If you are asking people to donate to your organization, then how to donate should not be a secret or challenging. Most people start at your website, so where is your donate button or support options?
There are many tools to be able to raise money online. Most Donor Management Systems have a payment-processing link, or you could use PayPal or Authorize.net to name a few. It takes time to set up, but it is the difference to getting some people to honor a friend, or make a simple donation. Online giving is just one more tool in your arsenal as a fundraiser. Like all the other tools, it is best when it is used for its purpose and to its capacity. Not like when you use the handle of a screwdriver as a hammer.
Here is a summary of the challenges I faced:
- The Hunt – There are a few organizations that I knew I wanted to donate to. I consider myself tech savvy. Not to mention I have re-worked some really bad websites, so I think I get the square-peg round-hole concept of just putting donate info where you can make it fit. With one group that I was going to honor a friend with a donation, I honestly could not find an online donation button, nor could I find donation instructions. So I had seen stuff about #GivingTuesday from them on Facebook. So I went to their Facebook page and there was a donate button. That DONATE BUTTON took me to their website homepage. WOW!
- Where are you! – So the above organization did have their mailing address in the contact info and I sent a check. The next organization, I knew was small and used volunteers a lot. I knew that they had a volunteer doing social media and web work for them. They had very artistic post and memes, but I could not find an address other than their city and state. When I Googled it, I got a different city and state. The phone went to a voicemail and I left a message. I am still waiting for a return call (3 weeks later).
- Broken Donate Button! – So I went to another website to give and the Donate button went to the completion page of PayPal. Fortunately, I know how to search PayPal and was able to make a donation. However, how many donations did they lose because their button appeared broken?
Other Helpful tips – More than one location. I know that asking for money makes people anxious. However, the “Hunt” is common on many non-profit websites. It is like they all ignore that it takes both: No mission, no money. No money, no mission. The opportunity to support the organization should be on multiple pages. People want to support your organization. Make it easy. If not a part of the header, the after every program or testimonial, there should be a link, button or other directive as to how you can support the organization. Also, it need to be at every interactive door you have, FB, Instagram, guidestar, etc.
Say THANK YOU and give impact! Even if it is an auto-respond email, you need to make sure it says “THANK YOU!” and explains how your organization will use donations it receives. Twice a year, review this auto-responder and update the impact statement (and make sure other information, like contact names are also correct). Finally, make sure you have inserted the donor into your stewardship plan.
PB&J marComm is here to help should you need to evaluate you online giving or your stewardship plan.
