Good clear content is the key to getting donations.
To start with the obvious: the third sector: not-for-profit (NfP), charity, non-governmental organisations (NGOs) are different from commercial organisations. So are their .org websites. They generally don’t and mostly can’t present the clear value proposition that’s the key for commercial websites. Transactions take place because you want something they have and you’ll pay money to get it. For not-for-profit it’s different.
Non-profits must define and communicate their value proposition to attract volunteers and online donations.
Present Your Information Clearly
Your information has a value. It serves a purpose; part of your mission. The people who read it or download it want to use it.
Openness is key to securing donations. Finding the right information about an organisation helps validate trustworthiness and is the key to gaining more donations. To reach the potential of online fundraising and to extend the reach of advocacy not-for-profit sites must address the problem dogging too many web sites: poor content. Donors want clear concise information upfront.
Giving money
It’s harder to persuade people to give moneyaway than it is to spend money. Studies show e-commerce for NfP sites falls badly behind commercial websites for usability. Commercial organisations have learned that on-line buyers are creatures of habit who don’t like change. E-commerce for NfP sites needs to be simple recognised step-by-step process with which users are familiar as it mimics their commercial on-line interactions.
Giving stuff
Users can have a much more difficult time making a non-monetary contribution to a not for profit organisation on the web than they have giving cash. Giving physical items is a non-standard online transaction, so users can’t rely on a pattern they have experienced.
If users are asked to do something new on the web, the site needs to make it easy with simple step-by-step guides.
Volunteering
Donors are great, regular donors are really great but volunteers can be the people who win new donors and help the charity or NGO get results. On-line advocacy has taken off in recent years and the key is again to make taking action easy.
Simple, direct links to information on taking action from the homepage and any relevant pages are essential. Providing simple information about how to get involved, including how and where to help and upcoming events all matter – but the biggest deal of all is capturing the potential volunteer’s name and email.
NfP sites need to offer a fairly simple form for volunteering with clear calls to action and easy contact forms. Of course it all amounts to nothing unless it is followed up.
Joining
The Holy Grail for many third sector bodies is taking the individual contact on a journey from interest to donation, to supporting action, to membership. Not every NfP is a membership organisation, but those who are will want to engage potential members from information capture on their site and establish a dialogue – through email and invitation to participate.
Good NfP sites make joining easy, following the rules of e-commerce and remembering that those that don’t ask, don’t get – so the big ‘join now’ button matters, as does the ‘value proposition’ of what those who join the organisation get for their subscription.
Social Media
People don’t use Facebook to research the third sector to seek out places to donate.
It’s ‘horses for courses’ Social media is a channel of winning engagement and is great for offering advocacy opportunities. Content should draw the reader in and pull traffic to the NfP website where users expect to find the information on mission, values and the essential, easy ways of giving.