Making the most of On-Line Donations

Internet users became a majority of the Australian population in 2001, thirty Internet years ago (Internet time moves seven times more quickly than ordinary time). A year before that they were a third; by now at least two-thirds of homes are connected (and that doesn't count all those who don't have home access but can access the Internet through schools, libraries, and workplaces)

This doesn't mean that we're a totally wired nation. People who pay their bills online are still a minority, and people who donate to charity online are a small minority. But it does mean that if you don't turn your attention to Internet fundraising, you are ruling yourself out of consideration for an ever-increasing slice of Australian fundraising. It is small but it is growing and - as technology grows to the stage where our phones, televisions, fridges, microwaves are all linked to the Internet - it will continue to grow as a percentage of total fundraising.

Talking of bills, turn over your electricity bill and have a look at the back. You'll notice a Bpay code for online transactions. Every utility bill has it, rates bills have them, most large retailers have them. Of course, there's a cost involved; if your organisation wants to join up with Bpay, "Participation in BPAY is on a normal commercial and competitive basis."

Luckily, there's a way around this. The Gold Coast City Council provides a free online donations service to Gold Coast non-profit community groups, and it is one of the best ways for your group to receive online donations easily and cheaply. All it takes is a little bit of time to put the paperwork together and thinking about what you are asking money for. In one step, you are able to quickly expand your fundraising horizons.

On-Line Giving - Things to Remember

Having an on-line donation facility is a basic pre-requisite for successful fundraising - similar to opening a bank account was in the era of paper cheques.

But is not the solution to any fundraising problems. Opening a bank account didn't mean that people suddenly queued round the block to pay money into it, and in that respect the Internet is no different.

You have to do your bit; you have to tell people there is a new way to donate.

Some of the key elements of reminding people about your on-line donation facility - be it on your site or through the Gold Coast Gives - include:

  • Redesign your website
    • Put the link to on-line giving where people can see it and easily access it. You must effectively funnel people into the donation zone. Having the words "DONATE NOW" or "CLICK HERE TO DONATE SECURELY ONLINE" is a good start.
  • Add your donations link to your other material, such as
    • Your letterhead
    • Your business cards
    • Your flyers
    • Your brochures,
    • Your e-mail signature
    • Your overheads,
    • Your posters,
    • Your e-newsletters (with a hyperlink to the donations site), and
    • Anywhere else you've listed your address or your website.
  • Publicise in other ways
    • Think about mentioning your on-line donation facility (and address) in newspaper articles or other media opportunities.
    • Do a mail out to donors, supporters, sponsors, volunteers, members and others.
    • Make sure any questions about your on-line donations facility are answer in an easy-to-find "Help" section of your website.

For more information on on-line giving, visit the Australian Giving Centre. Our Community's Raising Funds newsletter also has handy information about on-line giving.




ourcommunity.com.au

Gold Coast Gives is an initiative of Gold Coast City Council and ourcommunity.com.au
for further details please contact Ms. Anna Rainbow