**10 Things Social Purpose Organizations Need to Know About Online Giving**

The Good Growth Company hosted Nicole Danesi, Senior Manager of Strategic Communications and Brand at CanadaHelps in this session leading up to Giving Tuesday.
Nicole shared valuable tips for social purpose organizations preparing for the holiday giving season. She drew from her extensive experience to offer actionable advice on how nonprofits can boost online giving, engage supporters, and ensure a seamless donation process. Below, we highlight the key takeaways from her session.
As the digital era transforms how we interact and give, online giving has become essential for nonprofits to grow their impact. Nicole provided a roadmap for organizations to enhance their online presence, streamline donation processes, and cultivate lasting relationships with supporters. With year-end donations fast approaching, this session was perfectly timed to help organizations gear up for the busiest time of the year.

1. Create a Ways to Give page

One of the first actionable tips was to ensure your organization has a dedicated 'Ways to Give' page. This page should clearly outline all the donation options, from one-time to monthly contributions, as well as non-monetary ways to support your cause. Highlight specific giving methods like stock donations, employee matching, and peer fundraising to offer donors diverse ways to contribute.

2. Prioritize a Donate Now button

Does your 'Donate Now' button follow your supporters throughout their interactions with your organization? Nicole stressed the importance of a highly visible 'Donate Now' button across your website, emails, and social media profiles. Whether it's in your email signature or at the top of every page on your website, make sure this call-to-action is easy to find.

3. Test your donation flow

Have you recently tested your donation flow from both desktop and mobile devices? Nicole encouraged organizations to make a small test donation to experience what their supporters go through. This includes ensuring that the donation process is smooth, automated thank-you emails are sent promptly, and the overall user experience is positive.

4. Preset donation amounts

Another useful tip was to set preset donation amounts that reflect your organization's impact. For example, if $20 provides 20 meals, clearly communicate this to donors so they can visualize the difference their contribution will make. Including suggested amounts also helps guide donors to give at meaningful levels.

5. Optimize for mobile

With most people glued to their phones, ensuring your website and emails are mobile-optimized is crucial. Nicole emphasized the importance of making the online giving experience seamless across all devices, from smartphones to tablets. A poor mobile experience can lead to lost donations.

6. Update digital assets regularly

When was the last time you updated your digital assets? As Nicole pointed out, it's important to keep your website, email footers, and social media profiles up to date with current campaigns. For instance, if you’re running a Giving Tuesday campaign, ensure that it's prominently featured across all platforms.

7. Engage with donors beyond donations

Treat your donors like friends, not just open wallets. Nicole highlighted the need for ongoing engagement, whether through sharing challenges and wins, sending progress updates, or simply thanking them for their support. Cultivating relationships throughout the year can strengthen your fundraising efforts during the holiday season.

8. Start AB testing

If you're not already doing so, consider running AB tests on your email marketing or website. Test different elements such as the sender's name, button colours, or the time of day you send your emails to see what resonates best with your audience. Even small tests can yield valuable insights.

9. Track donor behavior

Tracking donor behaviour is essential for effective online giving campaigns. Using CRM tools or other software, make sure you're monitoring when donors give, how much they contribute, and which campaigns perform best. This allows for better segmentation and targeted communication.

10. Just get started.

Nicole’s final advice was simple yet important: Don’t wait for perfection—just get started.

Pick one or two tips from the session and implement them.

Progress, no matter how small, is key to building a stronger online presence and fundraising strategy.

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Your Questions, Answered

During the session, Nicole also addressed several audience questions. We’ve highlighted a few below.

Q: How can small nonprofits with limited resources make the most of online giving?
A: Nicole emphasized that small steps can lead to significant impact. Start with low-cost, high-impact strategies, such as adding a ‘Donate Now’ button to your email signature or optimizing your website for mobile users. Platforms like CanadaHelps are particularly valuable for small nonprofits, as they provide accessible tools for online giving without requiring major investments in technology or personnel.

Q: Should we create separate donation pages for specific campaigns like Giving Tuesday?
A: Yes, creating a dedicated donation page for specific campaigns is beneficial for tracking results and engaging supporters. A campaign-specific page can also serve as a focus point for social media and email marketing, ensuring all communications direct donors to the same place.

Q: How do we stand out during the busy holiday giving season?
A: Build strong relationships throughout the year so your supporters feel a connection to your mission before the holidays. For Giving Tuesday, consider taking a unique approach, such as hosting a gratitude campaign or engaging your board members to thank donors personally. These gestures can make your organization memorable in a crowded giving season.

Q: How do we ensure mobile optimization for donations?
A: Nicole stressed the importance of testing your website and donation flow on multiple devices, including smartphones and tablets. She recommended tools like Litmus or simply emailing donation links to yourself to verify how they appear and function on different screens. A seamless mobile experience is critical for converting casual visitors into donors.

Q: Is it helpful to set a fundraising goal and communicate it publicly? What if we don’t reach it?
A: Setting a goal is not only helpful but also motivating for donors. Make the goal realistic yet ambitious enough to inspire action. If you’re concerned about falling short, use progress updates to engage your audience throughout the campaign. Transparency about the need and the impact of their contributions often encourages more giving, even if the goal isn’t fully met.

Q: How do we engage supporters without overwhelming them with donation requests?
A: Balance is key. Share updates, success stories, and challenges to keep supporters informed and involved. Nicole highlighted the importance of treating supporters like friends—engaging with them beyond financial asks. Celebrate milestones, thank donors, and let them see the impact of their contributions through stories and visuals.

Q: How can we use AB testing effectively for online giving campaigns?
A: Start small and test one element at a time. For example, try sending an email from a personal sender’s name instead of the organization’s name, or test different colors for your donation buttons. Track the results and apply what works best. Even minor changes can lead to valuable insights.

Q: What are some best practices for peer-to-peer fundraising?
A: Support your fundraisers as partners in your mission. Provide them with tools, regular updates, and encouragement. Celebrate their milestones, no matter how small, and offer assistance when needed. Their success directly contributes to your organization’s success.

Q: How can we share positive updates without appearing overly promotional?
A: Frame your updates as celebrations of the collective impact made possible by your community. Share specific outcomes, such as how many people benefited from a program or how a donation created change. Keep the tone authentic and heartfelt, focusing on gratitude rather than self-promotion.

Q: What are the biggest changes in online giving over the past five years?
A: The shift to digital has accelerated dramatically, especially during the pandemic. Many nonprofits were forced to adopt online giving platforms to survive. Today, younger, tech-savvy generations expect seamless, digital-first giving options, making online giving not just an option but a necessity.

Q: What’s the top advice for first-time fundraisers?
A: Start simple and stay focused. Identify your organization’s strengths, understand what motivates your supporters, and prioritize efforts that will have the greatest impact. Nicole’s parting advice: “Don’t aim for perfection—just get started and learn as you go.”

Looking for training or support with online giving in your organization?

You’re in the right place. Connect with The Good Growth Company team for training, consulting or an intro to our experts.