Online fundraising has become the best and most popular way for charities to acquire new donors and increase funding. Sure it doesn’t make up the majority of fundraising for many groups as of yet, but it’s a channel that is growing rapidly and shouldn’t be ignored nor neglected. If your charity doesn’t have any online fundraising systems in place yet, you should consider committing resources to setting one up as soon as possible. Here are some tips to give you a head start on your charity’s online fundraising efforts.
Analyze your web traffic
You should begin your online fundraising efforts by taking an in-depth look at the web traffic and stats for your charity’s website. Focus on total number of visitors and whether or not visitors are one-time visitors vs. repeat visitors. It is also important to see if the visitors are landing and browsing pages about online fundraising on your site. Using all of this rich information you can learn more about your website visitors and make decisions regarding how to adjust and update your website to receive the best online fundraising results.
Look at the sources of your web traffic
Another important factor when getting started with online fundraising is to look at the source of your web visitors. How are people finding your website? Where do they come from? They may be coming from all over the internet. Some examples of web traffic sources include search engines, social media, partner and affiliate websites, and advertising. Approximately 40% of your site’s traffic should be coming from search engines. Type in your organization’s name, the event you’re known for, or your big fundraising campaign. See what the search engines bring up and note where your site appears in the search results list. If it isn’t right there on top of the search results then you’ll want to start improving your site’s search engine optimization and possibly want to invest into paid placement like Google AdWords to make it easier for potential donors to find your site.
Search engine optimization involves making improvements to your website so that it ranks better in organic search engine results while paid placement like Google AdWords involves the text link ads you may see at the top and sides of your search engine results. Furthermore, a less risky approach to paid placement is the Google Grants program. It gives eligible charities up to $10,000 worth of free Google AdWords online advertising month after month as long as charities show good and active management of their ad campaigns.
Have a specific ask
Now that you have a better idea of how visitors are interacting with your website and how visitors are finding your website, it is time to craft a specific ask and message to these visitors for when they consider donating to your cause. Implement a precise and clear message targeting the demographic and audience you are interested in. Start and continue to build relationships and correspond with interested donors. Make sure to tell your charity’s compelling story and always remind visitors how their support is impacting the issues.