Online fundraising has become close to a fundraising "norm" now. While this is an exciting change, it means as well that now non-profits must be innovative in how they promote and use their online fundraising tools. To utilize this way of fundraising to its fullest capacity, one must seek a variety of perspectives.
Consider a few of these perspectives:
1) Offline-- Of course this sounds strange at first, offline online fundraising?? Think about it again though. Too many people rely just on the idea that people will find their website through an online search and be compelled to donate. While this can be true, it is unhealthy to rely on promoting your website entirely online. Think offline.
An offline approach needs to be very targeted, however. Include your website & its giving options in your mailings. Put posters all through-out your community. Creating an offline awareness with people who are already semi-familiar with you is an important step. These people who you have an offline relationship with will be more likely to visit and share the website.
2) Relationships-- Think through the various groups of relationships that you have and how these people will interact with your website. For instance, maybe you have a large group of college aged people who consistently interact with the website because of the services you offer. They probably won't be donating since they are poor college students, but they still are a vital part of your network. By having tools such as Twitter or Facebook, they can become part of sharing your organization and thus bringing in those who may donate.
Look for these connections between you and groups of people, and utilize these connections to expand their power.
3) Simplicity & Clarity-- These seem like two small components, but they should not be overlooked. One of the best things you can do to increase donations is to keep your donation page and form simple and clear. Statistics show that the more information you require people to fill out, the less likely they will be to donate. After they've made a donation, make the process for them simple to receive a receipt and other necessary information for tax purposes.
--Jessica High manages research and marketing at Christian Foundation Grants (www.christianfoundationgrants.com) which is a subscription database of foundations that provide grants to faith based organizations. iDonate.com is a website (www.iDonate.com) that allows ministries to receive non cash gifts online