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Introduction to Fundraising

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Arturo Solis



Fundraisers are essential in aiding a charity, institution, or other enterprise. They can be events held to generate a financial support for whomever the organization is trying to help. Something that has been growing in this industry is online fundraising. It grew by approximately 13 percent coming from 2013 into 2014, so we can only imagine how much it has continued to grow with the technological advancement we have had. Even though online fundraising is growing, it only pertains to a small portion of the capital charities collect.  

Some flaws that cost most fundraising organizations are that their donation websites aren’t easy to read on mobile devices. This can be a big issue since mostly everyone now a days goes on their mobiles to access the internet. According to a study, charities aren’t doing enough to motivate supporters to sign up for their emails, and the emails don’t give enough direction. They don’t instruct on what the recipients should do, such as donating or signing a petition. The groups take too long to ask for money, and they make it too hard to give online. These nonprofit organizations therefore are missing out on billions of dollars in online donation.

This is a big issue that they face; missing out on donations, so what they are doing now is hiring experts dedicated to work on online fundraising tactics and efforts to keep the capital rolling. In March of Dimes’ 2013 “March for Babies” fundraising event, they use social media such as Twitter, Facebook, and Instagram to raise the money. This is a very intellectual tactic to use since almost everyone is on social media and are familiar on how they work. Organizations just need to make the process of donating as easy and simple as possible, and keeping up-to-date with the client on all aspects that relate to the business being done.  Even though online fundraising is growing there is lots of room for improvements and as mentioned before organizations are missing out on billions of donations. So what’s holding them back? Well this varies but from recent studies it shows that emails have multiple conflicts which makes people hesitate in making decisions, failure to give donors a reason to connect such as an inspiring story or photo, theirs lack of urgency, and limited efforts to encourage sharing on social media. By improving in these areas, organizations should experience growth in online donations. It’s something that will need to be looked into more precisely, in efforts to generate the most revenue possible and help out those in need.


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