Your website is your most vital communications tool. Whether or not you raise much money online, your website impacts giving -- online and offline.  

Donors and potential supporters are going to visit your website to help them decide if they want to give. Some of them may end up donating online. But even more are going to write a check (or not) based on what they see on your site.

So, with December right around the corner, what can you do now to set yourself up for success?  

Here's what I'd do, if I were you... 

 

  

This is your ultimate goal. All your communications must reinforce each other. They should look and sound like they're coming from the same organization.

If the development department does your direct mail appeal, communications does your emails, and IT does your website -- they'd better be talking to each other. And they all need to understand that the work they do is fundraising, regardless of what department they're in.

As far as your donors are concerned, everything is coming from the same place. If it doesn't feel that way, you're not seeing nearly the results you'd get if things were integrated.


2.  Get serious about your home page.

Your home page must have a compelling, jargon-free blurb that says who you are and what you do. Anyone who reads it should understand what you're all about in less than 5 seconds. Give me pictures. Give me stories. Make me care, and fast.

If you accept donations online, and there's no excuse not to, I need to be able to see that big, bold "donate" button on your home page (well...on every page, actually) without scrolling down.  

Your button could say, "give" or "contribute." But not "support." That's too vague. Plenty of people don't associate "support" with "give money." And with all communications, you want to be 100% clear what you're asking people to do and then make it ridiculously easy for them to do it.

Also, tell me my gift is critical to your success. Show that you have a track record of getting results. Showcase the impact you've had...and what more could be possible with my contribution.


3.  Get serious about your donation page.

Make sure your donation page is as close to perfect as possible. This is what perfect looks like: 

 

• Simple. Ask me to do one thing -- give -- when I get to your donation page. It's not the time to ask me to volunteer, sign a petition, or like you on Facebook.
  
  Your donation page should be as stripped down as possible -- without any links or navigation to pull people away from that page or off your site.  

• Short. Your donation form should only be one page. Don't ask for any information that you don't need. The more you ask for, the more likely people are to give up without donating. Want to know why I'm giving or what issue I care about most? Ask me later.
  
  And -- whatever you do -- don't make me create an account to donate. Almost no one is going to do that. Those who do will still be annoyed by it. And, annoyed is not the feeling you want supporters left with after donating.

• Secure. Put your Veri-Sign security seal (or whatever you have) front and center. The immediate reassurance that my transaction is safe and secure will put my mind at ease, whether I'm consciously aware of it or not.
  
  Endorsements from Charity Navigator or GuideStar are nice too. Even testimonials from people outside your organization who love your work will boost your credibility.
  
  Include your phone number and mailing address on the donation page (ideally in the footer of every page) -- in case I have a question, run into problems with my transaction, or want to mail a check instead.

• Branded. A branded donation page is one that lives within your own website. Visitors never leave your site to give. An unbranded page, on the other hand, is hosted on a separate website and looks the same for every organization -- just the nonprofit's name is different.
  
  Giving is stronger and donors are more loyal when online gifts are made on branded sites.

• Supporters increase their gifts by 38% more over two years.
• While first-time donors acquired through generic giving pages are 66.7% less likely to keep giving.

It can cost more to set up a branded site but the investment will more than pay for itself. 

 

 

4.  Get serious about testing.

Once you've made all these improvements, make sure they work properly. Test all your links and giving portals.  

 

I also recommend getting three people who aren't familiar with your organization or your website to take a test drive.  

 

Here's how that works: 

• Sit one of your live human test subjects down at a computer.  
• Ask them to find your site and make a $1 donation (or more, if they'd like!).  
• Don't give them the address. Just put them in front of a computer and see what happens next.

Have each "tester" walk you through their train of thought as they're navigating your site. Ask questions -- why are they doing what they're doing; why did they click there?

When they're done, ask for their feedback and suggestions for improvement. Video tape the session. Or have someone other than you take detailed notes.

Go through this process with three different people and you should identify the vast majority of issues other users will have with your site.


5.  Get serious about donor relations.

Make sure your donors and volunteers aren't only hearing from you when you want something from them.  

Be in touch with breaking news, action alerts, surveys, free stuff, quizzes...whatever is appropriate for your organization. 

 

And, most importantly, express sincere thanks for their past involvement and send an update on what's been possible because of their support.

Calls. Notes. Emails. Letters. Cards. Newsletters. Pictures. Videos. You decide. But do something -- and do it before your end-of-year fundraising push begins.