News and Updates from 5WPR CEO Ronn Torossian

5 tips for Online Fundraising

Increasingly, nonprofits are finding a ready market of willing donors online. The days in which giving was suspect are over. Nearly everyone pays almost exclusively with plastic these days, and eight out of ten consumers are accustomed to making transactions online.

Given this trend, many nonprofits are looking for ways to expand their donor base online. But if you are just getting into this game you have missed the early days where you get to make the rules. Online donors now have expectations. If you don’t meet those expectations, you should expect to lose out on otherwise willing donors.

Saturation

Donors are not interested in hunting for your “give” button. Put it in a “top third” spot, prominently but not obnoxiously displayed on every single page. Viewers realize you are a nonprofit and you need funds. If you make it convenient without being rude, they will understand. And they will respond accordingly.

Offer options

If your group or organizations gives to different causes or supports various different aspects of a single cause, let people know. All donors have a basic desire to give, but this charity is also motivated by a specific internal call to action. They want to make a specific difference, not just a difference.

Make it mobile friendly

If anything about your donation process is not mobile friendly you are losing a huge percentage of Internet users. Desktops, and even to an extent, laptops, are a dying technology. Everyone is on a mobile device these days. You better be ready, or your donor will move on.

Monthly donations

If you don’t already have one, create a program for which donors can make monthly donations. Sure, you love those big ticket corporate sponsorships, but, increasingly, people are opting for smaller, monthly donations. They never miss the money and it can make a big difference for you.

 

Be grateful

Always remember to say thank you, both in your landing page and with every opportunity you get. Any chance to say thank you is an opportunity to touch that donor one more time, keeping your group nearer the front of their mind.

While these tips cannot guarantee a nonprofit organization will increase their donations through online means, better digital communication makes this much more likely.

Ronn Torossian

Ronn Torossian is the founder and CEO of 5WPR and one of the most well-respected Public Relations professionals in the United States. Ronn is the author of "For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations."

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