Online Giving – Updating Your Method and Message–Part 1

Making the Gift

The non-profit sector has been using online giving for more than a decade. From bellyaching about getting secure servers, working with those providing services to collecting email addresses and new web based databases that integrate information and giving….we have come a long way.  Today, most organizations are accepting online donations. Time to update all the online giving processes!

Donate Now

Does your “Donate now” button on your website go from home page to giving page?  Where is the education and cultivation in that? Think like a donor, a first time donor a first date. The donor scans the home page and clicked donate now…..where we expect them to give money?  On a first date?  How about taking them to a page sharing information about mission, programs, need, goals, a client story even better photographs! And another donate button… the giving page.

Take a look at the Tahirih Justice Center website. Go through the two click donation process from home page to giving page.  Beyond the donate button, they have effectively placed donate now opportunities on advocacy, service and other pages as well, just scroll to the bottom. Online giving options are integrated throughout the site. Wherever a visitor goes, they have the opportunity to give. See $1=$5 of action button.

Donation Page

Instead of making this just about clicking a donation and hitting submit, think about having a virtual conversation with your donor. What would you say if you were in person? About your mission, program, how you are changing lives and saving lives and how their contribution will make a difference.

Update your donation page to include:

  • A photo if you can – it draws people in
  • Information on what donations will enable you to do
  • Donation options from highest to lowest
  • Monthly giving options
  • A mobile phone number field
  • Donor recognition field (electronic donor bases have a field for this and it should be included on the online donation form.)

How have you updated, changed or reviewed your online giving program?  Take a look at Online Giving Part 2 – Confirming and Recognizing the Donor and Gift. The post talks about after the online donation is received and updating the information your donors receive instantly.

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