Getting a donation online can be hard work. Having a basic “donate” button on your website is no longer enough to gather regular funds via your website.
This blog will give you some ideas, tips and advice on how to improve the number of online donations your organisation receives.
Many of these can also be used in conjunction with all of your communication channels (not just for your website):
- Make sure your donate button is prominent, and on every page on your website.
- Have a mission statement. Keep it short and sweet. This should sum up what your NGO is about, and should appear on the homepage, or in the header on every page.
- Use action words in your communications such as change, act, fight, explore, transform, to explain what needs to happen. Action words encourage people to do something.
- Let them know exactly how you intend their donation will be used, and show them through video or imagery how it will be used.
- Strong imagery will draw the website visitor in. Include photos of the people/animals/places they will be helping.
- Be transparent and show financial information on your website (if you can). This will help build trust.
- Share stories about the cause, and how other people have helped and donated.
- Give your donors options by using a variety of giving levels on the donation page, and offer a recurring donation option, or link them to a payroll giving tool like this one run via the Spark Foundation.
- Make sure you collect email addresses for future communications. Add an email sign-up form on your website. The homepage, header or footer is an ideal place for this.
- Share your existing or new community and sponsorship presentations on the website. You can do this using SlideShare, which allows you to embed presentations on your website, and it’s free! Your presentations will include important messages about the cause, which are worth sharing beyond your intended audience.
- Include a summary of the donations you have raised to date. This will show people are already engaged and helping your cause.
- Share your goals and the targets you are trying to reach.
- Give people different options and ideas about how they can help e.g. donating, fundraising, bequests, volunteering. As mentioned in our previous blog, new ways of giving will help you tap into different audiences.
- Integrate a social media feed on your website. Use one that will pull through social media posts from your donors, community and other partners in the market. A post from a donor or your community is just as powerful as your own.
If you need help improving your existing website – get in touch! We can run through a number of different options, and identify quick wins that will help you get the most out of your website.