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Location. Location. Location.
On your home page, prominently feature a link to your donation page. Use a "Donate Now" button, a
text link or, better yet, both! Donations are critically important and the link to your donation
page should be placed in a correspondingly important position. Don't make potential donors work hard
to find the donation page. Placement should be large, logical and visible without scrolling down the
page. Donors should be able to navigate from the home page to the giving page in one click—two
at most. Research shows most online donors—especially well-heeled donors—are looking for
a simple, straightforward contribution process.
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2. |
Offer multiple online links to your donation page.
Provide convenient links to the donation page from several locations throughout your website.
Make a "Donate" or "Giving" tab a permanent menu item accessible from anywhere on the site.
Embed a "click here to donate" link within the text of any appeal and place a "Donate Now" button
anywhere that seems appropriate.
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3. |
Adopt a bolder and more direct tone.
Despite being exceptional communicators in a live setting, the persistent need to solicit funds
does not come naturally to many religious and nonprofit organization leaders. In an online
environment, it is acceptable to be much more direct with an appeal for donations. Your message
works 24 hours a day on the Web and visitors can respond immediately with a donation.
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4. |
Place a donation link at the beginning of your appeal.
Too often, website appeals consist of lengthy articles that build a case for funding and then
conclude with a tiny "click here" link. Flip this arrangement on its head: Place a donation link
beneath the headline, in the first sentence and once more at the end.
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5. |
Offer multiple online donation methods.
Just as businesses offer consumers a variety of payment methods, be sure to offer a similar set of
donation methods. Electronic Funds Transfer (EFT), credit card and debit card are the three most
popular ways to donate online. Each method can be used to make both one-time and recurring
donations.
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6. |
Direct donors to your website and donation page using multiple methods.
Promote your website at every opportunity. Your web address should appear in all print
communications right along with your street address and telephone number. All verbal and written
appeals should remind donors that they have a convenient online giving option.
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7. |
Encourage recurring donations.
Promote the convenience of going to the website to create a recurring donation plan. In most church
congregations, there will be members that never get around to making up for the donations lost
during weeks when they miss service. Lost donations are a problem for every church but recurring
electronic donations can significantly reduce the impact. Promote recurring giving plans as a
convenient way for congregation members to stay on track with their pledges throughout the year.
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