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Your Fundraising Strategy: The Nonprofit Digital Checklist

Digital avenues provide a vital means for your nonprofit supporters to connect with your cause, especially in the wake of the pandemic. Murad Bushnaq pulls from his experience as the CEO and Founder of Morweb to bring four items you’ll want to address as you continue to adapt your organization to best meet the needs of your community!

Your nonprofit’s fundraising plan is integral to earning donations, balancing your budget, and retaining donors. As technology advances, the necessary tools to create a successful fundraising strategy are largely digital. This change has led to innovative ways to fundraise, but sometimes it’s hard to tell if your nonprofit is getting the most out of its software.

Digital fundraising tools are useful, but they can also be expensive. When you’re operating with limited resources, you’ll want to make sure that you are maximizing your return on investment. However, unless you’re already an expert on nonprofit digital fundraising, it can be difficult to create a checklist for your software in the first place.

As a leading expert in nonprofit technology and web design, Morweb specializes in nonprofit website design and has helped a range of organizations from humane societies to schools optimize their software and online fundraising tools. In this article, we’ll help your team get started by exploring four criteria you can use to assess your tech stack:

  1. Optimized Donation Forms
  2. Engaging Online Content
  3. Integrated Fundraising Software
  4. Event Readiness

As you research these fundraising tools, an easy-to-use content management system (CMS) will make it incredibly easy to add the right tools to your nonprofit’s website. You’ll be able to seamlessly grow your online presence without getting bogged down with the technical details. Remember, your fundraising strategy relies on the technology supporting it, and unintuitive solutions shouldn’t stand in the way of your mission.

1. Optimized Donation Forms

A well-thought-out fundraising strategy reaches new audiences, creates multiple touchpoints with each potential donor, and uses innovative marketing materials to get your message across. Make sure that your donation page supports these efforts by making the most of each gift and doing everything it can to encourage supporters to complete the form.

Your nonprofit’s website design should aim to achieve several goals. Chief among them is to guide supporters toward completing a specific task, which, for most nonprofits, is making a donation. Unfortunately, poor website design and especially poor donation page design can cause supporters to abandon their task at the last minute. You can prevent this by:

When a supporter does reach your donation page, you can also do more than just encourage them to finish their gift. For example, including a corporate matching gift search tool can help drive donations by assisting supporters in applying for a matching gift. According to Double the Donation’s article on matching gifts, 84% of donors admit they’re more likely to make a donation if there is a matching gift opportunity, which can be the encouragement needed to convince donors to see your form all the way through.

Being able to integrate extra tools into your donation form is critical for driving conversions and boosting fundraising dollars.

2. Engaging Online Content

While your donation form might be one of the most important tools on your website, it shouldn’t be the only page. To make sure your website is more than just a hosting site for your donation page, add engaging, informational content to interest potential donors and assert your nonprofit’s authority in your field.

Your content is only limited by your own creativity (and technical know-how), but if you find yourself in need of inspiration, many nonprofits have found success by creating content such as:

Make sure to track your engagement metrics after posting new content to understand how your supporters are interacting with it. Doing so can help you make data-driven decisions about your content, allowing you to focus your efforts on posts that interest your supporters and cut back on those that tend to get ignored.

3. Engaging Online Content

Your fundraising strategy needs fundraising software to track key metrics, allowing your nonprofit to collect data on its current practices and measure success. Fundraising software can also include core features such as payment processors, donor management capabilities, and digital marketing tools.

However, your fundraiser won’t be quite as successful if your software isn’t integrated with your website. There’s a wide range of fundraising software solutions out there, but before launching your next campaign, make sure your website is already equipped with:

If you’re interested in investing in new fundraising software, online guides like this one offer a starting place to get acquainted with core features. These resources can also help you start compiling your list of potential providers to then narrow down based on your needs and budget.

4. Event Readiness

Fundraising events bring in donations and drive engagement as your nonprofit reaffirms your relationship with current supporters and connects with new ones. An event-ready website can help elevate your events by providing supporters with useful resources and allowing your team to track data that can be used to improve future events.

For example, your website can act as the hub for your Giving Tuesday campaign, a 24-hour time period dedicated to driving attention to nonprofits, if you prepare it ahead of time by:

Some events such as peer-to-peer and crowdfunding are hosted on microsites to focus attention solely on that event, but your website can also hold digital campaigns and collect registrations for in-person events. Doing so can also help bring in new supporters and educate them about your mission by directing them to informational pages on your website.

The Gist

Approaching your nonprofit’s virtual fundraising strategy with a list of goals will help you stay on track towards improving your website and your digital approach as a whole. Leverage your website and software solutions to make the most of each fundraising campaign, and don’t hesitate to seek out help if you run into technical errors while checking off each item on your list.

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