Driving Contributions Virtually: How Nonprofits Can Utilize their Online Presence to Get Donors Invested
In today’s market, consumers’ first and, sometimes only, interaction with a business or nonprofit occurs online, and this interaction typically takes place through social media. This is especially true for nonprofits, where there often isn’t a tangible product, service, or experience being delivered to the donor.
For nonprofits, having a strong online presence, whether it’s a website or social media page, can allow for improved engagement and retention, because it enables donors to remain updated on recent progress, understand where their money is going, and feel as though they are part of a community that is making a positive impact.
Below you’ll find 3 key ways to create an online presence attractive to donors.
1. Focus on Branding
Use a clean logo & design
Ensure uniform branding is implemented across all platforms (website, social media, etc.)- A great way to do this by creating a branding guide.
Form active partnerships to spread the word and increase your reach
2. Build Trust
Keep donors in the loop across various digital platforms (e.g. monthly emails that summarize the impact of their contribution, social media posts, etc.)
Increase transparency - consider promoting your annual report and making it easily accessible
Get certified by organizations such as the Better Business Bureau
3. Tell a Story
Feature stories centered around the work your nonprofit has done and close with a call to action to inspire donors and get them involved
Less is more - avoid getting text-heavy and incorporate a variety of relevant content: images, videos, infographics
Emphasize authenticity and if possible quantify your impact
An example of a nonprofit that effectively utilizes these three strategies is Charity: Water. The organization’s goal is to increase access to clean water in developing nations. As a nonprofit seeking to grow its donor base Charity: Water has recently enhanced its online fundraising. A case study on the nonprofit revealed that their success was largely a result of their branding, increasing transparency, and their active role as a storyteller.
With a simple logo of a yellow jerry can and an overall clean design that includes bold graphics and images, Charity: Water has impeccable branding across its website and social media.
In terms of transparency, Charity: Water directs 100% of public donations to their water efforts, which is made possible by private donors who independently fund the nonprofit’s overhead and operating expenses. This dedication to ensuring the nonprofit remains transparent is impactful because donors can trust that their support is going towards the cause.
In addition, Charity: Water also emphasizes the importance of effective storytelling. This is exemplified through including a section on their website where they feature human interest stories to inspire donors to be agents of change through making a contribution to the nonprofit.
Continuous contributions start with nonprofits that find ways to showcase and communicate the work they do in polished, authentic, and engaging ways. No matter the size of your nonprofit, there are small steps you can take to maximize your online presence and in turn, create better relationships with donors.
As a social impact initiative, Rem and Company also offers free consulting services and resources to small businesses and nonprofits impacted by COVID-19. Our pro-bono consulting teams provide small businesses with the opportunity to identify and prioritize issues facing their business, propose innovative strategies, and facilitate execution. If you are a small business or nonprofit in need of assistance, learn more about how we can help.