For many startup nonprofits, the Website will serve primarily as an extension of the fundraising efforts. Often, nonprofits add the option to donate to their site and sit back and wait…and are surprised when the cash does not come rolling in.

Conducting search engine optimization (SEO) is essential to drive traffic to your nonprofit’s Website, but just as important is how the site itself is designed.

Any nonprofit Website with the objective of increasing donations must incorporate these five factors:

1. Who You Are

It should be very clear from your nonprofit’s home page who you are, who you serve, and the mission of the organization. The great thing about an Internet presence is that so many more people are accessible — the tough part is that you have only a few seconds to grab and keep their attention. If a Websurfer can’t figure out who you are and what you do very quickly, they will be gone with a click of the mouse. Avoid publishing a term paper about your organization on the home page. Instead, keep the descriptions short and sweet and use appropriate photos to get your point across.

2. Emotional Appeals

People generally don’t give money based on statistical analysis — they give because they feel strongly about an issue and it feels good to make a difference. Be sure your Website addresses these realities with anecdotes and personal stories of your clients. Include photos (with permission) to really personalize the work that you do. Be careful of overdramatizing, but a good story that draws emotion will make potential donors take the next step.

3. Where the Money Goes

The more specific you are about how the donation is used, the more confidence you instill in potential donors. There are a number of ways to do this. You could include a copy of the current budget on the Website, but some donors are turned off by the very idea of overhead. A better option is to cost out your programs and services, as in “$50 feeds two homeless children for a week” or “$20 per month from 100 donors will provide full summer camp tuition for 50 low-income kids.” If you have a specific project to fund, even better. Provide a description and relevant photos along with a time sensitive request. Whatever you do, be aware that people are more likely to give if they believe their money will make an actual difference.

 

 

4. Easy Giving

Your supporters should not have to click through a dozen Web pages to give you money. Use software that allows you to include a “donate now” button on every page. And keep the donation process as simple as possible. Don’t take advantage of the donor’s giving nature by forcing them to answer a dozen demographic questions. Stick to the basics, make sure their information is secure and kept private, and you will see a boost in online donations.

5. Encourage Sponsorship

Social entrepreneurs are the future of business — those business owners using for-profit business skills to give back. Consider opportunities to secure these donations by identifying ways to recognize those businesses that support your nonprofit. Include a “supporters” page on your Website with links back to their business; publish a profile of your VIP donors on the homepage. Don’t believe the hype that for-profit businesses should not get “free marketing” for their donations. If they don’t get it from you, they’ll donate somewhere else.

Having an online presence is an important first step in building and growing a successful nonprofit organization. Ensuring each for the five key factors are covered will encourage more giving and could make all the difference in sustaining and expanding your programs and services.