Congratulations! You’ve wrote a great description, uploaded some amazing photos that depict your cause and you now have an incredible donation page and are ready to start accepting donations.
But how will people know about your nonprofit’s donation page?
Here is all you need to know to raise more donations with your page.
How should my donation page look like?
Your campaign page consists of 3 elements:
The description should be short and clear. Most people don’t have the patience to read a lot. Write a short description that explains who you are, what you do and why you need more money. The shorter it is, chances are people will actually read it.
The photo should be engaging. Photos that are shot up close where you see faces are more engaging than photos that are shot from the distance. Be sure to use photos that are high quality and try to use pictures that are esthetically beautiful. Prefer using positive images rather then negative ones. For example, if you are feeding the hungry, show an optimistic photo of happy children eating, not one of a starving child. Many people have a hard time looking at tough images so they push them away, while showing a positive image gives them a good feeling of “I want to do something good to help”.
The donation options on your GivingWay donation page are editable. People are given the option to donate to a defined sum or choose a sum of their own. Editing the defined sum may impact the amount of donations you receive.
When someone is willing to donate to your site, their donation amount will factor in how much they feel strongly about your cause and their financial situation. For example. If someone is very wealthy and believes deeply in your mission they will probably be inclined to contribute generously. But what is generously? When you set the donation options to $5, $10, $30, $100, then a donation of $100 is extremely generous. It sets the tone that a $100 donation is a very high donation. However, if the donation options were set to $25, $50, $100, $200, $500, then choosing to donate $100 is put in a different context.
When choosing the default donation options think about your donors and most of the donations you get. If most of your donors are simple people giving out $1 donations, you probably want to offer them small donation options such as $1, $5, $10 etc.
If your donors are very wealthy, choose larger donation options.
If this confuses you, you can always keep the default donation options set by GivingWay.
Customizing the design – GivingWay also offers a customized donation page design, featuring your brand colors and logo for the Plus Plan Users.
Where do I share my donation and campaign pages?
Sharing your page is easy! There are many ways to get the word out:
Facebook is a great way to promote your campaign to many people at one time.
When you share the link to the donation page on your org’s Facebook profile, make sure that your preferences are set to “Public” so that people other than your followers can see your posts.
Search for a new donor-base by connecting to groups relevant to your cause and post your link there. For example, if your nonprofit is helping teen-moms, post your link in groups and discussions about women empowerment, women rights, teen-pregnancy etc. Find groups where the members are likely to have empathy to your cause and bring it up naturally in relevant discussions. You might even want to reach out to the owner of the group in a personal message. Shortly explain what it is that you do and ask for their help. If they are willing to post your link for you, and pin it to the top of the page, that will increase the post’s reach and reliability.
Don’t hesitate to step outside of your direct network too. For example, post your donation link on your city’s Facebook page. This is a great way to reach out to local people you may not know, who might be willing to help your cause by sharing your link, donating, or supporting you in other ways.
Remember, it’s not enough to just paste your link in random places on social media. You want to give them context. Take a moment to add a description and a photo. Add a short explanation to the link itself, explain your need and ask people to help you reach your goal. Your link should be relevant to the place it is posted in, you should be thinking of how your post will touch strangers and motivate them to donate. Where does your cause meet them?
Back to our teen-mom example:
If you are asking for help in a women empowerment group you might talk about sisterhood, about women standing together etc.
If you are asking for help in your local church you might want to find a nice quote from the bible about love for the other and talk about the power of a community.
Twitter, Instagram, Linkedin, Pinterest, TikTok and more
Spread your link on any social media you have access to. Different social media channels have different user types and different expectations, you want to be sure you customize your appeal in the different channels.
- Twitter - Use Twitter to direct people to your donation page with short and punchy tweets. Use active verbs and a direct tone: Say what you’re raising money for and ask people to help you reach your goal. Spur people to action by using verbs such as “help,” “reach,” and “succeed.”
- Instagram – is all about images – look for beautiful eye-catching photos to go along with your link.
- Linkedin – is for a professional audience. Talk in professional lingo, share your org’s achievements and goals.
- Pinterest – is an inspirational platform, use inspirational quotes and images.
- Tiktok – short videos to reach a younger audience.
Remember, not every post on social networks will result in new donations. That doesn’t make them redundant. Social networks have a big role in creating awareness and reliability for your organization. When someone is considering donating to you, they might look you up, and having a social presence is very important in creating trust.
Finally, Don’t just ask for donations; ask for shares! One of the most amazing qualities of online fundraising is its virality. Someone may choose not to donate to you but share your link, that will eventually reach 10 new donors you would have otherwise never reached. A Great way to get more shares is by tagging people, nonprofits, and organizations. Make sure you tag anyone relevant, and then they can share your message too.
Email - Spreading the word about your fundraiser via email is one of the best ways to reach people who are already part of your community. This may include past donors, volunteers, employees, friends and family, people who live near the organization and are part of the community. Since they are already somewhat involved in your mission, an email campaign to them tends to have good results in donations and in sharing.
When you are sending out emails, don’t just do it randomly. Think of an email strategy that includes when to send out the emails and at what frequency. Common emails are: updates of what you have been doing, wishes for holidays and occasions, newsletter, a request to turn a one time donation to a recurring monthly donation and information about special events. And a thank you email to show your gratitude after a donation is made of course.
Try to keep the number of emails balanced. You don’t want to spam your community with irrelevant information as you might be considered greedy and unthankful. You also don’t want to send out one email and forget about your donors because then you miss out on their full potential.
1) Headline – should be catchy but not spammy. Think what would make you open the email.
2) CTA – every email should have a Call-to-Action, what are you hoping to achieve from sending the email (event registration, new volunteers, new donations) make sure this is clear.
3) Test – try out different approaches to see what works best for your donor base. Do your donors react more to a personal mail? Do they block you when you send some types of content? What asks are they most likely to respond to?
Your own website – If your organization has its own website, you definitely want your site visitors to have an easy donation option. By connecting your donation page to your site, you make it easy for donors to contribute by offering them many currencies and payment options. You can learn here how to technically link the donation page to your site.
3. Who do I share my donation link with?
With E-v-e-r-y-o-n-e!!!! Start with your friends and relatives. Ask people who you see or speak to on a regular basis who might have insight into the cause, project, or event that you’re raising money for. Then reach out to distant acquaintances, they know who you are and might be responsive to an appeal for donations.
Next, try to identify social influencers within your network. Social influencers are individuals with large social media followings, and they have the ability to put your campaign in front of their vast network of online friends and fans. If you can reach a celebrity or someone famous within your field that can go a long way. Do not be shy to reach out to these people and ask, worse case, they refuse or ignore.
4. When do I share my donation link?
Before you share your donation page for the first time – make sure it’s active!!
This is very very important. You can technically share the link before the page is active, but people won’t be able to donate.
GivingWay’s platform is meant for non-profit organizations and before your link is activated we manually go over your organization’s account and approve it. This is to prevent fraud or unauthorized use of the platform. Once your account is approved, start sharing your donation page.
Things to keep in mind:
- It’s not enough to post once, you want to keep sharing and sharing.
- In terms of hour of the day to share – prefer sharing your link in your audience’s peak hours.
- Consider the frequency of your promotions - create a manageable schedule for your social media posts and emails.
Search for a balance between spamming your network and reminding them about your cause, and in any case don’t use the same appeal message over and over again. Use the same link every time – but change the message/photo you post with it to refrain from being repetitive.
Sharing your donation page doesn’t have to be complicated! Hopefully this article has given you all the tips you need to get going. Good luck!
Remember you are not alone! Join GivingWay’s community of nonprofit organizations to share your insights and questions with organizations similar to yours.