In a prior post, I predicted potential topics for the October 7th event, Trends in Fundraising. (It is part of the Small Shop Development Group, a series of regularly scheduled meetings sponsored by the Indiana Chapter of the Association of Fundraising Professionals.)
As for my predictions, I was 1 for 2. Yes, Adrian Sargeant focused on online fundraising, but he did not discuss fundraising in a recession.
Here are some key points about the use of online fundraising:
- As I suggested in the prior post, online communication must be integrated with offline communication.
- Incorporate different vehicles for interaction (two-way communication). Some ideas include: tribute pages, comments to blogs, surveys, advocacy, etc.
- Leverage opportunities for members to attract other members. Why not “tell a friend?”
- If possible, make it personal. Some of this personalization is quite costly, but at least worth looking into!
- Be creative. Please, please, please. Don’t just have a website to have one. Make it mean something!
- Make an ask on every page. I thought this point was particularly important. You never know when a website visitor may be moved to contribute; make sure the donation page is accessible from every other page.
- Treat a donation like a donation. Avoid “add to cart” and “check-out” language.
Wow – what a great set of tips! This makes me think about nonprofit websites that are good and not so good. Though it doesn’t match all of the criteria above, I do like this website: www.dadsnational.org. What nonprofit websites do you like? Please leave a comment with your favorites.