This document provides an overview of online fundraising strategies for non-profits. It discusses using donation forms and payment processors like PayPal, maximizing websites through storytelling and calls to action, building email lists to engage donors, and leveraging free resources. The goal is to understand options for raising funds online and engaging supporters through tactics like social media that require staff time but can strengthen relationships.

1. Online Fundraising 101
Stacy Clinton
July 15, 2009

2. Today’s discussion
• Overview of different approaches to
raising money on the web
• Maximize your website
• Free/low-cost online resources
• Goal: provide a basic understanding of the
options and a set of tools to get started in
online fundraising

3. Some stats
• Reasons people visit nonprofit sites are:
– news and events (40%)
– to stay informed about the cause the organization
addresses (40%)
– Almost one in five (18%) website visitors are there
specifically to make a financial contribution*
• Younger generations are very comfortable
online, especially in social media
• The number of people over 70 years old online
increased 60% in the past year**
*from “Trends in Constituent Satisfaction with Nonprofit Websites” report by ForeSee Results 2009
** from “Generations Online in 2009” by Fox & Jones, Pew Internet & American Life Project

4. Raising money on the web
• Donation Forms – many possibilities
– Guidestar/Network for Good,
Google Checkout, Amazon Checkout, PayPal,
Convio, Blackbaud
• Trust plays a role
• Only ask for information you need
• Include opt-in language
• Thank donors throughout the process

8. Raising money on the web
• Consider:
– Cost per transaction
– Data security
– What donor information will you be able to
collect?
– Will the donation form allow an opt-in?
– Does the donation form allow tribute giving or
designations?
– Are you able to brand the form with your
design?

9. Raising money on the web
• Email Campaigns
• Fundraising events with an online
component
• Tribute pages

15. Raising money on the web
• Thank your online donors
• Keep connection with them via email
communications
– Create a series of messages to reinforce
relationship and bring them closer
– Make sure the messages match their
expectations

16. Not Just a Donation Button
• “Donate Now” button is just the first step
• Your website and communications should
build trust, reinforce your mission and
educate how a donation will make a
difference.

17. Maximize your website
• Donation button – must be easy to find
• Content that engages visitors quickly
– 5 second rule
– Taglines
• Show visitors how their donation helps
• Each page should have a goal
– Click to read more
– Email signup
– Donate
– Etc.

18. Maximize your website
• Know your donors!
• Create content for them, not for you
• Provide easy pathways for them to find the
information they seek
• Keep content short and relevant
– Cut it in half, then cut it in half again
• Tell stories, show success

29. Maximize your website
• Make sure potential constituents can find
you online:
– Search Engine Optimization
– Keywords
– Landing pages
– Links from other websites
• Google Grants
• Google Analytics

30. Build Your List
• Offer email newsletter signups on every
page, in the same place
• Make the offer relevant and interesting to
the donor
• Don’t require too much information on the
form (eliminate barriers)
• Make sure the communications you
promise at sign-up match what you deliver

33. Free/low-cost online resources
• www.fundraising123.org
• www.nten.org
• www.idealware.org
• www.techsoup.org
• www.justgive.org
• www.guidestar.org
• Even the “big guys” have lots of free helpful
information:
– www.convio.com
– www.blackbaud.com

34. Free/low-cost online resources
• www.networkforgood.com
• www.goodsearch.com
• www.goodsearch.com/goodshop.aspx
• Facebook Causes
• www.firstgiving.com

35. A word about “social”
• Facebook, Twitter, LinkedIn, etc.
– Have specific plan, incremental goals
– Not always a slam dunk for fundraising
– A good way to reach constituents and have a
conversation with them, strengthen
relationships
– Require significant staff resources to provide
timely updates and immediate responses that
users expect

36. Thank you!
Questions?
stacy.clinton@lpfch.org
650.724.2786