The Power of Giving: A Guide to Creating an Effective Online Donation Request

Did you know that online giving is on the rise? According to, online donations increased by 23% in 2017, and that trend is set to keep growing. With so many people using the internet as a tool for giving, it’s more important than ever to have an effective online donation request. But where do you start? In this blog, we’ll guide you through the key components of creating an effective online donation request and how you can make sure that your message resonates with potential donors.

1. Know Your Audience

The first step in creating a successful online donation request is to know your audience. Who are you asking for donations? What motivates them to give? What kind of messaging is most effective in reaching them? By answering these questions, you can create a more targeted appeal that speaks directly to your audience.

For example, if your nonprofit’s focus is on animal welfare, consider asking pet lovers to “adopt” a shelter animal for a small, recurring donation. If your nonprofit focuses on education, highlight how a small donation can make a big difference in helping to purchase school supplies or fund a scholarship for a low-income student. It’s important to understand what resonates with your audience so you can craft your message accordingly.

2. Highlight the Impact of Donations

Donors want to know how their contributions will make a difference. Be sure to clearly explain where their donations will go and how they will be used. Consider using specific examples or personal stories to illustrate the impact of donations. For example, you can share a testimonial from a family that was helped by your nonprofit or display before-and-after photos of a project that was funded by donations. The more tangible and specific you can make the impact, the more compelling your request will be.

3. Keep Your Donation Request Simple

Online donation requests should be simple and easy to use. A cluttered or complicated donation page may turn potential donors away. Consider keeping your donation request page clean and easy to navigate. Use clear and concise language, use bullet points or numbered lists to break up the text, and limit each section to only the most important information.

It’s also important to make sure that your donation process is easy to use. An inefficient or confusing donation form can frustrate potential donors and prevent them from completing their donation. Make sure that your donation form is user-friendly and easy to understand.

4. Be Grateful

When someone donates to your nonprofit, it’s important to show gratitude. Make sure that you have a thank-you page that displays after a donation is made. Send a personalized email thanking the donor for their contribution. Consider sending a physical thank you card or small gift to donors who make a larger donation. Showing gratitude not only makes donors feel appreciated, but it’s also an important part of building a long-term relationship with your supporters.


Creating an effective online donation request is crucial for nonprofit organizations seeking to raise funds in the digital age. By knowing your audience, highlighting the impact of donations, keeping your request simple, and expressing gratitude, you can craft a message that resonates with potential donors and encourages them to give. With these tips, you’ll be well on your way to creating a powerful online donation request that helps you achieve your fundraising goals.


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