How to Grow Your Nonprofit’s Donor List Within a Year
When you’re running a nonprofit, you’ll have a lot to worry about. One of the chief worries is fundraising and the means of doing so. How can you grow your donor list? How does today’s ever-evolving technology affect your fundraising prospects? These are a few guidelines to follow that will expand your donor list within one year.
1. Mobile fundraising is key.
In 2016, 17% of the transactions completed online were done through a mobile device. This represents a year-over-year increase of 21%. If you don’t have a mobile fundraising strategy in place already, you should implement one as soon as possible. And if your website has an analytics tool, use the tool to find out what percentage of potential consumers access your site through their smartphone.
2. Draw attention to the donate button.
Getting a visitor to the website is the first step, but it’s useless if they don’t interact with your content. You should draw the attention of your viewer to the donate button on your website. There are easy ways to do this: You can increase the size, change the position, and alter the color of the donate button to organically draw the eye.
3. Build your brand on your donation page.
It’s difficult to build the brand for a nonprofit. When you’re building your brand, all aspects of the nonprofit should revolve around the brand. This includes the donate page. Your donate page should reinforce the name of your brand, the color scheme of your brand, and any particular message that you want your brand to be associated with. You can even brand your printout donation form to give your brand an in-person foothold.
4. Choose your imagery wisely.
People get an impression from an image before they’ve ever read any text. You should use imagery that conveys what you’re trying to say as simply and effectively as possible. Allow people to see the value of their contribution along with the necessity.
5. Keep your campaigning simple.
When you design a website, it’s tempting to add a lot of design features or cram as much information as possible into a small space. It’s true that your website should reflect as much information about your organization as possible. However, your donation page isn’t a good place for these things. The donation page shouldn’t pull focus from the most important thing: the donation itself. Instead, the page should have a simple format that makes it easy for a person to complete their donation action.
6. Reduce the amount of information on your form.
It’s normal for people to be uncomfortable giving out huge amounts of personal information. They also don’t want to spend time filling out a long form. Because of this, it’s important that you limit the information on your donation form only to fields that you truly need. Only ask for the information required for the completion of an online transaction. When you simplify the donation form, you’ll find more people who are willing to make donations.
7. Implement “Giving Levels.”
Research studies indicate that suggesting an amount to give will lead to improved overall donation performance, because it increases the average gift size of an online donation. Instead of asking people to type their preferred amount, you can suggest a number of different amounts. Many nonprofits start their “giving level” at $10 or $25. This encourages people to give more money than they might if they were left to decide the amount for themselves.
8. Encourage monthly donations.
It helps to add a monthly donation option to your donate page. People can sign up once and then be billed monthly in the future. This is a great way of ensuring steady revenue in the future.
9. Help people stay in touch.
When people donate to your nonprofit, they generally do so because they like what you’re doing. They’ll be open to hearing more from you. You should make it easy for people to opt in to emails from your organization by checking an opt-in box on your donate form. This helps you keep people abreast of your nonprofit’s work and encourage more future donations.