Americans gave $557 billion in 2023, which is a two percent decline from 2022. However, both corporate giving and foundation giving has increased from 2022. Gifts from individuals represented 67 percent of total giving.
The internet has transformed how non-profit organizations interact with their donors and fulfill their missions. While traditional methods like phone calls and mailing campaigns remain relevant, successful donor engagement increasingly requires a targeted and robust online presence.
Social media is no longer optional for non-profits. With an estimated four to five billion social media users worldwide, potential donors can be found in any corner of the globe. Let’s explore how your organization can best connect with donors using online platforms.
Creating Your Digital Front Door
Your non-profit website serves as the gateway to your organization. The homepage must capture attention and clearly direct visitors to your mission and involvement opportunities. Consider these usability elements:
- Ensuring all links work correctly and lead to the proper destinations
- Including an easy-to-use search bar
- Optimizing for readability and scrolling
- Ensuring compatibility with mobile devices
- Featuring a visible and distinct donation button
Showcase testimonials that demonstrate how donations have impacted your mission and helped beneficiaries. Donors want reassurance that their contributions make a meaningful difference.
Transparency builds trust. Feature key employees and leadership, including board members. If you publish an annual report, include it on your website along with your Internal Revenue Service (IRS) Form 990. Work with your accountants to ensure that, like your website, your 990 effectively tells your organization’s story.
Boosting Donor Engagement Through Digital Tools
Several digital approaches can increase everyday giving and maximize campaign impact. Nearly two-thirds of donors prefer to give online with a debit or credit card.
QR Codes: These codes offer an excellent way to engage with current and future donors. Easily placed on your website, flyers, business cards, and campaign mailers, QR codes can link directly to your giving page, allowing donors to contribute when their interest peaks.
Crowdfunding: Similar to peer-to-peer fundraising, this platform enables supporters to launch their own campaigns supporting your cause. This personal approach can connect larger groups to your organization. Research shows average donations to crowdfunding campaigns were $165, with most campaigns raising between $10,000 to $20,000.
Social media: Regular social media posts tell your story and connect you with the broader community. Your non-profit’s bio and images should clearly articulate your mission in a concise manner. Posts should include a mix of images, videos, and personal stories to engage users. During campaigns, social media provides another avenue to share your story, request contributions for specific causes, and recruit volunteers. Remember to incorporate QR codes in posts when promoting specific campaigns.
Let’s Build Together
Online tools offer powerful opportunities for non-profits to engage with a wider spectrum of volunteers and potential donors. Through QR codes, crowdfunding campaigns, and social media, increasing donor engagement has never been more accessible. Non-profits should employ multiple strategies to connect with donors across the nation—and even globally—to further their mission and boost engagement.
Our not-for-profit advisory team at Rea understands the unique financial and advisory needs of not-for-profit organizations. We can help you implement transparent financial practices that build donor trust while maximizing your organization’s impact. Reach out to us if we can help your organization serve its members and beneficiaries more effectively.
