Top 10 Ways to Boost Online Giving at Year-End

Online Giving Strategies for Successful Year-End Campaigns

The most important - and most critical - giving season is upon us. For many nonprofits, one out of every two gifts comes in the last three months of the year.

Online giving is even more important at year-end. About 40 percent of online gifts are made in December. And 40-60 percent of those gifts are made the last two days of the year. Online giving brings in wealthier, higher-dollar and younger donors. AND the average online gift ($84) is much higher at year-end than earlier in the year ($67).

Smart fundraisers want to be all over their online fundraising strategies. Use these tactics from Gail Perry to zoom past your year-end goals:

#1. Use multiple asks this month and multiple formats. Repeating your appeal is always more powerful and successful than a single ask that goes out as a stand-alone effort. People are busy during the holiday season and they will need plenty of reminders. Donors all have different visions of how they want to help you and how they want to give. So be sure to offer different giving opportunities and a variety of ways that they can support you.

#2. Start now. The first step to any fundraising campaign is thanking your donors for their partnership and friendship. Start with a pre-or-post-Thanksgiving feel-good note that expresses your thanks to your donors.

#3. Vary your messaging. Share a compelling, emotional story about a special success; recap your outcomes and accomplishments for the year; help your donors celebrate your successes; or ask donors who have already given for an additional year-end gift, as you talk about the challenges of the coming year. Create a deadline-driven challenge or matching gift opportunity that can build momentum and visibility.

#4. Promote philanthropic gift-giving. "Holiday e-cards for your family and friends" provide a green alternative that can promote your nonprofit AND carry a donation to your cause. "Last minute holiday gifts" promote gift memberships that your donors can give to others.

#5. Focus on tax deductibility on Dec. 30 and 31. Remind your donors that they can make a secure last-minute donation just in time for the tax deadline. But only send this after Dec. 26. Here's an example: December 23 -a "holiday support" email; December 29 - an email emphasizing tax deductible giving opportunities; December 31 - a final "last chance to donate" email.

#6. Be sure your website is up to date and snappy. Remember that over 65 percent of ALL DONORS will probably check out your website before they write a check or make a gift, according to Kivi Leroux Miller of nonprofitmarketingguide.com. Here's a list of the Top 10 things donors want from your website. And be absolutely sure that your call to action is clear, concise and directive!

#7. Make it easy to give. Online donors are often impatient and in a hurry. If you make it difficult for them, they'll be gone - possibly to another nonprofit's site. A majority of would-be donors never make it through the process to complete their gifts. Make sure the online process is easy, provide phone support, etc.

#8. Create an extra large "donate now" button. Check out Network for Good's three tips for the best donate button: make it big; put it above the fold, and create a simple, easy-to-use contribution form.

#9. Make your donate page seamless and easy to whiz through. Check out this list of the 11 Deadly Sins of Donate Page Design from Seachangestrategies.com. Be sure you avoid these common mistakes in nonprofit donate pages: Cluttered pages, Unintuitive layouts, Unclear directions, Long and complex forms, Unnecessary fields

#10. Test your own online donation process. Ask a friend to make a donation and watch them as they go through the process. Ask them for feedback as they are making the gift. Ask them to find the site, and find the donate page - and see how easy - or difficult it is.