This month’s topic — understanding the difference between online giving and online fundraising — is one of my favorite subjects! If I ever meet you at dinner party, don’t get me started …
In the beginning: Online giving
For many fundraising organizations, the first step to becoming digital is to create a Web site. Think of this Web site as the public lobby to your digital organization. A few questions: Is it tidy? Is it inviting? Is there a friendly receptionist?
After you complete your Web site, you’ll soon feel the pressure to change it. Most of my clients have told me that they plan to redo their Web sites in 2009. They only advice I provide here is to create your Web site using technology that is easy to change. It’s not going to be very dynamic if you have to call a computer programmer each time you want to modify it. Simple, inexpensive tools like WordPress.org are surprisingly powerful.
What fundraising organization’s lobby would be complete without a place to make a donation? Similarly, your Web site should have a quick and easy way to make a donation to your cause. Start with simple, inexpensive portal solutions like Network For Good in the U.S. and CanadaHelps.org in Canada, and upgrade from there once your needs become more complex.
It surprises me how hard some Web sites make it to leave a gift. In your lobby would you hide the stack of donation forms behind the plant? Of course not, you’d place them prominently on the front desk. Perform this test: Find someone who has never been to your Web site. Ask him to make a $10 donation online. Then observe, use a stopwatch and count how many clicks it takes. I’m willing to bet you’ll be surprised by the result.
Coming full circle: Online fundraising
Before the Internet, what did charities do? Did they sit back and wait for people to walk into their lobbies so they could find that donation form on the front desk? Successful fundraisers certainly did not. So why would you sit back and wait for people to 1) find your Web site and then 2) successfully navigate to and through your donation page?
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Good quick overview. I would second checking how easy it is to donate online. Many NPOs don't test this. Most people won't contact your organization if they can't easily donate. They just won't. I'd also add being strategic with online communications and social networking to always focus on building relationships and think like your audience. Why should they give? Why now? Why to your organization?
Good mention of wordpress. There are some great open source solutions that don't have any licensing fees. They've come a long way and would urge your organization to check what they can get that's powerful, easy to use and affordable.
Mark
non-profit solutions
raSANTIAGO + Associates
Portland, Oregon
Thanks for the great article. This really hits home "People like to give to people. People need to be asked to give. Fundraisers need to be coaxed. Fundraisers will perform better if part of a fundraising team. Fundraisers need to be recognized and feel valued" I am going to work some of these concepts into www.raiseforfuture.com .