This is a Guest Post by Pamela Grow. Committed to empowering small shop fundraisers everywhere with the tools for sustainable funding, Pamela Grow has collaborated on fundraising systems like 100 Donors in 90 Days and The Donor Retention Project. She's the author of Simple Development Systems, and the founder of Simple Development Systems | The Membership Program training program.
Pam was named one of the 50 Most Influential Fundraisers by Civil Society magazine, and in 2013 she was named one of the Top 50 Most Effective Fundraising Consultants by the Michael Chatman Giving Show. She's been featured by the Chronicle of Philanthropy, the Foundation Center and is a regular contributor to SOFII, the showcase of fundraising innovation and inspiration, and Guidestar.
According to statistics, 40% of your organization’s donations could be raised during the last six weeks of the year. And a full third (33%) of the donations made in December occur on the 31st of the month!
That means you still have (almost) 2 weeks to boost your year-end online giving.
Here’s how to capitalize on the last few weeks of giving in 2013 by maximizing your homepage, your donate page and your thank you page.
1. Supercharge your Home page
In this Movie Mondays for Fundraising Professionals clip, Steven Screen of UberDirect tells us that people aren't going to your website on the last few days of the year to learn about your programs. They're going with the intent to make a gift. Your job is to make it easy for them.
One method is by using what Steven refers to as a "Home page takeover," also known as a light-box. Last year Grow Report subscriber Mr. Holland's Opus Foundation used this great light-box. You can do the same thing with an inexpensive little tool known as Pippity.
Another method calls for basically taking over the top half of your website, the "above the fold" real estate, and dedicating it to year-end giving.
2. Maximize your Donate page
And don't forget your Donate page. Carry through the emotional impact of your direct mail and email campaign on your donate page with photographs, stories and corresponding ask amounts. Is your site mobile-ready? Have you tested making a gift? Kerri Karvetski of Company K Media recommends giving two to three friends $10 or $20 and having them make a gift and report back on the good, the bad and the ugly.
3. Amplify Your Thank You page
In keeping with our focus on the donor, where do they land after making a gift? Your "Thank You for Your Donation!" landing page is one of the single most important pages on your website. Your donors need to be reassured that they haven't fallen into some Internet black hole – and your Thank You page provides the perfect opportunity to engage your donors further. Take this opportunity to celebrate your donors! What a about using video? Here's a brilliant example from Simple Development Systems member OneJustice of a video thank you:
PayPal can be clunky, but it's also an inexpensive little workhorse. Even if you're using PayPal to process donations, you can still set up a redirect Thank You page. Here's how.
And a Year-End Bonus Just for You!
Announcing the second annual 12 Days of Christmas Nonprofit Gifts Giveaway!
It's the season of generosity! And just in time for your 2014 planning, I’ve got a dozen (plus!) free gifts guaranteed to skyrocket your fundraising.
Delivery is underway (but don't worry, the promotion is open through January 3rd).
We're talking tools, books, trainings (and even a few recipes you won't want to miss) galore – coming to you from the leaders in our industry. People like Tom Ahern, Kivi Leroux Miller, Nancy Schwartz, John Haydon, Amy Eisenstein, Gail Perry, Margaret Battiselli Gardner of FundRaising Success magazine, Fundraising Authority Joe Garecht, Erica Mills and many more!
All culminating in a very special gift from me to you, one that will make next year's fundraising a piece of cake.
What are you waiting for?