Embed E-Giving Into Your Organization
Pruitt says the key is to build an action-oriented Web site that combines the main drivers of the organization surrounded by positive branding. Focus on the things you want visitors to do. For many organizations, this includes donating, volunteering and spreading awareness. Pruitt says organizations should set up the navigation of their site according to these main points, with navigation icons that call them out.
"You can also be very explicit and at the top of the form say 'donate with confidence, this page is secure.' You need to reassure the donor that their information is not going to get stolen," Pruitt says. Another way to do this is to not store usable credit card numbers after a transaction.
While security should be the No. 1 focus for an organization accepting donor information online, it's often overlooked by charities. Such organizations are playing with fire. An "insecure system opens the nonprofit up to a lot of legal liabilities if something ever happens," he adds.
Make sure that your online giving system is error-free. Potential donors that confront errors when trying to make a gift online not only will be deterred from giving the gift, they will lose confidence in your organization overall. The key, as with all things in direct fundraising, is testing.
"Test all different types of scenarios. Basically try to break it, and if you can break it in any way, then get it fixed," Pruitt says.