Post on 03-Dec-2014
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How to get more online donations for your charity
Fundraising is getting harder…
• Competition• The recession • People tightening their belts
But….
A recent study by NCVO showed that online donations had increased over 2011/2012by 7% (£9.3billion worth of donations)
How can your charity stay ahead of the game?
1. How do people donate?
The donate button
• Highly visible • On every page of your website• Visitors should easily be able to navigate to it• Positioned above the fold
The donate button
The Samaritans have a well-placed, highly visible donate button
2. Why should people donate?
“The UK population would give an extra £665 million a year to charities if
they were given more information about where their money was going
and what impact it would have.”
Understanding donor motivations and behaviour, Money for Good UK, March 2013
Oxfam do this really well by outlining:• What is happening• What they plan to
do• How they plan to do
it
3. Give people choice
Offer different campaigns for people to donate to e.g. Save the Children offers numerous campaigns providing visitors with a choice
Is my money being spent on admin?
4. One off donation or regular giving?
Regular giving is preferential but don’t miss out on one off payments such as around Christmas when people might be feeling more charitable
Shelter do this by ensuring the default is set to single donation and provide a suggested amount
5. Identify the best tool for taking payments
?
6. Define a visitor’s journey
• Keep forms minimal• Only ask for essential
information• Avoid review and confirm• Keep to one page• Show progress indicator
7. Make gift aid easy
• Third party tools like JustGiving do this for you
• If you are hosting your own online donation page you’ll need to get details off each donor to pass to HMRC
8. Security
• Make your donors feel safe• Use third party tools that
use Mastercard Securecode, Verified by Visa etc
• Then all transactions will be encrypted and stored securely
9. Say Thank You!
• Engaging with supporters encourages donations
• Have a well thought out thank you page• Make them feel good about their donation• Motivate them to spread the word• Reassure donors their transaction was safe
and successful
10. Promote through social
• 30% of UK charity supporters say social inspired them to give – The Donor Survey, April 2013
• Use third party tools that integrate with social
• Embed your donations page in Facebook page
Want to know more? Read our full blog post here: http://www.electricputty.co.uk/content/blog/how_to_get_more_online_donations_for_your_charity
Image Creditshttp://www.flickr.com/photos/teegardin/6097066382/http://www.flickr.com/photos/wheatfields/264891262/http://www.flickr.com/photos/sidelong/3878741556/
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