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Nonprofit Tips & Hints: Online Fundraising

Tahoe Truckee Community Foundation
Published on June 3, 2015

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Technology is at the center of how people relate to one another socially, personally and professionally.  The ways we communicate, shop, research and discern our reality has evolved right alongside our cell phones and internet connections.  While for-profit businesses are at the cutting edge of this technology, nonprofit organizations and their fundraising campaigns are lagging behind.

In fact, the Chronicle of Philanthropy recently sited a study in which nearly eighty-four percent of the surveyed charities lacked a mobile-friendly website.  While this may be an acceptable norm right now, it is important for nonprofits to embrace progress now so that they will not be left behind in the future.

Tips to Boost Online Giving

  1. Create a clean and easy-to-use website. Users appreciate large photographs, graphics and typeface that is easy to read.  People spend more time on a site that is intuitive, regularly updates content and offers stories that resonate on a personal level.  Make sure your have a clear call-to-action with easy options to give.
  1. Create a mobile-friendly version of your website with streamlined content. It does not have to have every component of your main website, but it does have to be easy to navigate with a clear option to donate to your current campaign.
  1. Don’t underestimate the online presence of your older demographic. While younger generations find it intuitive to click a photograph or graphic to move through the site, these donors expect a Donate Now button, underlined links and content relative to them.
  1. Expand the scope of your presence with Facebook and Twitter interactions that go beyond self-promotion. If it is appropriate, also use Instagram, Pinterest, and Vimeo. Tell stories, share relevant content from other organizations, promote your peers and actively engage with other users.
  1. Create a cohesive brand design that is consistent across all forms of communications. This includes your websites, social media, direct mailers, newsletters and printed collateral.

This article originally appeared in the 6.3.15 Sierra Sun on the Give Back Tahoe page. References and excerpts from The Chronicle of Philanthropy May 2015 Issue.