5 Ways To Increase Online Donations

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So, I heard you’re looking to increase online donations? 🙂

I worked for a nonprofit from 2011-2013 and some of the SAME issues are still happening today.

We need to invest in the right online resources and tools to be more effective and efficient with our funds and time. Can I get an AMEN?

If I knew what I know now, these are the 5 key things I would focus my time on to sustainably increase online donations.

1. Optimize Your Website for Mobile

According to the 2020 Blackbaud Institute Report, nearly 28% of all donations were made on mobile. Online giving is only growing and there’s no question we have our phones near us 24/7. To effectively increase online donations, you should do a full audit of your website experience on an iPhone and Android device.

Ask yourself:

1. Is easy to navigate?
2. Do I see the option to donate as soon as I land on the home page?
3. How many clicks does it take to reach the donate option?
4. Can I tell what our organization is all about without scrolling on the home page?

 

2. Check and Monitor Google Analytics

When collecting online donations, Google Analytics is your new best friend. It’s free to use – sign up here. 

Google Analytics will provide valuable information including:

1. The percentage of mobile vs desktop users
2. Where your visitors are coming from
3. What are your top viewed pages, and much more
4. All of your top viewed pages should provide the option to donate.

 

3. Integrate a User-Friendly Donation Tool

One of my favorite online donation tools for nonprofits is Fundraise Up. Why?

1. It’s FREE (when donors cover processing fees, which they do 90% of the time)
2. No additional website or campaign pages are needed. All of the donation elements get added to your existing website.
3. They use AI technology to customize the donation amounts shown.
4. It’s mobile responsive and beautifully designed for supporter interaction. Watch a demo here.
5. It’s basically incredible. For more information on Fundraise Up and assistance with onboarding, click here!

4. Add a Facebook Pixel to Your Website

Adding a Facebook Pixel is SO important to increase your online donations by tracking the actions that happen on your site and retarget people with Facebook and Instagram ads.

Due to the iOS privacy updates, you’ll need to first tell Facebook that you OWN your website domain. How? Click here. 

Once you have confirmed your domain:

1. Go into your Business Manager Account
2. Click Events Manager
3. Click Connect A Data Source and follow the steps to add the pixel to your website

 

This is a screenshot from inside my online course, Digital Donors On-Demand that walks you through this whole process and how to run Facebook and Instagram Ads for your nonprofit. 

5. Run Facebook and Instagram Ads

Ready for a surge of new online donations? You can expand your supporter base and attract new donors using Facebook and Instagram Ads.

This means NO more boosting.

Running a Facebook and Instagram Ad Campaign through Ads Manager provides you with more control and details on audience targeting, objectives, and metrics to track.

You can run ads for $1/day! You won’t reach many people, but it’s possible to start using ads with a very low budget for testing purposes.

If you’re stuck on how to get started or what strategy to use, join Digital Donors On-Demand, my online course that teaches you how to use Facebook and Instagram ads to increase your online donations. 

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ABOUT THE WRITER

I’m Dana Snyder! An entrepreneur, digital strategist, and passionate conscious consumer. I founded Positive Equation in 2017 with a focus on helping nonprofits cultivate passionate online audiences of donors, partners, and advocates using social media.

Currently based in Atlanta, I’ve been incredibly lucky to work with Movember, Dress for Success, USTA, Honest Company, Sports Illustrated, American Idol, The Global Foodbanking Network, The Gary Sinise Foundation, LA84 Foundation, and many more on their digital strategies.

Learn how to attract new donors with Facebook and Instagram ads in my online course, Digital Donors On-Demand!