To get more online donations, charities should have a highly visible donate button on every page, clearly explain how donations will be used and their impact, and offer donors choice in donation amounts and campaigns. They should also make the donation process quick and easy, properly thank donors, and promote through social media which inspires 30% of UK charity supporters to give. Using third party payment tools that integrate social media and security features helps charities securely accept donations online.

1. How to get more online
donations for your charity

2. Fundraising is getting harder…
• Competition
• The recession
• People tightening their belts

3. But….

4. A recent study by NCVO showed that
online donations had
increased over 2011/2012
by 7% (£9.3billion worth of donations)

5. How can your charity stay ahead of the
game?

6. 1. How do people donate?

7. The donate button
•
•
•
•
Highly visible
On every page of your website
Visitors should easily be able to navigate to it
Positioned above the fold

8. The donate button
The Samaritans have
a well-placed, highly
visible donate button

9. 2. Why should people donate?

10. “The UK population would give an
extra £665 million a year to charities if
they were given more information
about where their money was going
and what impact it would have.”
Understanding donor motivations and behaviour, Money for Good UK, March
2013

11. Oxfam do this really
well by outlining:
• What is happening
• What they plan to
do
• How they plan to do
it

12. 3. Give people choice

13. Is my money being spent on admin?
Offer different
campaigns for people
to donate to e.g. Save
the Children offers
numerous campaigns
providing visitors with
a choice

14. 4. One off donation or regular giving?

15. Regular giving is preferential but don’t miss out on
one off payments such as around Christmas when
people might be feeling more charitable

16. Shelter do this by
ensuring the default
is set to single
donation and provide
a suggested amount

17. 5. Identify the best tool for taking
payments

18. ?

19. 6. Define a visitor’s journey

20. • Keep forms minimal
• Only ask for essential
information
• Avoid review and confirm
• Keep to one page
• Show progress indicator

21. 7. Make gift aid easy

22. • Third party tools like
JustGiving do this for you
• If you are hosting your own
online donation page you’ll
need to get details off each
donor to pass to HMRC

23. 8. Security

24. • Make your donors feel safe
• Use third party tools that
use Mastercard
Securecode, Verified by
Visa etc
• Then all transactions will be
encrypted and stored
securely

25. 9. Say Thank You!

26. • Engaging with supporters encourages
donations
• Have a well thought out thank you page
• Make them feel good about their donation
• Motivate them to spread the word
• Reassure donors their transaction was safe
and successful

27. http://www.youtube.com/watch?v=FYqZGAjpXsM

28. 10. Promote through social

29. • 30% of UK charity
supporters say social
inspired them to give
– The Donor Survey, April 2013

30. • Use third party tools that integrate with social

31. • Embed your donations page in Facebook page

32. Want to know more? Read our full blog post
here:
http://www.electricputty.co.uk/content/blog/ho
w_to_get_more_online_donations_for_your_ch
arity

33. Image Credits
http://www.flickr.com/photos/teegardin/6097066382/
http://www.flickr.com/photos/wheatfields/264891262/
http://www.flickr.com/photos/sidelong/3878741556/

34. electricputty.co.uk
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@electricputty