a head start on your year-end giving campaign or you’re announcing a brand new event, connect prospects to your nonprofit website so they have actionable and concrete next steps. 

4. Add consistent content to your blog roll

What if you don’t have any events or campaigns coming up? How can you still send users to your online site? Consider creating consistent and active blog content! You can do this right on your nonprofit website with a dedicated blog roll.

Many organizations, software companies, and services in the philanthropic space create blog posts for their websites. Not only does this paint them as an authoritative figure, but it’s a valuable digital strategy that increases website SEO (search engine optimization). The more high-quality content your website has, the better Google and other search engines will rank it.

But what kind of blog posts should you create and what kind of content is your audience interested in? Use this list to start brainstorming with your marketing team:

  • News stories relevant to your mission
  • Advice and tips for those in the community that your nonprofit serves
  • Updates on nonprofit events, campaigns, and other major accomplishments
  • Announcements for new nonprofit developments
  • Testimonials from community members you’ve helped

For instance, The American Heart Association has blog content specific to healthy living and other health-related topics. Even though these blog posts aren’t directly discussing the campaigns and accomplishments they’ve achieved, they still provide value and offer an additional engagement point for their supporters. 

5. Consider starting an online webinar series

Similar to creating blog content, starting an online webinar series is a key way to position your organization as a thought leader. Webinars are usually meetings or presentations that are hosted online, either live or pre-recorded, and led by professionals of the topic at hand.

Many nonprofit organizations and related businesses host webinars to talk about topics ranging from top fundraising strategies to new advancements in their particular field. But these aren’t just beneficial to teach your nonprofit supporters and peers best practices. They also offer an additional layer of interactivity!

Depending on the webinar and video conferencing platform you use, audience members should be able to comment, ask questions, and even talk to each other. This doesn’t just engage your supporters, but also encourages them to interact with each other and build an online community

Consider asking top staff members or other experts serving similar missions to lead these conversations. You might even crowdsource some good ideas from viewers that you can implement into future fundraising efforts. DonorSearch has a helpful list of nonprofit webinar series that you can explore for inspiration. 

Start small. Don’t commit to too many webinars. If you can only handle one per quarter, that’s just fine. And once the webinar is over? You can repurpose that content into a blog post, which helps address item #4 on our list.

Conclusion

Don’t let your nonprofit website fall to the wayside. As one of your most important donor engagement tools, a well-designed and valuable site can take your fundraising and important relationships to the next level. 

Make sure to review basic site best practices for a solid foundation and then brainstorm creative content to keep visitors engaged. Soon, your website will become the go-to for supporters and donors who want to learn more—not just about what your nonprofit is doing, but about the major updates regarding your mission in general. Good luck!

As Founder and CEO of Kanopi Studios, Anne Stefanyk helps create clarity around project needs and turns client conversations into actionable outcomes. She enjoys helping clients identify their problems, and then empowering the Kanopi team to execute great solutions.

Anne is an advocate for open source and co-organizes the Bay Area Drupal Camp. When she’s not contributing to the community or running her thoughtful web agency, she enjoys yoga, meditation, treehouses, dharma, cycling, paddle boarding, kayaking, and hanging with her nephew.

Twitter – @Anne_Kanopi

https://www.drupal.org/u/annabella

https://www.linkedin.com/in/annestefanyk/

Your Nonprofit Website: The Importance of User Experience

User experience is one of the core components of a long-lasting and valuable nonprofit website. Learn more about its importance to help your organization.

By Anne Stefanyk

Life is naturally full of both good and bad experiences. And, if something was especially bad, people don’t hesitate to hop on Yelp and write a scathing review. That’s why restaurants and other attractions take the time to set up an ambiance and cultivate an engaging experience. Why shouldn’t your nonprofit website take the same approach?

If your website doesn’t take into account its user experience (UX), you’re taking a risk that visitors will never come back again. No matter how deeply they connect to your cause, a website that takes too long to load, is difficult to navigate, or seems unsafe will drive away supporters and give your organization a bad online rep.

Prioritizing website user experience is one of the best ways to set up your site for long-term health and keep it in good shape. Specifically, a dedicated and comprehensive nonprofit website user experience strategy can:

  1. Help increase fundraising for your organization
  2. Expand your nonprofit audience
  3. Improve relationships with donors

This guide will dive deep into the above reasons to help you not only get to know your supporters better, but also provide some key tips to optimize your online presence. 

Get into the mind of your supporters and start incorporating website design elements based on user experience. Ready to learn more? Let’s begin.

1. Help increase fundraising for your organization

Imagine your website as an extension of your nonprofit’s office — donors should be able to ask questions, find out about current campaigns, and most importantly make a donation. But instead of having to deal with the hassle of driving (no one likes traffic!) and taking a large chunk out of their day, supporters can simply check out your website! And during the pandemic, it may not be easy to visit your nonprofit.

Just like your nonprofit’s office, your website should be inviting and informational. This can be done with the right design elements and user experience strategy. 

For instance, consider the natural flow of how a visitor might find your website and make an online gift. This could include checking out your Mission Statement page, reviewing past accomplishments, and exploring current and upcoming events. Who knows, maybe one of these pages will spark inspiration to give! A clear navigation menu pointing to these popular landing pages is a great way to meet your user’s needs in an accessible and convenient way.

To take it a step further, carefully place calls-to-action (CTA) throughout those pages that take users to your donation form. Let’s say a supporter is inspired to give after reading about a successful past campaign. A CTA leverages this moment of inspiration and offers convenient access to making that gift. Eye-catching, bright buttons and high-quality graphics linked to your donation page are great ways to funnel supporters to contributing in an engaging and seamless way!

Your donation page is where your online fundraising happens. There are a couple of on-page site elements that can further streamline user experience and increase fundraising, so let’s review some key donation page best practices:

  • Customized donation forms. Don’t make the mistake of depending on lengthy donation form templates. Customized forms ensure you only ask the necessary questions and don’t take too much of your donor’s time.
  • Quick page loading speed. Some say a website’s user attention span lasts around 8 seconds! Don’t lose visitors before they even get a chance to explore.
  • Branded, embedded donation forms. Make sure your form is branded to your organization, embedded within your donation page, and doesn’t send donors to a third-party site. This keeps the user experience streamlined, while also building the relationship between the donor and your brand.
  • Recurring donation options within the donation form. This enables users to easily turn their gift into a more consistent and long-term form of support.
  • Suggested giving amounts. This can make it a little easier for the supporters who don’t know exactly how much to give, and can even entice them to give a little more if their original gift is slightly under a suggested amount. Consider also providing the impact along with each suggested amount!
  • Embed a matching gift database. According to Double the Donation, an estimated $4-$7 billion in matching gift funds goes unclaimed each year. This is largely due to donors simply not knowing they’re eligible! With a searchable matching gift database right within your donation page, donors can easily look up their employer and find out the steps to increase their original gift — all without interrupting the user experience.
  • Include a social sharing option. After a supporter completes their donation, it’s a great idea to provide a CTA encouraging them to share their recent gift on social media. This is an easy way to also reach new prospective donors and even increase fundraising!

From leading users to your online donation page to optimizing the page itself, your nonprofit website’s user experience is key to planning out design elements that can help you increase your fundraising. 

2. Expand your audience

Your website’s user experience can not only help you engage current supporters, but can even expand your organization’s audience. This is because a key component of website user experience involves web accessibility. 

According to the World Wide Web Consortium (W3C), “The Web is fundamentally designed to work for all people, whatever their hardware, software, language, location, or ability. When the Web meets this goal, it is accessible to people with a diverse range of hearing, movement, sight, and cognitive ability.” If you want to prioritize user experience, you have to consider it for all users

To ensure that you’re meeting accessibility standards and reaching as wide of an audience as possible, it’s important to review the Web Content Accessibility Guidelines WCAG’s core principles of accessible design. This includes:

  • Perceivable information and intuitive user interface (UI)
  • Operable UI and navigation
  • Understandable information and UI
  • Robust content and reliable interpretation

Using these principles, here are a couple of steps you can take right now to ensure your website is accessible and that you prioritize user experience:

  • Make sure all non-text content (image, video, audio) also has a text alternative for those with visual impairments.
  • Stay away from too many sensory characteristics such as sound and appearance to convey important information. 
  • Avoid flashy elements and bright lights to protect those who might experience seizures.
  • Provide clear page titles and make sure entry fields always include labels or instructions.
  • Make sure your website and all of its pages are accessible on mobile devices.
  • Offer translation tools so users from all over the world can visit your website.

Web accessibility is all about making sure your website is usable by all. With a dedicated user experience strategy for your website, you not only improve accessibility standards but also can expand your audience. After all, one of the best parts of the internet is the ability to meet different types of people that you might not meet if you were confined to in-person interactions. For all you know, some of your biggest supporters could be across the globe!

3. Improve relationships with supporters  

In the end, your nonprofit website user experience is all about your supporters. The better your website engages supporters and provides them with the resources they seek, the stronger and more reliable your relationship with them will be. 

If you want to improve relationships with supporters, you have to dive deeper into the types of visitors who engage with your website. Using the insights from Kanopi’s article, consider how outlining user stories can help you identify your supporters’ goals and align them with your own nonprofit website strategy.

User stories are all about creating clarity and prioritizing user needs. Put simply, it’s a way for your marketing team to improve user experience and ensure your website is meeting your supporters’ demands. Your own user stories should look something like this: “As a [end user], I want [some goal] so that [some reason].”

  • End user. Who is the person visiting your site? Are they a past donor or a new supporter? 
  • Their goal. What does the user need to be able to do? Are they looking to make a donation? Are they browsing local events to get involved in or seeking purely online ways to support your organization?
  • The reason. Why does the user need to be able to perform this action? How can marketing leaders use this context to better design their website? 

Once you have your user stories, it’s now time for the fun part! How can you brainstorm actionable ways for your website to complete your user stories? 

For instance, let’s say one of your user stories states “As a recurring volunteer, I want a simple way to learn about events so I can sign up quickly.” To complete this story, you might incorporate an event calendar right within your homepage. On top of that, embed a form where users can opt-in to event alerts through email or text! This way, your website meets your users’ needs and sets the stage for future engagement.

Long-lasting relationships are the best foundation for growing nonprofit organizations, and your website can be a key instrument in this strategy! Your website’s user experience can either build a positive relationship, encouraging the donor to continue visiting the site, or it can be the very obstacle leading to decreasing donor retention rates. With some thought and effort, you can keep supporters on the right path.


Your nonprofit website’s user experience should take both your supporters’ needs and your organization’s goals into account. Consider how key design elements can lead site visitors to your online donation page as well as increase overall web accessibility. 

Hopefully, this guide has given you insight into not only why user experience is important, but how you can improve your own website. By improving user experience, you can increase fundraising, expand your audience, and improve supporter relationships!

As Founder and CEO of Kanopi Studios, Anne Stefanyk helps create clarity around project needs, and turns client conversations into actionable outcomes. She enjoys helping clients identify their problems, and then empowering the Kanopi team to execute great solutions.

Anne is an advocate for open source and co-organizes the Bay Area Drupal Camp. When she’s not contributing to the community or running her thoughtful web agency, she enjoys yoga, meditation, treehouses, dharma, cycling, paddle boarding, kayaking, and hanging with her nephew.

Twitter – @Anne_Kanopi

https://www.drupal.org/u/annabella

https://www.linkedin.com/in/annestefanyk/

Crafting the Perfect Donation Form: 6 Key Features

Snowball_Ann Green Nonprofit_Crafting the Perfect Donation Form 6 Key Features_feature

By John Killoran

In the wake of COVID-19, nonprofits everywhere are rapidly adopting virtual fundraising strategies if they hadn’t already shifted to an online platform. In addition to mastering the most effective online fundraising practices, organizations should turn their focus to optimizing their donation forms to break through the clutter.

Here at Snowball Fundraising, we know the best campaigns start with a solid foundation of fundraising software. And of that software foundation, your donation form is the cornerstone

That’s why it’s the perfect time to make sure your donation form has everything you need for effective virtual fundraising! You want your donation forms to be engaging and relevant, whether it’s for a brand-new donor interacting with your organization for the first time or for a long-time, dedicated supporter.

If your nonprofit is looking to create or update a high-quality donation form to boost your fundraising efforts, be sure to include these 6 key features:

  1. Organization background
  2. Donor contact information
  3. Fundraising thermometer
  4. Suggested gift amount
  5. Payment information
  6. Recurring gift option

Snowball_Ann-Green-Nonprofit_Crafting-the-Perfect-Donation-Form-6-Key-Features_donation-form

As we walk through each characteristic of a perfect donation form, we’ll explain the significance of each and its purpose in the donation process. Ready to jump in? Let’s get started!

Snowball_Ann Green Nonprofit_Crafting the Perfect Donation Form 6 Key Features_header1

1. Organization background

Be sure to include basic information about your organization on every donation form. Not only does this remind your donors where their money is going, but it can help boost your donor engagement levels as well. After all, engagement is all about communicating with donors and demonstrating your relevance!

Here are three background elements that should be featured in every donation page:

  • The name of the campaign: First and foremost, it’s important to include the name of your organization as well as a specific campaign title so donors know what their donation is funding. This should be big, clear, and easy to see.
  • Your nonprofit branding: Elements like your logo, color scheme, type font, and slogan can really help to bring your donation page together and make it feel like an integrated part of your website (rather than a third-party vendor).
  • A brief summary of your mission: Remind your donors what you stand for and how your organization is making a difference. By making a contribution to your cause, they’re becoming an integral partner in your mission, so it’s important to be clear about the purpose behind your nonprofit.

When donors can easily see the impact they’re making and the type of work your organization is doing, your donation page can continue to boost engagement while preventing donation form abandonment.

Snowball_Ann Green Nonprofit_Crafting the Perfect Donation Form 6 Key Features_header2

2. Donor information

One of the first sections of your donation form should ask your donor for basic information about themselves. After a supporter gives, this information should be stored and organized in a nonprofit CRM (constituent relationship management) system to look back on and build donor relationships. 

Be sure to include these four basic fields, plus whichever details are most relevant to your organization:

  • Name: You’ll likely need your donor’s full name for legal purposes, but it’s also important to include an optional field so donors can specify a preferred name by which they’d like to be addressed. That way you can personalize your relationship going forward.
  • Birthdate: This is great information to have as you continue building donor relationships. Be sure to send out a “happy birthday” message whenever it’s a donor’s special day! This shouldn’t be a required field in case donors would prefer not to provide that information.
  • Address: By obtaining a donor’s physical address, you now have the ability to keep in touch via direct mail. Consider sending a handwritten thank-you note, personalized event invitations, and even some branded swag.
  • Contact: Try to collect multiple methods to contact each donor, such as a cell phone number and an email address. For best practice, ask donors to specify with which method they’d prefer to be contacted and then honor it.

It’s important to find the perfect balance between gathering significant information and overwhelming your donor. On the one hand, the more information you collect, the better you can segment your audience for marketing and communications purposes. On the other hand, too many required fields often leads to donation form abandonment and a missed opportunity for funding.

Snowball_Ann Green Nonprofit_Crafting the Perfect Donation Form 6 Key Features_header3

3. Fundraising thermometer

Fundraising thermometers are a tried-and-true fundraising tool that are used to encourage donors and boost revenue. Traditional fundraising thermometers may have been hand-crafted and displayed in a prominent physical location. However, digital fundraising tools can be quickly and easily embedded in your donation form for better results.

Snowball’s guide to fundraising thermometers explains that this fundraising tool can boost any campaign by providing:

  • Instant gratification: While donating to a good cause does have a positive effect on the world, sometimes it can take some time to get results. When a donor submits their gift and sees the thermometer’s “temperature” rise, the individual gets the benefit of instant gratification, even if just a little!
  • Social proof: One big motivating factor in any charitable giving is social proof. When a donor sees that others have already given to your fundraiser, they’re more likely to contribute themselves. And thanks to your fundraising thermometer, prospective donors can easily visualize the number of donors who have already taken part.
  • Goal and progress tracking: Setting an aspirational, yet achievable, goal is an important prerequisite for fundraising. Then, throughout the campaign, a fundraising thermometer is a concrete illustration of your progress. When an individual sees that you’re so close to your goal, they might be more inclined to help out.

Not only do fundraising thermometers motivate your donors, but they can have similar effects on your fundraising team too. Whether that’s nonprofit staff, volunteers, or a combination of both, the dedicated leaders behind your fundraising efforts should feel motivated by the progress shown on a thermometer. Seeing how close you are to your goal and how far you’ve come as a team is a great encouragement for all involved.

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4. Suggested gift amount

Including suggested donation amounts allows donors to simply select a preset donation value and move forward in the donation process. It takes a lot of the stress off your donor by giving them one less item to worry about.

Consider these best practices when it comes to setting suggested gifts:

  • Adjust based on your target audience. This is where knowing your audience really comes in handy. If you tend to reach an affluent donor base, you can consider increasing your suggested asks, while more typical suggestions may be between $15 and $500.
  • Include several choices. Only offering one or two options can seem limiting, which is not what you want. Including a range of 4-6 suggested amounts can give your donor a nice baseline for an average donation, but still provide the freedom to choose.
  • Allow for “other” amounts too. And for those donors who don’t want to make a preselected donation, it’s important to leave an option for a write-in too. This way, donors can go smaller or larger than your suggestions, or choose a number in between.

Studies show that preset donation buttons can actually lead to an increase in the average gift size. If it’s easier on your donor and leads to boosted revenue, it’s a must-have for your donation page!

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5. Payment information

One of the biggest perks of online donations is the flexibility with which donors can pay. No longer do they have to make a cash withdrawal or sign and mail a check! Instead, you can accept online payments in a variety of ways.

Listed below are the two most common types of online payments. It’s a good idea to ask first for a preferred method of payment, and then follow up with the required fields based on the user’s response.

Here are the details you’ll need for each type of payment:

  • Credit/debit cards: For payments made by a debit or credit card, your donor will need to input their credit card number, CVV or security code, and expiration date.
  • ACH payments: For ACH payments, or Automated Clearing House, you’ll need your donor to input the type of bank account the money will be withdrawn from as well as the routing and account numbers.

The best donation tools work with a dedicated payment processor that then uses the information submitted to transfer funds from your donor’s bank account to your organization’s bank account. Learn more about nonprofit payment processing here.

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6. Recurring gift option

Recurring gifts are a nonprofit’s best friend. That’s what happens when a donor chooses to give to your organization on a regular, automatic schedule. 

Fundraising professionals know that it’s much more cost-effective to retain a donor than to be constantly securing new ones. Even better is when the donation is automatically transferred to your bank account every so often without any extra effort on your part or theirs.

Recurring gifts are a win-win because:

  • They’re convenient for your donor. Although you’re working to create an easy-to-use, streamlined donation form that donors will love, the act of filling out a form takes time. If a donor wants to continue supporting your nonprofit without having to enter their financial information again (until their credit cards expire), recurring gifts are the way to go.
  • They bring consistent funding to your organization. Charities often see a rise in giving around the holidays, with lower overall revenue at other times. But with recurring gifts, your organization can count on a steady stream of revenue throughout the year.

Be sure to offer various payment schedules, including a weekly, monthly, or yearly basis. If you make the option readily available and super simple, you might be surprised how many donors choose to enable a recurring gift schedule.

Because your donation page is the foundation of all your online fundraising efforts, it’s important to invest the time and effort into making it perfect. By incorporating each of these six features into your online donation form, you’ll be off to a great start.

For more inspiration, check out Morweb’s list of top donation pages to see some of these best practices in action. Learn from other successful organizations and campaigns to find out how you can improve your own! 

John Killoran

John Killoran is an inventor, entrepreneur, and the Chairman of Clover Leaf Solutions, a national lab services company. He currently leads Clover Leaf’s investment in Snowball Fundraising, an online fundraising platform for nonprofit organizations. 

Snowball was one of John’s first public innovations; it’s a fundraising platform that offers text-to-give, online giving, events, and peer-to-peer fundraising tools for nonprofits. By making giving simple, Snowball increases the donations that these organizations can raise online. The Snowball effect is real! John founded Snowball in 2011. Now, it serves over 7,000 nonprofits and is the #1 nonprofit fundraising platform.

How to Make Your Online Thanks Yous More Personal

4102985881_0c855d40d7_nMany people donate online now. There’s a good reason for this. It’s usually fast and easy, or at least it should be.

One problem with online donations is the poor thank yous that come after your donor has given you a gift. Even though your thank you landing page and thank you email are automatically generated, it doesn’t mean they need to sound like they were written by a robot.

There’s a human being on the other end and they just did something nice by donating to your organization. Don’t they deserve to be lavished with gratitude?

It’s not hard to make your online thank yous more personal. Here’s what you need to do.

Use words that convey gratitude

First, make a list of words you associate with gratitude. Did you come up with words such as transaction and processed? Because those are words I often see after I make an online gift. I want to tear my hair out every time I see transaction complete or your gift was successfully processed.

Words matter and some words of gratitude include appreciate, grateful, and of course, thank you. 

Think of the donations you receive as the start or continuation of a relationship and not a transaction. 

Make a good first impression with your thank you landing page

Your landing page is your first chance to say thank you and it’s usually about as engaging as an Amazon receipt. In fact, I’ve received online shopping receipts that are more personal than some nonprofit “thank you” landing pages.

Remember to use words that convey gratitude. You could open with Thank you, David! or You’re amazing!  Include an engaging photo or video and a short, easy to understand description of how the donation will help the people you serve.

Invite donors to connect with you in other ways such as signing up to receive your newsletter, following you on social media, and volunteering.

If you use a third-party giving site, you might be able to customize the landing page. If you can’t, follow up with a personal thank you email message within 48 hours.

Don’t let your donors think they only made a transaction.

How to Create Post Donation Thank You Pages That Delight Donors

Six Tips for a Stronger Post-Donation Thank You Landing Page

Write a thank you email that will impress your donors

Start off by thinking of a good subject line. At the very least say Thank You! and not Donation Received. Stay away from the dreaded words processed and transaction. You want your thank you email to stand out in your donor’s overflowing inbox.

Open your message with Thank You or You just did something incredible, and not the usual On Behalf of X organization. Then let your donors know how they’re helping you make a difference for the people/community you serve.

Basically, you want to follow the rules of writing a good thank you letter, the key word here being good. I covered this in my last post The Purpose of a Thank You Letter is to Thank Your Donors. It amazes me how many thank you letters/emails don’t do a good job of saying thank you.

You won’t be able to segment much, but you should be able to distinguish between single gifts and monthly donations.

Speaking of monthly donations, many organizations send their monthly donors an email acknowledgment each month. There’s nothing wrong with that, but what’s wrong is many of these are dreadfully boring and usually include the same message each month.

Your monthly donors have made a long-term commitment to you, you can show the same commitment to them by writing a better thank you email and mixing up the content by sharing updates.

You can include a donation summary or receipt with your thank you email, but that should be at the end – AFTER – you pour on the gratitude. I prefer the term donation summary because it doesn’t sound as transactional.

Again, don’t make your message sound like it was written by a robot. Write something warm and personal.

Thanking a Donor by Email: Best Practices and Examples

7 Best Practices for Donor Thank You Emails

Give your donors a good thank you experience 

Since your thank you landing page and email are automatically generated, you can’t make them as personal as a handwritten note, phone call, or letter. That’s why you need to do at least one of those for your online donors. An online thank you is not enough.

You want to give your donors a thank you experience. Your thank you landing page and email acknowledgment are just the beginning. Make them engaging and personal and keep up that theme as you continue to show gratitude to your donors throughout the year.

 

Improving Donor Communication: A Q&A Guide for Nonprofits

 

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By John Killoran

One of the most important assets of a nonprofit is its donors. Donors are crucial to the growth of your nonprofit, so it is key to both attract new donors while also keeping up relationships with previous donors. Nonprofits are constantly looking for new ways to raise money and having a wide network of donors and supporters can help create sustainable fundraising revenue.

In the end, nonprofits should have an effective and organized platform to attract new donors, and a qualified communications and research team to support relationships with existing donors. 

With this in mind, there are certain questions that nonprofits should ask themselves in order to strengthen relationships and improve communication with their donors:

  1. What kind of fundraising software should I choose?
  2. What kind of communication team do I need?
  3. How can I learn more about my donors?
  4. How can I create the perfect donation page?
  5. How can I keep up with donor communication?

Ready to improve your donor communication? Let’s dive into the answers to these top questions. 

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1. What kind of software should I choose?

In this day and age, it makes sense to assume that most of your donors are going to be coming from the same place—the internet. That is why it is extremely important for your nonprofit to have the most effective software tools at your disposal. The donor’s interaction with your online presence is crucial.

Having effective software for your nonprofit can make your interactions with donors more streamlined and efficient. It makes things both easier for the donor and yourself, leading the way to stronger communication and a more positive relationship. Having the perfect software should be one of the first things you find when you are starting your nonprofit organization. 

With the right communication software, your nonprofit can:

  • Organize your donors. Some software helps compile a database for your donors so you have an easy way to find the information you need. It can look for key traits like donor location, donor amount, and more! This can help you communicate with your donors.
  • Have an easy payment experience. Certain software can improve the donation process, for both the donor and the nonprofit. They can provide options like online donation pages to text-to-give tools. 
  • Improve fundraising planning. Planning for a fundraiser is always hard, but with the right software, you can easily plan a walkathon or a t-shirt drive for your nonprofit.

For more information, check out Snowball’s extensive list of the best nonprofit software.

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2. What kind of communication team do I need?

While having the right software in order to keep up your online presence is important, you shouldn’t be reluctant to do things like sending letters or meeting your donors in person.

Having the right communication strategy and team is important because different methods work with different types of people. Your grandpa probably wouldn’t respond to a text asking him to donate, but a millennial donor might.

It’s important to make your message stand out. The more effectively you communicate with your donors, the more likely they will donate. And then donate again.

Depending on your nonprofit’s goals, different strategies will work best. Make sure you focus on one main need in your message so you don’t bombard possible donors with too much information. No one wants to read about a fundraising event, volunteering, and donating all in one email.

The right medium will help. Often people will let unread emails pile up in their inbox, so it’s good to consider what kind of donor you are dealing with. Also, don’t forget about direct mail! You might think it outdated, but most people at least look at their physical mail as opposed to clearing unread email and phone notifications.

You can hire a nonprofit fundraising consultant. If you want some outside help or just a professional’s opinion, it makes sense to talk to a fundraising consultant. Make sure to look at consultants whose focus lines up with your nonprofit’s. For help picking the right consultant, Averill Fundraising Solutions has a guide of the top nonprofit fundraising consultants.

Having the right strategy will be a big help with your donor communication. The wrong type of communication can end even the strongest donor relationship. For more on common donor communication problems check out this list

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3. How can I learn more about my donors?

Having the right communications strategy all depends on how much we know our donors. Gaining a few pieces of information about them can help you improve our relationship with them. 

Why do they want to donate? This can vary from having a personal connection to just wanting to contribute to any good cause. Knowing why they want to donate can help you count on them for future donations. One way you can find this out is with surveys. Keep these short and to the point. Many people won’t fill these out if they take up more than 5 minutes of their time.

How do they donate? Knowing their preferred method of donation is helpful. This way you won’t pester donors by email if you know they like doing donations over text instead. Various nonprofit software can help you track this information.

How much do they donate? If your donor gives a huge amount, you will be more inclined to see if they want to give in the future. Look into your CRM to review their donor history. This way, you’ll pose the right asks to the right donors.

Using these methods you can improve communication with your donors as well as make your organization’s marketing more efficient and effective. Once you have the right information on your donors, you can segment them into different groups with their own marketing strategy. This personalization will definitely improve donor communication.

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4. How to create the perfect donation page?

Now is when you should start thinking about the page that donors are most often at⁠—your donation page. Your donation page is the beginning of your relationship with your donors. 

There are two things that your donation page should do, avoid incomplete donations and encourage future donations.

Avoid incomplete donations

Often, when potential donors attempt to start a transaction they give up. They don’t finish the donation, much like a trend among online shoppers called shopping cart abandonment. This could be for many reasons, but having the right donation page can help prevent it. Make sure that your page is: 

  • Customized to your cause. When a donation page looks and feels like a seamless part of your brand, donors are more likely to feel inspired to complete their gift.
  • Easy to use. Your donation page is navigable and not too complicated. The harder it is to donate the less likely someone will.
  • Make it fast. Don’t have a string of links for the donor to press. The longer the process takes the more time the donor has to change their mind.
  • It has to work. In the end, the most important thing about your donation page is that it actually works. If your page is broken or takes forever to load, it signals to your possible donors that this isn’t an established nonprofit. 

Encourage future donations

We all want that golden donation. Golden donations are the second donation that a donor can make. This is what your donor page should encourage. And when a donor gives twice, there is a 63% chance that they will do it again!

To help retain more donors and get that golden donation you can:

  • Have a recurring donations option. This makes it an easy option for your donor when they make that first contribution!
  • Establish a personalized relationship with the donor. Make your donor feel special, like their donation is essential. And their donation is essential! You just have to let them know that. More on this later on in the next section.

Having the perfect donation page is important because this is where your donor ultimately decides if contributing is worth their time. This can improve donor communication because it simplifies the process of donating and encourages future donations.

For more tips on creating a donation page, click here.

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5. How can I keep up with donor communication?

In the end, it seems that one of the most important, if not the most important, goals for your nonprofit is to retain your donors. You want to keep them! You want them to keep coming back to you! It makes sense that when you have an established relationship with a donor, it will take less time (and effort) to steward them for another contribution. 

So you have the right software, communications strategy, donation page, and vital information on your donors. How do we strive for that golden donation? 

It all comes back to your communication with your donors. You need to keep this relationship strong no matter what. If you don’t, your donor may think their contribution is not important and ultimately forget about you.

Don’t ignore your donors! Remember to keep up donor communication throughout the year with updates or newsletters. Tie in current events to make them feel connected. 

Remember to thank them! Give them some love. Whether it is with a simple card or a more elaborate gift for a larger donation. Show them how their past contribution made a difference. Make sure they know that their donation is appreciated. 

Relationship building should be a part of your fundraising campaign. Donors will be more likely to respond to a fundraising campaign if they have a personal connection to it. Ann Green has some great tips on how to build relationships with your donors. 

Building the right relationship with your donors is key to improving communication! We all have questions about how to go about this, but with this guide, your team should feel confident enough to move forward. Good luck!

John KilloranJohn Killoran is an inventor, entrepreneur, and the Chairman of Clover Leaf Solutions, a national lab services company. He currently leads Clover Leaf’s investment in Snowball Fundraising, an online fundraising platform for nonprofit organizations. 

Snowball was one of John’s first public innovations; it’s a fundraising platform that offers text-to-give, online giving, events, and peer-to-peer fundraising tools for nonprofits. By making giving simple, Snowball increases the donations that these organizations can raise online. The Snowball effect is real! John founded Snowball in 2011. Now, it serves over 7,000 nonprofits and is the #1 nonprofit fundraising platform.

 

The Importance of Keeping Things Simple

Keep it -simpleOver the years I’ve come to find the value of keeping things simple. Whether it’s preparing a dish with just a few ingredients or not cramming my schedule with one thing after another.

But keeping it simple doesn’t have to mean a bare bones existence. There’s a Swedish term called lagom (there are also several books about it) meaning everything in moderation or not too much, not too little. It’s definitely a concept I agree with and it’s much needed in our society of too much, too much.

Keeping things simple is also important for your nonprofit communication. Donors are busy and are receiving an abundance of messages from a variety of sources.

You don’t want to get bogged down with a bunch of complex content. Here are a few ways to simplify your communication.

Keep it simple by sticking to one call to action

Your communication needs to be clear. Before you send an email message or letter, ask what is your intention? Is it to ask for a donation, say thank you, invite someone to an event, or recruit volunteers?

Stick to one call to action. If you ask for a donation, try to recruit volunteers, and invite someone to an event all in the same message, it’s likely your donors won’t respond to any of your requests.

In your fundraising appeals, don’t bury your ask. Start with a story, followed by a clear, polite ask. Recognize your reader. Thank previous donors and invite potential donors to be a part of your family of donors.

Your thank you letter should thank the donor. Simple, right? Make them feel good about giving to your organization. Welcome new donors and welcome back returning donors. You don’t need a lot of wordy text explaining what your organization does.

Keep your messages simple, yet sincere, and include a clear call to action.

5 Nonprofit Email Call-to-Actions That Inspire Action

Keep it simple with shorter, easy to read messages

If your communication is too long, most people won’t read it. Limit print communication, such as newsletters and annual reports, to four pages or less. Your email messages should be just a few paragraphs. On the other hand, you don’t want to be terse or say too little.

“I didn’t have time to write a short letter, so I wrote a long one instead.” Mark Twain

Be sure your communication is easy to read and scan. Use short paragraphs, especially for electronic communication, and include lots of white space. Don’t clutter up the page.

Keep it simple by using conversational language

There’s nothing worse than reading an appeal letter or newsletter article that sounds like a Ph.D. thesis. Write at a sixth to eighth-grade level. That’s what most major newspapers do. This is not dumbing down. You’re being smart by ensuring your donors will understand you.

Keep out the jargon and other confusing language. Use the active voice and there’s no need to get fancy by using a lot of SAT vocabulary words. Again, you want your donors to understand you.

You May Love Your Jargon, But Your Donor’s Don’t

Keep it simple by creating a clutter-free website

Your website is still a place where people will go to get information. Make sure it’s clear and clutter-free, as well as easy to read and navigate. Don’t forget about short paragraphs and lots of white space.

How to Get Your Website in Good Shape

One of the most important parts of your website is your donation page. It needs to be easy to use and collect enough information without overwhelming your donors. If it’s too cumbersome, they may give up and leave.

If it’s a branded page (e.g. not a third-party site like PayPal), make sure it’s consistent with your messaging and look. Don’t go too minimalistic, though. Include a short description of how a donor’s gift will help you make a difference, as well as an engaging photo.

It’s not always easy to keep things simple, but your donors will appreciate it if you do. Read on for more about the importance of keeping things simple.

Is Your Fundraising Appeal Cluttered? That Won’t Do

Your Donor Communications Should Be Simple & Direct

The Complexity of Simplicity

5 Ways to Optimize Your Web Presence for Mobile Donors

 

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By John Killoran 

Developing your website and ensuring your donors have the ability to donate to your organization online was a great undertaking for you. You probably saw a spike in donations and donor engagement. But did you know there’s a way to make online giving even more effective?

By adjusting your website design and donation opportunities to appeal to mobile donors, you open up a new avenue for giving to your nonprofit organization.

In order to effectively appeal to your mobile donors, your organization should:

  1. Optimize your donation page.
  2. Launch a text-to-give campaign.
  3. Maximize your social media campaign.
  4. Incorporate mobile-optimized emails.
  5. Host a pledge campaign.

Ready to learn more about mobile responsiveness? Let’s get started:

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1. Optimize Your Donation Page

Your online giving form is a great place to start your mobile optimization processes. Submitting online donations is already incredibly convenient for your supporters. But making your online giving form mobile responsive makes it easy for people to give from any device, further growing your potential base of donors.

Make sure your donation page is mobile responsive. Mobile responsiveness is when a website or other online resource automatically adjusts to fit the screen on which it is displayed. This means the online resource is visually appealing on smartphones, tablets, and desktops alike.

It should be easy to read your online giving form from any screen. Make sure your online donation platform provider offers the ability to adjust form elements such as

  • Images. Make sure your images are visible, clear, and size-adjustable depending on the screen they are viewed on. There’s nothing worse than having to scroll across a webpage on your phone to try to see an entire image.
  • Straight-forward text. Eliminate unnecessary or “fluff” text from your donation page. Lots of text can look bulky on a smaller screen. Limiting this text to only include essential information will make it easier for donors to read or skim the page.
  • Customized (and limited) information fields. Typing lengthy information onto a form on a computer is much easier than on a cell phone. Most of us type much faster with a keyboard than on a touchscreen. Therefore, limit the amount of information you require from mobile donors on your donation page to speed up the process.
  • Page Speed. Page speed is an even more important element for mobile users than desktop users because many people are more willing to wait for a page to load from their computer than from their phone. Increase your page speed by minifying code, reducing redirects, and compressing images.

Ensuring your donation page is welcoming to all visitors, whether they access it from their computer or from their cell phone, is a key factor in higher donation rates. If more people can access the page more often, you don’t turn off the donors who would have otherwise given while on-the-go.

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2. Launch a Text-to-Give Campaign

In addition to optimizing your usual online fundraising page, a great way to encourage mobile donations from your donors is by including a text-to-give option. As the name suggests, text-to-give encourages donors to text their donations to organizations.

Depending on the software you choose, you may encounter different models of the text-to-give collection process. Your provider should:

  • Offer your organization a text-to-give number. This is the number your donors can text in order to donate. The number may be a whole phone number or simply 5 digits for simplicity. Your donors can text the amount of the gift they wish to give to your organization when prompted.
  • Direct the donor to necessary giving information. This is especially relevant for first-time donors who have not yet filled out any information with your organization. They may be directed to a pre-written email that when sent will complete the donation after they fill out the necessary fields on the donation form or the gift could be added to their cell phone bill at the end of the month.

A text-to-give option is an easy method of giving no matter which of the submission options is offered by the provider. Be sure to consider your donors when deciding between these methods to ensure it will be the easiest for your particular donor audience.

Mobile giving with a text-to-give campaign is a great resource to combine with other unique fundraising ideas. For instance, if you host a fundraising event, announce the donation opportunity over a loudspeaker so that your attendees can donate from the event.

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3. Maximize Your Social Media Campaigns

One platform nonprofits often already take advantage of is social media. Social media was built to be viewed from mobile devices using sites like Facebook, Instagram, and Snapchat. Therefore, that is where the majority of people are viewing their social media feeds.

Be sure to use social media as an integral part of your optimization strategies to appeal to mobile donors.

Increasing your social media presence increases the likelihood your followers will see your organization’s latest updates when scrolling through their news feed. Increasing this presence by posting more frequently is just the tip of the iceberg to use your social media to its fullest extent.  

You also have the ability to spread fundraisers through social media platforms for people to view (and donate to) from their mobile devices. Two of the online fundraisers most suitable for social media promotion include:

  • Crowdfunding. Crowdfunding enables your organization to collect small donations from a wide audience, making the wide reach of social media the perfect platform to promote such campaigns. Conduct research on the various providers to make sure you choose the website that will best suit your organization in terms of fees and platform capabilities.
  • Peer-to-peer fundraising. Peer-to-peer fundraising campaigns are similar to crowdfunding in that you are collecting small donations from a wide audience. However, these campaigns differ in how those donations are collected. With peer-to-peer fundraising, you invite your supporters to create fundraising pages and raise money on your behalf across their respective networks.

Both of these fundraising opportunities are more frequently found from a person’s mobile device as opposed to their home computer because of their reliance on social media. Therefore, increasing your visibility with more frequent posts and starting a mobile-minded fundraiser is a great way to entice your wide audience of donors who prefer to work from their smartphones.

If peer-to-peer fundraising campaigns or crowdfunding sound like opportunities from which your organization could benefit, launch into further research with Double the Donation’s nonprofit guide.

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4. Incorporate Mobile-Optimized Emails

When you are considering the optimization of your web presence, you probably think of your website or online donation pages. Don’t forget that your emails are another online resource frequently accessed from mobile devices.

Optimizing your email content is very similar to optimizing your general website or donation pages. Take the necessary steps to ensure your images are properly sized and adjust with the size of the screen. Limit the amount of text you use in your emails and be sure the font size is appropriate for a mobile viewer. Be sure the email is visually appealing on screens of all sizes.

However, in addition to these general tips, there is more you can do to increase the success of mobile donations from your emails. For instance, you can:

  • Include actionable donation buttons. Optimize the buttons you use in your emails in order to quickly and easily lead donors to donation options. Increasing the size of these buttons for mobile viewers can make them easier to see (and click!) from a small screen such as a smartphone.
  • Connect your emails to other platforms. Be sure your donors have an easy way to access the other donation platforms you have available online. For instance, including social media buttons will instantly connect your supporters to future crowdfunding campaigns. You may also choose to include a link to your donation page and the number for your text-to-give campaign to regular emails.
  • Feature a calendar with donation opportunities. Be sure your supporters know about upcoming opportunities for more donations with a comprehensive calendar feature. This may include volunteer opportunities for them to donate their time as well as upcoming fundraising campaigns to get involved in.

Regular emails, such as email newsletters, are a donation opportunity that should be taken advantage of more often in the nonprofit world. Many of your supporters likely check their email from their phones, so be sure they have direct access from that device to other donation opportunities.

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5. Host a Pledge Campaign.

Just imagine you’re holding a fundraising event. You’ve set up a text-to-give number and the success is overwhelming. However, there are a number of people at the event who can’t give to your organization right at this moment. Even if they want to, they just can’t for some reason or another.

Pledge campaigns are designed to help your organization in these types of situations. You can appeal to those people who can’t give right at this moment, but have the heart and the desire to show their support and give in the future.

Pledges are the promises of future donations. Someone can pledge $100 now, then actually give the money to the organization next week. Choose an online tool with the option to optimize your pledge campaign to mobile. This will make it especially effective for the situation above. Other situations in which a mobile-optimized pledge campaign may come handy include:

  • Social media fundraising pushes. In addition to your typical fundraising promotions featured on social media, including your other fundraising campaigns or advocating for your organization’s cause, give people the option to participate in your pledge campaign. This gives people the opportunity to pledge money, then go to your website and see more information about the organization before they give.
  • When there is a lot going on in the world. For instance, if your organization is tied to a world event that went on recently, let’s just say clean up from the devastation of a hurricane, the event will be in the news for a couple days. At that point, many people will forget their drive to give, even if they still care about the cause. The pledge to give money helps keep your cause in the forefront of your donor’s mind.

Many times people will hear about and see news events, social media fundraising efforts, and other donation opportunities from their phones. Even if they don’t have time to give right away, they’ll pledge to make a donation in the future.

Be sure to pick a pledge fundraising tool that offers mobile customization for your organization. Pledge buttons included on these screens can help boost the user’s ease of using the tool as well.

Before starting your pledge campaign, be sure to check out resources like Snowball’s guide to collecting pledges so that every stage of the pledge campaign is executed to the best of your ability.

Optimizing your web presence over a variety of pages, platforms, etc. can help boost your donation amounts by increasing the available opportunities to give. These 5 tips can help you optimize your overall online presence to benefit both your donors and your organization.

John Killoran

John Killoran is CEO of Snowball, an exciting new fundraising technology that makes it easy for people to donate in two clicks from text, email, web and social media sites.  John pioneered SMTP payments and has been a major innovator in the mobile payments space for the past 5 years.  When he is not running a company, he is cooking food for his family and telling his dogs to stop barking.

Give Your Online Donors The Recognition They Deserve

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Many people donate online now. There’s a good reason for this. It’s usually fast and easy, or at least it should be.

One problem with online donations is the poor thank yous that come after your donor has given you a gift. Even though your thank you landing page and thank you email are automatically generated, doesn’t mean they need to sound like they were written by a robot.

Keep in mind that a human being is on the other end and deserves to be lavished with gratitude.

Here’s how you can do a better job with your online thank yous and give your donors the recognition they deserve.

Make a good first impression with your thank you landing page

Your landing page is your first chance to say thank you and it’s usually about as engaging as an Amazon receipt. In fact, I’ve received online shopping receipts that are more personal than some nonprofit “thank you” landing pages.

Open with Thank you, Jenna! or You’re amazing!  Include an engaging photo or video and a short, easy to understand description of how the donation will help the people you serve.

If you use a third-party giving site, you might be able to customize the landing page. If not, follow up with a personal thank you email message within 48 hours.

I recently made a bunch of donations and here is the text from a couple of the thank you landing pages.

*************************************************************************************

Transaction Complete

Thank you for supporting X organization

For questions about this donation, please refer to donation number 10AC8199 in your correspondence.

A detailed receipt has been sent to ag@xxx

Click here to return to our homepage.

Receipt

Donation Number: 10AC8199

Ann Green, as per your selections on the previous screens, your one-time donation in the amount of $ has been charged to your Visa card on 09/18/2018.

*************************************************************************************

Okay, there are a lot of things wrong here. The first thing I see should not be Transaction Complete. I wouldn’t even use the word transaction. A donation is much more than a transaction.

It’s not until the second line that I actually get thanked. I’ve also been reduced to a number, which I guess is how the organization keeps track of their donations.

There’s nothing about how my gift will make a difference. I’ll give the organization a little bit of a pass. This was a donation to a local community foundation that set up a special fund in response to a recent emergency. They may not have had time to change their thank you landing page, but even a generic thank you for helping to make a difference in the community would have been better than this.

Speaking of better, here’s what I received after I supported someone in a charity walk.

*************************************************************************************

Thank You!

It’s official, you’re helping the American Cancer Society to save lives from breast cancer.

Your donation of $  has been applied towards X X’s fundraising goal. See how your donation will make a difference here. (Link to website)

Your transaction summary and receipt has been emailed to you at a@xxx.

Here are three ways you can maximize the value of your donation:

Employer Matching

Check with your human resources department to see if your company has a matching gift program. You could double your donation just by filling out a form.

Share Your Donation

Tell your friends and family you donated and encourage them to do the same. Or even better, have them join you in signing up for a Making Strides Against Breast Cancer Walk.

Share via Facebook  Share via Twitter

Join a Making Strides Against Breast Cancer Event

Each event is unique, but our true power lies in the combined commitment of thousands of participants. (link to join an event).

*************************************************************************************

The first thing you see here is THANK YOU! in big bold letters. You want to say thank you to your donors, not tell them they’ve completed a transaction. Then they went on to tell me how my gift is helping to make a difference and other ways to get involved.

It’s hard to get away from transaction mode, and while not an outstanding thank you landing page, this is better than the first one.

Here are more examples of good thank you landing pages.

How to Create Post Donation Thank You Pages That Delight Donors

Creating a Stellar Thank You for Donating Page

Write an awesome thank you email

Start off by thinking of a good subject line. At the very least say Thank You! and not Donation Received. You want your thank you email to stand out in your donor’s ever-growing inbox.

Open your message with Thank You or You just did something incredible, and not the usual On Behalf of X organization. Then let the donor know how they’re helping you make a difference for the people/community you serve.

The subject line of the first organization I referenced above was Thank You for Supporting the X Emergency Fund!  Okay, but not great.

The body of the initial thank you email was just as uninspiring as the thank you landing page and was basically just a receipt.

*************************************************************************************

Dear Ann Green,   

Thank you for your online donation! Your donation has been successfully processed.   

DONATION NUMBER: 10AC8199     

DOLLAR AMOUNT: $

DATE AND TIME: 09/18/18 02:47 PM.   

PAYMENT METHOD: Your Visa card ending in

———————————-   

Thank you for supporting XXXX

Please print this e-mail for your records. No goods or services have been provided in consideration of this gift. For future questions about this donation please refer to the donation number in your correspondence.

If you have any comments or questions about this donation or about our organization, you may contact us at:

XXX

*************************************************************************************

There’s no human element to this at all. I hoped I would hear more about how my gift is helping to make a difference later and my wish was granted.

As I was working on this post, I received a second email a few days later that opened with.

Thank You

Your donation to X is helping to rebuild lives.

Some of the text included:  

We didn’t want another moment to go by without expressing our heartfelt gratitude to each and every one of you who donated.

Your donated dollars are a lifeline coming into these communities gripped by tragedy.

*************************************************************************************

Overall, the organization redeemed itself with the second thank you email, but their initial thank you a few days before didn’t leave a good first impression.

I think the lesson here is to have a good thank you email template in place, which you can modify as needed. Be sure yours looks like much more than a receipt.

The second organization opened their thank you email with the subject line You’re Helping Save Lives  Here’s the body of the message.

*************************************************************************************

Thank you Ann for donating to Making Strides of Boston.

By supporting the American Cancer Society, you ensure that no one dealing with a breast cancer diagnosis will walk alone. Your donation helps by funding research, providing free information and support services, and helping detect the disease early when it’s easiest to treat.

Increase Your Impact

Thank you for your gift. There are simple ways to make your gift even more impactful:

  1. Find out if your company offers matching gifts. It is an easy way to double your donation!
  2. Promote your support through social media. Tell everyone on Facebook, Twitter, or Instagram about your work with our Making Strides walk. You may inspire others join you.

Join Us

Come to your local Making Strides event. You could even start your own team.

Thank you for helping save lives.

Sincerely,

XXX

Event Name: Making Strides of Boston
In Support Of: XXXX
Date: Sep 18, 2018 1:51:17 PM
Amount: $
Tracking Code: 1176-22848-1-38008066-39147184

 

Note: Your gift is tax deductible to the extent permitted by law.

*************************************************************************************

This one did a good job of thanking me. They told me how my gift would make a difference, gave me other ways to get involved, and included some engaging, colorful pictures.

Yes, there’s a receipt, which you should include in either a thank you email or letter, but AFTER you pour on the gratitude.

Again, don’t make your message sound like it was written by a robot. Write something warm and personal.

Thanking a Donor by Email: Best Practices and Examples

How to Create a Compelling Nonprofit Thank You Email

Making the thank you experience more personal

Since your thank you landing page and email are automatically generated, you can’t make them as personal as a handwritten note, phone call, or letter. That’s why you need to do at least one of those for your online donors. I wrote about that in my last post. Take Thanking Your Donors to the Next Level  An email thank you is not enough.

You won’t be able to segment much, but you should be able to distinguish between single gifts and monthly donations.

Your thank you landing page and email acknowledgment are just the beginning. Make them engaging and personal and keep up that theme as you continue to communicate with your donors throughout the year