Your 2012 Calendar Year End Giving Begins Now!

3 01 2012

I know, I know…the year just began.  However, a cursory review of multiple websites indicated that many non-profits, including those with sophisticated development shops, were not prepared for the onslaught of online giving. According to blackbaud’s Report on Online Giving,  there was a 34.5% increase in 2010 over the previous year and it is likely we will see similar increases for 2011, if consumer behaviors are any indicator.

So why begin now?  Web design is rarely controlled by the development office and even when it is the process of changing something like this can often be slow and agonizing. It’s a great time to do a check up of your online giving strategy and tactics.

1) How many clicks does it take to get to the giving page? (a shout out to the much heralded Tootsie Pop)

  If you need more than two clicks, prospective donors may get lost and/or frustrated. Ideally there is a “give now” button on the first page.  If that front page button is not possible, it should be in a logical place and all links or references should point in the right place.

 2) Do your direct mail pieces provide the web address for making a gift?

 Every direct mail piece should always include a response piece.  Better yet, give each prospect an instant response piece via the web.

 3) Do your e-solicitations and newsletters provide a ready link?

 Effective case stating should inspire.  Newsletters can be inspiring and they provide important examples of an organization’s mission and the programs to fulfill that mission.  A link in each newsletter should allow donors to act on impulse to make their gift.

Map out or review your online giving strategy in January.  Develop a plan to modify or implement an effective program and be prepared for your fiscal year end and/or next December.  It may take 10 months to implement – begin now while the missed or potential impact is fresh in your mind.

Remember – No annual fund or annual giving program is complete without a comprehensive strategy that includes online giving.

Good Luck!

 Mark J. Marshall

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2 responses

4 01 2012
2012 Year End Giving Begins Now! | The Agitator - Fundraising, Direct Marketing and Advocacy Strategies for Nonprofits

[…] That’s the headline that attracted me to blogger Mark Marshall’s latest post. […]

21 01 2012
Jeremy Butler

Reblogged this on Butler's Blog.

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