Increasing Online Regular Giving | Fundraising
Online regular giving is an increasingly important and valuable income stream for charities.
Comparing data from our Charity Direct Debit Tracking Report, between 2015 to 2016, there has been a 7% increase in online giving – however donations from mobile devices have increased by 14%.
More significantly, according to latest research from Deloitte, in 2017 smartphones are now in the pockets of 85% of adults in the UK.
The appetite for online regular giving is there, but quite often there is not enough focus on the charity website as a fundraising platform, aside from the donate button.
Take a look at our tips to growing your online regular giving income:
You can expect up to 38% larger gifts from a fully or own branded page within your charity website.
Supporters want to donate to your charity and can be put off and stop the giving process, if redirected to a third-party site to make their payment.
Make sure your website enables online regular giving through a trusted and secure payment facility, whether in house or through an invisible processing bureau.
2. Don’t dilute the message
You may have a digital agency or someone in-house who has experience with code, which means you can tailor your giving form with all sorts of other exciting information and alerts.
But be sure to avoid including distractions at the point when you need your supporters to focus on making their gift.
Once a supporter is on your giving form, they want to donate; don’t give them 101 ways to leave.
3. How much to give?
You will want to make it as easy as possible for your supporters to give, so suggest a range of giving amounts.
Most supporters are likely to give a larger gift if you display the higher values first in the order of your range.
Test what works best for your charity and its campaigns and remember that what works now could easily change over time.
4. Security and accuracy
Supporters trust your charity to handle their money and data professionally and securely.
Make sure your website incorporates an address-finder function and a validation service to check supporters’ bank details at point of sign-up.
Avoiding errors prevents delays in donation collections and failure handling, and as a result, the need to contact supporters.
5. How am I helping?
For some charities it is easy to say what a gift will achieve, such as £10 will provide clean running water to a village for a month. For other organisations it’s not so easy.
An option is to offer supporters a range of work programmes or specific projects so they can choose what they want their money to go towards, e.g. ‘our work with wildlife’ or restricted income for ‘building our new medical unit’.
This may reinforce supporter engagement with your goals, while it can help you find out more about each supporter and their preferences. When a project or campaign is complete you can then email those supporters with a special thank-you or reach out with an upgrade campaign and continue the dialogue.
6. Think smart… phone!
With nearly a third of online regular giving sign-ups via mobile, it is vital to review and test your mobile-optimised pages so your supporters have the best possible experience via a phone or tablet.
Using smartphones to access regular internet pages is fast becoming the norm, be sure your charity doesn’t fall behind.
7. Testing, testing
No stone should be left unturned and no link unclicked. Read all copy and get fresh eyes to look at the entire process.
It’s important to look at the data as well. There’s no point in capturing all this data if it’s not collected and managed properly.
Take a look at our Charity Direct Debit Tracking Report 2017, for more advice on online regular giving, the importance of monitoring your Direct Debit cancellation rates and enhancing supporter engagement.