Your charitable organization may be in an online fundraising boom right now, but sooner or later donations may level off or slow down. You and your charity should be well prepared to deal with these scenarios. This week, we will be discussing three ways your charity can minimize the impact of slower months of online fundraising regardless if the lull in donations was an expected one or not.
Having a good retention strategy with the end objective of converting one-time donors into recurring donors can do wonders for maintaining your online fundraising levels month after month. However, realize your limitations, understand that not every one-time donor can be be retained and converted into a regular donor. You should set out to create a plan for your charity that seeks to continue or renew communication with new donors through a variety of channels. Examples would be direct mail, newsletter, email, and social media. This communication keeps new donors updated on your organization’s performance and success while letting them know how their money has helped you achieve your mission.
When you go about asking for online donations, how you ask, and how much you are asking for can be important factors in whether or not your fundraising efforts start showing signs of decline or stagnation. Communicating messages and campaigns crafted to prioritize immediate online giving right after several months of decreased fundraising can help right the ship in the storm. During slower periods of online giving you should increase the monetary ask slightly to give your charity a bit of a boost.
Putting yourself in the shoes of others can help you find solutions to your fundraising issues. Whether that be adopting the solutions and best practices of other charities that have successfully kept their online fundraising levels up or examining charities that are failing to maintain their numbers and learning where they went wrong so that you don’t make the same mistakes.
Another important perspective is that of potential donors. Don’t neglect your website during months of slower online giving. Ensuring that your website is meeting the needs of your audience and supporters is of great importance to the success of your online fundraising campaigns. Potential donors should not be having trouble browsing your website. There is a simple way to identify problems with your website and correcting them before it has too much of an impact on your fundraising efforts. Get a friend outside of the charitable sector to browse through your website the same way a potential donor would. Then listen to the feedback that they have. Do this several times to get a bigger and more accurate picture of how and where your website needs improving. You should also keep an eye on page views and website analytics to see which sections of the website donors are looking at the most and making those sections your priority as well.