As a nonprofit trying to fundraise online and cultivate donors, there are three common sicknesses that you may become infected with. The good news is that there are five easy cures you can arm yourself with to make your website, emails and all interactions with potential donors better.
Stay alert for these three impeding illnesses:
"Field of Dreams" syndrome. Those that have it believe simply that, "If you build it, they will come." That is not the case for online fundraising. You need to proactively drive traffic to your website and make the website experience and donation process easy, informative and compelling.
"It's all about us" disease. These nonprofits have their homepages, emails and all correspondences sounding like an "About Us" page. Mission statements, the history of your organization and other related details should not be found everywhere and do not constitute not a strong message.
"Call to inaction" problem. In order to generate donations and increase your donor base, you need to have a clear call to action. It's not enough to state who you are, what you do and what's new. You need to clearly state what you are asking and appeal to prospective donors to make them act.
Use these five cures for any and all of the above:
1) Answer the "Why me?" question and become more donor-centric. Appeal to donor's emotions and make your cause seem relatable and worthy.
2) Answer the "Why now?" question. Attach a sense of urgency to your issue and explain why donations are needed immediately.
3) Answer the "What for?" question to show prospective donors exactly what or who they are helping and where their money is going.
4) Make it easy. Simplify the donation process and be prepared for any type of visitor your site may have. Proper navigation and appropriate placement of information is essential.
5) Use inspirational communications. Don't be entirely need-based, as in "We need money, we need help." Differentiate yourself from the pack with human interest stories, success stories and compelling photographs.
Read more about "Field of Dreams" syndrome, "It's all about us" disease and the "Call to inaction" problem in the related articles.
Source: Adapted by Jake Emen from Katya Andresen's Nonprofit 911 Presentation, "Cultivating Donors Online"