Strengthening Online Giving Strategies for Today's Digital Donors

Each month, the Wyoming Nonprofit Network highlights a specific topic impacting the nonprofit sector in the What We Are Learning email series. In February 2026, WNN is evaluating online giving and how it can benefit an organization's fund development strategy. 

Start Thinking About Online Giving

Online giving can make donating convenient, accessible, and immediate in an increasingly digital world. Consider the pre-learning questions below related to online giving:   

1. Does the organization currently have the capacity to accept donations through its website securely? Does the website allow for one-time and recurring donations? Is there a process for recording these donations in its donor database?

2. How are donors who give online acknowledged?

3. In addition to having a donation button on its webpage, has the organization developed a strategy for encouraging online giving?

4. Is the organization's website optimized for mobile users?

Understanding Online Audiences 

For online giving to be successful, organizations should understand how online audiences differ from in-person audiences or those reached through print materials. When creating content for online audiences, organizations should recognize:

• The average attention span of internet users has decreased to 8 seconds.

• 55% of all pageviews get less than 15 seconds of attention.

• On average, users read 20% of text on the average page, with only 10-20% of readers reading to the bottom of the webpage.

Read GoGlobe’s “How People Read Content Online” blog for more statistics that may inform your organization’s approach to engaging online donors.

Resources

• Improving the organization’s online giving strategy starts with data and messaging. Follow DonorPerfect’s “Your 7-Step Online Fundraising Makeover” to guide this work.

• Research indicates that “online monthly giving has grown by 40% in recent years as recurring donation options become increasingly popular among donors.” Read Bloomerang’s “Creating a Monthly Giving Program” for information on establishing an online monthly giving opportunity for your donors.

• For some donors, online giving feels like a risk, but there are things organizations can do to ensure donor information is protected. Consider the practical steps for data privacy shared in the National Council of Nonprofits’ “Earning Trust: The Imperative of Data Privacy for Nonprofits.

What You Want to Learn Matters

Email Director of Learning and Development Tess Mittelstadt at tmittelstadt@wynonprofit.org with your feedback on the What We Are Learning email and suggestions on future topics.

Looking for something specific?

Try these links!

Training & Events Calendar  |  Job Board  |  Learning Library  |  WyoGives

The Wyoming Nonprofit Network Amplifies, Cultivates, and Advocates for Wyoming Nonprofits.

Wyoming Nonprofit Network
822 W 23rd Street, Unit A

Cheyenne, WY 82001
307-772-9050
wynonprofit.org