Online fundraising: You need more than a "donate" button on your website

Did you know online fundraising revenue increased by 21 percent in 2012?

A lot of people think they have online fundraising "covered" when they have a way people can donate available on their website. But that's only the beginning.

Ask yourself:

  1. Are your online fundraising efforts integrated with other channels (social media, email, etc.)?
  2. Do you gather data from those who donate, to help you segment and target future donation appeals? You'll want to know more about the person than just their name, address and donation amount. What else can you glean from them without burdening them with too many additional questions? (Check out SocialVision for one method of doing this.)
  3. Have you tested your donation page and donation callouts to determine which language is most effective (i.e. "donate now" vs. "support our work," etc.)?

The infographic below, based on the 2013 eNonprofit Benchmarks Study, has some more great info on online giving.

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