This document provides tips for non-profit organizations to improve their digital fundraising efforts during the holiday season. It recommends personalizing communications with donors at every stage, from attracting new donors through multiple channels, to activating giving by pre-filling donation forms, to amplifying donations through gamification like live donation trackers. Organizations are advised to appreciate donors by saying thank you immediately after a donation and following up with impact updates. The goal is to turn visitors into engaged donors and supporters through a connected digital experience.

1. Digital giving made easy
WEBINAR
How to grow
your impact
with digital
fundraising

2. How to bring
best practice
into the giving
season…Digital giving made easy
THIS CHRISTMAS

3. AMPLIFY: Gamifiction
APPRECIATE: Saying thanks
Connect
Attract
Engage
Inspire
SHARE YOUR CAUSE
ACQUIRE: Across all channels
ACTIVATE: Make it personal
Strangers
Visitors
Donors
Supporters
Promoters
1
2
3
4
PLAN: Donor acquisition strategy

4. HOW TO:
Attract new
donors across
all channels
1 ATTRACT: Acquire new donors

5. Attract donors
across all your
channels
Make use of every channel to
invite new donors
• Add a Christmas banner on all channels
• Make giving just one click away
• Digitise your mailpack
• Multiple ways to pay
• Buttons
• Retarget
1 ATTRACT: Acquire new donors

6. Setup a petition
BREAKING NEWS: Excellent acquisition tactic
311,888 have signed. Let’s
get to 500,000!
This petition went viral, as it
was so unexpected.

7. Invite
petition
signatories
to give
BREAKING NEWS: Excellent acquisition tactic
311,888 have signed. Let’s
get to 500,000!

8. Clear, visually
strong banners on
the front page
where donors can
easily give to your
latest campaign
are key.
Keep it
consistent,
keep it
festive.
Leukaemia Foundation
(Website banner)
ATTRACT: Acquire new donors on every channel

9. Visit rfds.co/FelicitysFamily
Digitise your mail pack
ATTRACT: Acquire new donors online and offline

10. Add PayPal
to your
giving mix
61% of Australians said
charities would raise more
money if they had the
option to donate via mobile.
ATTRACT: Acquire new donors

11. Be sure to setup PayPal
As Australia shifts to a
cashless society, digital
payments are crucial.
54% of Australians prefer to make
donations via PayPal as they feel it is
more secure than credit or debit card.
42% of Australians have intended to make a
donation, but have not done so because they did
not have any cash on them (53% for millennials).
As Australia shifts toward a cashless society,
Australians 65% think online donations will outpace
offline donations in the next 5 years.
Offer
payment
alternatives
Be sure to activate your PayPal
payment options, as one in three
people prefer to use this method.
No need to take out your credit card,
just type in your password, and you are
done.
INCLUDE: Payment alternatives

12. ADD: Donation buttons

13. Going the
extra mile
For the data geeks.
Yes, you can add Pixels to track
donations.
• Facebook Pixels
• Google Analytics Tracking
EVALUATE: Track success and refine

14. 2 ACTIVATE: Make it personal
Connect and
activate
giving

15. Connect with
your donors to
activate giving
Personalise the experience
on your digital channels
Segmenting your data
makes all the difference.
Know your audience
2 ACTIVATE: Make it personal

16. Personalise
at every
step
Tailor copy to suit
donor groups
• Curious
• Concerned
• Ready to take action
• Proud supporter
• Lapsed supporter
It’s all in a
name
Use the first name
throughout your
communications. You can
add this to the subject
line, email subheading
and introduction.
Unique donation
amounts
• First time donors
• Repeat donors <$100
• Repeat donors $100 - $200
• Donors above $200
Write copy that
is campaign
specific
• 10 days to go
• Christmas giving
ACTIVATE: Make it personal

17. Even better…
Effortless giving
with GiveEasy
Pre-fill the donation form
Words on the landing page
unique to the donor – e.g.
first name
Make giving even easier
by pre-filling the
donation form
Personal
email
Tailored
donation
page
Personal
thankyou
page
Pre-filled
donation form
Add links to
pre-populated
donation page
Setup
personalised
thank you
ACTIVATE: Make it personal

18. Every SMS can be pre-
filled on the donation
page for effortless giving.
• First name
• Last name
• Donation amount
• Email address
Personalsied links that
pre-fill the donation
page.
• First name
• Last name
• Donation amount
• Email address
Personal email Personal SMS
ACTIVATE: Make it personal

19. 18 sleeps to go…
Emotive email with donation optionsEXAMPLE: Personalised Email

20. Emotive email with donation optionsEXAMPLE: Personalised Email
Page can be personalised:
Make giving super easy by pre-
filling to donation page.

21. Alex,
We're still short!
Donate $50 by midnight:
http://donate.oxfam.org.au/
unsSTOP 04xxxxxxxxx
SMS is
now
super
personal
Sender ID: Max 11 characters
Firstname: Use donor’s name
Copy to suit tone and message
Unique gift amount
Remember: With GiveEasy each
link is unique to the donor, with
pre-filled form.
CEO from Oxfam
Name
Copy
Gift amount
Link:
UNS:
Unsubscribe number. Always
included.
Customise your
mobile giving
with highly
targeted SMS
PersonalisedSMS

22. Outbound SMS
Personalised
donation page
Hello, it's 4 days till
Xmas. Help bring
hope to families
facing tough times.
Donate $[Amount]
now: [URL]
uns STOP
0429562888
Emotive SMS with donation optionsEXAMPLE: Personalised SMS
Hello, it's 4 days till
Xmas. Help bring
hope to families
facing tough times.
Donate $[Amount]
now: [URL]
uns STOP
0429562888

23. Outbound SMS
Personalised
donation page
Emotive SMS with donation optionsEXAMPLE: Personalised SMS
Firstname: Use donor’s name
Unique gift amount
Remember: With GiveEasy
each link is unique to the
donor, with pre-filled form.

24. Amplify
giving with
gamification
3 AMPLIFY: Gamifiction

25. Make it fun to
give and be
part of a
community
There are a few smart ways
to turn up the reward
factor for giving.
3 AMPLIFY: Gamifiction

26. Smart
countdown
timer
AMPLIFY: Gamifiction
Live thermometer bar:
Dynamically shows % or total
amount
Automatically counts down
Fully customisable

27. Live donation
tracker
AMPLIFY: Gamifiction
Live thermometer bar: Adds
a fun element, that counts up to
the total. Dynamically shows %
or total amount
Automatically counts down
Payment options: Offer more
than one way to pay.
Fully customisable

28. Comments
AMPLIFY: Gamifiction
Live thermometer bar: Adds a fun element,
that counts up to the total. Dynamically shows
% or total amount
Timer automatically counts down
Payment options: Offer more than
one way to pay.
Add comments to build
community

29. Double your
donations
AMPLIFY: Gamifiction
Matched giving amount: Adds a
multiplier to each donation, to match
dollars from matcher
Payment options: Offer more than
one way to pay.
Fully customisable donation page

30. When in doubt…
Add video,
video, video
AMPLIFY: Gamifiction
If there is one gamifying tool to use, then choose to
add a video.
Charities often have lots of video, use it on your donation page.

31. Donors truly appreciate a
thoughtful thank you.
4 APPRECIATE: Saying thanks

32. Say thanks at
every stage.
At the moment someone
gives, you want to reward
them immediately.
Saying thank you is the start of a
communications journey to bring new
donors into your community.
Saying thank you is the
easiest thing to do.
However, many charities miss out on this
step. With digital it is now easy to setup
instantly.
4 APPRECIATE: Saying thanks

33. Personalise at
every step
Thank you at time
of donation
On donation screen.
Receipt sent email
Give context on how the funds
will help your community.
[Firstname], we reached the
$100,000 target for our Intensive
Care Unit upgrade, which means
more critically ill patients like Erin
will receive the life-saving care they
so desperately need. We just
wanted to keep you up to date, and
let you know that we could not be
more appreciative of the role our
supporters played in this fantastic
result.uns STOP 0417672291
Thanks
You can now tailor your journey at
each thank you stage with
GiveEasy.
4 APPRECIATE: Saying thanks
Follow up on
SMS with
milestones
Send a thank you SMS.

34. To stand out
from the crowd
Thank you at time
of donation
On donation screen.
4 APPRECIATE: Saying thanks

35. AMPLIFY: Gamifiction
APPRECIATE: Saying thanks
Connect
Attract
Engage
Inspire
SHARE YOUR CAUSE
ACQUIRE: Across all channels
ACTIVATE: Make it personal
Strangers
Visitors
Donors
Supporters
Promoters
1
2
3
4
PLAN: Donor acquisition strategy

36. Digital giving made easy