Boost Online Giving With 9 Simple Tactics

A weekly newsletter for Chronicle subscribers that features expert advice, tools, case studies, and trends to help nonprofit professionals raise money, communicate, and lead. Delivered every Monday. (Subscribers only.)

October 23, 2023

From: Margie Fleming Glennon

Subject: Boost Online Giving With 9 Simple Tactics

Most nonprofit leaders recognize that a smart data strategy is a must-have to get the most out of fundraising. The right approach can help busy gift officers prioritize donors, understand how to best engage them, and ultimately, bring in more money.

When getting started, experts recommend taking small steps and testing as you go. For most groups, big-gift fundraising is a good place to start because well-managed donor data is integral to success, says Lindsey Nadeau, vice president of data, insight, and campaigns at UNICEF USA. That makes it easier to persuade leaders to invest in data analysis to advance major giving, she says.

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As the year-end fundraising season approaches, a recent article from my colleague Lisa Schohl offers timely advice. Schohl offers simple ways to improve results when it comes to online fundraising, and many of the tips can be put in place before the giving season kicks in.

Among the recommendations: Involve volunteers; identify their strengths and put their skills to work. Schohl spoke to LaShonda Williams, advancement executive at South Texas College of Law who explains that, “one volunteer might be able to help create videos or graphics, while another might be better suited to help with thank-you phone calls, referrals to potential big donors, or social-media promotion.”

Williams also suggests asking volunteers to participate in a focus group, so you can test sample approaches and adjust messages based on feedback from people in your community.

Other fundraisers Schohl spoke to recommend using videos to tell your story in powerful ways online and to record thank-you videos on your phone for a personal touch. If you’re not sure what to prioritize, just start small and map out a two-week campaign, Schohl writes.

Possibly most important, sprinkle thank-you messages and updates among the donation requests, “so, it’s not just ask, ask, ask, ask every single time,” says Sean Farnan, development director at SPCA of Northern Nevada. For more helpful advice, read the full article, 9 Simple Ways to Raise More Online — and Reach Year-End Goals.

Here are a few more related articles from the archives:

Here’s to a successful giving season,

Margie Fleming Glennon
Senior Director, Product Strategy

Webinars

Today: Corporate Grant Seeking in the Current Climate

Corporations gave nearly $30 billion to charities in 2022, but many companies are redefining the focus of their giving. Company structures are changing, and grant makers feel greater pressure to show the impact of their donated dollars. How can nonprofits adjust to these changes and attract corporate support? What do companies seek from nonprofits? Join us today, October 26, at 2 p.m. Eastern to learn from a highly successful fundraiser and a leader who helps execute Boeing’s philanthropic efforts. Register now.

New Resources

Video

How Data Empowers Major-Gift Fundraisers

By Elaine Gantz Wright October 6, 2023

Experts explain why a data strategy is no longer optional and share real-world examples of how they use data to attract big gifts.
Fundraising Advice

11 Ways to Improve Your Donor Thank-Yous and Inspire Loyalty

By Lisa Schohl October 2, 2023

Ideas and advice from experts, including ways to use philanthropic psychology to create more meaningful thank-you messages — and boost giving.
Online Fundraising

9 Simple Ways to Raise More Online — and Reach Year-End Goals

By Lisa Schohl October 16, 2023

Find social-media influencers in your nonprofit’s network, enlist trustees to help kickstart and promote campaigns, and more tips from experts.
Leading

Inside a Leadership Transition That Included 2 Years as Co-CEOs

By Ben Gose October 19, 2023

New Profit founder, Vanessa Kirsch, and her successor, Tulaine Montgomery, say shared leadership requires careful planning and frank conversations.
Leading

Co-CEOs and Board Members Offer Hard-Won Advice on Shared Leadership

By Ben Gose October 19, 2023

It’s important that co-CEOs trust each other and that organizations plan carefully before they appoint joint leaders.
Why They Give

Billionaire Bernie Marcus to Rich People: Get Off Your Rear Ends and Do Something Good

By Maria Di Mento October 18, 2023

The 94-year-old Home Depot co-founder has donated roughly $2 billion so far, including big bets in Atlanta.

Tip of the Week

If your nonprofit is looking for corporate support, be as specific as possible when enlisting your board’s help. Instead of asking open-ended questions, be specific. For example, share a list of 15 to 20 companies you think are a good fit and ask the board if members have any contacts, says Amy Crowell, principal at Next Stage Advisors, a consulting firm. Your most involved volunteers and donors are a great source, too. If they work at, own, or have ties to a business, ask if they’d be willing to advocate for your organization. For more advice, read Savvy Ways to Land Corporate Support for a Fundraising Event – and Build Deeper Ties. And for timely insights into corporate giving, consider joining our webinar on Thursday, Corporate Grant Seeking in the Current Climateto learn from a successful fundraiser and a corporate executive.

New Grant Opportunities

Your Chronicle subscription includes free access to GrantStation’s database of grant opportunities.

School libraries: The Laura Bush Foundation for America’s Libraries provides funds to the nation’s neediest schools so that they can extend, update, and diversify the book and print collections in their libraries with the goal of encouraging students to develop a love of reading and learning. Eligible applicants include public schools, neighborhood schools, charter schools, and magnet schools that are Title 1 eligible. Application deadline is Nov. 27.

Rural health programs: The National Rural Health Policy, Community, and Collaboration Program identifies, engages, educates, and collaborates with rural stakeholders on national rural health policy issues and promising practices to improve health care in rural areas nationwide. Application deadline is Nov. 30.

Margie Fleming Glennon

Margie oversees the Nonprofit Intelligence team, which produces the Chronicle of Philanthropy’s online forums and professional-development webinars; editorial reports that help leaders work smarter; and service journalism on philanthropy.com, including the podcast, Nonprofits Now: Leading Today.