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.
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.
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.
Small changes can make a huge difference in donor engagement. Here are a few practical tips we heard at NIO:
Want to dive deeper into steps to optimize the donor journey? Learn how to reduce friction in the donor journey here!
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.
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).
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.
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.
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!
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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.
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