How to Leverage E-commerce Platforms for Fundraising

By Dana Schmidt

When lawmakers teased a potential ban of TikTok, influencers across the country cried in unison: How will I replace the revenue stream from my online shop?

Many creators had found online communities willing to show support through payment, so I couldn’t help but wonder how to apply what we’ve learned in cultivating this type of advocacy for influencers to nonprofits?

Even if TikTok were to disappear tomorrow, e-commerce platforms, like Shopify, provide the same functionality. It’s all about truly leveraging the community-building aspects of these tools to boost visibility and engage with supporters in a meaningful way.

It’s Not As Hard As It Used To Be

Not that long ago, the thought of building a custom microsite to process payment was overwhelming at best. And don’t get me started on integrating that microsite into social posts and email. But now, a platform like Shopify utilizes an intuitive interface with an array of themes and customizable options.

Organizations can create an online home that reflects their brand identity fairly easily. Most platforms have simplified integrations as well, so you can seamlessly layer in various social media platforms, payment gateways and third-party apps. And while most major platforms have robust customer service support and online tutorials, the community forums specifically focused on the fundraising space have seen a major uptick in activity. Fundraisers helping other fundraisers.

Choose Your E-commerce Adventure

Before diving into the technical setup, it’s crucial to outline the goals of your e-commerce store.

Is your organization:

Selling merchandise to raise funds?
Offering digital downloads of educational materials?
Facilitating recurring donations through subscription models?

Clear objectives will guide the setup and marketing strategies. Then you can dive into customization, playing with colors, fonts and layouts to create a cohesive look.

Ensure your store is mobile-friendly, as a significant portion of traffic may come from mobile devices.

If your strategy involves selling branded merchandise, like T-shirts, mugs and tote bags, these e-commerce platforms are optimized to do just that. But consider expanding what you’d sell to support your organization.

Are there downloadable designs, e-books or recorded webinars you can offer as resources? No matter what the product is, make sure you provide high-quality images and detailed descriptions.

When it comes to collecting payment for donations, Shopify’s tools make it easy to incorporate various methods, including credit cards, PayPal and other common payment gateways. Just be sure to establish clear shipping policies and rates for the delivery of any physical items.

Shopify’s app store offers several additional solutions designed to enhance functionality for nonprofits. Apps like Shopify Donate allow you to accept donations, while Shopify Fundraising can help you run campaigns directly through your store.

Corporate Benefits on a Nonprofit Budget

Because e-commerce platforms were designed primarily with for-profit online commerce in mind, they’ve been tested and fully optimized for major corporations. This means when one is applied in the nonprofit space, you still get all the bells and whistles in terms of top-notch reporting and tracking.

The social media integration alone is incredibly helpful. Did a Facebook post drive a donation? How much and from whom? These platforms have complex attribution capabilities baked in.

The same is true for their email marketing functionality. If you’re running targeted campaigns for member renewals or trying to specifically reach major donors, the insights provided on the backend of these tools are priceless. The top-tier analytics allow you to monitor traffic sources and customer behavior, so you can better understand what’s working and what needs improvement.

In an effort to meet your community where they are in a familiar way, it’s worth exploring. Embrace the opportunities that e-commerce platforms offer, and watch your fundraising efforts soar to new heights.

The preceding post was provided by an individual unaffiliated with NonProfit PRO. The views expressed within do not directly reflect the thoughts or opinions of NonProfit PRO.

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Dana Schmidt Author's page

Dana Schmidt is the chief strategy officer at Slice Communications and co-author of both "Pay Attention" and "Social Media is About People." She believes data informs strategy, and strategy informs stories — stories that she is eager to help mission-driven brands tell through their digital marketing efforts.

Dana’s work has taken her from her hometown in Bucks County, Pennsylvania, to New York City to Denver and back to Philadelphia — and even earned her an Emmy award along the way for her work on the “Women and Girls Lead” series at Rocky Mountain PBS. She has shared her expertise with digital marketers through media outlets and as a speaker at several national conferences. Prior to joining the Slice team, Dana worked in digital marketing at Philadelphia’s premier public broadcasting station, WHYY, as well as the city’s tourism agency, Visit Philly.

Having earned her bachelor’s degree in communications from New York University, Dana returned to alma mater for her Master of Fine Arts in creative writing. Although she’d like to start her novel in her free time, she is more likely out hiking with her husband, Jesse, their wonderful children, and their fluffy husky.