Turn engagement into donations

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We’ve already shown you how to customize your donation page to present a compelling message- check out 5 ways to customize your Donation Page for a refresher – but now take a look at how a donation button can help turn donor engagement into donations.

If there’s one important feature of all successful nonprofit fundraising campaigns, it’s effective donor engagement.  The simple truth is that donors support causes and organizations they feel connected to. As we discussed in our livestream with the Foundation Center, Doubling-Down on Virtual Engagement with Online Donation Platforms, online donation systems offer opportunities for increased engagement through social sharing and easier editing if something isn’t working. Additionally, as people spend more time online, it’s important to provide donors with the tools that allow them to make donations online.

How a donation button can help

Whether it’s Facebook, a website, or email, nearly all nonprofit organizations use at least one digital fundraising channel to tell their story and engage with supporters. By including  a free and easy-to-implement donation button like JustGive’s in these channels, you can provide direct access to your donation page while conserving your resources. This leaves more room in your budget for programs and other mission-based work.

Ways to use a donation button

Versatility is one of a donation button’s greatest assets. Justgive’s Donate Now button is customizable, easily integrates and allows you to maximize donor access to your donation page, setting your organization up to generate more one-time or monthly recurring donations.

  1. Include it on each page of your website – Your website messaging should be clear and compelling, letting donors know where they fit into this story. Once they’ve connected with your story, make it easy for them to show their support.
  2. Add it to your email signaturesignature-button
    – Adding a donation button directly to your email signature opens up the opportunity to engage with your organization and donate to anyone you’re in direct communication with. Whether it’s a previous donor, board member, potential volunteer, or friend, you never know who your next fundraiser or advocate will be.
  3. Include it in e-newsletters or other communications –  Even if it’s not your communication’s main call to action, providing donation access is crucial to increasing online donations. According to a recent M + R benchmark study, 27% of online donations are coming from email appeals.

To maximize the effectiveness of your online fundraising, add a Donate button to all of your virtual communications – the more opportunities a donor has to give, the more likely they are to give.

-Amanda Chun
Account Development Manager

Don’t miss out on other helpful tips and tools: To automatically receive an email when we post more, subscribe to our Nonprofit Blog.

Doubling-Down on Virtual Engagement: Livestream Highlights

Last week, our Director of Business Development, Andrea Lloyd, teamed up with Foundation Center to take a look at the relationship between online engagement and online donation systems in a nonprofit livestream: Doubling-Down on Virtual Engagement with Online Donation Platforms. With 2016 quickly coming to a close, now is the perfect time to learn how your organization can benefit from online engagement, storytelling, and specific asks to maximize year-end fundraising.

If you missed the session, you can view a recording of the livestream here: https://youtu.be/h1YIBlMSU7U

Livestream highlights:

Andrea shared her expertise and insight around online engagement to help increase donations and strengthen support for small nonprofits. She discussed the benefits of online donation systems like JustGive, strategies and recommendations for implementing donation tools virtually, and what works and what doesn’t when it comes to maximizing your efforts at year-end.

Why should organizations care about online giving and engagement?

As we’re on our devices more and more, getting in front of a donor at the right time and allowing them to make a donation online is important to create a connection to donors and increase engagement.

How do online engagement and online donation systems work together to benefit nonprofits?

Storytelling is an important part of engaging users and online is a great place to do it. Emails, blogs, social media, whichever medium works best for your donor base and your budget, that’s the right approach to take.

According to a recent Cone report, 48% of donors would give online if given the opportunity, so we have to give them an opportunity. Having a way to donate online is a crucial part of the process.

Of all the online engagement systems and how they work together, email is still #1. A recent M + R benchmark study shows that 27% of online donation care coming from email appeals. Emails are your bread and butter.

How do you suggest one incorporate online giving into a giving portfolio?

No matter what kind of engagement you’re doing, including the link to donate is essential. Email, newsletter, offline or online, make sure there’s a way to donate online. Having an easy-to-remember link to your donation page allows donors to donate anytime, anywhere, from any device.

We offer our nonprofits a shortcut url so it’s easy to share the link online and offline. Learn more about creating a shortcut url for your Donate button: Customize Your JustGive Donation Page Address

How do online giving campaigns compare to more traditional giving campaigns?

Online giving isn’t that much different than traditional direct mail but it’s easier to target the right audience and there is more opportunity through social sharing. It’s also easier to make a change if something isn’t working – modify the content or change your approach.

What are the elements for a successful online giving campaign?

There are four elements to a successful online giving campaign: setting a goal, telling your story, continuing to engage, and measuring success.goals

  1. Set a goal. You need to have a goal to develop your strategy.Be specific in what you’re trying to achieve.
    • Have end dates so you can analyze your success before taking the next step.
    • Create KPIs (key performance indicators) so you can measure success—% increase or # of new givers
    • Set realistic goals.
  1. Tell your story. Make your message clear and compelling. What is your vision, what are trying to achieve? Donors need to understand where they fit into this story.
  1. Continue to engage. Once a donor engages, whether through social media or by making a donation, this is where your work begins to make them a long-term, committed spokesperson.
  1. Measure success. The last element of a successful campaign is to measure your success and learn from your failures. This sets you up for your next campaign.

What are some strategies for increasing online engagement?

likeOnline engagement and donation systems work hand in hand for increasing virtual fundraising efforts. Converting a “like” into a donation is difficult. With so many social networking sites and few resources to spend on them, it’s important to know your audience, understand the social networks they consume and decide which ones fit into your fundraising goals.

Because it’s so hard to get traction with all the noise on social media, it’s important to have a clear message and strong call to action. And that call to action doesn’t always have to be to donate.

Social media should be a two-way conversation so try get a conversation going. Conversations both online and offline help generate word of mouth, the best kind of conversation. That’s how social connections grow.

Do you have strategies or recommendations for implementing online donation tools on nonprofit websites?

The #1 rule for increasing online donations is access. Make sure that every page on your site provides access to a Donate button. Make sure every email that goes out offers an option to donate, even if it’s not your direct call to action.

Final thoughts? 

This is a stressful time for nonprofits as they try to maximize end-of-the-year gifts before the end of the month. It’s important to ask for what you need not what you think donors will give or what they gave last year. Make your message compelling with a clear call to action—Donate.

Learn more about how to implement JustGive’s Donate button on our recent Webinar: An Introduction to JustGive’s Donate Now button

If you missed the session, you can view a recording of the livestream here: https://youtu.be/h1YIBlMSU7U

Amanda Chun
Account Development Manager

Don’t miss out on other helpful tips and tools: To automatically receive an email when we post more, subscribe to our Nonprofit Blog.

#GivingTuesday Tools & Tips for Nonprofits

Tuesday, December 2, 2014 is the event known as #GivingTuesday, a global day dedicated to giving back. Charities, families, businesses, community centers, and students around the world will come together for one common purpose: to celebrate generosity and to give.

As a nonprofit organization, #GivingTuesday offers you a great opportunity to energize your supporters to participate in a worldwide movement. Lasting just 24 hours, #GivingTuesday creates a sense of urgency, motivating them to give.

We want to make #GivingTuesday as successful as possible for all JustGive’s nonprofit partners (Not a partner yet? Sign up here – it’s free!).

Here are a few tips and tools to help you make the most of #GivingTuesday:

Brand Your JustGive Donation Page With #GivingTuesday        

Help drive donations by customizing your JustGive donation page with #GivingTuesday branding.Upload a logo that incorporates #GivingTuesday, add special, jg_gtsuggested donation amounts like $122.14 (12-2-14), or add a special program designation for #GivingTuesday contributions. The more your donation page and communications leverage the #GivingTuesday campaign, the more inspired your donors are to give.

Get Your Graphics and Links Ready

The #GivingTuesday website has a library of images and graphics you can use on your website, in emails and on social media to drive donations. Just be sure to use your custom JustGive donate page link with the graphics.

Plan Your Communications

#GivingTuesday only lasts 24 hours so it’s important to make the most of your communications that day. Plan how you’ll communicate on social media and by email. gtWe recommend emailing your donors early in the morning on #GivingTuesday, asking them to donate through your JustGive link, and encouraging them to follow your progress on your social media channels.

Then, throughout the day, use social media to update your supporters. Be sure to use the #GivingTuesday hashtag in your communications. Make it easy on yourself and take advantage of ready-to-use materials: visit the #GivingTuesday website for free nonprofit tools, sample messages, logos, and more.

Track Your Donations In Real-Time

Donors love knowing that they’re part of a bigger effort, and nothing motivates giving like seeing others give. Share your #GivingTuesday progress with your supporters throughout the day on Facebook, Twitter and other social networks. To get your real-time donation data, log into your JustGive Nonprofit account to view reports. Then thank your donors for their contribution with a tweet or Facebook post (we recommend first name, last initial to preserve people’s privacy). A post like “Thanks for making a donation this #GivingTuesday, Sarah B.!” makes Sarah feel good, and will inspire others to join in.

To find out more about #GivingTuesday and get even more tips and toolkits, visit http://www.givingtuesday.org/. Here’s to a very successful December 2!

– Sarah Bacon

Director of Product