Nonprofits dissatisfied with online giving dollars and growth should inspect their online fundraising for some common donation-sapping mistakes, per the advice in a recent post by Julia Campbell of J Campbell Social Marketing. She outlines six ways nonprofits often get it wrong when it comes to online giving, and here are just three takeaways that we'll pass along.. Basic Error No. 1: Online fundraising doesn't work if it leads potential donors to a badly executed, hard-to-navigate website, especially one that is not mobile-friendly. With more people projected to access the web via mobile devices than via desktop as soon as next year, it's shocking that 84% of nonprofits still aren't making donation pages readable by mobile users, as reported recently by Philanthropy.com. Basic Error No. 2: Online fundraising doesn't work if it is hard to find and hard to do. Yet, as the article notes, a recent study found that 65% of nonprofit websites ask visitors to click through three or more pages to donate, losing about 40% of visitors with each click per research. Also, many websites simply fail to clearly ask for a donation. Get rid of that vague "Get Involved" button and put a bold "Donate Now" button on all pages, and then link every button to a single page with an easy-to-use form for entering credit card information. Basic Error No. 3: Online fundraising doesn't work if it is not promoted. If you build a great donation page, donors will not just come. Online giving needs to be promoted in e-mail channels, social media channels, and direct mail pieces, as well as at events and in other interactions with potential donors. For more suggestions on removing roadblocks to online donation success, see http://jcsocialmarketing.com/2014/05/6-ways-nonprofits-getting-online-fundraising-wrong/
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