Online fundraising has been around for nearly 20 years, and it continues to grow in both size and revenue amongst nonprofit organizations. In light of the increasing importance of digital fundraising and online giving, it’s important to look at what the field has learned about what works and what doesn’t, and how to implement proven best practices to ensure that nonprofits are making the most out of online giving opportunities.
Today’s guest is Jennifer Abohosh, the chief digital strategist for Dunham + Company, which recently released their second Online Fundraising Scorecard. Listen in to hear what Jennifer has to say about what’s changed in online fundraising over the last five years since their original Online Fundraising Scorecard, what types of organizations are seeing better performance in online giving than others, and how nonprofit organizations can start implementing best practices to improve their digital performance.
Topics Discussed in This Episode:
- What’s in Dunham + Company’s second Online Fundraising Scorecard
- The biggest changes, both positive and negative, in email fundraising, email communications, online donation experience and gift acknowledgement over the last five years
- How mobile giving was looked at differently on this scorecard than in the past
- The importance of improving communication between nonprofits and donors
- What organizations need to think about from a digital perspective in the near future
“In email specifically, five years ago 46% of emails were mobile-responsive and now 90% of emails are mobile responsive.”
“How can we craft language around an email signup that will make it both exclusive and desirable to the end user?”
“Organizations should be doing some testing to continue to see what works and what doesn’t work for their particular organization, then continue to optimize the donation process along the way.”