Attending the Nonprofit Innovation and Optimization (NIO) Summit last month was an unforgettable experience!
The energy was electric, and the opportunity to connect with other nonprofit leaders was invaluable. The summit spared no detail with an incredible Indiana Jones-themed production titled "Generosity Jones and the Holy Grail of Fundraising"—a fun and memorable touch.
And very fitting - don’t you feel like fundraising is always an adventure of its own?
While the summit was packed with insights, one message stood out: optimizing the donor journey is critical, especially as we approach year-end fundraising. Read on to discover a breakdown of some of the things we learned and simple steps you can take to maximize your year-end success.
The Power of the Donor Journey: Make Giving Easy and Familiar
When it comes to giving, the donor’s experience can make or break a potential donation. The main takeaway? Make the donor’s journey as easy and familiar as possible. Think of it as interacting with a friend—comfortable, clear, and encouraging. Donors should feel at ease throughout their entire experience with your organization, from the first click to the donation confirmation.
Small Tweaks for Big Impact
The NIO Summit highlighted powerful findings from hundreds of A/B fundraising and marketing tests. And that showcased one overarching theme: small changes to your donation page can yield major results.
Simple adjustments like changing a headline from formal to friendly or moving the “Donate Now” button to a more visible spot can increase conversions significantly.
NextAfter, the company that puts on NIO, publishes over 7,000 real-life experiments on its website. You can explore these insights and replicate the most effective ones in your organization.
- Browse NextAfter Experiments: NextAfter All Experiments
- Review NextAfter Research: NextAfter Research Studies
Practical Tips to Reduce Friction in the Donor Journey
Small changes can make a huge difference in donor engagement. Here are a few practical tips we heard at NIO:
- Personalize your emails: Avoid corporate-speak. Use a warm, conversational tone that resonates with your audience, making it feel like a one-on-one conversation. Don't include too many graphics or too much marketing speak. It should look like it is coming from a friend.
- Keep messaging clear and inviting: Focus on what matters to the donor—the impact of their gift. The clearer and more engaging your message, the more likely they are to donate. Relate the stories to what they care about by segmenting based on past giving history.
- Test and refine: Experiment with different headlines, images, or suggested donation amounts. Many CRMs and fundraising platforms make A/B testing easy, allowing you to make adjustments for higher conversion rates.
Want to dive deeper into steps to optimize the donor journey? Learn how to reduce friction in the donor journey here!
Tips for Optimizing Your Donation Page
Your donation page is one of the most crucial points in the donor journey. And considering only 22% of donation page visitors actually give, it's essential to invest some time optimizing your donation page before year-end to ensure it inspires action and maximizes impact.
Treat it like a focused landing page dedicated to one goal—getting the donation.
- Minimize clutter: Avoid excessive images or videos. Highlight the impact of their gift, and make the process simple and straightforward.
- Clear call to action: Make sure the "Donate" button is prominent, and keep the message concise and impactful. The fewer the distractions, the more likely donors are to complete the process.
- Progress bars and countdown clocks: Create a sense of urgency, showing donors that their contribution matters right now.
- Minimal design: Keep it clean, limiting photos and videos to avoid overwhelming the donor. Focus on concise, powerful statements about your mission.
- Suggested donation amounts: Highlight a “most popular” donation amount to guide donors’ choices.
- Security cues: Trust is key when asking for financial details. Display a padlock icon near payment fields to reassure donors that their information is secure.
You can download the Donation Page Friction Checklist by NextAfter to help you identify major friction points on your donate page.
Want to improve more than just your donate page? Check out 6 Ways Your Website Is Hurting Your Major Giving Programs (And How to Fix Them).
Timing is Everything: How to Leverage Year-End Donations
As year-end approaches, nonprofits typically experience a rush in donations, but surprisingly, 40% of nonprofits don’t reach out to donors at all during this crucial period! This is a missed opportunity, especially because 10% of all U.S. donations occur in the last three days of the year.
Timing can make all the difference. A well-timed email or reminder can capture a donor’s attention right when they’re finalizing their year-end plans. Send out communications throughout the end of the year to remind your donor there is still time to give.
A friend of mine recently received a perfectly timed email from a nonprofit she cared about, reminding her that a donation could help reduce her tax bill. She hadn’t planned on donating but clicked through and contributed. This simple reminder allowed her to make a difference while also helping with her taxes. This is a great example of the power of timing and staying connected with donors.
Engage donors multiple times throughout December, especially in the final days. You’re not being intrusive—you’re offering a timely reminder. Use all communication channels you have available to you—email, social media, phone calls, and direct mail. Multiple touchpoints help keep your organization top of mind as donors finalize their year-end financial planning.
Year-End Fundraising: Small Improvements, Big Results
The insights shared at the NIO Summit show that even small, strategic improvements to the donor journey can have a significant impact. By simplifying the process, timing your communication thoughtfully, and keeping the donor’s experience in focus, you can optimize your year-end campaign and drive more donations with less friction.
Looking for an Investment Advisor for Your Nonprofit?
If you are currently looking for help with financial planning or investment management for your nonprofit, contact us. We are happy to schedule an introductory meeting at your convenience. Book a meeting today!
_____________________________________________
Disclaimer:
This blog is for informational purposes only and is not meant as financial, legal, or tax advice. Please seek professional advice from qualified tax, legal, and/or financial professionals before making any financial decisions.
Carnegie Investment Counsel (“Carnegie”) is a registered investment adviser under the Investment Advisers Act of 1940. Registration as an investment adviser does not imply a certain level of skill or training. For a more detailed discussion about Carnegie’s investment advisory services and fees, please view our Form ADV and Form CRS by visiting: https://adviserinfo.sec.gov/firm/summary/150488.
