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Nonprofit Management
May 20, 2022
Here at UST, we aim to create content designed to educate 501(c)(3) nonprofit leaders and strengthen the nonprofit sector. As part of our on-going commitment to serve nonpro...
Read MoreAboutOn-Demand Webinars: HR Strategies and Risk Management Tactics
Nonprofit Management
March 04, 2022
In the latest rendition of UST Live, we were joined by thought leaders from across the U.S. with expertise in nonprofit advocacy.
Read MoreAbout[Webinar Recording] UST Live: Advocacy & Legislative Support for Nonprofits
Nonprofit Management
February 10, 2022
The grantmaking process is often exclusive and expensive, making it accessible to those select nonprofits with the right expertise and networks, which can be costly for orga...
Read MoreAboutFour Ways to Create an Equitable Grantmaking Process
Nonprofit Management
January 27, 2022
Today's increasingly virtual landscape—along with the workforce's evolving strategic priorities—has not only changed how we work, but i...
Read MoreAboutEmployee Engagement and Nonprofit Brand Strategies
Nonprofit Management
January 24, 2022
Members are a vital key to success when sustaining and growing your association and retaining those members ensures a long-term survival of your nonprofit organization.
Read MoreAboutFive Best Practices to Improve Nonprofit Member Retention
Nonprofit Management
December 09, 2021
Nonprofit managers are relied upon to not only lead productive teams, hold employees accountable, and manage processes but are also expected to engage and motivate employees...
Read MoreAbout2021 Nonprofit Leadership Toolkit
Nonprofit Management
November 19, 2021
Whether you’re aspiring to be an executive leader, get promoted into a director’s position, or even launch your own nonprofit—rarely there are clearly defined pat...
Read MoreAboutHow to Grow into a Nonprofit Leader
Nonprofit Management
October 28, 2021
A strong leadership team is vital to the success of any nonprofit organization—without it you risk reduced productivity, delayed decisions, and low morale.
Read MoreAbout2021 Employer Guide: Nonprofit Leadership Development
Nonprofit Management
October 14, 2021
As employers continue to strategize for the future—paving the way for flexible work models and creative retention tactics—many are seeing permanent cha...
Read MoreAbout2021 Nonprofit Workforce Trends Infographic

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HR Knowledge
August 12, 2022
Question: What are effective ways to manage remote employees and monitor their work? 
Read MoreAboutHR Question: Managing Remote Employees
HR Management
July 21, 2022
A major shift has been underway, fundamentally altering, when, where, and how work occurs. As organizations adjust to today’s new hybrid workplace, collaboration among team ...
Read MoreAboutFive Tips for Successfully Leading a Hybrid Workforce
HR Knowledge
July 15, 2022
As of early 2020, the nonprofit employment sector is reported to be the third largest in the nation, following manufacturing and retail. Job statistics will no doubt remain ...
Read MoreAboutHire and Develop Managers People Want to Work For
HR Knowledge
July 08, 2022
Online trainings can be a useful tool for developing talent, but they can also end up being a waste of time and resources, even if the content and presentation are good.
Read MoreAboutHR Question: Ensuring Your Online Training Strategies Are Effective
HR Knowledge
June 30, 2022
Without the staff to support your mission-driven initiatives nonprofits across the globe wouldn’t exist.
Read MoreAboutCelebrate Success in the Workplace to Increase Engagement
HR Knowledge
June 24, 2022
Employees are the backbone of every nonprofit and your most valuable asset—contributing to the overall success (or failure) of your organization.
Read MoreAboutHow to Help Employees with Career Development
HR Knowledge
June 17, 2022
Modern benefits are indeed useful for retention but that is not the whole story. To be fully engaged, nonprofit employees need to feel they have a say in what goes on at wor...
Read MoreAboutSolicit Involvement for Employee Engagement Initiatives
HR Knowledge
June 10, 2022
In this post, we’ll take a look at where we are today, how we got here, and what you can do to help your staff cope with that wild and wicked ride known as STRESS.
Read MoreAboutStress in the Workplace: How is it Affecting Your Employees
HR Knowledge
June 03, 2022
An employee says that the stress of the job is affecting their mental health. How should we handle this?
Read MoreAboutHR Question: Stress on the Job
HR Knowledge
May 26, 2022
If you haven’t experienced it, consider yourself lucky. Most of America’s workers have, at one time or another, faced problems with a toxic workplace culture.
Read MoreAboutCreating a Unified Company Culture

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Online Fundraising Best Practices for the New Year (and Beyond)

   

According to the 2021 Benchmarks Report, the average nonprofit donor contributed an average of $167 in 2020—this per-donor metric was slightly lower than 2019. The increase that did occur was largely driven by more people giving rather than people giving more. While the global pandemic forced nonprofits to take their in-person events such as, conferences and fundraisers online overnight and propelled most into digital transformation at a pace we thought would take years, not all was lost—there were many positive outcomes.

A year later, it’s safe to say that virtual events and online giving are here to stay. Nonprofit professionals have embraced online fundraising since 1999 when the first “Donate Now” button was released by a project of the Tides Foundation—shaping best practices with 20+ year of innovation and experimentation. It’s more important than ever to understand your donors; what they care about, why they give, their communication preferences, and which social media channels they prefer. Equally important is that you use sustainable fundraising practices that drive predictable fundraising growth.

Below are some key strategies and best practice tips to help your nonprofit build its digital fundraising with low effort and high return.

  1. Don’t be afraid to invest. This might sound counterintuitive to your long-term fundraising strategy but spending a little more on the tools available to you will result in big payoffs later. Consider updating your website to ensure mobile optimization is SEO friendly or invest in integrating your CRM with your donation page—one that has custom branding, donation tiers, and recurring gift options to help increase your ROI.
  2. Utilize Search Engine Optimization (SEO). Organic searches are often one of the largest traffic sources to your site. Add quality SEO content to your website with relevant topics to the sector and incorporate these SEO strategies into your blogs, annual reports and videos.
  3. Don’t miss out on the opportunity social media provides. Encouraging people to share your content increases your ranking with Google’s own SEO algorithms and can yield huge returns. Moving your organization to a top search placement means more organic traffic—and donations. Better yet, it costs you nothing and only requires your time and commitment to keeping your website updated.
  4. Nurture, Nurture, Nurture. Once someone has engaged with your content, retargeting is a form of engaging with potential donors and bridging the gap between capturing their attention and getting them to click that “donate” button time and time again.
  5. Communication is vital to the success of your fundraising strategy. Utilize automated email campaigns that keep your audience engaged and coming back for more. You can create different campaigns for when someone signs up for your newsletter or makes their first donation—the possibilities are endless.
  6. Make giving a great experience for your donors. You want the process to be easy and convenient. Donation pages should be simple, optimized for mobile giving, and ask for the minimal amount of information necessary. No greater experience exists than a monthly giving option that provides the ease of filling out a form once and forgetting about it.   
  7. Create a tribute giving program. Organizations and individuals alike often look for ways to make donations in honor or on behalf of someone else—a popular way of giving during the holidays. According to the Global Trends in Giving Report, 33% of donors worldwide give tribute gifts.
  8. Don’t forget the power of email fundraising. Despite the popular myth that email is dying, the truth is that email use is growing. When the pandemic hit and businesses started working from home, mail came to a quick halt as no one was in the office to receive it and email became the way to communicate. Donors need reminding—reminders to give and WHY! Even more impactful than the reminder to give is sharing the impact of their donation which is often what inspires them to give again.
  9. Prioritize crowdfunding and peer-to-peer fundraising. Crowdfunding promotes a specific project while peer-to-peer fundraising is when individuals help raise money through their own fundraising pages and invite their friends and family to donate funds to support a specific cause. This type of fundraising is most popular with endurance events (marathons, etc.) and political or emotional campaigns (Black Lives Matter, etc.).
  10. Create an engaging thank you page. The best time to capture the attention of donors is while they’re waiting for a confirmation that their payment has been received. Create a “Thank You for Your Donation” landing page where you share how their donation helps your mission—perhaps with an impact video, invite them to follow you on social media, and offer ways for them to get more involved with your organization.  

The most important thing you can learn about online fundraising is that it should be sustainable and predictable. Outside of COVID-19, online fundraising has been driven by the release of new technology and social networking websites over the years, so ask yourself if you have the right tools in place to create a fundraising strategy that is both successful and sustainable.

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