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Fundraising 101: How to Get $67K More from New Donors

Gena Dellett - July 5, 2018

Fundraising 101: How to Get $67K More from New Donors

If any organization knows how to ask their base for ongoing support, it’s National Public Radio. No matter the station, you are guaranteed to hear a local NPR staff member or volunteer ask for your “sustaining pledge” of support during a fund drive. And it works!

Public Radio Knows All About Stewardship

Blackbaud’s Target Analytics donorCentrics identified 10 radio stations that were outperforming all other stations in collecting sustaining member revenue. At these stations, nearly $4 of every $10 in member revenue came from sustaining monthly donors. Some stations secured as much as $6 or $7 of every $10 in member contributions from sustainers.

At Current, News for People in Public Radio, analysts argue that the difference between these stations and lower-performing stations comes down to “each station’s commitment to adopting a new set of best practices that allows them to reset their relationships with donors.” Basically, better-performing stations had a strong strategy and implemented it consistently.

They further found that “Collectively, over five years, the top sustainer stations have tripled their total revenues from sustaining gifts, from roughly $11 million to about $33 million, while nearly doubling retention rates among these donors. Within this group, seven of 10 new donors continue giving in the second year… This means that, on average… every 1,000 new donors recruited as sustainers over five years will donate about $67,000 more than traditional new members.”

Long-Term Growth Requires Long-Term Vision

Your nonprofit can pull in these same numbers! Let’s look at the stats further to understand why developing a sustaining donor strategy pays off so well. The 2018 M+R Benchmarks Study found that when comparing new donors to repeat donors (those who gave in at least one previous year, including 2016), first-time one-time donors had an average retention rate of 25 percent, while repeat donors had a 60 percent retention rate.

Why is this? Because “generosity is a habit, and relationships strengthen over time.”

The conclusion is one you may know: long-term, sustainable growth will come from reliable monthly, don’t-have-to-think-about-it revenue.

Start Your Sustaining Donor Strategy Now

These are real results! So how can your nonprofit start or improve your monthly giving strategy? Here are some ideas to get you started.

One: Understand your data

Complete an analysis of your current donations (if your CRM makes this difficult, you should probably drop us a line). Look to see who is already giving you multiple donations per year.

The gifts are probably coming from a combination of strategies: event tickets, campaign support, annual gifts, and honorary donations. Individuals in this camp who already give to you in multiple ways are primed to become sustained donors. They’ve demonstrated a clear interest and commitment to your nonprofit.

Similarly, look at organizations that support you. In exchange for becoming a sustaining supporter, consider promoting them as a sponsor (you determine the level!) at a few of your key events.

Depending on the type of business or organization they are, smaller monthly donations may be easier to commit to, while still getting the recognition and promotion that event and campaign sponsorships provide. This way, they also know now what you’re asking from them for the year. No short-notice surprises, which can be frustrating for businesses and more difficult to swing financially.

Two: Develop a plan

One of the great benefits of recurring donations is that they can provide more unrestricted funds. With unrestricted funds, you’ll be able to finally fix that leaky toilet, which just doesn’t photograph as well as your other current needs. Yes, we’re joking, but in all seriousness think about what you want recurring gifts to support.

Your plan should make it clear what importance sustaining pledges has in your donor strategy. We especially like Network For Good’s Ultimate Recurring Giving Course.

Three: Commit to the plan

Don’t let your scheming and dreaming die at the meeting table. Once you’ve identified your strategy, make sure your entire development team is onboard and ready to implement. Everyone should know their role in rolling it out.

This requires that your team is knows how to handle other fundraising opportunities as they arise. You will need to think through how (and perhaps more importantly, if) those opportunities fit into your strategy. This keeps your fundraising plan from becoming reactionary. You can’t criticize your strategy until you have actually proven its effectiveness.

Four: Make it easy

This is all about technology and design, two of our favorite things. Your payment processor should be able to process recurring contributions. Weird, right? Not all of them do. You donors should be able to easily find a monthly giving option on your website, no matter their device or screen size. Learn more about the anatomy of an effective nonprofit donation page.

Five: Say thank you

Did we mention that recurring gifts are all about relationships? It’s critical to say thank you (whether via email, handwritten card, phone call, tin can and string…) promptly after every gift, every time. Make sure to include in your thank-you message what impact the gift is having or will have on your mission. Tax receipts and generic thank yous won’t cut it. Tell your nonprofit’s story. This will make your donors feel confident and proud in their ongoing support of your work.

For more resources on how to raise more money for your nonprofit, check out this article by our very own Kelly Kulp on How Email Segmentation Can Help Your Nonprofit Raise More Money.

Keep up the incredible work that you do, and let us know if we can help you with any of your Tech for Good needs.

Data Maintenance Made Easy: New CiviCRM Extension Provides Personalized Links for Emails

Gena Dellett - July 3, 2018

New CiviCRM Extension Provides Personalized Links for Emails

Americans were already feeling less secure about how their data was being handled before recent data-breach announcements. Writing for Forbes, Nelson Granados argues that Facebook’s Cambridge Analytica crisis “has struck a chord around the world because it signals the potential for social media platforms to abuse their privileged access to user information.”

That’s why we’re excited about a new CiviCRM extension that makes sending emails with personalized links to view and update contact information easy. It’s not just social media platforms that are or will be in the spotlight. Nonprofits, for-profits, government organizations — pretty much every organization that has even a basic CRM system should be thinking about the data they are collecting and how it can be made more secure and available to individuals, should they come knocking. All organizations in the EU are getting ready, thanks to the General Data Protection Regulation (GDPR), which, among other changes, provides people with new rights to access the information that companies hold on them.

With the new Contact Checksum extension, built by Matt Wire at MJW Consulting, CiviCRM users can easily view within the UI of a contact record customized URLs to include in an email. This allows people to easily view and edit pre-filled contribution forms, profiles, webforms, event registration forms, petitions, and more — all without having to be logged into your system. This not only saves people time in taking action, but it also allows them to view and update their information. When they make changes to any pre-filled or empty fields, those data are automatically updated and stored within their CiviCRM contact record.

Let’s take a look. To access the personalized links, install the extension and go to Actions > Contact Checksum.

New CiviCRM Extension Contact Checksum

From there you will see a pop-up with examples of the Checksum links you should use for contribution pages, profiles, and webforms. Examples will display both for emails you send out of CiviCRM as well as emails you send from an external email system, like your Gmail account.

CiviCRM New Extension - Checksum Popup With Examples

This functionality isn’t new to CiviCRM, but you need to know quite a bit about how tokens work. The extension puts the format of the link directly in your hands. All you need to do is copy / paste and update one piece of the URL. Let’s break the links down to find that piece:

Within the Contribution page link and the Profile page link above, you will see “id=1” and “gid=1”, respectively. Each Contribution page and Profile page has a unique ID. For example, this client of ours has several donation forms on their website that direct to specific programs.

  • General Donation Form: https://uwcnm.org/civicrm/contribute/transact?reset=1&id=2
  • Young Leaders Society Donation Form: https://uwcnm.org/civicrm/contribute/transact?reset=1&id=5
  • Women in Philanthropy Donation Form: https://uwcnm.org/civicrm/contribute/transact?reset=1&id=7

If you look at the end of each link there is a different ID. To send a prospective donor to the right donation page, make sure to take note of that form’s unique ID. The same applies to profile pages. You can access all profiles by going to Administer > Customize data and screens > Profiles. In the fifth column on the Profiles page, you will be able to see the unique ID for each profile you have in the system.

CiviCRM New Extension - Unique Profile ID

For Drupal systems, personalized links to webforms are more straightforward. Within the contact Checksum URL example (https://yourwebsite.org/webform-url?cid={contact.contact_id}&{contact.checksum}), you will just replace “webform-url” with, well, the URL of your webform!

Whether directly from CiviCRM or from your external email system, this feature gives you a simple way to keep your contacts’ information up-to-date without needing to create accounts or a login area on your website. This also keeps you from asking your contacts to complete a cumbersome multi-step process to view and update their data.

Next Steps

If you like what you see, download the extension and learn more about how the Checksum token works. There are many other ways that links like this can improve your target audience’s access and efficiency in taking action. We’d love to brainstorm with you on how your organization could benefit or work with you to add this feature to your system.

Patient-Centered Care Includes Thoughtful Healthcare Website Design

Gena Dellett - June 7, 2018

Website Design for Northwestern Medicine

“Good design is like a refrigerator—when it works, no one notices, but when it doesn’t, it sure stinks.” –Irene Au

Hospitals and health clinics are intentional about the colors they paint their waiting-room walls. Highly saturated colors, like vibrant yellows and reds, can make patients feel anxious. Richer shades of color on an accent wall can bring energy to a room, which is useful in rehabilitation centers and recovery rooms. Interviewed for Healthcare Design Magazine, Sherwin-Williams’ director of color marketing, Jackie Jordan, argues that healthcare facilities should strike a balance between both warm and cool colors since they “put people at ease” and “bring a sense of tranquility.”

What if healthcare organizations applied this same attention and concern to patient experience when making updates to their websites? Too often healthcare websites end up being a jumble of competing calls-to-action and overly complicated menu structures.

A well-thought-out and defined site map is especially key for a healthcare website since usability matters even more than trust. According to the “Pulse of Online Search” Survey, conducted by Makovsky Health Practice, consumers are motivated by the ease-of-use of online health resources over of how much they trust the resource. WebMD, the most popular and common online health resource, is visited by 53 percent of consumers even though consumers trust government agencies, like the National Institutes of Health, the Centers for Disease Control and Prevention, and the Food and Drug Administration, more.

Infographic - Consumers Motivated by Ease of Use

Complete Infographic Here

This makes sense considering website visitors are often searching these sites during a time of distress. With so many varied worries and concerns, consumers will quickly bounce off of difficult-to-navigate websites.

If a healthcare organization is the primary provider in their region, their audience may have no other option, especially if they are trying to accomplish one of three typical tasks:

  1. Find a health provider and schedule an appointment
  2. Access their medical records to view test results or other health information
  3. Pay their bills

While healthcare communication managers may be pleased to see long average-session durations in their Google Analytics metrics, it could signify a poor user experience (UX), requiring the visitor to continue clicking around until they find what they need.

Remember the basics of good design and UX.

Whether we’re working with a hospital or a human-rights nonprofit, our website building philosophy at Wanna Pixel is focused on principles of enduring design, which include:

  • Breathable margins
  • Restful white space
  • Legible typographical principles (such as best practices in line-height, hierarchy, and use of proper heading and copy fonts)

Professional use of imagery (as to the resolution, type of imagery, and cropping of imagery)

The most effective and enduring websites, like all designed communication, are built on these foundational design principles. Our sites are responsive and are tested for display on all major devices and at least two recent versions of all commonly used browsers (Safari, Opera, Chrome, IE, Edge, and Firefox). It’s important that healthcare websites, which typically contain multiple content-heavy sections, render beautifully, legibly, and intentionally on both desktop and mobile devices.

Below are some examples of healthcare websites that we especially like. Each of these websites boasts simplified menu structures with professional imagery and graphics. The navigation and search style make it easy for users to quickly find the information they’re looking for.

Western Missouri Medical Center

Website Design for Western Missouri Medical Center

Northwestern Medicine

Website Design for Northwestern Medicine

Chase County Hospital

Website Design for Chase County Hospital

Scripps

Scripps Website Design

Alaska Regional Hospital

Alaska Regional Hospital Website Design

The next time your organization talks about repainting the walls or replacing old furniture, take a look at your website. It may also need a refresh.

Learn about the top 6 reasons nonprofits upgrade their sites and what you can do now to better optimize the images on your website. If you’re ready to make a change, check out our web solution services or drop us a line.

Fundraising with CiviCRM Part I: Don’t Miss Your Chance to Promote Honorary Giving

Gena Dellett - May 15, 2018

Fundraising with CiviCRM Part One: Don’t Miss Your Chance to Promote Honorary Giving

In this three-part series, we highlight some of the ways CiviCRM can be used to enhance your nonprofit’s fundraising strategy. Part Two explains how to use CiviCRM Campaigns to organize and report across your fundraising methods. Part Three explains how to improve your ask with A/B email testing.

Just because an individual gives through your nonprofit donation page doesn’t mean they actually feel connected to your mission. Rather, someone they really care about may have asked. They care about that person and that’s why they gave. But this shouldn’t depress you!

Abila’s Donor Engagement Study found that nearly one-third of all online donations came from peer-to-peer campaigns. This type of giving is especially important for Millennials and Gen X.

Even if your organization isn’t ready to jump headlong into peer-to-peer fundraising, there is much you can do with your existing CiviCRM nonprofit donation page to make honorary, memorial, and celebratory giving easy. Here are several benefits:

  1. Expand Your Donor’s Impact. A small percentage of your donors can write your nonprofit a check for $10,000. But, all of your donors are part of a community. These relationships have the potential to add up to much more than what one check from one person could provide. Giving, volunteering, telling stories, sharing news — each of these actions ripples out and expands your nonprofit’s impact.
  2. Minimize Transaction Fees. Each online giving platform has its own administrative and transaction fees. Minimize the number of middlemen by encouraging your donors to send their contribution directly to your online donation form. Depending on your payment processor, this can land their gifts directly in your nonprofit’s bank account.
  3. Retain Donor Information. You control what fields you collect and make required within your online donation form. When a donor makes a gift, all of this information is stored within CiviCRM without you having to manually enter information or tie individuals together on a donation. Separate platforms may give you a fraction of that information, all of which would have to be imported or manually entered into your system.

These benefits are just the beginning. Let’s see what honorary giving can look like on your CiviCRM donation form. One of our clients, the United Way of Central New Mexico oversees a variety of initiatives, many of which have their own dedicated donation page. Here is a screenshot from their general giving page.

Donation Page - Honoree Option

As you can see, they have an optional “Honoree Information” section for the donor to choose to make a gift in honor of, in memory of, or in celebration of someone they care about. Additional fields display after the donor selects their preferred option.

Donation Page - Honoree Detail Fields

In CiviCRM you have complete control over what fields you want to collect and which of those fields are required. In the backend, these individuals are created as new contacts and receive a soft credit for the donation. Soft credits allow you to credit the honoree and the actual donor, without counting the contribution twice. Because of CiviCRM’s robust reporting and search options, you can use this information to develop better reports and more targeted communications.

Here’s what an honorary donation looks like in CiviCRM.

Honorary Donation Record in CiviCRM

In this example, I made an online donation of $250 in honor of my son. I can click directly to his contact record from the contribution details. This same donation is viewable within the Contributions tab of his record.

Honoree Record of Donor Contribution

I can also find this information from Contributions > Find Contributions.

Search for Honorary Contribution

By entering his name in the “Contributor Name or Email” field and choosing “Soft Credits Only,” I can quickly pull up the donation.

Honorary Contribution Search Results

From here I can take a variety of actions:

  • Delete the contribution
  • Email the donor
  • Export the contribution
  • Print or email an invoice
  • Print or email a thank you letter
  • Update the contribution status

Add Honorary Giving to Your Nonprofit Donation Page

You can add an option to your donation form for your donors to make honorary gifts by going to Contributions > Manage Contribution Pages. Click Configure > Title and Settings next to the donation form you want to update. Below the start and end date, you will see an option to enable the honoree section. When you select that box, a variety of options will appear.

Enable Honoree Section for Donation Form

CiviCRM contains the following honor or soft-credit types out-of-the-box:

  • In Honor of
  • In Memory of
  • Solicited
  • Personal Campaign Page
  • Gift

More soft-credit types can be created based on your nonprofit’s needs. The “Honoree Profile” determines what information you collect from the donor when they are making their gift.

If you’ve made it this far, you’re getting into the nitty-gritty of CiviCRM configuration. The fact that non-technical people can learn to do so much with the system is one of the reasons we love CiviCRM. We also love to work with nonprofits to set up these details so you can stay focused on your mission.

Keep Learning

This is just the beginning of what you can learn. If you’re already convinced, find more tips for building a better donation page for your nonprofit:

  • 10 engaging nonprofit donation pages
  • The anatomy of an effective donation page
  • 7 tips for creating a successful year-end donation page

To read more on this topic, visit CiviCRM.org’s user manual to learn about soft credits and how to set up honoree giving on your nonprofit’s online donation form.

Fundraising with CiviCRM Part II: Three Ways to Use CiviCampaign to Tie Together Your Nonprofit’s Fundraising Efforts

Gena Dellett - May 15, 2018

Three Ways to Use CiviCampaign to Tie Together Your Nonprofit’s Fundraising Efforts

In this three-part series, we highlight some of the ways CiviCRM can be used to enhance your nonprofit’s fundraising strategy. Part One explains how to use CiviCRM to promote and accept honorary donations. Part Three explains how to improve your ask with A/B email testing.

Your nonprofit uses a variety of strategies to raise funds for your mission and programs. Each of these strategies, from hosting a gala to cultivating major gifts, will speak to a specific segment of your supporters. Yet funds raised from these strategies may all be directed toward the same campaign or budget line. Your CRM should make it easy to track and report on the individual and collective success of your efforts.

Nonprofit development directors, rejoice! With CiviCampaign, CiviCRM makes it easy out-of-the box to manage an array of fundraising strategies, while seeing real-time metrics on the progress you have made toward your fundraising goals.

What is CiviCampaign?

CiviCRM functionality is provided via a series of “modules.” Because of the unique scalability of CiviCRM, modules and extensions can be added over time to your system. CiviCampaign is one of these modules, allowing you to link together events, mailings, activities, and contributions under one “umbrella” or campaign.

Let’s unpackage three things you can do with CiviCampaign to enhance your fundraising program.

One: Tailor CiviCRM so it fits your nonprofit’s fundraising strategies.

Typically when you accept a donation or registration fee through CiviCRM you are doing that through a price set. Price sets are created using a variety of Financial Types and Financial Accounts in the system. Each financial type, like “Donation,” is tied to a number of financial accounts in CiviCRM. These financial accounts should ideally be based on your organization’s Chart of Accounts.

Here are the standard Financial Types and their corresponding Financial Accounts that come out-of-the-box with CiviCRM.

Standard Financial Types for CiviCRM

Customizing these options will bring your accounting team peace of mind, while giving you more options in reporting. For example, if you go to Contributions > Find Contributions, you can filter and search through your donations, event registration fees, membership fees, and more by Financial Type.

How to search by financial type

However, if you need to share an update on a multi-year fundraising campaign that has benefited from individual donations, major gifts, grant funding, and special events, just looking at Financial Types won’t cut it. For this, you need CiviCampaign.

With CiviCampaign, you can customize the Campaign Types you have in the system and then create an unlimited number of Campaigns based on your organization’s unique strategies.

Here are some examples of Campaign Types in the system.

Campaign Type Options

When you create a new Campaign, you associate it with the correct Campaign Type, give it a start and end date, revenue goal, and more. Again, this all comes out-of-the-box with CiviCRM. There is so much more you could add and track by creating custom fields for your Campaigns.

Creating a New CiviCampaign

You can now use these Campaigns throughout the system to tie together donations, product purchases, event fees, mailings, activities, and more.

Here’s an example of what that looks like when creating an event:

Connecting a Campaign to Your Event in CiviCRM

Here’s an example for how to incorporate campaigns into your nonprofit donation page:

Connecting Your Campaign to a Donation Page in CiviCRM

Here’s an example of how a Campaign can be added when you are recording a donation manually in the system:

Connecting a Manually Entered Donation with Your Campaign in CiviCRM

With Campaigns, every dollar you raise, no matter how it was raised, can be tied back to the same goal.

Two: Do more with Advanced Search.

Now that you have customized your Financial Types and Accounts and have created Campaign Types that match your nonprofit’s fundraising strategy, you can use that information to strengthen your relationships.

Let’s go through an example.

Let’s say I’m in charge of a capital campaign to expand our offices and I want to give our donors a personal update on our progress. With Advanced Search, I have an array of criteria I can use to filter my results. From there, I can take immediate action, like creating a smart or basic group, sending a mailing, or exporting the information for additional analysis outside of the system.

For this example, I want to find all individuals who live in Colorado that have given at least $200 in the last year benefiting my Campaign. I’ll use these filters:

  • Basic Criteria > Contact Type(s) > Individual
  • Address Fields > State/Province > Colorado
  • Contribution Amounts > From $1 to $200
  • Contributions > Date Received > Last 12 months including today
  • Contributions > Campaigns > 2018 Capital Campaign

From there I can quickly email these individuals from Actions > Email — schedule/send via CiviMail using Mosaico’s beautiful email template builder.

I can repeat this process, changing the contribution amount or date range each time. By using tokens, CiviCRM’s equivalent to mail merge fields, I can quickly send personalized communications to all of my donors.

There is so much potential here. Advanced Search also lets me view the search results in different ways. The top fieldset in Advanced Search is called “Display Settings for Results.” Beneath “Display Results As” you can choose to view your search results as Contact (default), Contributions, Event Participants, Memberships, Activities, Cases, Related Contacts, and Mailings. (Depending on which modules you are using in CiviCRM, some of these options may not display.)

Choose How to Display Search Results in CiviCRM

Each of the display options comes with a slightly different set of actions that you can take on the results. For example, if you view your search results as “Contributions,” you could complete bulk updates on all the contributions, or choose to either print or email invoices.

These features allow you to efficiently take action and provide your team with the information they need, so you can get back to building relationships.

Three: Create better reports.

CiviCRM offers an array of reporting options. As you become more familiar with your system, you will learn when it makes the most sense to use Advanced Search and when to use Reports, depending on the type of information you are looking for and what you want to do with it. For a bird’s-eye view of your Campaigns, use the Campaign Progress report template.

Like all other reports, you determine what columns of information you want the report to display.

Extended Campaign Progress Report for CiviCRM

You also have multiple filter options to refine your results.

Filters for Extended Campaign Progress Reports in CiviCRM

Besides this report, which can help you analyze your success across multiple efforts, you can display the Campaign as a column of information and use it for filtering results in most other reports.

Unlike Advanced Search results, reports can be automatically generated and delivered via email to individuals in your organization, such as a weekly report to your Executive Director and a monthly report to your Board President.

Make sure the core members of your team know how to run these reports. This is one of the beauties of CiviCRM; if everyone is consistently recording their interactions and ways your target audience is connecting with and giving to your work, no one should be in the dark on the progress you are making. You can see and celebrate in real-time your nonprofit’s fundraising successes.

Get to Work

It is a privilege to set up and train our nonprofit clients on how to use these features to support their fundraising efforts. The features and functionality discussed in this blog post require no custom development. There is much that can be layered on top of this functionality to extend its value, but this starting point can provide an immediate and affordable value to your nonprofit.

More DIY Posts

Learn about other ways you can use CiviCRM to enhance your fundraising efforts.

  • Encourage your donors to make honorary gifts
  • 10 engaging nonprofit donation pages
  • The anatomy of an effective donation page
  • 7 tips for creating a successful year-end donation page
  • Increase donations with A/B email testing
  • Easily create branded emails with CiviMosaico
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Lies We Won’t Tell You

Part of our value statement is “we value integrity, honesty, ingenuity, open communication, collaboration, personal excellence, constructive self-criticism, continual self-improvement, respect for each other, and respect for design.” Here are a few lies we won’t tell you.

WE HAVE A SOLUTION FOR EVERY COMPANY
One of the things I (Nate) dealt with in past jobs is creating an illusion for our customers that we offered a wide variety of solutions which we in reality did not offer. It was a smoke screen we put out there as a company to entice customers who were looking at other well known branded solutions to consider our primary solution.

Some people feel that offering a “wide variety” of solutions makes them look like a more experienced solution provider. In reality it means they are minimally experienced in many areas.

We focus on a few well known, and well researched solutions that we feel best meet our clients needs. That doesn’t mean we aren’t intimately familiar with other solutions or that the solutions we have selected will work best for all organizations. If our solution isn’t the right one for you, we are going to tell you and give you a recommendation of where you will find the best solution for your needs.

YOUR MARKETING STRATEGY IS GREAT
I say this sort of tongue in cheek because you might actually have a great brand and marketing plan. I like making people feel good. I would love nothing more than to tell you that your branding strategy and marketing plan is spot on! However, lying to you about the quality of your brand or marketing plan isn’t going to help anyone long term. Don’t feel bad though. I wouldn’t bring a criticism that I didn’t also have a solution to.

Our talent is taking a data driven approach to analyzing your current branding, technology, and marketing plan and maximizing your efforts to reach your audience and grow your organization!

YOU CAN'T DO THAT
This one is a little interesting. There may be many reasons why you shouldn’t do that or what you are asking for may not be something that we are prepared to do with our team, but we won’t tell you that you can’t do something. We’ll always be ready to explore the best option for what you are looking to achieve and at the very least, point you in the right direction.
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