A Donation Campaign is a gift for charity, humanitarian aid, or to benefit a cause. In fact, a donation campaign may take various forms and perceptions as defined by the course. Including, money, alms, services, or goods such as clothing, toys, food, or vehicles. Moreover, a donation may also satisfy medical needs such as blood or organs for transplant.
For instance, if you wish to donate to some if not all of our Services, Solutions, Support, and other Projects, please feel free to share your Donations with us. Sounds great, right? But, how do you build a lucrative and conspicuous donation campaign? Eventually, targeting your blogging site visitors, subscribers, or even customers.
Luckily, a donation is not a matter of how great your donation landing pages look and how effective calls-to-actions are. Even if nobody knows about your page, your conversion rates will remain low.“Don’t spend your communications trumpeting your successes. Celebrate what your donors have accomplished through you. Give them all the credit.”
Donation Campaign Types
How can you start generating traffic to your donation campaign pages? That is the question ringing in your mind even at the moment. All in all, this is an open question whose answers are guided through past working experiences.
Of course, if you’ve spent significant time building a well-designed donation page. But, you’ll need to implement some of the best practices to help your page perform at its best. Planned giving is above all a gesture that comes from the heart. However, it is important to be informed about the tax regulations which will be applied.
The more structured your planned gift is, the greater its impact. Below, you will find succinct definitions of each of the main types of planned donations. But, I recommend that you contact a legal or financial advisor for more information first.
1. Charitable Bequests
Once you secure the well-being of your family and friends, you may choose to include them in your will. Especially, a significant donation to one or many charitable organizations around you or those you have come to know. Even though important changes may occur in your life, you can always modify your will.
A charitable bequest continues to be one of the simplest and most accessible means of planning a gift. Particularly, by providing first for the well-being of one’s family and loved ones. You can also bequeath an amount or percentage of your assets to one or more charitable organizations.
In each case, a tax receipt will be issued for use in the final tax return. The fiscal advantages that follow from the charitable bequests donation campaign can dramatically reduce. Furthermore, the taxes to be paid out by the estate has to be considered.
2. Life Insurance
There are various ways of making a gift of life insurance. The type of gift will depend on your client’s objectives, age, and family situation. The Gifts of Life Insurance Donation Campaign may include;
- Surrendering an existing policy: Particularly, if you no longer need the protection of your life insurance policy. You may surrender it to a charitable organization. Also, you’ll continue to pay any premiums still owing, if applicable. Notably, this case constitutes a transfer and not a conversion.
- Purchasing a new policy: Applies if you wish to make an important donation but your means are modest. Additionally, you can purchase a life insurance policy and subsequently name a charitable organization as a beneficiary. In this case, it’s preferable to spread out the premiums paid over a limited period of time. For example three, five, seven, or ten years. For each premium paid, you will receive a donation receipt for the amount of that particular premium.
- Charitable benefits Extension: Designating a charitable organization as the beneficiary of the death benefit. The organization may be named the beneficiary of the death benefit. Either in whole or in part, of a life insurance policy. It can also be a second or third beneficiary.
Overall, this ensures the protection of the death benefit. Most probably, in the case where the first beneficiary of the policy passes away before the owner of the policy. The death benefit will then support the organization you have chosen.
Potential Benefits of Gifts of Life Insurance
In many ways, using a life insurance policy makes it possible to make a major gift. While protecting the inheritance of one’s heir(s) or heir(ess). The gift of life insurance can generate significant tax savings for the donor.
In order to benefit from these savings immediately, you must designate the organization as beneficiary and owner of the policy. You will then be issued a tax receipt for the fair market value of the policy. Only if applicable, and a receipt for each premium payment.
As your donation is made while you are living, there are no fiscal advantages for the estate. However, it may be more beneficial for you to name the organization as the beneficiary of your policy. To clarify, probably if you’ll have a feeling to leave a heavy fiscal burden.
Additionally, you can make the entitlement in part or in total, but you’ll remain its owner. This way, the donation is finalized at the death of the donor. In addition, fiscal savings are awarded when settling the estate. In this case, you do not receive tax receipts for the premiums paid while living.
3. Real Estate
You can donate a family residence to a charitable organization. In particular, while continuing to use it until the end of your life. In like manner, you’ll receive an income tax receipt of the commuted asset value during the donation.
Similarly, at the time of death, the charitable organization will obtain the use of this residence. If real estate assets other than the primary residence are donated, 50% of the capital gain is taxable.
4. Listed Securities
Publicly listed gift securities, bonds, mutual fund units, or other similar securities are some of the most fiscally advantageous. Not to mention, the ways to make a substantial donation to a charitable organization. Because the donor will avoid paying tax on the capital gain.
The gift of shares or other securities will give rise to a tax credit. Of course, it is more advantageous to transfer the securities directly. Rather than donate the proceeds collected from selling the securities in large sums. This type of donation is advisable for those who wish to make a substantial donation.
Particularly, without encroaching on their liquidated assets. In the same way, this also goes to those who own shares or other securities. Which may have significantly increased in value since their acquisition.
5. Charitable Annuities
A charitable gift annuity consists of a donation campaign of money or other assets. Directed to a charitable organization in exchange for guaranteed earnings for life or a determined period of time. The organization can issue the annuity itself and assume the risk associated with it.
In order to avoid assuming the risk, it can also buy this annuity from a life insurance company. The organization names the donor as the primary beneficiary of the annuity. The residual amount is paid to the organization, as a secondary beneficiary, when the grantee of the annuity passes away.
Key Observations during Charitable Annuities
In both cases, the annuitant will obtain regular payments in compensation for the capital transferred to the charitable organization. Also, it is imperative to check the provincial laws and specific organization rules allowing this activity.
Annual annuity on the cost of the annuity divided by the life expectancy is equal to the taxable portion. The receipt that you will receive equals the difference between the capital paid and the market value of the annuity. Often, tax credits will cancel the taxes to be paid.
6. Charitable Remainder Trusts
Creating a charitable remainder trust allows you to make a substantial donation, while still receiving the income generated from the asset you are transferring. The trust manages the allocated capital until the time of death.
At that time the capital will be transferred to the charitable organization chosen. Setting up such a trust entitles you to a donation receipt of the commuted value of the transferred assets.
7. Endowment Funds
When used as a type of planned gift, endowment funds consist of transferring a considerable sum to a charity. Particularly, designating the actual cause which will benefit from the income generated by the capital transferred as a donation.
The terms and conditions pertaining to such a fund are documented in a contract between the organization and the donor. However, donor etiquette is not wedding etiquette. Meaning, you don’t have a year to send the thank you note. You have 48 hours. No kidding!
Perhaps, this is the most important thing you can do to sustain donor relationships. But, if anyone doesn’t take this seriously, it won’t happen. And if you can’t make this happen, you’re going to leave money on the table. You’re going to lose donors. Period.”
How to Create a Successful Donation Campaign
You’ve spent significant time building a well-designed donation page and implementing best practices to help your page perform at its best. Now, you should make sure that donors can find your page and inspire them to make a contribution.
Getting potential donors to your donation campaign page can be difficult if you don’t have the right strategies in place. Online giving isn’t like online shopping; people don’t browse around for nonprofits they want to support.
With that said, promoting your donation page goes hand-in-hand with promoting your cause. If someone is passionate about what you do, they’ll be more inclined to visit your donation page. Let’s look at marketing strategies that will help promote your donation page.
Consider the following:
- Analyze and segment your donors
- Share your nonprofit’s story
- Unify your website and donation page
- Link to your donation page in appeals
- Direct supporters to your page via social media
So, how can you attract new donors online? First of all, you can see an example of our Donations Button, and most probably Donate as well. And then, below are some of the jmexclusives tips you can use. Especially, through your email marketing strategy to acquire new donors and build relationships with existing donors.
1. Collect email addresses
Most people probably won’t make a donation on their first visit to your site. But if you get their email addresses, you can start building a relationship and invite them back to your website. There are many ways to collect email addresses. Such as offering an e-newsletter or inviting people to sign an online petition. Don’t trust the common belief that email is a waste.
2. Make it easy to subscribe
Carve out space above the fold on your homepage to promote your email newsletters. Put a box for capturing email addresses in a prominent place throughout your site.
3. Make your messaging interactive
Create compelling calls to action and special offers. Let recipients interact with your content. Build simple interactive polls and fundraising challenges and watch your response rates and donor data levels climb. Remember, a two-way relationship is harder to break than a one-way relationship. And don’t forget to include your donate now button.
4. Keep your subject line short & sweet
When it comes to email marketing, the best subject lines tell what’s inside the email. For instance, the worst subject lines affect the awareness of what’s inside. A recent study showed that subject lines with 49 or fewer characters are more interactive. They had open rates and click-through rates up to 75% higher than for those with 50 or more characters.
5. Use social media’s potential to the maximum
Social networking accounts are the easiest way to spread the word. Including the link sharing to your donation page into your social media updates, sending direct messages, encouraging followers to re-tweet your fundraiser, and asking bloggers to feature your appeal.
6. Thank your Donation Campaign Responders!
Word-of-mouth is one of the most effective promotion methods. But your donors will not spread the word with their families, friends, and networks if you don’t express your gratitude. Moreover, they won’t donate again either. Thank donors promptly (in less than 48 hours) and make sure that you provide them with an easy method of sharing your Donation Page.
You don’t need to be the only one talking about your nonprofit organization and your cause! Encourage fans to promote your donation page along with their own content. And to use hashtags when sharing your page link on social media.
Donation Campaign Effective Strategies
Engaging supporters and determining prospects to donate online requires a bit of inventiveness and lots of practice. Below are some simple donation campaign tips to make your donation website truly powerful.
1. Be transparent
There are two areas where you need to focus on. As an illustration, disclosing what percentage of financial resources are allocated to programs. The most successful charities state that around 90% of revenues go to supporting the cause. In addition to showing donors the impact of gifts. You can attain both goals on your donation page.
Remember how Save the Children featured a pie chart on its donation page to provide financial information. Also, as long as you can also tell your supporters what actions you will take using the donations. These good practices are not just an option. Because of the idea that most donors stop contributing because they are not informed about how donated funds are allocated.
2. Use the right calls-to-action
Supporters need constant reminders in order to stay engaged and donate their valuable time and finances. But neither should you be too insistent and ask for money all the time. Since there are other calls to action you can use. Besides making donation appeals, encouraging people to visit your website or view your videos.
3. Be a good listener!
You cannot generate supporter engagement if you don’t allow your audiences to communicate with you. Accepting feedback and advice also helps you find out what may prevent supporters from contributing. Aside from responding to all comments and questions on social networks. You can also ask users what they think about your donation website and nonprofit donation page. With this intention, you may get extremely valuable advice.
4. Your supporters want to have fun!
While your cause may be extremely serious, this doesn’t mean your tone of voice should be grave all the time. One of the latest trends in social media fundraising is offering nonprofit mobile apps. Working on your storylines and social games helps you to collect additional contributions.
5. Give the entire credit to your donors!
Your organization’s achievements should be its donors’ achievements. “Don’t spend your communications trumpeting your successes. Celebrate what your donors have accomplished through you. Give them all the credit.”
6. Understand your forthcoming Donation Campaign needs
Understand your donors’ needs. Not to mention, people love to be entertained. Also to be offered a reward for their efforts, and to have their merits recognized. The following simple fundraising ideas will get more people completing the donation form on your nonprofit website and hitting the “Donate Now” button.
Consider the following:
- Nonprofit contests: Please, check this post on Tips for Success in Nonprofit Charity Contests around your nonprofit community. Contest example; ask supporters to submit funny photos related to your cause. And require a $5 donation to enter the contest.
- Matching gifts: This fundraising idea implies starting a partnership with a sponsor. When a donor offers a certain amount of money, the sponsor will donate the same amount too. Promote the matching gift idea intensively, including on your donation page.
- Silly punishments: Motivate supporters to donate by inflicting a silly punishment on your organization leader. For instance, when a certain donation threshold is attained. Who wouldn’t laugh at images of your president inside a dog house or wearing pajamas at work?
- Offering a branded gift in exchange: T-shirts, silicone bracelets, bags, etc. Your supporters will be happier to go through the entire donation process when a small reward is in sight. If popular endorsers are seen wearing the item in public, the small token will become even more desirable.
- Voting: This creative fundraising idea works because people like to feel in control and able to make a decision. You can ask organization members or local celebrities to provide childhood photos and you’ll allow supporters to vote for the cutest baby. On the condition that they donate a certain amount of money for your cause.
Which of these creative fundraising ideas match your organization better? You will be able to download the entire ‘Ultimate Guide to Donation Pages’ eBook soon.
You don’t need to be the only one talking about your nonprofit organization and your cause! Encourage fans to promote your donation page along with their own content. Try and use hashtags when sharing your page link on social media.
Here is a very helpful resource containing popular nonprofit hashtags. Particularly with reference from Kivi’s Nonprofit Communications Blog. It’s titled: Hashtags for Every Day of the Week (Nonprofit Edition). Lastly, enabling donors to personalize your donation page will increase the number of donations fronting your website buttons.
- 8 Surefire Ways to Run a Successful Fundraising Campaign
- Online Fundraising Websites To Raise Money For Anything
- 3 Tips To Running A Wildly Successful Recurring Donation Campaign
- How to Launch a Successful Fundraising Campaign
- GoFundMe: #1 Fundraising Platform for Crowdfunding
In nutshell, allow people to include their personal stories, videos, photos, and messages on your donation website.
That’s all! I hope the above-revised guide is helpful towards your donation campaign implementation strategy. However, if you’ll have additional contributions, suggestions, opinion thoughts, or even questions, you can share them below.
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