Thu, February 20 2014

How to Get Your Board on Board with Online Fundraising

Liz Ragland's avatar

Marketing Content Associate, Network for Good

Filed under:   Fundraising essentials • Nonprofit leadership •

If you’re a fundraiser who is struggling to get your executive director or board to understand why you should launch an online fundraising program or invest more in online giving tools, try these talking points to help plead your case.

Online giving boosts individual giving.

You might have experienced push back on launching online fundraising because your leaders want to focus more on grants and major gifts from foundations. Remind them that individual giving is the biggest slice of the fundraising pie, and online fundraising is a key way to help diversify your funding. Having an online presence (and a way to give online) will help you recruit and retain donors who are likely shifting away from writing checks.

 

Online giving allows you to interact with your donors where they are—online.

Are your board members questioning how many of your target donors are really online? Send them these statistics from Pew Research:

· 85% of American adults use the Internet

· 61% of Internet users bank online

· 73% of American adults use social media

When potential donors find your nonprofit on social media or through a Google search, you’ll miss out on gifts without an easy online donation option. If you don’t make it simple for donors to support your mission, they may think you don’t need help!

You don’t have to set up a merchant account.

Contrary to popular belief, you don’t have to set up a merchant account, payment gateway, or other fancy money-processing component to accept online donations—and you don’t have to be a tech whiz, either. In 2001, Network for Good made it easy for donors to give to any registered 501(c)3 online. Thirteen years and $1 billion dollars later, we still make it easy! You can get up and running with a branded donation page over your lunch hour.

It’s not just a fad.

Every year online giving continues to grow. Organizations like Crowdrise and Causes have leveraged the power of social networks to help encourage peer-to-peer giving. National giving campaigns like Giving Tuesday and Give Local America are here to stay. Wonder how areas affected by natural disaster get the instant funds they need? The answer: through online giving disaster relief campaigns.

Consider these four conversation starters the next time you bring up online fundraising with your board. What other things do you want to teach your board about online fundraising? Do you have advice for those who are still trying to convince their leaders? Share your thoughts in the comments section.

This post was created as part of this month’s Nonprofit Blog Carnival. The roundup of February’s submissions will be featured on The Fundraising Coach blog later this month.

 

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