Marc A. Pitman's Blog

Making a good first impression matters. Your volunteer recruitment strategy can inspire someone to become a dedicated, recurring volunteer, or it can discourage would-be volunteers from applying at all. 

Effective recruitment nourishes a healthy volunteer management lifecycle, and as your volunteer program scales over time, it influences your organization’s sustainability. By creating a strong support base you can rely on, you ensure your organization can access the manpower and skills it needs when it’s most critical for your mission.

In this guide, we’ll explore the dos and don’ts of volunteer recruitment so you’re aware of the most valuable strategies to implement and common mistakes to avoid as you develop your approach.

Do: Write Clear, Compelling Role Descriptions

Volunteer recruitment starts with creating role descriptions that compel supporters to take the next step in their involvement with your organization. Think of these descriptions like job listings—a good description makes the role seem broadly desirable while also catering to your ideal candidate. 

Better Impact’s guide to volunteer recruitment outlines some must-have features of your role descriptions, including:

A role titlePurpose of the roleKey responsibilitiesLocation and logisticsTime commitmentSupport and training providedQualificationsBenefits to the volunteer

Here is an example role description for an animal shelter that incorporates these details:

Volunteer Dog Walker

Are you looking for a meaningful way to improve the lives of dogs living in shelters? Wagging Tails U.S.A. is looking for dog walkers to aid our mission to provide rescue animals with safety and support on their way to a forever home.

Our dog walkers provide one-on-one attention for our dogs and take them on walks around the shelter grounds. These walks give dogs the chance to exercise, socialize with new people, and experience life outside of the shelter, ultimately making them more adoptable. Both 30-minute and one-hour shifts are available, and volunteering at least once a month is strongly encouraged.

Before your first shift, a staff member will provide you with a 15-minute training session on how to safely and effectively handle a dog on a leash. All volunteers should have prior experience interacting with dogs. 

Walking a shelter dog is a great opportunity to get some exercise, relieve stress, and build confidence in your animal-handling skills, all while meaningfully impacting an animal’s life.

This role description clearly defines the volunteer’s responsibilities, necessary qualifications, and how it makes an impact. Providing these details in advance promotes accountability and attracts volunteers most likely to be successful in the role.

Don’t: Overcomplicate Volunteer Applications

One surefire way to dissuade would-be volunteers is to make the application process too long or too complex. Instead of overwhelming applicants with endless paperwork, try streamlining the process using these tips:

Only include necessary form fields. While certain fields like contact information, role preferences, and availability are essential, random or superfluous fields can make your application process a slog and give the impression that your organization lacks focus. Break long forms into shorter, paginated steps. Providing a visual break gives volunteers an easy way to continue their progress if they can’t complete the application in one sitting and ensures they don’t feel overwhelmed when they see your form.Save detailed questions for follow-up interviews. If you need information you didn’t get from the initial application, a conversation in person or over the phone can relieve some of the burden on the applicant.

To help ensure every applicant fully completes the application, use your volunteer management platform to track progress so that you and your volunteers can catch any issues regarding paperwork. Remember to also include your organization’s logo, color scheme, and other brand elements on your forms to create a unified and professional look.

Do: Promote Volunteer Opportunities Across Multiple Channels

Multichannel marketing should be a core piece of your team’s communication strategy. Think about how many communication channels your supporters use in a given day. They probably send and receive several texts a day, look at their email inbox at least once, maybe surf a few websites, and check their mailbox. Reaching out to your supporters using every channel available to you ensures that your organization sticks out in people’s minds. 

Here are some communication methods that your organization can use to promote its volunteer opportunities:

Email Word-of-mouthSocial mediaText messagingPaid advertisingFlyersDirect mail

Tailor your message to each platform. For example, texting is best for short messages that require immediate action. If you’re short on volunteers for a particular event, sending a text can prompt people to sign up quickly. On the other hand, if you’re looking for volunteers for a recurring program, email might be a better option as you have more space to explain why that program matters. 

Regardless of which channel you use, remember to always include a link to your registration form and contact information for staff. Providing these resources allows volunteers to quickly take action and to form meaningful relationships with staff members, ultimately boosting engagement.

Don’t: Pigeonhole Supporters Based on Past Involvement

It’s easy to think of your donors, volunteers, event attendees, and advocates as separate groups in your database. In reality, though, people often move between these categories, and it’s much easier to recruit existing supporters to try a new engagement method than it is to find new supporters altogether.

Someone who has stopped donating due to financial reasons, for example, might jump at the chance to give their time instead. Inviting donors to support your organization in unique ways also shows that you view them as more than a source of revenue, thereby increasing engagement and remedying donor fatigue.

Likewise, a passionate volunteer might be inspired to donate after engaging more deeply with your mission. Their hands-on experience contributing to your cause might also make them strong advocates for your work. You’ll never know if you don’t make the effort to reach out!

Leveraging your organization’s CRM alongside your volunteer management tools can help you connect with supporters by providing a 360-degree view of your constituents. Seeing every way that stakeholders engage with your mission shows how broad the foundation of your support is and allows you to use supporters’ passion to your advantage.

Do: Leverage Community Partnerships

Your organization doesn’t have to recruit volunteers alone. Strategic partnerships can help you access new audiences and add credibility to your outreach.

According to Double the Donation’s volunteer statistics report, 60% of companies offer paid time off for employees to volunteer and 80% of companies offer volunteer grants worth $8-$15 per hour volunteered. Take advantage of those perks by encouraging your volunteers to look into their employers’ programs, as well as reaching out to local businesses focused on volunteerism to establish company volunteer days or group service opportunities.

Other great sources of volunteers include: 

High schools with community service requirements for graduationSororities, fraternities, or other service-oriented college campus groupsFellow nonprofits with overlapping missions

Emphasize the mutual benefits of these partnerships; while your organization accesses enthusiastic volunteers, your partners build goodwill, gain exposure, and obtain a new way to impact their communities.

Volunteer recruitment is a continuous, evolving effort. Your organization should adjust its strategy over time to align with volunteer preferences and your program’s needs. By implementing the tips above, you’ll help your organization to grow a resilient, motivated volunteer base that fuels your mission for years to come.

About the Author

Timothy Sarazen
President, Better Impact

Timothy Sarazen is the President of Better Impact, a global software company dedicated to enhancing the experiences of nonprofits and volunteer-driven organizations in the healthcare and government sectors. With extensive expertise in product-led software solutions, Timothy thrives on turning complex challenges into simple, effective solutions that make customers’ lives easier through the smart use of technology.

Based in Winston Salem, North Carolina, with his wife and three children, Timothy works to bridge the divide between nonprofit executives and volunteer department strategies. His team empowers organizations to align their efforts, improve decision-making, and showcase the measurable value of volunteer contributions.

The post 5 Dos & Don’ts of Effective Volunteer Recruitment appeared first on FundraisingCoach.com.

Fundraising effectively requires communicating clearly.

And we can learn from all sorts of different sectors to communicate clearly.

Today I was listening to a podcast on local civic engagement. And a note on communicating clearly struck me as helpful for fundraising too. The host, Katy Smith summed up the conversation with this:

The biggest thing is that you are engaging in a form of strategic communication. You are calling to action people who either have not given thought to your issue or who may not agree with you whose minds you are trying to change. And so I often see people talking about a thing in language that makes sense to them rather than language that’s going to resonate and make sense to the people whose minds they are trying to change.

And so I think it is wise, if you can, to avoid using jargon that may not resonate with people.
From Simple Civics: Greenville County: How to Speak at a Public Meeting

Is Jargon Confusing Your Donor?

While jargon sometimes has its place, look at the words and acronyms you use as you talk about your nonprofit.

Do your donors know what it means? Your communication may be clear to you, but is it clear to them?

If not, they’ll may be confused. And confused donors do not give.

Give your fundraising a jargon audit. Like weeding a garden, you may find weeding out jargon may allow your ask to grow.

The post Is jargon getting in the way of your ask? appeared first on FundraisingCoach.com.

Gen Z is no longer the future of philanthropy—they’re the present. Their values, digital fluency, and desire for impact make them a uniquely powerful force in today’s giving landscape. 

Yet even though over 80% of Gen Z have supported charitable causes, nonprofits tend to focus outreach on older donors, often due to outdated assumptions about Gen Z’s giving capacity and uncertainty around how to connect with them meaningfully.

If your campaigns aren’t resonating with Gen Z supporters, you’re not alone. But there are practical ways to realign your outreach. Let’s explore how to build connections and trust with Gen Z so they can translate passion into action and build philanthropic habits that last a lifetime.

What Gen Z Looks For in Campaigns

If your campaigns aren’t resonating with Gen Z, there’s likely a reason—and it’s not just about format or platform. This generation approaches giving differently than its predecessors, and you need to tailor your messaging accordingly. Ensure these characteristics are reflected in your outreach to Gen Z:

Values-driven giving. Gen Z brings a strong sense of personal identity and purpose to their giving. They’re drawn to causes that reflect their own values. When campaigns make that alignment clear, Gen Z is more likely to take action and become long-term supporters.Preference for transparency. This generation grew up with access to more information than ever before. As a result, they appreciate organizations that communicate openly, sharing impact metrics, behind-the-scenes updates, and stories that feel real rather than overly polished.Desire for authentic alignment. Gen Z looks for consistency between what an organization says and what it does. They’re energized by nonprofits that not only talk about values, but also reflect those commitments in leadership, operations, and partnerships. Flexibility. Many first-time donors can face barriers to giving when first starting out, such as tighter budgets. Nonprofits that meet Gen Z where they are are more likely to win their support, even in different, nonmonetary ways, like volunteering.

As you develop your next campaign, choose one of these characteristics and audit your current messaging through that lens. Where can you be clearer? Where can you show more? Where can you build trust? Start there, and invite feedback as you go.

How to Tailor Campaigns to Gen Z Audiences1. Meet them where they are.

Gen Z came of age with smartphones in their hands and a world of information at their fingertips. They’re constantly absorbing content, often across multiple platforms at once. But even in a noisy online world, they engage deeply when something catches their attention—especially if it feels relevant and real.

To keep up, your campaign materials must reflect how Gen Z consumes content and where they spend their time by: 

Using short-form video. TikTok, Instagram Reels, and YouTube Shorts are essential platforms for reaching Gen Z. Highlight impact moments, staff introductions, or supporter stories in quick, visually engaging formats that fit with the platform.Optimizing for mobile. From emails to donation pages, Qgiv by Bloomerang recommends making the supporter experience mobile-friendly, with quick load times and responsive design.Making experiences social. Given Gen Z’s social media usage, user-driven content spreads faster and feels more authentic. Encourage resource sharing and storytelling with easy-to-use templates, branded filters, or hashtag campaigns.

The digital world is constantly changing, so ensure you stay on top of new trends and capitalize on them. For instance, if a new TikTok challenge or sound is going around, consider how you can leverage it for your marketing efforts.

2. Use inclusive language.

Welcoming younger supporters into your philanthropic community starts with inclusive messaging. Clear, thoughtful language helps Gen Z feel genuinely invited—and more likely to stay engaged over time. Ensure a welcoming atmosphere when speaking to Gen Z by:

Refining your tone. Gen Z is likely newer to the nonprofit world than other donors, so avoid jargon when explaining your cause. Also, treat Gen Z with the same consideration you give other donors—their age doesn’t make them any less deserving of thoughtful and respectful communication.Showing appreciation for all types of engagement. Whether a new supporter donates $10 or 10 hours of volunteer time, they deserve the same welcoming treatment. Show gratitude and highlight that any and all contributions matter. In fact, Bloomerang explains that by “showing [volunteers] gratitude and explaining the impact of their volunteer work,” you can steward these relationships and more effectively reach out with small donation asks later on.Using accepting language. Prioritize language that is free of bias or exclusion, whether related to race, religion, gender, ability, or other factors. Inclusive messaging shows that your organization values the identities and experiences of everyone in your community.

Ensure your entire team understands the standards for inclusive messaging and how to speak with different generations. You can stay up to date by reviewing reputable sources like Nonprofit Resources’ Inclusive Language Guide, attending professional workshops, and collecting feedback from members of Gen Z. 

3. Build authentic relationships.

If your campaign strategy relies solely on bottom-funnel announcements, general email newsletters, and appeals, you’re likely missing opportunities to meaningfully engage Gen Z supporters. Since they’re relative newcomers to the philanthropy space, it’s important to communicate with them openly and authentically to help them feel comfortable and understand opportunities on the horizon. Here are some tips for doing just that:

Share informal updates between campaigns. A quick note about what’s happening behind the scenes helps newer supporters understand the typical campaign process and stay connected.Be transparent about supporter impact and organizational challenges. Transparency builds trust and genuine relationships with your cause. Share real stories alongside donor data, and be honest when things don’t go as planned. Invite input through low-barrier interactions. Social media polls, quick update emails, and Q&As let supporters shape the conversation and feel seen without requiring major time commitments.Send meaningful follow-ups. Instead of just thanking someone for a gift, show them what their support made possible, and offer ways to stay involved beyond donating.Hold new donor social events. A social event aimed at Gen Z, like a barbecue or a happy hour, can help these supporters learn about your cause and find community with your organization, which is essential for engaging new supporters.

Remember that you can use these touchpoints as your relationships develop further. Just ensure that you use updated information to personalize these experiences, show that you’re actively listening to donors, and demonstrate your care for these connections. Gather this information by using prospect research tools, checking social media, and reaching out for casual meetings that aren’t connected to a campaign.

Connecting with Gen Z requires more than a savvy use of social media and inclusive events. You should ensure your tech stack appeals to Gen Z’s preferences as well, whether it’s by choosing an online fundraising platform that supports novel mobile giving channels (like Venmo and Apple Pay) or by using peer-to-peer fundraising tools that easily integrate with social media and email. As long as you understand Gen Z’s preferences and reflect them through your outreach and tech stack, you can build a strong base of potential supporters.

About the AuthorDiana Otero

Senior Product Marketing Manager at Bloomerang

As Senior Product Marketing Manager at Bloomerang, Diana leverages her expertise in nonprofit CRM to help organizations strengthen donor relationships. She is passionate about showcasing solutions that empower For Purpose organizations to move beyond data tracking and foster genuine connections. With over a decade at Bloomerang, Diana excels at translating product capabilities into strategies that save time, fuel growth, and allow nonprofits to focus on what matters most: their mission. Her work is informed by her experience as a former nonprofit board member and ongoing volunteer work with various organizations, giving her unique insight into the challenges nonprofits face. Connect with her on LinkedIn.

The post Why Gen Z Ignores Your Campaigns (and How to Fix It) appeared first on FundraisingCoach.com.

Last week during our monthly Nonprofit Academy call, I found myself in a conversation that felt both familiar and frustrating. The topic? How tariffs and rescissions are creating confusion among donors and nonprofit boards—and making fundraising feel nearly impossible.

Sound familiar?

Donors appear hesitant. Board members are second-guessing more than ever. Major gift conversations were getting stalled as donors try to figure out how to lead their businesses.

The silver lining in this conversation?

One of the members made a simple observation: “It comes down to this: We need to stick to the basics. Directly communicating with our donors and sharing stories that connect them to the work.”

I felt a shift in my emotions. When the world feels chaotic and distracted by the latest news cycle, that’s exactly when you need to get back to what actually works in fundraising.

The Ask Without Fear Basics Still Work

What I’ve noticed in the last two decades of fundraising is that while the challenges change, human beings remain very consistent. We’ve been asking people to support causes for millenia. The tools we use to communicate change. But the fundamentals don’t change just because the headlines do.

Whether we’re facing a recession, a pandemic, political upheaval, or any other crisis, the basics still deliver results:

Research your donors’ passions and capacityEngage them with authentic relationshipsAsk them directly and confidentlyLove them through genuine appreciation

These aren’t complex strategies. It’s easy to overcomplicate the process, but you don’t need to. These just require you to remember that fundraising is about people connecting them with causes they care about.

When uncertainty strikes, donors gain confidence from being able to take action on something. When their world feels out of control, they feel relief from tangible impact their donation makes. They need you to share stories that remind them why they got involved in the first place. They need you to help them see through the noise to what really makes a difference.

Two Ways to Reconnect with The Basics

If you’re feeling stuck on the basics or if you need a refresher on how to implement them, here are two ways to bring clarity. The first is the Do It Yourself Fundraising guide. It’s a distillation of my book Ask Without Fear!® and designed to walk you through the R.E.A.L. approach step by step. Working through this will help you identify practical steps to act on immediately.

The second resource is something newer: I’ve been beta-testing FRC GPT at fundraisingcoach.com/frcgpt/. This AI tool is loaded with 20 years of my fundraising writings and training content. Think of it as having a thought partner available 24/7 to help you work through specific challenges, craft better donor communications, or just remind you of the fundamentals when you’re feeling overwhelmed.

It’s still in beta, so you might encounter some quirks. But during trying times like these, having a resource that can help you think through donor conversations or craft compelling case statements might be exactly what you need.

The Bottom Line

Stephen Covey taught us about the difference between our Circle of Concern and our Circle of Influence. The Circle of Concern is full of legitimate things to be concerned about—tariffs, rescission, economic uncertainty. But dwelling on those concerns without focusing on what we can actually influence is a recipe for paralysis.

Your Circle of Influence contains the things you can really act on. In this circle are things like treating donors like real people with real passions, telling authentic stories about your impact, and asking directly for support.

The world might feel chaotic, but your mission is still vital. Your donors still care. And you still have the tools to connect those two realities.

So take a deep breath, get back to basics, and remember—the best fundraisers aren’t the ones who time the market perfectly. They’re the ones who stay focused on what matters most, day in and day out, no matter what’s happening in the headlines.

Your cause needs champions now more than ever. Time to get R.E.A.L. about making that happen.

#nonprofitleadership #nonprofitfundraising #askwithoutfear #fundraisingbasics #nonprofitacademy

The post When Uncertainty Hits: Getting Back to Fundraising Basics appeared first on FundraisingCoach.com.

I’m honored to share a recent conversation I had with Kristin Steele and Samantha Swaim on The Fundraising Elevator podcast.

With Kristin and Samantha, conversations go deep QUICKLY. We went into possible roots for burnout experienced by nonprofit leaders. And then looked at what leaders can do to retain the joy in this important work.

I think you’ll find the conversation both timely and encouraging.

In this episode, we explored:What it means to lead in a time of upheavalHow historical systems still shape today’s nonprofit sectorThe surprising roots of common tools like Gantt chartsWhy burnout is often by design – and what leaders can do about itHow doubt can actually be a signal that you’re on the right path

We also dug into how leaders can build momentum even when the system isn’t built for thriving—and why learning to say “I don’t know” might be the bravest leadership move you can make right now.

🎙️ Where to Listen:Apple Podcasts: https://podcasts.apple.com/us/podcast/episode-84-compassionate-leadership-with-marc-a-pitman/id1707588091?i=1000715402566Spotify https://open.spotify.com/episode/1ChQsgRGw6CqrrcTdcohod?si=jtl7VfzVTk-dgq5P4PaFUwYouTube https://youtu.be/G6gU-l9Qgt4?si=LKagb9z8zOlA6j6d

Or on your favorite podcast app.

If you’re feeling like you’re making it up as you go along, you’re in good company—and you’re not alone.

I’d love to hear what resonates with you.

If you want more, check out our coaching skills for leaders certification. We teach you how to employ coaching skills to get your team to think for themselves. And how you can use all the experience you’ve earned as a possible coaching income stream. https://concordleadershipgroup.com/coaching-certification/

The post 🎧 Leadership, Doubt, and the Future of Our Nonprofit Sector – Podcast Episode with Marc A. Pitman appeared first on FundraisingCoach.com.

Here’s something that might surprise you: The most effective fundraising conversations sound nothing like what most people think fundraising should sound like.

No PowerPoints. No glossy brochures. No perfectly polished presentations that wow donors into giving.

Instead, they sound like…conversations.

The Counter-Intuitive Truth About Fundraising

When I train nonprofit leaders on making asks, I often hear the same concerns:

“I don’t know what to say.” “I’m not good at sales pitches.” “I feel like I’m bothering them.”

Here’s what I tell them: Stop trying to pitch. Start asking questions.

This feels completely backwards to most people. We think fundraising means we need to have all the answers, deliver compelling presentations, and convince donors through the power of our words.

But effective fundraising is actually about having great questions and letting donors do most of the talking.

A Simple Framework That Changes Everything

I love Andrea Kihlstedt’s asking conversation framework. It has just six parts, and five of them are essentially questions:

Settle: “How are you doing?”Confirm: “Is this still a good time to talk about your giving?”Explore: “What have you enjoyed most about our work this year?”Ask: “Because you’ve said [what they told you], would you consider a gift of…?”Explore: “Would giving it quarterly be helpful?”Confirm: “If I don’t hear from you by next week, is it cool if I follow up?”

Notice what happens in step 4? You’re not making up an ask from thin air! You’re connecting directly to what they’ve already told you matters to them.

Why This Works (And Why Pitches Don’t)

In the first Explore phase, you’re doing only 25% of the talking while they share 75%. This isn’t just being polite—it’s strategic.

When donors talk about what they love about your work, two things happen:

You get confident. You hear exactly what resonates with them, so you know how to frame your ask.They get excited. They’re talking themselves into giving by sharing their own passion for your mission.

One fundraiser told me after making several seven-figure asks: “I don’t have to make up an ask anymore. By the time I’m ready to ask, I know exactly what to say because they’ve told me what matters most to them.”

This Approach Aligns With Your Values

Here’s why this approach feels so much better than traditional “sales” tactics: You’re genuinely trying to understand and serve the donor, not manipulate them.

Most nonprofit professionals got into this work to help people. But fundraising often feels like taking from people, which creates internal conflict.

When you shift from pitching to asking questions, you’re back to helping. You’re helping donors connect their values with your mission. You’re helping them find meaningful ways to make a difference.

That’s not taking from them—that’s serving them.

The Questions That Steer Conversations

Remember: The person asking the questions is actually the one steering the conversation.

Instead of hoping your pitch resonates, try starting the conversation with questions like:

“What drew you to our organization initially?”“What would you like to see happen next in our work?”“How do you see yourself being involved?”

These aren’t just conversation starters. They’re steering the entire interaction toward understanding what matters to them.

And feel comfortable asking questions about their answers. These help you move from surface level “I like it here” answers to getting to what really matters to the donor.

This isn’t an interrogation. If you are sincerely curious, they’ll feel that. And they will anwer.

For Executive Directors Who Avoid Asks

If you’re an ED who’s been putting off that major gift conversation, remember: You don’t need to have all the answers. You just need to have good questions.

The pressure isn’t on you to deliver a flawless presentation. The opportunity is for you to have a meaningful conversation about something you both care about.

For Board Members Who Feel Uncomfortable

If you’re a board member who dreads fundraising, this approach can be a game-changer. You’re not selling anything. You’re asking about their experience and interests.

Most board members are much more comfortable asking, “What do you think about the new program?” than delivering a fundraising pitch.

The Ask Still Matters

Let me be clear: You still need to ask for money. Conversational questions alone don’t raise funds.

But when your ask comes after genuine listening — “Because you mentioned how much the youth program means to you, would you consider a gift of $25,000 to expand it?” — it feels natural instead of forced.

Your Next Conversation

The next time you’re preparing for a fundraising conversation, try this:

Instead of planning what you’ll tell them, plan what you’ll ask them.Instead of preparing to convince them, prepare to understand them.Instead of hoping they’ll be impressed by your presentation, focus on being genuinely curious about their connection to your mission.

You might be surprised how much more confident and successful you’ll feel.

My advice? Save the pitches for baseball.

The post Is Successful Fundraising Asking Questions or Making Pitches? appeared first on FundraisingCoach.com.

Your nonprofit’s website is one of your most valuable tools for sharing your mission and engaging your community. It’s often the first place people go to learn about your cause, sign up to help, or make a donation.

But having an engaging website isn’t enough. For it to make an impact, people need to find and use it. Increasing site traffic helps more people learn what you do, support your work, and spread the word.

If your website is easy to find and full of helpful content, you can build stronger relationships and encourage action. Think of it this way: more traffic means more opportunities to educate and inspire people. Let’s explore practical ways to attract more visitors to your nonprofit’s website.

Optimize Your Site for Search Engines.

Search engine optimization (SEO)—the process of improving your site so it ranks higher in search engine results—is foundational to nonprofit website marketing. An optimized site helps potential supporters find your organization when they search for topics related to your mission.

For instance, let’s say someone searches Google for “animal rescue organizations near me” or “how to support youth education in Chicago.” If your site’s content is optimized for those terms, your website is more likely to appear in the results.

Cornershop Creative’s guide to SEO for nonprofits dives into several elements search engines consider, such as:

Content QualityKeywords: Research specific, relevant words or phrases that your supporters might search for with a tool like Moz or Google Keyword Planner. Then, use them naturally in your content.Helpfulness: Keep content accurate, helpful, and updated. Well-written, informative content earns trust from readers and search engines.Page structure: Use proper heading levels (H1, H2, H3) ordered in logical heading hierarchies to organize content.Meta titles and descriptions: Write strong title tags and meta descriptions to improve click-through rates.Technical SEOSite speed: Improve loading times to reduce bounce rates and increase rankings.Mobile-friendliness: Ensure your site works well on smartphones and tablets by using responsive design layouts.Security: Use HTTPS encryption to protect visitor data and boost search engine trust.Crawlability: Fix broken links and use tools like sitemaps to help search engines navigate your site.Authority BuildingInternal linking: Link to other pages on your site to guide users and connect relevant content.Backlinking: Encourage reputable external sites to link to your content. Common sources include local news outlets, partner organizations, community blogs, and nonprofit directories.

Even small updates to your site’s content or structure can lead to more supporters finding your cause. To get started, choose one of the SEO elements above, such as optimizing your page titles or improving site speed. Each step you take builds a stronger foundation for long-term visibility.

Amplify Your Site with the Google Ad Grant.

The Google Ad Grant gives eligible nonprofits up to $10,000 per month in free Google Ads. These ads appear above organic results on Google Search and direct people to key pages on your website.

To make the most of your ad budget, choose what page you want to amplify. For example, you might boost your donation form, an educational blog post, or a volunteer program page. Then, research keywords related to that page. Write clear ad copy with a call-to-action that matches what people are searching for, and make it clear where they’ll be directed if they click your ad.

Since a Google Ad provides limited character space, use ad assets to expand your listings. These are optional features that allow you to provide additional information beyond the standard headline and description. For example, you might use sitelinks to highlight different pages on your site, callout extensions to add supporting details, or structured snippets to showcase specific aspects of your programs or services.

Determining Your Google Ad Grant Eligibility

Google’s team wants to ensure that the content it amplifies is helpful and reliable, so joining the program means you need to meet a few requirements. You must:

Have current and valid charity status (e.g., 501(c)(3) status for U.S. nonprofits).Be registered with Google for Nonprofits.Comply with the Google Ad Grant program policies, such as using donations responsibly and not exercising any discriminatory hiring or service practices.Maintain a high-quality website with valuable, mission-related content and a secure sockets layer (SSL) certificate.

Governmental organizations, hospitals, healthcare organizations, and schools are automatically ineligible. However, there is a separate program for schools called Google for Education.

List Your Organization in Online Directories.

Being visible in trusted nonprofit directories can improve both your credibility and visibility. Donors, volunteers, and corporate sponsors will use platforms like GuideStar and Charity Navigator to research nonprofits before committing to supporting them.

Look up your charity on these platforms and claim your profiles. Keep them updated with accurate information, such as your financials and recent program outcomes. Use consistent branding and mission language across platforms to reinforce your identity. Don’t forget to link directly to your website to drive traffic.

These directories are also highly trusted, and including a link on your profiles can improve your domain authority and support your SEO efforts.

Expand Your Reach With Social Media.

Social platforms are a natural channel for distributing your website content and reaching supporters. With smart use of social media, you can connect with current supporters’ networks of friends and family members who likely share similar values. That makes it a great source for attracting donors and volunteers.

Rather than posting randomly, think about how each post can invite people to take action or learn more. Aim to share content that aligns with your mission and links to your website. For example, you might try these strategies:

Share blog posts, event announcements, or timely updates that link to high-value pages on your site—like a donation form or your volunteer page. Better Impact’s volunteer recruitment guide recommends sharing behind-the-scenes videos and supporter spotlights to strengthen engagement. Then, you can link to a specific page to drive action.Use strong visuals and simple graphics to catch attention in busy feeds. For instance, you might pair a powerful photo from a recent community event with a quote from an attendee and a link to a related blog post on your site.Interact with your followers. You might prompt conversations by asking questions or posting polls. You can also respond to comments and like or share supporters’ posts about your organization.

When done consistently, this kind of posting builds familiarity and trust. Try creating a simple weekly calendar—like sharing a blog post every Tuesday, spotlighting a donor story on Thursdays, and resharing event photos each weekend. Repetition and relevance will turn passive scrollers into active supporters.

Stay in Touch With Emails.

Your subscriber list gives you a direct line to current supporters. That makes nonprofit emails one of the most effective ways to drive traffic to your website. Whether it’s a newsletter or campaign-specific message, emails can guide recipients back to your site to learn, donate, or get involved in another way.

Make the most of your nonprofit’s emails by:

Personalizing subject lines . You might use merge tags, which are placeholders that your email marketing platform will automatically fill with the recipient’s name, donation history, or something else. Campaign Monitor found that emails with personalized subject lines have a 26% higher open rate than those without them.Delivering tailored content. Consider segmenting your audience into groups to send relevant appeals. For example, you might create segments for volunteers, recurring donors, major donors, corporate sponsors, and so on, and send relevant engagement opportunities. That same study found that segmented campaigns have a 760% increase in revenue.Linking directly to key pages. Include clear calls to action that drive readers to your highest-value pages. You might spotlight a current fundraising campaign, volunteer opportunity, or upcoming event and link to that initiative’s page. This helps convert interest into action.

Email marketing platforms make it easy to design, schedule, and measure your emails. Pay attention to metrics like your open and click-through rates to determine what messaging and timing drive the most traffic to your site.

Wrapping Up

A powerful website is only effective if people see it. Improving discoverability ultimately creates more opportunities for people to engage with your mission. Start with one or two strategies that align with your goals, track what works, and build from there. Remember, growth comes from consistent, mission-driven marketing.

About the AuthorDe’Yonté Wilkinson

De’Yonté’s a late-80s baby who found his passion for web design and development during MySpace’s heyday, when he helped his friends create awesome profiles. He’s spent the last three years specializing in WordPress and conversion optimization, and is an active proponent of coding guidelines. In his off time he enjoys cooking, Rugby, and hanging out with his wife.

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Did you know that optimizing your fundraising landing pages can increase conversion rates by up to 300%? For nonprofits, that boost could mean more meals served, more programs funded, and more missions fulfilled. Yet many organizations still rely on generic website pages that lack the focus and persuasive power of a campaign-specific experience.

The best nonprofit website strategies use custom landing pages to turn campaign goals into compelling stories that motivate donors to act. Let’s walk through five strategic steps to build a page that resonates with your audience and drives measurable results.

Step 1: Define your campaign goal and audience.

Successful landing pages have one thing in common: a clear purpose. Who are you trying to reach with your campaign, and what action do you want visitors to take? 

Start building your landing page by completing these essential first steps: 

Identify your campaign’s main objective. Whether you’re looking to raise $1 million in a capital campaign, gain 100 new recurring donors through a monthly giving campaign, or rally volunteers for a major fundraising event, define one primary goal to keep your message sharp.Determine who you want to reach with your campaign. Are you speaking to long-time supporters, first-time visitors, or a different donor segment? Consider your target audience’s motivations, challenges, and how they’ve supported your mission before. What would inspire them to get involved with your current campaign?Align your message with audience members’ specific interests. For example, let’s say you want to engage young donors in your campaign. In the past, you may have noticed that younger donors prefer engaging with social media and video content. With that in mind, you could incorporate a live social media feed and testimonial videos on your landing page to appeal to their interests. 

Keep your team on track by writing a brief, audience-focused value proposition to reference as you develop your landing page. The value proposition should demonstrate how audience members will benefit from engaging with your campaign, whether by helping to further your mission or joining a community of like-minded people all focused on a common goal.

Aligning your goal, audience research, and value proposition will allow you to strengthen your landing page with content that resonates with your audience. 

Step 2: Build a focused content strategy.

Great landing pages tell a clear story that makes people care and act. The content on your campaign landing page should help donors connect with your mission emotionally and motivate them to get involved. 

Optimize the page’s content with these best practices: 

Lead with a bold, compelling headline. Follow it with a subheader that spells out what’s at stake. For example, a webpage for a healthcare organization promoting a charity run might read “Step Up for Health Equity” and “Sign up for our 5K to keep local clinics open and enhance community wellness.”Enhance your narrative with impactful visuals. In a healthcare fundraising campaign, this could mean sharing a patient’s recovery story alongside candid photos of care teams in action.Incorporate impact statistics . Share hard data to show supporters exactly how their donations will help your organization further its mission. Highlight impact measurements like the number of meals donated, trees planted, or lives impacted.Leverage interactive multimedia content. Engage page visitors using a variety of multimedia elements to capture their attention. Include short video testimonials or rotating quotes from donors and beneficiaries to make your landing page more dynamic. 

Lastly, stick to one call-to-action (CTA) throughout the page to keep the experience streamlined and decisive. For example, your page may encourage visitors to: 

“Donate Now to Make a Difference”“Join Our Mission Today”“Sign Up to Support Our Cause”“Register to Join the Fun”

Using this type of active language will make your CTAs more enticing and easier to understand. This way, users will know exactly what action they’re taking when they click the CTA.

Step 3: Design for usability and trust.

Design can either build confidence or undermine it. One study even found that 94% of first impressions of a website are based on design. Your landing page needs to be trustworthy, authentic, and simple for your audience to use.

Key design elements include:

A clean layout with high-contrast colors and legible fontsMobile responsiveness with touch-friendly elementsMinimal distractions (such as pop-ups, animations, or links to other web pages) to keep users focused on the goalTrust signals like secure donation badges, corporate partner logos, and beneficiary testimonialsInteractive touches such as video snippets or donor maps to boost engagement

Don’t forget about accessibility—all images should include alt text, videos must contain captions, and navigation should follow a logical order.

Step 4: Streamline the donation or signup process.

It doesn’t matter how visually pleasing your landing page looks—it will lose donors if the next step you ask supporters to take is frustrating or complicated. By simplifying your landing page form, you can simplify the path from inspiration to action.

As Qgiv’s donation page guide says, “While it can be tempting to use your form to collect as much information on your donors as possible, keep the required fields and questions to an absolute minimum.” Studies have revealed that reducing the number of form fields from 11 to 4 can boost conversions by 120%. 

Follow these tips to keep your landing page forms simple and convenient: 

Use an embedded form. Unnecessary redirects can interrupt momentum. Include a donation or signup form directly within your landing page so supporters don’t have to visit another page to get involved. Request essential information. Only ask for supporters’ names, contact information, and payment details if applicable. Save other questions, like their preferred communication methods or how they heard about your organization, for follow-up outreach.Prioritize form accessibility. Ensure all form fields have descriptive labels and that your form is simple to use via keyboard navigation or screen reader. 

Your form should match the rest of your landing page’s design to create a seamless, polished look. Otherwise, a supporter might think they’ve landed on an entirely different website, potentially leading to distrust and the loss of their support.

Step 5: Launch, monitor, and iterate.

Publishing the page is just the beginning. You’ll need to drive traffic to it using a multi-channel marketing strategy. Use email, social media, blog posts, and even QR codes on direct mail to reach the widest possible audience.

Monitor the page’s performance with metrics like:

Bounce rateConversion rateAverage time on page

To optimize your page further, continually test it across different devices like mobile phones, laptops, and tablets. Use tools like Hotjar or Optimizely to conduct A/B testing, evaluate user behavior, and spot pain points. Adjust copy, CTAs, or visuals based on what the data shows.

Keep in mind that if the landing page is for a recurring campaign, you should treat it like a living resource. Maintain the webpage and keep it effective by refreshing testimonials, updating photos, and incorporating feedback. 

Kanopi’s website maintenance guide also recommends continually referencing your audience data to ensure your landing pages have clear user pathways from initial contact to taking the next steps to get involved. Adjust your page in response to any changes in audience preferences, interests, or motivations. 

Final thoughts

A custom landing page is your campaign’s digital front door. Designed well, it can elevate your fundraising appeal from “please donate” to “here’s exactly how you can make a difference today.”

By focusing on storytelling, design, and data-driven refinement, your nonprofit can create landing pages that inspire and convert.

About the AuthorAnne Stefanyk

As Founder and CEO of Kanopi Studios, Anne provides digital strategy to clients and organizations in the nonprofit, higher education, healthcare, and corporate sectors. She opened Kanopi in 2013, upon seeing the untapped opportunities in the market for iterative web design and development. Anne has spent her career at the intersection of business development, marketing, and technology. She specializes in building rapport with clients and converting conversations into tangible results. 

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Happy End of the Fiscal Year to all who observe!

If you’re like many nonprofits, your fiscal year ends in June. So you’re in the final weeks of your fiscal year.

If you’ve made goal – congratulations!

If you haven’t, there’s still time.

One of the best things you can do this month is look at two lists:

Donors who gave last fiscal year but haven’t yet this year.Donors who gave between January and June in the previous year or two who haven’t given yet this year.These lists will help you focus your effort by helping you connect to people who are the most likely to give. Those who gave in the previous year. And those who have made a gift in the first six months of the calendar year.Both groups have already exhibited the behavior you want them to take. So now you’re simply asking them to repeat their generosity.Have a great, and focused, year end!

The post How to know who to ask at fiscal year end appeared first on FundraisingCoach.com.

When your nonprofit aims to maximize donor outreach, you’re likely hoping to reach new supporters or secure recurring donations. However, there’s a source of funding you may be overlooking—planned giving. 

Planned giving is a strategic approach that can benefit your nonprofit both immediately and in the long term. 

According to Giving USA 2024, planned giving bequests accounted for $42.6 billion in charitable contributions in 2023, representing about 8% of total giving in the U.S. Additionally, research from the Lilly Family School of Philanthropy indicates that donors who include nonprofits in their estate plans often contribute two to three times more during those lifetimes than those whole don’t. In other words, planned giving is a wise focus for savvy organizations.

If your nonprofit wants to learn how to acquire planned gifts, you’ve come to the right place. While establishing relationships that can lead to planned gifts can take time, there are ways nonprofits can effectively raise more funds through this type of fundraising. This article provides a quick overview!

Understanding Planned Gifts

Let’s begin by understanding precisely what planned gifts are and how they differ from other types of donations.

Planned gifts are contributions of assets to a nonprofit that are arranged in advance, typically as part of an estate or financial plan. They are usually larger than one-time or recurring donations as they come from accumulated assets rather than current income, so they often occur after the donor’s death.

The donor gets the tax benefits while they are alive, and the nonprofit secures long-term funding.

Here are some of the most common types of planned gifts:

Bequests: These are gifts made through a donor’s will or living trust. Bequests are the most common type of planned gift and are typically received after the donor has passed away.Charitable remainder trusts (CRTs): Charitable remainder trusts are irrevocable trusts that provide income to the donor or another beneficiary for a specified period (often the donor’s lifetime), after which the remaining assets are distributed to a nonprofit organization. Charitable gift annuities (CGAs): CGAs are contracts between a donor and a nonprofit. The donor makes a gift of cash or property, and in exchange, they receive a fixed lifetime income stream. After the donor passes away, the nonprofit retains the remaining value.Life insurance: Donors can name a nonprofit as the beneficiary of a life insurance policy. This allows the donor to keep costs relatively low while leaving a substantial gift after death.Retirement plan assets: Similarly, donors can name nonprofits as beneficiaries of IRAs or 401(k)s. These assets are heavily taxed if left to individuals, so leaving them to a nonprofit can help reduce heirs’ hefty tax burdens.

The benefits of planned gifts abound for both nonprofits and donors. Nonprofits can achieve long-term financial sustainability, especially after receiving planned gifts in addition to diverse revenue streams, such as increased recurring donations and merchandise sales. Donors, on the other hand, may receive tax deductions as a result of their gift, as well as a sense of fulfillment from leaving a lasting legacy.

How to Encourage Planned GiftsBuild a Strong Planned Giving Program

Just as you might have a dedicated recurring giving program or structured tiers for donors based on gift size, a planned giving program can help your organization acquire these gifts in a systematic way.

Here are some key steps to build a strong planned giving program:

Assess your internal resources. Before launching a program, walk through the support you’ll need. Can your technology and team handle the program? Do you have a strong base of long-term supporters you can tap? Is your board on board? You’ll also need a fundamental legal and financial framework to accept large and/or complex gifts.Identify and segment potential donors. Use your CRM to identify loyal, long-term donors, particularly those over the age of 55. Many CRMs will offer wealth screening tools that can help identify prospects. Pay attention to donors who have consistently engaged, not just those who have made large gifts.Develop clear messaging and collateral materials. It helps to create a branded planned giving program with a name, logo, and messaging. Provide written and digital resources that explain types of planned gifts, the benefits to donors, and even sample language for wills. Address common misconceptions, such as the notion that donors have to be extremely wealthy to leave a legacy gift.Train staff and board members. Provide tips on discussing planned giving. Consider hosting short workshops where team members can practice having conversations with donors or answering tough questions.Nurture your planned giving donors. This is a unique and priceless group of supporters, so create a recognition program for them. Offer ongoing communication, event invitations, and even public spotlights if they wish. Incorporate planned giving into fundraising appeals. Even asking “Have you considered leaving us in your will?” on your website or in donor communications can trigger the thought process.Measure and refine the program. Ask for feedback and use your CRM to track prospect growth, stewardship efforts, and marketing reach, allowing you to refine the program even as it grows.Educate Donors on Planned Giving

Many donors are unaware of planned giving. As the expert, it’s your responsibility to communicate planned giving opportunities clearly.

You can create a series of resources that will educate your current and prospective donors. They can include: 

Website landing pagesBrochuresWebinarsInformational meetings

Wherever possible, infuse your educational materials with impact data demonstrating what your nonprofit can accomplish with gifts like these. And always point out the tax and financial benefits to donors!

Personalize Your Approach

Planned giving outreach is most effective when it’s deeply personal. Align your approach with a donor’s values, interests, and giving history to make the gift seem like an extension of a donor’s lifelong generosity.

Here are a few ways to tailor planned giving opportunities:

Offer legacy naming opportunities. Naming something provides the knowledge that the donor’s impact will be felt for generations. This can be a building, a bench, a garden, or even something intangible like a fellowship or mentoring program.Reflect their passion. If a donor has always supported a program, offer the opportunity to designate their planned gift to that area. Reinforce that their legacy will continue to support what mattered most during their lifetime.Discern their wishes. If someone is agreeing to have a building named after them, they might be interested in public recognition through newsletters, your website, or even a plaque on the wall in your offices. Someone else might appreciate a heartfelt, handwritten thank-you letter and invitations to events. Take the time to understand how they want to be thanked.How to Engage Current Donors In Planned GivingIdentify Potential Planned Giving Donors

Don’t underestimate how much donor data can help you find potential donors! There are key indicators you can track. If a donor has a few of them, they might be a great prospect. Indicators include:

Age (55 and older)Loyalty and longevity (given consistently over many years)Major gift historyWealth indicators (often available through your CRM)High engagement

As CharityEngine explains, fundraising software allows you to manage donor information efficiently with a centralized database, but it also hosts numerous features that can help your nonprofit reach donors effectively. Utilize this tool to identify prospects and craft direct appeals that will resonate with them.

Start Conversations Early

Planned gifts don’t usually happen after one conversation. They are the result of years of trust and meaningful engagement. It’s up to nonprofits to build authentic, long-term relationships that plant the seeds that will inspire donors.

Common donor stewardship strategies include:

Prioritize personal outreachInvite donors behind the scenes, even through virtual callsRecognize milestones like giving anniversariesShare impact stories of how donor support makes a differenceAsk for feedback through surveys and focus groups, not just donationsIntroduce legacy giving conversations gently

Consistent, authentic stewardship over time creates a strong foundation that will make planned giving conversations easier.

Recognize Planned Giving Donors

Depending on how they want to be recognized, highlight donors through a “legacy society” or donor recognition program. If they don’t mind public recognition, this type of promotion can also inspire other donors.

Measure the Success of Your Planned Giving Program

Finally, reflect on your planned giving results to identify successes and opportunities for improvement. Freewill’s planned giving guide recommends creating an intentional process for recording and analyzing your program’s performance in your CRM.

While planned giving programs can take years to yield actual gifts, it doesn’t mean you shouldn’t be tracking every metric from the program’s inception! There are some key metrics you can track to measure the success of your planned giving program:

Number of confirmed legacy commitments. Track how many donors have formally offered a planned gift, usually through a signed letter of intent or a copy of a will. This is a direct measure of future revenue.Number of identified prospects. Monitoring how many prospects you’ve flagged in your CRM as potential candidates can show you how well you’re building your pipeline.Engagement touchpoints per prospect. Count the number of calls, visits, emails, and event invites per prospect. The more frequently you’re interacting, the higher the likelihood of a gift.Marketing Reach and Response Rates: This gets into the nitty-gritty marketing details. Measure email opens and clicks, content downloads, webpage visits, and even RSVPs to planned-giving events.Donor Conversations Logged: Track how many donors have expressed an interest to a staff member. This is an excellent gauge of interest in a commitment.Realized Planned Gifts: Tracking when a gift “comes due” gives insight into the long-term financial impact of your programProgram Growth: Use your CRM to track the annual growth of your program. A thriving program indicates strong donor stewardship and increased visibility for your program. 

Using this data, your nonprofit can learn from its mistakes and adjust its approach to raise more planned gifts in the future.

Planned giving may require long-term thinking and planning, but the potential impact makes it worth the wait. These gifts often represent the most considerable and most meaningful contributions a donor can make, helping nonprofits build sustainable futures and honor the values of their supporters.

Whether your organization is just beginning to explore planned giving or hoping to strengthen an existing program, now is the perfect time to act. Start by assessing your internal readiness, identifying prospects using your CRM, and crafting personalized outreach strategies that align with your donors’ values. Educate your team and your supporters, and remember that the smallest steps can begin to shift the culture.

With thoughtful planning and consistent stewardship, your nonprofit can build a program that will unlock transformational gifts and fuel your mission for generations.

About the AuthorPhilip Schmitz

Phil Schmitz is the founder and CEO of CharityEngine, a complete fundraising platform powering some of the nation’s largest nonprofits and associations. Phil has developed patent-pending anti-fraud tools and industry-leading recurring payment technology that allows nonprofits to retain more sustainer revenue than the industry average; clients have raised nearly $5 billion using these tools.  Phil’s passion for leveraging technology to empower nonprofits is supported by more than 20 years of experience in building successful technology and e-commerce companies.

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