Primer On Online Fundraising
Here’s an solid primer on online fundraising from Network for Good … although there’s a fair dose of advice here that applies to all fundraising. Smaller nonprofits and newcomers to the field will find this e-book especially helpful.
They expand upon ten resolutions for 2012:
- I will put fundraising first.
- I will stop treating my donors like ATMs.
- I will not engage in crappy communication. [My favorite. Includes this parody of Dr Seuss: “I will not read it on a plane, in a car or on a train. I will not read it here or there. I will not read it anywhere! I will not read bad copy!”]
- I will whip my website into shape.
- I will enable and maximize online giving.
- I will get my email on.
- I will use social media wisely.
- I will investigate my portable potential.
- I will modularize my mission. [Interesting discussion here about breaking down your organization’s broad needs into more concrete and compelling bite-size giving opportunities.]
- I will connect with people & organizations that can help me succeed.
Some good links provided if you want to delve more deeply into the rationale for their various recommendations.
Thanks to Charles Langley for the pointer.
Tom
P.S. Keep those responses to our 2012 Agitator reader survey coming in. Takes only five minutes. The better we know you, the more relevant we can make our content.
2 responses to “Primer On Online Fundraising”
Behavioral Science Q & A
Integrating an individual giving appeal with other communications from a charity can have both positive and negative effects, and the outcome largely depends on how it’s executed. Advantages of Integration Brand Consistency: Maintaining a consistent appearance and messaging across all communications can reinforce the org’s brand identity and strengthen brand recognition and trust among your […]
Read Full Answer
I’m not aware of any in-market tests specifically comparing recurring vs. gift frequency language. I suspect the answer might not be the same with all gift frequencies, nor with all people. It sounds like a great opportunity for you to test and find out what works for your audience. Based on the literature, here’s a couple […]
Read Full Answer
Based on what we know from existing data, those renewal notices can actually be pretty effective in getting people to donate. They tap into our psychology – creating a sense of urgency, reminding us of past support, and using personalization to make the message hit home. They’re playing on our natural tendencies to feel obligated […]
Read Full Answer
Interesting question. I had a quick look at the testing done on this topic. On the positive side, in all cases, over half of donors decide to cover the fee. In some cases, it goes as high as 65%. Not a negligible percentage at all. Here’s another test from iRaiser showing consistent results (see point […]
Read Full Answer
There’s just one thing to consider when designing a supporter journey: the supporter. More specifically, you need to take into account: Who the supporter is i.e. their identity, which is the reason they support this cause, and their personality, which describes the way they “see” and process the world. These will determine the kind of […]
Read Full Answer
I’m not an expert in this but a quick search surfaced this article on the effect of tax reforms on 2019’s charitable giving. The researchers didn’t find a reduction. Actually, they observed an “increase in charitable contributions in 2019, even with the lower tax rates and the dramatically smaller number of taxpayers who itemize their […]
Read Full Answer
Excellent! Thanks for the heads up. We are just starting to redesign our website and beef up our digital marketing. Great timing.
Hi Tom,
Thanks very much for promoting our e-book to your readers! We hope that they find it helpful!
Jocelyn