Leveraging Technology to Engage Supporters: 4 Tips

According to Sage’s 2025 Nonprofit Technology Impact Report, nonprofit respondents cited the following as their largest internal operational challenges:

• Lack of process automation and organization efficiency (41%)
• Manual, time-consuming reporting (35%)
• Lack of real-time visibility into key metrics and performance (34%)

These issues frustrate your staff and impede donors’ experiences with your organization. By developing a sound technology strategy, your nonprofit can streamline behind-the-scenes processes, gain better insights into your supporter base and properly engage your audience.

1. Use the right constituent relationship management platform (CRM).

Aly Sterling Philanthropy’s fundraising strategy guide explains that the right donor management software or CRM “will streamline your internal processes and reduce your team’s administrative burden.” A robust CRM provides the central source of truth about your supporter base, allowing you to:

• Manage and analyze supporter data. Create donor profiles that contain demographic details, contact information, preferences and engagement history. With all of this information in one place, staff members can easily access and leverage it to inform your nonprofit’s marketing, fundraising and stewardship strategies.
• Save time. Automation streamlines menial tasks and empowers you to spend more time on your mission. You may automate data transfers, thank-you emails, donation receipts, reports and more.
• Build stronger relationships. By learning more about your supporters, you can tailor your communications and offerings to their needs. Match supporters with relevant engagement opportunities, contact them according to their communication preferences and suggest donation amounts that align with their giving capacity.

While all CRMs will provide these benefits, not all of these tools are the same. When selecting a CRM, you’ll want to consider the following:

• Pricing. Determine your nonprofit’s budget. Newer organizations may opt for free or heavily discounted software solutions, whereas more established nonprofits may be ready to transition to more built-out platforms. If a certain CRM is perfect for your nonprofit but outside your budget, consider seeking a technology grant to cover the cost.
• Organization size. Some basic solutions may be enough for smaller organizations, while larger nonprofits may need software that offers additional functionality and can support more records. Inquire about the scalability of each option to choose software that will grow with your organization.
• Necessary features. Decide what your nonprofit must have in a CRM. For instance, if you’re looking for a cloud-based solution built to enhance program delivery, you may try Salesforce Nonprofit Cloud. Other essential features may include integrations with your existing tech stack, marketing capabilities or custom reporting.

2. Revamp your website.

Your website is a key marketing tool and information hub. Making even slight changes to this epicenter of your nonprofit can encourage more people to engage with your content and support your organization.

Optimize your nonprofit’s website by:

• Making it mobile-friendly. In 2024, 53% of nonprofit website traffic came from mobile devices. To create a positive mobile user experience, implement a responsive design that adjusts to different screen sizes, ensure tap targets are big enough and make text large enough to read.
• Streamline your donation page. Encourage supporters to follow through with donations by asking them only for necessary information, such as their names, contact information, payment details and donation amounts. Offer suggested amounts and dropdown fields to expedite the process even further.
• Increasing load speeds. The faster your website loads, the more likely users are to stay on your site and engage with it more deeply. Compress images and videos and minimize unnecessary plugins.
• Improving navigation. Ensure users can easily find what they’re looking for with a menu that features clear labels like “Donate” and “Contact Us.” Consider adding a search bar so users with a specific need can quickly find relevant information.
• Using clear calls to action (CTAs). Add strong CTAs throughout your site that motivate users to take action. For example, you may add a section to your homepage that discusses your volunteer program with a CTA that reads “Sign up today!” and links to your volunteer registration page.

Additionally, your website should reflect your organization’s branding. Use your brand colors, feature your logo prominently and ensure all text aligns with your organization’s tone and style for consistency.

3. Leverage A/B testing.

A/B testing involves changing one element of a marketing message or webpage and measuring how that change affects performance. This approach gets to the heart of what supporters want to see and what drives them to engage with your organization.

You may use A/B testing for:

• Email subject lines. Experiment with wording, length and emojis. For example, you may test the following two email subject lines for your upcoming capital campaign: “[Recipient Name], have you heard about our campaign?” and “Get the inside scoop about our capital campaign.”
• Suggested giving amounts. Segment supporters by giving capacity, and send appeals with differing, reasonable suggested giving amounts. You may find that when prompted to give more, many recipients do so.
• CTA wording. Get creative with CTA wording to push supporters to take desired actions. For instance, you may switch between having the main CTA on your site be “Donate Now” and “Give to a Family In Need” to see which one yields better results.
• Storytelling. UpMetrics’ nonprofit storytelling guide explains that you can share beneficiary stories using various media forms, including blog posts, social media, speeches, impact reports, videos and podcasts. You may take the same story and put it in two different formats to see which is most enticing for users.

Track relevant metrics to determine the results of your A/B tests. These may include open rates, click-through rates, response rates and conversion rates. You may also ask supporters for qualitative feedback that expands upon why certain choices resonated with them.

4. Implement gamification.

Gamification refers to the process of using game-like elements in a non-game context to increase participation and satisfaction. By turning elements of your nonprofit’s engagement activities into games, you can create exciting opportunities that keep supporters involved.

For example, you may use fundraising software to launch a donation challenge with a leaderboard that highlights top donations, frequent givers and long-term supporters. Donors may feel incentivized to give more when they know they’ll receive recognition for it.

Connect your gamification efforts to the goals in your strategic plan. For instance, if one of your major goals is to boost volunteer retention, you may develop a system where volunteers earn badges for every volunteer opportunity they participate in and distribute prizes once volunteers hit a certain threshold. This way, you can use gamification to further your objectives and enthrall your community.

With the right technology, your nonprofit can improve internal processes and develop more engaging opportunities for supporters. Partner with a nonprofit consultant who has experience working with nonprofits like yours to evaluate your current tech stack and determine ways to enhance your organization’s specific strategy.

 Aly Sterling

Aly’s decision to start her own business in 2007 was driven by her belief in leadership as the single most important factor in organizational success. She was determined to work with multiple causes at one time to scale societal change. 

Today, she manages the strategic direction and growth of her firm while advising select clients on the organizational opportunities that impact their mission success, scalability, and sustainability. Aly’s expertise includes fundraising, strategic planning, and board development for the well-positioned nonprofit. She recently earned certification in the 21/64 approach to working with multigenerational families with funds, foundations, and other philanthropic enterprises.

Aly is regularly sought for comment by trade and mainstream media, including the Chronicle of Philanthropy and U.S. News & World Report. She is a frequent presenter for regional and national organizations, including NetJets, Owens Corning, Philanthropy Ohio, Ronald McDonald House Charities, Boys & Girls Clubs of America, and First Tee.

In 2015, Aly led her firm to membership in The Giving Institute, an exclusive and highly respected international organization for nonprofit consultants. Each semester, Aly also proudly teaches a course on women and entrepreneurship and corporate social responsibility at Bowling Green State University.