It is user friendly? If you want your supporters to give online, make it easy for them to find your giving page, and easy for them to make an actual donation. Lake Highland Preparatory School (FL) has a button on its home page linking directly to its Annual Fund donation page.
Does it educate? Use your Web site to build interest in your school. Explain why donor participation is important, and how the donor's dollars make a difference to your students. Outline the various ways to give, and what they all mean. The Hotchkiss School (CT) offers an FAQ that answers many of a donor's questions, including "Why does participation matter?" and "How do I give? " Check it out here. Wilmington Montessori School (DE) makes its appeal on its giving page, complete with a list of projects donations have funded.
Does it communicate who your school is? Web-savvy donors will research your school online. Make sure your Web site paints an accurate picture of your school. Does it clearly portray your mission? And will the potential donor understand the programs you offer?
Does it ensure the donor the site is secure? Even though online giving is tried and true, many people still distrust entering personal and payment information online. Include a link to your school's privacy policy, which should address giving security issues, on your giving page. And only ask for the information you need. You don't want to be invasive, and you don't want donors to give up before making the actual donation. Abington Friends School (PA) not only has a privacy policy link on its giving page, but also the VeriSign Secured logo to foster trust.
Are you promoting your site? It doesn't matter if your giving page sings, it's not effective if your donors don't know it's there! Make sure your Web site URL is on all of your printed materials, promotional materials, and every e-mail. Fill it with meaningful content that is updated—like donors' stories, programs funded, campaign updates—so donors have a reason to visit time and time again. Calhoun School (NY) lists its special events on the giving page, including a "Look Who's Coming!" link.
For a roundup of online giving statistics, click here
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