Fundraising during the year-end giving season is a unique opportunity for nonprofits to maximize their impact and generate more contributions. To attract visitors, convert them into donors, and retain their loyalty, it's essential to effectively structure each step of their journey. Here are some practical tips, along with concrete examples and specific tools, to help you make the most of this key period.

1. Capture the attention of future donors

To capture visitors' attention and encourage engagement, it is essential to use interactive and visual elements on your website. For example, pop-ups or call-to-action buttons Strategically placed banners can highlight your fundraising goals. Incorporating a goal tracking or of a impact cursor enhances the experience by allowing visitors to see the progress and impact of their donations in real time. These features make the experience more immersive and motivating.

An excellent example of this strategy in France is UNICEF France, which uses visual indicators on its website to show the impact of donations. For example, they highlight key figures such as "€10 = Vaccinate 20 children against diseases," making the impact of donations tangible and engaging.

Examples of tools to use:

• HelloAsso : A platform offering a complete online fundraising solution with options to customize campaigns. It allows for dynamic visual elements such as a donation tracking.

• iRaiser : Another French platform that provides simple tools for creating custom donation pages. It also allows you to integrate social proof elements, such as displaying previous donations.

2. Increase donor conversion rates

Optimizing the donation process is essential for converting visitors into donors. Offering a wide range of payment options (credit cards, PayPal, Apple Pay, etc.) simplifies the process and reassures potential donors. Displaying the most popular payment methods can further streamline the process.

Another effective method is to make your site accessible to international donors by offering multilingual and multi-currency options. This improves the user experience and increases conversion rates, especially for organizations with an international reach. For example, Action Against Hunger adapted its site to multiple languages and currencies, expanding its audience and attracting more international donors.

To maximize donations, you can also capture the contact information of visitors who leave without completing their donation. Sending discreet reminders via email or SMS can encourage them to return and complete their contribution. Tools like Brevo Or Mailchimp offer effective automation options to re-engage potential donors.

3. Retain and grow your donor base

Encouraging donor loyalty requires offering a streamlined giving experience and transparent tracking. Providing donors with a secure online portal where they can access their receipts, track their giving history, and manage their account builds trust and engagement. For example, The French Red Cross offers an easy-to-use interface and a dedicated donor area on its website.

Additionally, you can invite donors to adjust their recurring donations by providing links to change amounts or cover transaction fees. This encourages regular contributions and larger donations. For example, HelloAsso allows donors to cover transaction fees with a single click.

Conclusion

The holiday season is a key time to strengthen relationships with your donors. By optimizing each step of the user journey, you can not only collect more donations, but also build a loyal support base for the future. Implementing concrete strategies and using the right tools will maximize your chances of success. Don't forget to analyze your campaigns after the season to refine your efforts and prepare for the next giving season.

Source : Inspired by the “Giving Season Donation Optimization Guide 2024” from Fundraise Up.