Fundraising and Education: Develop Your Online Donor Strategy
An online donor strategy is critical for your school and fundraising success. Below are a few tips to keep in mind as you develop your strategy.
Have an actionable donation page. Compel donors with a branded, actionable donation page that allows for easy, direct donations.
Make your donation page visible. Donors should be able to easily find a donate now button on your homepage. Place it on the top sidebar and have a heading accompanying it that outlines why donors should support your institution. To make sure your donate now button is visible, ask a colleague to try to find it. When they do this, time them. If they can find it in less than 10 seconds, you know you have a highly visible button.
Recommend giving levels. Donors give more when you recommend giving levels with a strong call to action. Be realistic in your giving level recommendations and make sure they align with your call to action. For example, donate $25 for student supplies is an excellent recommendation.
Use social media. Facebook donate now tabs allow you to easily take donations on Facebook and spread the news of the donations you receive virally. In addition to that, you can use social media to build campaigns for fundraising. If you are looking to raise money for a new gym or theatre, you can highlight the needs on Twitter and Facebook. You can even personalize the story by telling the stories of specific students and how they would benefit from donations.
Go beyond thanking your donors by showing impact. 90% of donors only donate once. Yet 80% of one-time donors have said that they would be more likely to become repeat donors if they receive a thank you note. (might want to mention where these stats came from) Sending a thank you note can make a huge impact on your organization. Think about this: donors who give between 2-5 times donate, on average, $16 more per donation than unique donors. Thank your donors and you will see a huge payoff but don’t stop there. Make sure when you thank them you show exactly where the money is going. Show this with a personal story for maximum impact.
For more tips and examples, download your free eBook, Creating an Actionable Donation Button for your School.
Photo Courtesy of Sean MacEntee