The Nonprofit Marketing Blog

Gift Strings? Giving Options? Understanding Online Fundraising Software

Understanding Online Fundraising Software

Designing a great website for your nonprofit is one thing. Setting up online fundraising software is another. It really isn’t complicated (as long as you have the right software), but there are a few things you need to understand so that you can make your fundraising website as effective as possible.

How a Fundraising Website Differs from a Nonprofit’s Main Website

Your nonprofit’s website is the place to tell your story, describe the great work that you are doing, provide testimonials from major donors, encourage donors to participate in peer fundraising, provide contact info, and everything else you want the world to know.

Donor management software can get quite elaborate, but since most nonprofits really only need a donation page to complement their website, that will be our focus.

Your fundraising website, or donation page, has only one purpose: to accept online donations. Potential donors get to it by clicking a “donate now” button on your website, a Facebook fundraising post, link in a Twitter fundraising tweet, etc. When a donor is ready to make a contribution, they land on your donation page.

Components Unique to a Donation Page

Gift String: A series of suggested donation amounts varying from a conservative amount to a generous donation. These should be in a range from a little below your average donation to a good amount higher, such as $25, $50, $100, $500 for an organization that receives an average donation of $40-50.

Giving Options: In addition to the suggested amounts in the giving string, a donation page should have the option of writing in a chosen amount. This allows those who can’t afford your suggested amount to give. It also provides a way for donors to make more generous donations if that is what they had in mind.

Recurring Giving: Another important option is making a donation that repeats, usually monthly. Donors will often make a monthly donation if given that choice. This is one of the easiest ways for a nonprofit to increase donations, so should be clearly positioned on the donation page.

Impact Labels: Statements that illustrate what each donation level will provide often encourage higher levels of giving. If your organization provides medical assistance, and $25 will provide a first aid kit, but $50 will vaccinate 30 children, donors are likely to decide to give the extra amount if they perceive a much higher value attached to it.

Another way impact labels are used is when donors receive some sort of reward or recognition for their contribution, such as special membership privileges. The donation page can list benefits next to each giving level, which also entices higher giving.

Since 2001, Network for Good has helped over 100,000 nonprofit organizations raise more than $1 billion online. To discuss how we can help you get the most out of your fundraising efforts, contact us via our website or call 1-888-284-7978 x1.

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About This Blog

Linda Lombardi
Content Manager

We’re here to help you win hearts and minds—and donations.

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