What’s more important than your online donation page?

I’ve donated to a bunch of charities and the communication that follows that first donation sets the tone for the relationship between the donor and the organization. It doesn’t have to be flashy but it needs to be thoughtful. Take time to think about the message you want to send your donors. “Thank you for your purchase” on a blank white screen is not a good look.

You have spent months and years messaging to prospective donors and you have one chance to keep that donor engaged, make them feel appreciated and set up whether they plan to give in the future.

Here are some important things to consider when thinking about the “New (Digital) Donor Journey:”

• Make sure you have a website - there are simple and free tools to set up the basics out there.

• Ensure there is a way for donors to contribute online securely with a clear donation button.

• Give some donation amount options - but not too many. We don’t want to overwhelm the donor. Use your past giving data as a guide on the amounts to list.

• Make it easy to donate - don’t make them create a log-in and password.

  • Sidenote: I’ve seen many charities require log-ins when making a donation. In theory, it’s great. In practice, it’s frustrating. Both major universities and small nonprofits are pursuing this and I have ultimately found myself having to contact someone anyway because the portal isn’t listed online or there are simple functions like “modify donation” that do not exist.

• Create a THANK YOU message that matters and don’t stop there.

  • Personalize the thank you to include the type of donation, whether it’s an event ticket purchase, annual fund or special gift.

  • Make sure the landing page from the transaction shows meaning and communicates the impact of the donation

  • Immediately Send an email receipt imbuing your brand including appropriate and correct tax information

  • Have a board member sign printed thank you letters and add a special note.

    • This is an easy way for your board members to get involved and see philanthropy in action.

  • Include the donor in future communications appropriate to their giving propensity, giving level and engagement.

The first donation is hard to get but it is even harder to keep and renew that. Typically only only 1 out of 2 donors renew. Make sure your digital new donor journey is easy and clear. Most importantly, continue to communicate after the donation has been made.