6 Keys to Online Fundraising

21 Apr

Intimidated by online fundraising? It may be new to you, but if you follow these 6 steps you’ll be well on your way to an effective social fundraising campaign.

1) Make it visible – Let everyone know that you’re actively fundraising. Email your contact list, announce it on Facebook and Twitter, and put a banner on the home page of your website. If you send direct mail, make sure to let people know that they can donate online as well. You would be surprised at how many people respond to direct mail with an online action.

2) Make it easy – “Big” and “obvious” are the key thoughts you should be channeling. Put a large Donate! button near the top of every page of your website. When a user clicks on that button, don’t make them log in or create an account. They should be able to start and complete their donation in 1 or 2 pages. Allow them to select from “suggested donation amounts” or enter their own amount if they wish.

3) Make it compelling – The story you tell on your donation page is the just as crucial as the home page of your website. Try different variations of your story to see which elicits the best response. Be sure to directly ask the reader for a donation. Use powerful images wherever possible.

4) Make it social – After their donation, the donor should be encouraged to share the news of their donation on Facebook and Twitter. When their friends see that they have supported your cause, they are much more likely to donate as well. Here at Fundly we like to call that effect the “Social Multiplier”.

5) Make it appreciated – Show gratitude for the donation through a timely email or letter. Help the donor understand how their money will be used and what effect it will have in the world. Give them the opportunity to get further involved with your cause. Every once in a while, write a handwritten letter to remember how it feels to express thanks.

6) Make it regular – Give donors the option of making recurring donations. Reach out to them again the next time you run a fundraising campaign. Send them periodic emails updating them on the progress your organization has been making.


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