Web 1.0 is a retronym which refers to the state of the World Wide Web, and any website design style used before the advent of the Web 2.0 and social media phenomenon. For the nonprofit community, the core Web 1.0 tools were an organization’s website, e-newsletter, and ability to accept online donations through “Donate Now” buttons. During the era Web 1.0, these tools were often expensive. Today, they are either free or can be utilized at a very low-cost. A website and/or blog, an e-mail newsletter and "Donate Now" buttons are three tools that every nonprofit should have before launching a Facebook Page, Twitter profile, YouTube channel, etc.

Below is a list of "Donate Now" Best Practices for nonprofit's to consider for their Web 1.0 and Web 2.0 strategies. Three new best practices are added each month. Please subscribe to DIOSA Communication's Web 2.0 Best Practices e-newsletter to be alerted when new Donate Now Best Practices have been posted.

1. Pick a "Donate Now" vendor that is embracing Web 2.0.

From PayPal to Google Checkout, to JustGive and Network for Good, there are a pleathora of vendors our there that can process donations for your organization. Processing fees range from 2.9% to 4.75%. Of all the vendors out there, Network for Good is leading the way in adopting Web 2.0 online fundraising tools. If someone donates to your nonprofit via Facebook Causes, Change.org or Razoo, the donation is being processed by Network for Good. They are on the high end of processing fees, but the tools they provide through their partners can make up for that extra 1.5% in just a couple of donations.

2. Make sure your organization's information is current in GuideStar.

Web 2.0 fundraising is built upon and empowered by the Guidestar database. Network for Good, Change.org and Facebook Causes (just to name a few!) are all pulling your organization's information directly from Guidestar. If you have old information inside of Guidestar, then you have old information on Change.org, Network for Good, Facebook Causes, etc. This includes your organization's mailing address. Donations made to your organization through most social networking sites are mailed to the address listed in Guidestar.If you have not updated your entry in Guidestar recently, please visit Guidestar's Nonprofit Resources.

3. Keep your "Make a Donation" or "Support Our Work" page on your website simple and free of clutter.

3. Add a "Donate Now" button to every page on your website.

Place a large, colorful donate button on your "Make a Donation/Support Us" page on your website. Your vendor will provide a button or if you have a graphic designer and a little bit of html know-how, then you can create a custom button that links directly to your donate page. For an example, see the "Support Our Work" page on the Teachers Without Borders Web site.

Add a "Donate Now" button to your Facebook Page.

Using the Static FBML App on Facebook, you can add a "Donate Now" button to your Facebook Page. Most nonprofits are limiting their Facebook fundraising to using the Causes App, but some donors may not be comfortable donating through the Causes App. Again, with just a little bit of html know-how, you can add a "Donate Now" button that links directly to your donate page on your website. See the Facebook Page of Independent Diplomat.


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