How much should you budget to push your web fundraising to the next level? A good rule of thumb: invest an amount equal to an extra 10% of your direct mail budget.

As you plan for next year’s budget, allocate money to help review and improve your web fundraising in a way that will pay for itself, perhaps several times, during the fiscal year:

• Redesign your email template for greater usability and improved click-through; 
• Invest in a testing plan and make sure your email tools can give you proper results; 
• Create new landing pages that combine advocacy or other action with video and other engagement techniques that will increase donations

A little year-end budget planning can pay huge dividends next year. If you have some money left in your fundraising budget this fiscal year – from a canceled project, event or reduced direct mail prospecting schedule – then a modest investment in internet fundraising strategy or infrastructure may be a great way to position your organization for the next wave in online fundraising. Here are a few ideas:

• Commission an internet strategic plan to help your entire organization use the web more effectively for advocacy, communication and fundraising; 
• Append email addresses to your direct mail donor records so you can use both channels for recruitment and retention in the coming year; 
• Audit your web tools and web content so you can increase the percentage of visitors who take action on your site

The fundraising experts at NPAdvisors.com and Amergent will help you integrate web, mail and telephone fundraising to raise more money in this lean year and in the better years to come.