Boosting Donor Acquisition for Online Fundraising: 15 amazing tips that really work
Over the years, online fundraising has proved to be a crucial wheel of donor acquisition vehicle. With the advent of modern digital technologies, more and more donors are inclining towards online giving.
Whether you like to keep it simple or are using powerful online fundraising software, it’s crucial that you take online fundraising seriously.
Top non-profit organizations are yielding great outcomes of their fundraising plans by tapping into this arena. If you also want to take your donor acquisition game up a notch, you need to try the following sure-fire techniques.
1. Devise a Powerful Mobile Fundraising Strategy
Does your non-profit’s fundraising strategy not cater to mobile users?
You’re missing out on a golden opportunity!
According to a charitable giving report, 17% of online transactions were made using mobile phones in 2016.
We have been seeing a continual shift in donors’ preferences, as they incline more and more towards customer-oriented engagement channels.
If you use a website analytics tool, see for yourself how much of your web traffic is due to mobile users. For further insight, you should consider analyzing your donation form to find out the percentage of the audience who accesses the page from a mobile device. You may even check out the data for the previous years as well to have an idea of the trend over the years. Chances are, you’ll see that mobile traffic to your website page has grown magnanimously.
2. Convince the Audience to Donate
Non-profit organizations often focus on driving traffic to their website without really realizing that visits don’t convert into dollars. When you’re collecting money for charity, you need to draw the audience’s attention to the ‘donate now’ button.
Firstly, you shouldn’t hesitate to make your fundraising request the most highlighted thing on your page. Use a decent yet eye-catching color for the ‘donate now’ button. Moreover, make sure that you clearly convey what you intend to use the collected money for. You should also consider using powerful imagery that relates to the cause and supports the reason for donating.
When you give your ‘donate now’ button the importance and recognition it deserves, the visitors will automatically convert into donors.
3. Make Your Donation Page Branded
You’ve spent so much time, efforts, and money on building your brand. It required a great deal of strategic thinking and persistence but you managed to pull it off. So why leave your donation page under branded or worse, unbranded?
If you want effective donor acquisition for online fundraising, make sure your donation page is highly branded. Ideally, I should have your organization’s name, logo, typography, attention-grabbing imagery, and content that does justice to your non-profit’s standards.
When your page is branded, the audience will feel more secure and comfortable with their donations. It’ll boost their confidence, gain their trust, and increase the chances of them completing the transaction.
4. Use Compelling Imagery
Do you ever wonder why online shopping websites are loaded with images?
That’s because people like visuals. They’re interested in seeing what they purchase. While you obviously wouldn’t want to turn your donation page into an exhibition of images, you should consider using a couple of simple yet compelling images that go with the theme.
When you show the audience the value and impact of their donation, they’ll likely not only give but will perhaps make it a recurring donation.
5. Keep the Layout Simple and Navigation Easy
Honestly, websites with a lot going on look haphazard and repelling. You’d want to include top navigation, search bar, email opt-ins, ads for programs, event promotions, sidebar navigation, and more BUT your donation page isn’t the right space for all of this.
When the audience lands on your donation page, they expect to see something simple and sophisticated. The layout of your page should make donating easy for them rather confusing. Hence, consider simplifying your donation page by removing the search bar, ads, and left and right columns, and making your top navigation simpler and easier.
6. Don’t Ask for Unnecessary Information
One of the biggest reasons why prospective donors change their minds after landing on a donation page is that they feel overwhelmed with the heap of details and amount of time required to fill in the form.
Therefore, make sure that your donation page is short and simple with no unnecessary questions or requests. Only add the fields that you genuinely need information for. This won’t only save the donors’ time but also yours. When your donation form data collection process is lean, it’ll get more prospects to make online donations.
7. Offer Donation Options
Many non-profit organizations offer giving levels suggesting specific gift amounts to improve the performance of their donation form.
Instead of keeping the ‘donation amount’ tab open-ended, suggest 4-5 options. This will help you set a minimum donation amount requirement, getting donors to give more than they may when the decision is left on them.
8. Give the Audience a Way to Stay Connected
When a prospect fills in your donation form and decided to donate for your cause, it means they’re probably open to hearing from you again. In fact, it may be the last opportunity for you to connect with them.
It’s important that you avail this opportunity of building your email list by adding an email opt-in button for the donors. This will further help you communicate with them on a regular basis, keeping them in the loop for future projects and online fundraising events of your organization. This can be your chance to build long-term relationships with donors so you better not miss it!
9. Prioritize Safety of the Donors
When donors are trusting you with their information and money, they deserve to be assured of their safety. While financial transactions have become common in the digital world, people still need to know that you care about their security and are taking necessary steps to ensure that.
This is why you should consider adding a proof that your website is secure at the bottom of your donation form. The prospects may not be intentionally looking for a sign of reassurance but when their eyes find one, it’ll build trust and confidence.
10. Be Honest and Transparent
Non-profit organizations are expected to showcase a high level of transparency because people trust them with their hard-earned money.
Donors are interested in knowing where and how their money will be spent and what impact it will make. Gone are the days when donors didn’t mind trusting organizations blindly for a donation. Thus, make sure that you keep your financials at the front. Don’t be afraid to tell the audience what kind of impact your organization is making and intends to make in the future. Make your financial details easily accessible for prospective donors so that they donate money with full confidence.
If you’re collecting money for charity and want to acquire new donors while retaining the previous ones, take transparency and honesty in online fundraising seriously. We can’t stress enough on this matter.
11. Encourage Monthly Contributions
For a non-profit organization that arranges and conducts regular fundraising events, retaining donors is as important as acquiring them in the first place.
While it’s always a pleasure to receive a big gift once, it’s even better when you get recurring donations even if they aren’t that big. To encourage monthly contributions, you should consider adding an ‘I’d like to make it a recurring monthly donation’ checkbox just above the ‘submit donation’ button.
By encouraging a new donor to make monthly contributions for your non-profit’s causes, you’ll see a remarkable improvement in your organization’s online fundraising performance. Your monthly revenue predictability will also improve manifolds and you’ll increase your chances of retaining that donor for years to come.
Just make sure that you offer a hassle-free way to the donors of opting in for monthly donations.
12. Have Social Proof? Present It!
Social proof refers to the demonstration that donors have stepped up and donated for your cause before a new prospect joins in. When it comes to online fundraising, it’s essential that you show potential donors that others are already supporting the cause and donation money is being raised.
To add social proof to your donation page, consider highlighting your fundraising goal, the amount of money raised, and the number of donors. The proof that others have supported the cause and given their donations will prompt the prospects to do the same. Moreover, it’ll help first-time donors gain confidence.
13. Offer Donors a Gift
This may be confusing but if done right, it can have a lasting impression on the donors, making it easy for you to increase the donor retention rate of your non-profit.
Giving donors something nice as a thank you gift for their donation is an excellent way of showing that their contribution matters and is appreciated. This especially goes a long way with new donors. In addition to showing your considerate nature, this gesture will provide the donors with a memorable piece that will remind them of your non-profit organization every time they see or use it.
Pro tip: Giving gifts that align with your organization’s theme may cause a long-lasting impact on the donors.
14. Take Advantage of the Post-donation Moment
You’ve convinced a potential donor to invest in your organization and support your cause by donating their money. Bravo! Now, you have an amazing opportunity to take it a step further.
As soon as they click on the ‘submit donation’ button, your website may lead them to a confirmation page. It’s the space where you get a chance to thank the donor for their contribution while giving them a clue of how they can support you next. It’s imperative that you ask for their email address right then and there to grow your email list. You may also ask them to give your organization a shout out on social media platform/s. These simple acts don’t suck up their time and can prove extremely valuable for your non-profit. More often than not, donors are willing to go that extra mile after they’ve made a donation.
Furthermore, you should use the email receipt to convey your gratitude for their contribution while allowing it to serve as a receipt for tax and tracking purposes.
15. Always Be on the Lookout for New Donors
We’ve said it before and we’ll say it again, showing donors how your non-profit organization uses their money can have a significant impact on donor acquisition, engagement, and retention. The audience would love to know how you’re striving to make the world a better place.
This is especially true for new donors. Reminding them how their money is used for the betterment of the world in general is a great way of eliminating any doubts or uncertainties in their minds. Make sure that you highlight the kind of impact their donations are making and tell them how grateful your organization is for their support and contribution.
If you think this is a lot of work, let’s assure you that it really isn’t! Email has made communication with a large audience base very easy and simple.
Acquiring donors is often not as easy a task as it may seem. Garnering positive impressions and moving towards the fulfillment of fundraising goals can be challenging, especially if there’s a strict deadline or pressure. Before you come up with an online fundraising plan, make sure that you understand your audience, have a compelling message for them and are able to devise a valuable, donor-focused approach.
If you’re still confused and want some expert guidance on collecting money for charity, Fundraising Auctions can help you come up with a fundraising solution that aligns with your organization’s needs and is able to generate great revenue.