Be Prepared For Online Donors


The Internet can provide generous donors around the world with a wide range of opportunities to help others -- quickly and easily. Each year the ePhilanthropy Foundation provides its “Tips for Online Giving” to donors urging them to make sure their gift doesn't go to the wrong organization and provides 10 tips for online giving that will help ensure that their online giving is safe and secure.
 
Based on the ePhilanthropy Code of Ethical Online Philanthropic Practices and the Foundation’s Tips For Online Giving for Donors these tips will help ensure that donors feel comfortable giving to your organization online:
 
Online Giving Tip #1:   Who Are You?
 
Make sure you provide the exact name of your organization. Some charities or charity websites have names that sound similar, the donor needs to have confidence they know who you are. Be certain you are communicating with your supporters through your print publications regarding the online opportunities to give.
 
Online Giving Tip#2:    Clearly Display Your Status As a Charity
 
Donors are advised to only give to charities recognized by the appropriate governmental body in their respective country. Be certain to explain your tax-exempt nonprofit (NGO) status in a FAQ or similar area of their website. You should also be aware that some advocacy organizations are not allowed by law to issue tax deductible receipts, be certain you know the obligations of your tax status and provide a detailed explanation of what type of tax receipt the donor can expect.
 
Online Giving Tip #3:   Encourage Questions
 
Any legitimate charity seeking your support via the Internet or off line, will give ample opportunities to ask questions and to learn about their mission. Make sure donors can contact your organization via email, postal address and telephone.
 
Online Giving Tip #4:   Ask For Support Only Via An Encrypted Web page
 
Make sure your charity site uses encryption technology that ensures appropriate security for online donations and data transmission. Before asking the donor to enter any information they might consider sensitive (i.e. credit card number, personal identification data, etc), verify that the page requesting this information is secure (encrypted). The letters https:// - rather than http:// - should precede the page's URL and/or there should be an unbroken key or padlock symbol located in the corner of the web browser. If in doubt regarding the encryption status of your website contact your web developer before asking for online support.
 
Online Giving Tip #5:   Provide Online Giving Option
 
The Internet provides donors tremendous opportunities to support the charity of their choice directly. It is important to provide donors options, one option should be the ease of giving online. If your charity does not provide online giving opportunities already, in the USA consider using the free online service http://www.networkforgood.org which provides all registered charities in the USA the ability to receive online donations, in Canada check out http://canadahelps.org or in the UK http://GivingNow.org. There are also many very good fee-for-service options that can be researched at http://nonprofitmatrix.com.
 
Online Giving Tip #6:   Provide A Privacy Policy
 
Provide an easy to find privacy policy concerning the use of donor name, e-mail address or other personal information.  At a minimum this policy must share with your supporters 1) what information is being requested, 2) who has access to this information, 3) how this information will be used.  
 
Online Giving Tip #7:   Provide Documentation
 
Make certain that the online giving system you use provides a final confirmation screen that appears when a gift has been made, that can easily be printed by the donor for their records. In addition, make certain that this system also email a gift confirmation immediately to the donor. You are encouraged to also mail a thank you letter to the donor as additional documentation of the gift. While email receipts are accepted as final proof of gift in the USA and Canada, the additional communication is seen as good cultivation of the donor. If these procedures are not followed it is our advice to donors that they do not give to the charity in question until they have brought their online solicitation policies inline with these tips. 
 
Online Giving Tip #8:   Provide Contact Information
 
A reputable charity will make certain contact information is readily available in case assistance is needed with questions, problems, or service. The charity should provide one or more ways to reach them off line as well as communicate with them directly online (i.e. contact address, telephone, email address, etc.)
 
Online Giving Tip #9:   Share How Donations Will Be Used
 
The Internet provides charities with an opportunity to share more information about their work with you the donor. Donors should be able to learn how the charity plans to use the money donated to help others and fulfill their mission.
 
Online Giving Tip #10:Provide The Opportunity For Future Email Communication
 
Every charity should provide an opportunity for supporters to learn about the charity’s work electronically. Through regular email updates the charity should provide information about how you fulfill their stated mission. These updates should be received on a regular basis and should not be tied only to requests for contributions.