How much thought have you given to your online fundraising strategy? Technology is radically changing how people behave; just pay attention to your own behavior. Sorry Target, I am not willing to pay $12.99 for key fob batteries that I can get for $5.99 on Amazon – in fact I placed the order in your store from my iPhone and they will be at my house in two days thanks to Prime.
Google conducted research that found that nearly 1 in 4 shoppers say they have changed their minds while in a checkout line after looking up details on a smartphone.
It still shocks me the number of old strategies I see employed by non-profits. There has been a dramatic shift in online donor behavior, and if you aren't reevaluating how you communicate, you run the risk of becoming disconnected from tomorrow donors. Here are 4 myths to convince you that your organization needs to reevaluate the time and effort they're giving to an online giving strategy.
1. Adding a donate button to your site is all you need to do
Yes online giving is growing exponentially, but it isn't as easy adding a button. It is not the donate button that will get you the donation but your website as whole. Which leads us into our next myth...
2. User experience isn't that important
Oh contraire! The user experience of your online donation form is critical. Does it feel slapped together, clunky or take visitors to a whole other site when they try to donate? When people are online with money, they want to feel secure. Perception matters, if it doesn't feel great, people are less likely to give. And what if someone gives online and they don't have a good experience? Getting that second give just got a lot harder.
3. Mobile doesn't matter
You might think, "the business world has moved towards mobile, but it's not the same for donations." Who gives by phone?
Think again! This article shows that shares of donors giving by mobile devices has gone up 80% since 2013! The future is here for nonprofit fundraising, and it's not here to hurt you, it's here to help. We'll explain how in this next myth...
4. There's no need to give a compelling reason to visit my website because my mission is compelling
To view your website as just the place where people can give is to miss big picture. Your online presence can actually be a tool to help you accomplish your mission instead of a place to read your mission statement.
The reason mobile and online giving is growing so rapidly is because its were people are spending a significant portion of their time (whether that is good or bad is another question). If you're not spending time with them there, you are not going to be engaged with donors.
You need to share your same passion with other people! You need a compelling website that tells a compelling story to compel people to act. To do that you must create a strong online and mobile giving strategy.
Read our article on how to pick a good nonprofit marketing agency and if you're interested in some other myths, please download our free ebook!