K. MacKillop, March 30, 2010
For many startup nonprofits, the website will serve primarily as an extension of the fundraising
efforts. Often, nonprofits add the option to donate to their site and sit back and wait...and are
surprised when the cash does not come rolling in. Conducting search engine optimization (SEO) is
essential to drive traffic to your nonprofit's website, but just as important is how the site
itself is designed.
Any nonprofit website with the objective of increasing donations must incorporate these five
factors:
1. Who You Are
It should be very clear from your nonprofit's home page who you are, who you serve, and the mission
of the organization. The great thing about an internet presence is that so many more people are
accessible -- the tough part is that you have only a few seconds to grab and keep their attention.
If a websurfer can't figure out who you are and what you do very quickly, they will be gone with a
click of the mouse. Avoid publishing a term paper about your organization on the home page.
Instead, keep the descriptions short and sweet and use appropriate photos to get your point
across.
2. Emotional Appeals
People generally don't give money based on statistical analysis -- they give because they feel
strongly about an issue and it feels good to make a difference. Be sure your website addresses
these realities with anecdotes and personal stories of your clients. Include photos (with
permission) to really personalize the work that you do. Be careful of overdramatizing, but a good
story that draws emotion will make potential donors take the next step.
3. Where the Money Goes
The more specific you are about how the donation is used, the more confidence you instill in
potential donors. There are a number of ways to do this. You could include a copy of the current
budget on the website, but some donors are turned off by the very idea of overhead. A better option
is to cost out your programs and services, as in "$50 feeds two homeless children for a week" or
"$20 per month from 100 donors will provide full summer camp tuition for 50 low-income kids." If
you have a specific project to fund, even better. Provide a description and relevant photos along
with a time sensitive request. Whatever you do, be aware that people are more likely to give if
they believe their money will make an actual difference.
4. Easy Giving
Your supporters should not have to click through a dozen web pages to give you money. Use software
that allows you to include a "donate now" button on every page. And keep the donation process as
simple as possible. Don't take advantage of the donor's giving nature by forcing them to answer a
dozen demographic questions. Stick to the basics, make sure their information is secure and kept
private, and you will see a boost in online donations.
5. Encourage Sponsorship
Social entrepreneurs are the future of business -- those business owners using for-profit business
skills to give back. Consider opportunities to secure these donations by identifying ways to
recognize those businesses that support your nonprofit. Include a "supporters" page on your website
with links back to their business; publish a profile of your VIP donors on the homepage. Don't
believe the hype that for-profit businesses should not get "free marketing" for their donations. If
they don't get it from you, they'll donate somewhere else.
Having an online presence is an important first step in building a successful nonprofit. Ensuring
each for the five key factors are covered will encourage more giving and could make all the
difference in sustaining and expanding your programs and services.
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