4+ keys to great year-round fundraising campaigns
- Digital communications & marketing
- Fundraising ideas
- Nonprofits
- Guided Fundraising
One of the best tools your nonprofit organization has when it comes to year-end fundraising is its website. When you design (or revamp) your website using a nonprofit-specific content management system (CMS), you’ll be prepared to meet your year-end donors’ needs and your fundraising goals.
In this guide, we’ll cover four best practices you can implement on your organization’s website, regardless of web design experience. With the right nonprofit website builder, you can easily make changes that will have a big impact on your year-end results, setting you up for success in the new year! Let’s get started with our first best practice.
Your donation form is the most important part of your website at any time of the year, so make sure to revisit it in anticipation of the year-end giving season. Ensure your form is simple, easy to use, and convenient for your donors to access so they can fit donating into their busy holiday schedules.
According to Morweb’s article on donation page design tips, here are the top ways to optimize your donation form:
After implementing these tips, test out your improved donation form. Simply split a group of staff members or volunteers in two, have them use two different versions of your donation form, and ask them for feedback.
Keep the changes minimal between the two forms (ideally limiting it to one difference per test), to clearly identify what is working and what isn’t. This will help you know what your donors’ experience will be like during your campaign.
Every donor has a different giving capacity, especially during the holiday season. For example, some people may receive bonuses on their paychecks while others have smaller budgets after buying gifts for loved ones. Donors appreciate when the organizations they care about recognize this and offer multiple ways to contribute.
Here are some ways you can design your website to diversify your donors’ involvement options:
Every contribution to your cause makes a difference. Let your supporters know you value them, no matter what they give, by ensuring you have a system in place for thanking donors and volunteers. For the year-end season, you could even send handwritten holiday cards to add a personal touch.
The year-end giving season can be a great time for hosting events that help you end your year with a bang. Whether you host a large-scale gala to celebrate successes or a virtual benefit concert to pull in last-minute donations, create dedicated year-end event landing pages to keep information organized.
Include all the details your guests will need about each event, such as:
Another fun element to include on your event landing page is a fundraising thermometer. This can help your guests see how close you are to reaching your campaign goal and encourage them to give more.
Whether you’re hosting a walk-a-thon fundraiser, planning a fancy gala, or setting up a text fundraising campaign, you’ll want supporters to share your year-end campaign with their families and friends.
Social media is the best tool at your disposal to get your supporters talking about your cause and year-end fundraising goals. Here are some features to add to your website to encourage social sharing:
By employing these social media features on your website, you’ll make it easier for supporters to spread the word about your cause and year-end goals. Remember to thank supporters who share your social media or website content. This can be as simple as a “thank you” in the comments or a direct message.
As you strategize for your end-of-year campaign and use this guide to prepare your website, remember to take a walk in your supporters’ shoes. Think through what resources they need to get involved in your year-end fundraiser and how you can use your website to make them feel acknowledged and valued by your organization.
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