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Innovation, and in particular Web technology, is fueling improvements in fundraising. New technologies are helping nonprofits reach new donors in new places, tell stories more vividly, make giving easier, maintain more frequent and relevant communication, and lower costs and apply more money directly to causes. 

We reached out to top consultants, solution providers, software developers and nonprofits to get their take on the following question: How can nonprofits leverage technology to improve fundraising?

If there’s a link, we can track it. But digital fundraising isn’t bound by links. It may surprise you, but the future of digital is actually offline. It encompasses all forms of marketing, video, advertising, direct response, social, branded websites, maps, search, third-party review platforms, brick-and-mortar locations, events, etc.

Different organizations have different constituents, goals and benchmarks. Sure, the basic objectives of most nonprofits involve awareness, advocacy and support — but the ways they go about accomplishing those things, and who they're involving in the process, are unique. 

You've heard that inbound marketing can work for nonprofits, from charity: water to The Institute for Healthcare Improvement. But before you start the process of uprooting your current strategy and shifting your organization to inbound, consider these key questions.

If you look at your website’s Google Analytics, you’re likely to see that about a quarter of your website visitors come knocking on your door via mobile devices — that’s a lot! You’ll want to open your door, as it were, with a friendly smile on your face. So how can your organization be as approachable as possible via mobile? elow, we’ll cover: 1) making sure your website is responsive; 2) the importance of Instagram; 3) the rise of mobile messaging apps; and 4) tips for using responsive emails for impact.

Here is a mobile and social fundraising success checklist excerpted from "Mobile for Good: A How-To Fundraising Guide for Nonprofits" by Heather Mansfield, founder and principal blogger at Nonprofit Tech for Good. By reading the book and implementing the steps necessary to launch a comprehensive mobile and social fundraixsing plan — and checking off the must-do items as you go along — your nonprofit will have in place mobile and social fundraising plan flexible enough to adjust to rapid changes in fundraising and communication technology that will occur over the next decade.

The unfortunate bottom line is no one will read your great offer on your stunning landing page if it isn’t relevant. And, it can’t convert if people don’t read it. That’s why you need to write your landing page with all three types of viewers in mind — readers, scanners and bottom feeders.

You can optimize your landing page to appeal to each type of reader by looking at the behavioral psychology of different viewers and how they consume information on the Web.

The most meaningful information you have to share should be at the forefront of your website with options for next steps. Giving your visitor too many links, too many choices or too much information divides their attention and detracts from the bare essence of what you are trying to achieve. You’ve got to make it easy for them.

Google got it Right! Google. Now, this is a website we all can relate to. But imagine this … What if Google were a nonprofit? Here’s what its homepage could look like.

If your organization’s messages aren’t getting read, your constituents aren’t engaging. And if they aren’t engaging, they probably aren’t donating. Our quick check of nonprofit emails in our inboxes suggests that the vast majority are not mobile-friendly.

No matter how skillful we become, it’s a good idea to dust off these prewriting skills because sooner or later they’ll come in handy.

Matching gifts are one of the largest sources of untapped funding for nonprofit organizations, but it doesn't have to be that way. Here are five ways to get matching gifts, courtesy of Adam Weinger, president of Double the Donation: 1. Promote matching gifts on social-media platforms. 2. Include information about matching gifts in acknowledgment letters. 3. Mention matching gifts in fundraising-related emails. 4. Dedicate space in newsletters and blogs to matching-gift information. 5. Direct donors to the electronic matching-gift submission process.