How to Make Your Nonprofit Fundraising Page Awesome

As someone working in the nonprofit sector, you know that your story is what it’s all about. A compelling narrative brings in donors, gets them emotionally involved in your cause, and can make all the difference in whether a fundraising campaign is successful or a total dud. Your fundraising page on Razoo is where you tell your nonprofit’s story, make your appeal, and collect donations for your campaign. In this Razoo Guide article, we’re going to go over the nuts-and-bolts of how to use your page, best practices, and how to use your page to make your campaign successful.

Before we get to the nitty gritty, here’s a quick breakdown of the different types of Razoo pages and how they work:

Organization Page

Your organization page is the hub of your nonprofit’s presence on Razoo. This is connected to your nonprofit’s EIN and can be used for general year-round fundraising. Your organization page has basic information about your nonprofit, your mission statement, and a gallery where you can upload photos or videos. Since this page is for year-round use, you cannot set financial goals or an end date on your organization page. If you want to embed a widget for your general fund on your website, this is the page where you’d pull the widget from.

Organization Page Best Practices

  • Make this page evergreen: Your organization page should be where you talk about your nonprofit’s “big picture” mission and explain the work you do. You should use fundraiser pages for specific projects, campaigns, and appeals.
  • Keep your contact information up-to-date: If your address, phone number, or website changes, make sure to update your organization page so donors on Razoo know how to contact you!

Fundraiser page

A fundraiser page is connected to your organization page — it’s best used for specific campaigns, projects, or funds, where you want to set a financial goal, timeline, and talk about your campaign’s purpose and goals. When a fundraiser is created by a nonprofit organization, we call these “project pages” at Razoo. (And that’s what we’ll be discussing in this article.)

Team Pages

Team pages allow you to run large-scale peer-to-peer campaigns where your supporters create their own fundraiser pages and ask their social network to donate to your nonprofit. Read more about team campaigns on Razoo.

Creating a Fundraiser Page

First, log into your Razoo account. Then find your name on the navigation bar and hover over it with your mouse. Then choose “Your Organization” from the dropdown menu to find your organization page:

Once you’re on your organization’s page, scroll down and click the blue “Fundraise” button:

When you click “Fundraise” from your organization page, that will ensure that the fundraiser is linked to your nonprofit and all you need to do is follow the prompts to create your fundraiser.

Choose how much you want to raise:

Choose whether you want to continue with email or Facebook:

And that’s it! Now your page is created and you can begin editing it!

The Features of Your Fundraiser

Now that you’re ready to start editing your page and crafting your campaign, we’ll go through all of your fundraiser’s features, one-by-one, and share tips and best practices that will help you make your page as strong as it can be. (Your page is unpublished at this stage, so you can take as much time as you need to perfect it — you are the only one who can see it before it’s published!)

Features in this article that have an asterisk (*) next to them are required, meaning you cannot publish your page without completing this item.

Your page’s title*

When thinking of your title, consider this: Every time your nonprofit shares this page on Facebook or Twitter, your fundraiser’s title will be one of the first pieces of information your friends and followers see. They will make a decision about whether to click on the link to your fundraiser based on your title. So having a good title for your fundraiser is important! You want people to click on your links, visit your page and make a donation. Without a good title, you’re starting your fundraising campaign at a huge disadvantage.

When you’re logged into Razoo and on your page with the Management sidebar open, you can either click directly onto the title to change it…

… or click here on your sidebar:

You have a limit of 50 words, so you’ll need to be concise:

Since the title of your page will be one of the first things people see when they’re deciding whether to follow a link on social media, your title should make it immediately clear for what you’re fundraising.

People are more likely to click links to fundraisers when the fundraiser’s title is catchy, easy-to-read, and makes it apparent what the fundraiser is all about. So if you’re raising money for your “Timmy Fund,” which helps kids who have fallen down wells, instead of making your title “Donate to our Timmy Fund,” a title that doesn’t assume the average person already knows what the Timmy Fund is for (such as “Help Kids Who Have Fallen Down Wells”) would make a more gripping title.

Image/Video*

Your cover photo is the “face” of your fundraiser. It needs to represent your nonprofit, your campaign, and the reason you are fundraising on Razoo. Like your title, it’s one of the first pieces of information people will see about your fundraiser. So, what makes for a great cover photo that will inspire people to donate to you?

You cover photo should be:

  • Clear. Avoid using blurry or pixelated photos. The container for your cover photo is 770 x 570 pixels, so your photo needs to be at least that big. If you upload a smaller photo, it may become distorted within the container, which affects the overall quality of your page. If your photo is larger or has a different aspect ratio, keep in mind that you will have to crop it to fit in the container, so a photo with landscape orientation is best.
  • Relevant to your fundraiser. Your cover photo needs to represent the reason you are actually fundraising.
  • Impactful: Since your cover photo is representing your entire campaign, it’s not a great place to use a logo or lots of text — you can communicate the important details elsewhere on your page. You want your cover photo to have an emotional impact that compels people to click on your page, read your story, and make a donation. Anytime you can include a photo of a person or animal your nonprofit helps, you should!

Razoo gives you several options for uploading a cover photo. First, make sure you’re on your page in Edit mode. Then hover your cursor over the image container:

As you can see, you have two different options for uploading a photo. You can either upload one directly from your computer or mobile device, or import one from your Facebook photos. (You’ll need to link your Facebook account to your Razoo account in order to import photos from Facebook.)

You can also link to a video. Razoo does not host videos, so you will need to upload your video to YouTube or Vimeo first. Both YouTube and Vimeo offer free basic accounts. You can then link your video on your Razoo page by clicking “Use a Video Link.”

Please note that you should put the link to your video in this box, not the “Embed Code.”

The basic rules for what makes a good video are the same as the rules for photos: It should be clear, relevant, and impactful. Both YouTube and Vimeo offer basic editing tools, so you can splice together multiple videos, add music and text, and let the video tell the story of why you’re fundraising on Razoo.

Razoo Video Tip: Why not enlist help from volunteers to help make a video for your campaign? Let your volunteers know you’re looking for someone who can help make a video, or put a call out for video help on social media. You may have talented videographers or editors already in your midst who can help you create something sleek, professional, and cool that takes your campaign to a new level!

Goal*

This section is pretty self-explanatory: How much are you hoping to raise? But there’s more to it than that. Your goal should be:

  • Attainable. If you have a robust email list and tons of social media followers, it may be realistic for you to raise one million dollars for your campaign. But if your nonprofit is just getting on its feet or has a modest email list and social media presence, you’ll want to make sure you scale your goal to the size of your donor base. If you’re not sure what a reasonable goal is for your campaign, take a look at past campaigns or your nonprofit’s average monthly revenue to get a good handle on what’s feasible for your fundraiser.
  • Justifiable. Your goal should not be an arbitrary number you chose, it should reflect an actual expense or financial need. You should be able to break down for your donors just how you arrived at that number (using the Use of Funds feature, which we’ll discuss later).

To set your goal, click “Goal” on your sidebar:

Then type the amount you hope to raise into the window that pops up and click “Save”:

Short Story

This is a short summary of your fundraiser that will appear beneath your goal. When you link to your fundraiser on Facebook, this summary will also show below your cover photo. You have a limit of 100 characters, so you’ll want to keep it short and sweet: In one sentence, why are you fundraising?

You may be tempted to creative here, but since your space is limited, it’s best to stick to the facts.

Duration*

Every fundraiser must come to an end, and this is where you choose when yours will. To set an end date for your fundraiser, either click “Duration” on your sidebar or click on the calendar in your fundraiser. A calendar will pop up that you can use to select your end date for your fundraiser:

Consider your goal and the size of your donor base when setting your end date. If your fundraiser goal is $100,000, it’s not realistic for most nonprofits to raise that amount in just one month so you’ll want to be sure to give your nonprofit enough time to meet your goal.

If your nonprofit is still building your donor base, you may need extra time to build support for your fundraiser, so set your goal date a little further out. However, you should be cautious of making your fundraiser too long — setting an end date three years from now means your fundraiser might stall out, and your donors won’t feel any urgency to donate if they have three years to contribute.

Your fundraiser’s duration isn’t set in stone — you can change it at any time during your campaign. So don’t fret too much about this, if your fundraiser is doing well and you want to keep it going, just go back here and change the end date!

Creator Social Links

You can link to all of your social media accounts on your Razoo page: Facebook, Twitter, Instagram, Google Plus, Periscope, your nonprofit’s website or blog.

To add your social media accounts, either click “Creator Social Links” on your sidebar or click right into the bar with your social media links:

Then you can connect your accounts. (Don’t worry, we won’t steal your information or post anything on your behalf without your permission. We promise.)

Note about Facebook brand pages: At this time, you cannot connect a fundraiser to a brand page. This is because of how Facebook sets up permissions for brand pages — they’re connected to individual accounts. So if you’d like to link to your nonprofit’s Facebook page, you’ll have to add it as a hyperlink in your story.

Use of Funds

We know from years of fundraising that people are more likely to donate when they know precisely where their donation is going, and some people won’t even consider donating unless they have that information. This is understandable: We all work hard for our money, and when we open up our wallets to help out, we want to be sure our money is being spent wisely. You can pre-emptively answer your supporters’ questions about how their donations will be spent with the Use of Funds feature.

Use of Funds creates a pie chart on your page. To use this feature, either click on “Expense Breakdown” on your sidebar or click on the pie chart on your page.

The “pie” is your goal amount. The “slices” are the different expenses that add up to your goal amount.

You’ll need to account for the total amount of your goal, but don’t worry! You don’t have to do any math, Razoo does it for you. At the top of the box you’ll see how much of your goal you’ve accounted for. You need to make sure the full amount is accounted for — and if you can only explain why you need $1,500 of your $3,000 goal, well, you may need to reevaluate whether your goal amount is appropriate.

Description*

This is the most important part of your page on Razoo. This is where you tell your story: What your organization is, what you do, and why people should donate to your nonprofit. This is where you’ll detail your campaign and what it’s all about. Your story is your space to really sell your nonprofit and inspire people to donate to your cause. Having a well-written, compelling and heartfelt story is vital to running a successful fundraising campaign. Razoo has a user-friendly in-line editor that allows you to add photos, videos, links and more in a snap, so you can really jazz up the formatting in your story to make your page more compelling.

So, how do you make sure your story is good enough to help you reach your goals? A good story is:

  • Compelling. No one wants to read a dry account of how many people used your services last year, or a list of your programs. People don’t donate to fundraisers that are focused on facts and numbers. People donate based on feelings. So your story will need to inspire the people reading it to feel something, thereby inspiring them to act. If you’re not sure where to get started, read our blog about communications planning to make sure you set your campaign up for success.
  • Personal. A good story makes a large issue feel personal, and that’s a key part of successful nonprofit fundraising. Your nonprofit’s mission might be related to huge, complex social issues, but you’ll need to tie those larger issues to real lives in order to raise money. Giving some examples of real impact your nonprofit has had on lives, or even centering your story around a single person or animal to demonstrate your impact, is a great way to make your fundraiser feel personal and inspire people to donate.
  • Laser-focused. It can be tempting to write a novel about your nonprofit, the work you do, and why people should support you — after all, you’re working for a nonprofit because you care passionately about this cause! But in order to resonate with supporters, your story will need to be focused on key points about your campaign and your nonprofit’s key messaging.
  • Easy-to-read. People have short attention spans, so a good story should be easy for the average person to read and understand. A giant wall of text is unattractive, difficult to read and unlikely to hold anyone’s attention. But, a story told in paragraphs with photos to help illustrate the story, important points in bold, and maybe some bullet points with essential information, is much more likely to be read all the way through.

Updates

Updates appear right above your description on your page. When you send an update, an email will be sent to each of your donors, so this feature is most effective when you’ve been fundraising for awhile and have a good number of donors. Updates are a great way to share news about your campaign, thank your donors for helping you hit a milestone, and keep the people who’ve already supported you engaged in your campaign.

Instagram Feed

If your nonprofit is on Instagram, you can link your feed right to your Razoo page. Linking your Instagram account will show the last four images you posted on the right side of your page, right under your donations.

Linking your Instagram is a great way to add visual interest to your page and give a fuller picture of the work your nonprofit does.

Tracking Donations

As a nonprofit admin, you’ll have access to your full donations report through your organization page’s admin panel. But you can also pull a simple report on donors right from your page by clicking “Donors”:

You’ll see an abbreviated report of everyone who has donated to your fundraiser. Like your more detailed donations report, this report will show the last 30 days by default, but you can set the date range for whatever dates you’d like.

You can see who donated, how much and when, whether the donation is recurring, and whether the donation was an offline donation. You can also see donors’ comments and email addresses. This report can be exported as a spreadsheet and uploaded into any CRM, donor database or email program you use to manage your contacts.

This is also where you can enter offline donations. Just click the “Add Offline Donation” button:

And enter the details of the donation:

But wait! There’s more in your page’s Settings:

At the bottom of your editing sidebar, there’s a link to your page’s Settings.

There are even more options for customization here that will help you get the most out of your Razoo page:

Facebook Posting: If you’ve connected your Facebook account to your Razoo page, you can make promoting your page easier by setting up automated posts about your fundraiser. You have the choice of either weekly or daily posts. Please note that this feature only works for Facebook accounts linked to Razoo, so this feature cannot post to your nonprofit’s Facebook brand page.

Custom URL: When you create your fundraiser, your page will automatically be given a URL. It’s a boring series of letters and numbers. But you can jazz things up and make your page more memorable, customized, and shareable by giving it a Custom URL. Keep it short and obviously make sure it’s relevant to your page.

Checkout Customization: Razoo works hard to make sure donating money to your fundraiser is quick and easy, and you can add or remove features from the donation process depending on your preferences. Giving donors the option to leave a comment while making donation can help your page get more comments, making it feel alive and showing visitors that others are engaged in your cause. You can also collect addresses from your donors, in case you wanted to do something cool like sending a handwritten note to thank them for supporting you or add them to your mailing list.

You can also set custom donation suggestions for your fundraiser. By default, your fundraisers custom donation suggestions will be whatever you’ve set for your nonprofit (and if you don’t have anything set, it’ll be the Razoo default amounts of $25, $50, $75, and $100). But those amounts and what you’ve written about them might not apply to your fundraiser — and you may have specific asks for your campaign that will help you reach your financial goal. Here, you can set four custom donation suggestions that will display when someone clicks the “Donate” button:

Please note that you only have four options here because that’s all there’s room for in the donation window, plus a custom amount. We also know that when people are given too many options, they can experience “choice paralysis” and choose nothing at all. (We’ve all heard of the famous jam study, right?) You can add any additional asks into your story (which is a great place for any high-level asks).

Custom donation suggestion best practices:

  • These are most effective when you tie the suggested amount to a real-world item or service that donation helps you provide. For instance, if you’re fundraising for a food bank, you may want to tie these amounts to how many meals the amount helps your food bank provide. You can include donor or membership “levels” here, but writing that $25 makes you a “Food Bank Hero” is not as impactful as writing that $25 helps your food bank feed a family of four for a week.
  • Keep your average donor in mind when coming up with these donation suggestions. We know that donors rely on these suggestions as a guide when choosing how much to donate, but the fact is that these suggestions aren’t going to convert a donor with a $30 budget into a $1,000+ donor. It’s also true that most of your donations will likely be in the $15 to $200 range. The last thing you want a donor to experience is feeling like their donation won’t matter or isn’t enough to make a difference — which is exactly what can happen when your smallest donation suggestion is way over your donor’s budget. So keep these asks on the smaller side, in the $15 to $200 range.
  • The description that accompanies the suggested amount should be short and sweet. It’s okay to use incomplete sentences here. Razoo limits you to 60 characters.
  • Be thoughtful about these amounts and their descriptions, because as we’ve said before, donors use them when deciding how much to donate. So if your custom suggestion is $25, don’t write “twenty-five dollars” as the description of what it provides. (Yes, this is something we’ve actually seen — a lot!) Take the time to make a thoughtful ask.

Team Settings: This is where you can join or leave a team.

Discoverability: When Discoverability is “on,” Razoo users can easily find your fundraiser using our search feature. When it’s “off,” only people with a direct link to your page will be able to access it — it will be hidden from searches. In most cases you want this to be “on,” but this can be a useful tool if you want to hide an older fundraiser without unpublishing it.

Delete Fundraiser: If you want to delete your fundraiser, this is where you do it.

Additional Settings

There are even more options hidden under the expandable “Additional Settings” menu:

Donation Widget: We have a really cool new widget that you can embed on your website or blog, but you can access the code for our old-school donation widget here:

Custom Thank You: You probably already have a custom thank you message set on your organization page, and by default, that’s what will be sent to donors on their receipt. But you can also set a custom thank you on your fundraiser page that’s specific to your campaign.

Matching Grants: This is a really powerful little tool! If your nonprofit is able to secure a matching grant, this is where you’ll enter it. You just click “Add a Grant”:

Then enter the details of the grant:

When you save the details of the grant, your fundraiser will display that you have a matching grant available as soon as the grant starts.

We talk a lot about the importance of matching grants at Razoo — and that’s because we can see how powerful they are in driving people to your page to make a donation. Most of us love to get more bang for our buck, and a matching grant is a great way for donors to double their impact.

Matching grant facts, tips, and best practices:

  • Your nonprofit secures the matching grant, not Razoo. We just provide the tool to display that you have a matching grant!
  • There is no requirement that your matching grant be processed on Razoo, so if you have a grantor who is more comfortable cutting a check directly to your nonprofit, that’s 100% fine! Your grantor will get an email when the grant closes asking them to fulfill the grant through Razoo, but they can just disregard that if they have chosen to fulfill their grant directly with your nonprofit.
  • Only donations made through Razoo count toward the matching grant. Offline donations do not count toward the grant, as it is displayed on your Razoo page.
  • You can only display one matching grant at a time. So if you’re able to secure multiple matching grants, awesome job! Schedule them for different time periods during your campaign, and use them strategically — a matching grant can be immensely helpful when your campaign is trying to get to the finish line in its last few days, and can also help pull you out of a mid-campaign rut.

Metrics Calculation: By default, your fundraiser will display the amount you’ve raised and how many donors have made contributions from the date you publish your fundraiser. But if you want to set your amount raised and number of donors to zero, or ensure that you only count donations and donors from a specific date, you can do that by changing the date in this field.

Social sharing options and Razoo’s new donation widget

When your fundraiser is complete, published, and you’re ready to start sharing, we have some great social sharing tools right on your page, underneath the “Donate” button:

The first two buttons are obviously for Facebook and Twitter.

You can use the Facebook button to share your fundraiser on Facebook. (Remember, you can’t link your Facebook brand page to your Razoo account, so this will post to the Facebook account linked to your Razoo account.) You can preview what your Facebook link post will look like here to make sure it’s in working order, share with your friends’, and everyone who visits your fundraiser will also be able to use this button to share your page with their Facebook friends:

The Twitter share button will generate a shortened, Twitter-friendly link to your page:

The email icon will generate an email with a link to your fundraiser. (Whatever email service program is your operating system’s default will be used.) You’ll obviously want to use email marketing programs to spread the word about your fundraiser, but this can be a handy tool you can use to send personal emails to board members and your big donors.

And the last share button we have available is the donation widget. You can read a more thorough breakdown of how the donation widget works here, but you have a few different options when you click this button:

You can choose whether you want a widget that will allow users to donate directly to your page, a widget that shows your progress toward your goal and links to your fundraiser, or a donate button.

Simply copy and paste the embed code and insert on your website or blog!

Razoo has worked hard to provide features that enhance your fundraiser and make it easy for your nonprofit to get donations, collect donor information, track your donations, and reach your fundraising goals. We encourage you to utilize as many of these features as possible when creating your page — a lot of thought went into each one, and we promise they’ll make your page stronger.

If you have any questions about the features on your Razoo page or would like help making it as amazing at it can possibly be, contact one of our Crowdfunding Support Specialists at support@razoo.com.