What’s Working in Digital Non-Profit Fundraising
Studies have shown that “Donate Now” buttons that stand out from your website’s overall color scheme result in more online dollars raised because online donors can’t help but notice them. For example, if your website and your logo use two colors, pick a third color that coordinates well with them for your “Donate Now” button. Again, your “Donate Now” button should be visible and obvious on every page on your website. Design it into your website’s template or navigation bar.
Research shows donors give primarily for three reasons: (1) the mission; (2) the stability of the organization, and (3) a deep respect for a staff person, usually the E.D. If you've got a great fundraising cost/benefit ratio, flaunt it. Donors love to see that the lion's share of their philanthropic investment is going directly to services and not administration.