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Nonprofit Fundraising 101 by Darian Rodriguez Heyman

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Chapter 15 Maximizing Website Donations

“The Internet could be a very positive step towards education, organization, and participation in a meaningful society.”

—Noam Chomsky

Introduction

According to M+R’s 2015 Online Fundraising Benchmark Study, online revenue and the number of online gifts increased by 13 percent in 2014. Compare that to the 2 to 3 percent annual growth of overall nonprofit fundraising, and factor in the low barrier to entry for small, grassroots organizations, and you’ll quickly grasp why online giving represents a huge opportunity, and why it’s now an essential part of any successful long-term fundraising strategy.

People of all ages and generations have embraced the Internet as an essential part of their lives, including identifying and supporting the causes they’re most passionate about. It’s your responsibility to meet supporters where they’re at, which is increasingly online. And this is especially true for reaching your next generation of donors: Pew Research recently found that 24 percent of teens now “live” online (see Resource Review). No matter what age donor you’re courting, your website is likely the first place potential supporters will go to learn more about you, so ensuring a solid presence there is vital to fundraising. A great website will inspire people to donate to you, plus provide valuable, real-time data that will help you analyze why and how people give, allowing you to fine-tune your message and content.

To learn more about maximizing ...

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