Boosting Online Fundraising Performance

Are you about to develop a web site where supporters can provide donations to your nonprofit? Here are some suggestions from the experts:

-As you design your site, make sure that there is a link for online donations on every web page.

-Include a statement on your site that explains how you use and share the personal information you collect.

-Accountability and transparency is important to donors, so describe how funding has been used in the past and how donations will be spent in the future.

-You increase the chances of receiving donations when you include useful information that drives potential donors to the site.

Researchers Adrian Sargeant, Douglas C. West, and Elaine Jay based these recommendations on empirical data from the United Kingdom. The analysis is described in “The Relational Determinants of Nonprofit Web Site Fundraising Effectiveness: An Exploratory Study”, published in the latest issue of Nonprofit Management & Leadership (vol. 18, no. 2).

For other articles or books on online fundraising, click here to search our Catalog of Nonprofit Literature.