Best practices in online donations

40 years ago The Alex (2013) opened its doors to Calgary’s most vulnerable citizens. It’s a not-for-profit organization whose main focus is providing the homeless and those with low income the necessary medical services and access to shelter that they otherwise would not be able to obtain on their own. The Alex is thought of as a leader in the areas of health and housing and has a Community Health Centre.   

Effective fundraising websites have interactive elements to generate engagement with donors. Upon opening the home page of The Alex Gifting Change website, it grabs the attention of the reader with images and content that packs an emotional punch. Founder of Social Media Fundraising Club and Charityhowto, a website offering training webinars and other resources for nonprofits, John Haydon, shares his expertise on why you “don’t just post photos post stories.” The Alex Gifting Change website cleverly placed Images of innocent and poverty stricken little girls that pulls on the heartstrings of viewers. The content selected for the donor page is strategically crafted to engage people through rhetoric. Additionally, the website clearly describes how to donate money to assist with daily living and ultimately become what The Alex calls a change-maker.

At Mount Royal University, Computer Mediated Communication class with Scott Cressman, we discussed what elements make a website effective and how to use target-audience specific content and visuals. For example, we discussed the art of rhetoric including ethos and pathos when designing an online web platform. John Haydon outlines five methods to improve website content through effective use of text and imagery. Furthermore, Cameraon Chapman, professional web and graphic designer as well as author, explains exactly what a non-profit website needs to offer viewers in order to secure their interest and maximize potential for donations. In addition to interactive elements, Chapman says non-profit websites should offer organized and valuable information for all identified publics as well as ensuring the website’s purpose and content is clearly explained. 

The Alex Gifting Change site allows donor to choose what type of gift they want to give from the following selections: hope, survival, dignity, and health. This provides the donor with the decision of how they are going to make a difference, ultimately keeping them involved in the process. The website also categorizes which gifts or items are in highest demand in order to make the decision of what to donate easier for those who are interested in helping but may not know how they can do their part. In addition, testimonials are written by clients that tell

donors exactly how they have impacted the lives of those in need. 

The Alex is also conscious of how donors make decisions and understands that budgets are important. The webpage contains a donation budget-filter widget so donors can select a price point and make a budget-savvy decision. Donors can be ensured that their donation online will be received safely and their information kept private as the site only uses PayPal payments. The Alex should go a step further in providing donors with peace of mind by clearly stating that their personal information will not be shared or made public, however, they have not done this. 

The Alex Gifting Change website effectively uses two-way interaction to engage with donors on Twitter, Facebook and YouTube. Social media icons are integrated into the site to enhance potential donor opportunities by engaging a larger audience. These tools also provide outlets to raise general awareness about the organization celebrate their successes and communicate their outstanding needs to local and global communities.

Posted by Michelle Cahoon