Online donations are picking up steam in the nonprofit sphere, as they are higher than ever before. In fact, online contributions climbed 14 percent in 2013, according to “2014 M+R Benchmarks” conducted by M+R, a nonprofit consultancy firm. The number of online gifts came to more than 5.6 million. Additionally, monthly giving revenue increased 25 percent compared to 2012 numbers, and it accounted for 16 percent of all online revenue.
Wired Impact indicated that donors prefer giving on a nonprofit’s website. In fact, an online platform can increase the likelihood of a donor contributing to the organization’s cause.
Donation software systems support online giving capabilities
As online giving increases, it’s vital for NPOs to keep up this trend by adopting a few tools. Nonprofit ministries need to set up an online donation system, which give NPOs the ability to interact and communicate with those who contribute. A donor management software program or fundraising software will do the trick. Nonprofits can easily respond to donors’ inquiries regarding prior transactions, making a donation or buying a product. This not only makes it easy for stakeholders but the ministry nonprofit as well.
Fundraising software streamlines the giving process
A donation software system offers donors access to their payment history, preferences and interactions, saving both the nonprofit and the donor time. All of the information donors’ need is within reach. Stakeholders can locate receipting information, review pledge updates and view their profile with contact information. A fundraising software program is an ideal tool for the online giving arena.
If the donation software lives within the website, there’s a better chance a ministry nonprofit will be able to integrate an analytics tool. This helps the organization track the behavior of visitors, including when and how much they gave. All of these details provide development directors invaluable insight to make informed decisions for future online giving campaigns.
Save donors’ time with user-friendly platforms
Once the software is installed, consider making the process easy. For example, be sure the “donate now” button is visible, so it’s easy for stakeholders to find. They shouldn’t be searching through landing pages and scrolling through the homepage to find it. The icon should pop and lead the donor to the correct site. Be sure it doesn’t take long for donors to reach the donation page.
Don’t drag the process out by asking for every detail. Instead, just request minimal information, such as their name, email, address and credit card information. Additionally, the questions should be clear and incorporate an explanation to avoid any confusion.
Follow up with donors and customize their thank-you note
Personalize the follow-up note, expressing appreciation for the gift and how their contribution will make an impact in their community. To continue communications throughout the year, development directors can send weekly emails, give status updates on Facebook and Twitter and tell an engaging story. The story could touch on how the donation made a difference, while acknowledging all of the donors. This tactic makes constituents feel more connected to the organization.