3. What Makes Donors Click

A fortunate few nonprofits have the luxury of conducting market research to glean insights about their donors, or to test various fundraising approaches to see which work best. In scrappier organizations, donation requests might be produced by the same person who answers the phone, wrangles volunteers, and takes the trash out.

It may take more effort for smaller groups to zero in on what motivates their supporters to click the Donate button, but leaders in the nonprofit sector have plenty of tips to minimize guesswork.

Read on for some of their best practices.

Why People Give—Science Has Its Say

Why do people give to charity, anyway? Or give to their alma mater, or their professional association, or an unemployed acquaintance ...

Get The PayPal Official Insider Guide to Online Fundraising now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.