Smart Giving & Fundraising in the Digital Age
Kris Kewitsch | Executive Director, Charities Review Council | October 2024
Charitable giving and nonprofit fundraising have shifted in recent years alongside the significant economic, social, and technological changes of the past decade. It is more common now for donors and nonprofits to “meet” online and for contributions to happen on a screen than through the mail. While this presents some unique challenges, it also provides unique opportunities.
How do donors and nonprofits meaningfully and safely connect online? To confidently navigate smart giving and fundraising in the digital age, be sure to weigh your assurances, assumptions, and alternatives.
Assurances
Nonprofits can assure donors they are making a wise contribution by demonstrating accountability on their websites. Be sure to post your annual financial reports for donors to review and be sure to post your Meets Standards® seal if you complete the Council’s Accountability Wizard® review process. It’s also critical to provide secure payment methods if you accept online donations.
Donors should always check for these assurances before donating. You share sensitive personal and financial information when you contribute online, and a secure website safeguards this data against cyberattacks, theft, and misuse.
Assumptions
Nonprofits should thoughtfully consider the impression their websites and social channels create. An organized layout, a responsive design that is mobile-friendly, accessibility features, and current, authentic content help donors understand your work and connect with your mission.
At the same time, it’s helpful for donors to remember the saying, “Don’t judge a book by its cover.” The online versions of our favorite organizations, just like ourselves, are often curated and not necessarily reflective of the full story. Avoid making too many assumptions about a nonprofit based on online content alone – it’s possible that there isn’t much substance to an organization with a well-designed website and that an organization creating extensive impact simply hasn’t put resources toward an online presence. Verify first impressions and assumptions by cross-referencing other resources including the Council’s list of reviewed nonprofits.
Alternatives
Nonprofits are well served by being flexible and offering alternatives. Different generations have varying comfort levels with online giving and varying preferences around digital platforms and communications. You will miss out on charitable contributions if you limit the number of doors you open for donors.
Donors are also encouraged to be open-minded and explore alternatives. If you have been hesitant to make online donations, consider how the process creates efficiencies for the organization you care about. If you’re open to switching your once-a-year donation to a monthly recurring gift, know that the organization will appreciate having a more even disbursement of funds.
The digital landscape offers both nonprofits and donors unprecedented opportunities to connect and contribute in meaningful ways. By ensuring security, transparency, and flexibility, nonprofits and donors can build trust and extend their impact. With careful consideration of assurances, assumptions, and alternatives, nonprofits and donors alike will feel confident embracing change while maintaining the core principles of accountability and engagement in philanthropy.
