September 30, 2014;Frogloop
Go to any conference of fundraising professionals and you can be sure there will be a slew of presentations and workshops on social media and online fundraising.
A recent U.S. report suggests that all that effort has been to no avail. Consultants Dunham and Company looked at 151 nonprofit websites and found most weren’t optimized for mobile and many expected would-be donors to click through at least three links to make a donation.
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When it comes to thanking donors, the majority could not be bothered thanking the donor by name. More than a third took 30 days or more before getting around to the thank-you note.
In fact, it would seem that most of these nonprofits have missed out on Fundraising 101. Two lessons should be imprinted on every fundraiser’s mind: Make it easy for donors to give, then thank them, thank them, and thank them again!
Nonprofit marketing consultants Care2 suggest eight other principles that should be applied to online fundraising:
- Create Killer Landing Pages
- Welcome People
- Cut the Wonk
- Build A Great List
- Cross Promote
- Close the Loop
- Measure The Results
Another suggestion could be to make sure that your web designers go to your next fundraising conference!—John Godfrey