Glossary

An A/B Test compares two variants (A vs. B), such as email templates, landing pages, or small elements like donation button colors. Predefined KPIs determine the better-performing option. A/B testing is widely used in Marketing Automation, UX/UI, and digital fundraising campaigns to optimize performance.

Accessibility refers to the design and development of websites so that every user, regardless of their abilities or the technology they use, can access the information and functions on your website. Good accessibility ensures that people with disabilities, such as visual impairments, can easily consume the content of your website. Screen reader compatibility, good color contrast, and video subtitles are among the best practices in the field of accessibility. The Web Content Accessibility Guidelines (WCAG) provide comprehensive standards and specific guidelines for improving website accessibility. To check your website's accessibility, you can use a variety of free online tools, such as Google Pagespeed Insights.

Acquirers act as merchants between e.g. the credit card providers and the platform for online payments. If your organization wants to accept card payments via Soulclick, you'll sign an acquiring contract with one of our partners. We offer preferential conditions with our acquiring partners (see transaction costs). Once an online donation has been made through our platform, the acquirer forwards the transaction to the issuer of the credit card and refunds the payment. Provided there is a positive response, of course. A negative response can have many reasons, e.g. limit reached, card expired, incorrect credentials entered, etc.

Advocacy involves actions and efforts aimed at influencing public policy, raising awareness, and driving social change on specific issues. In the digital age, this includes online petitions, social media campaigns, virtual events, and more. Online donations play a crucial role in raising funds to support these advocacy efforts.

Agile Software Development focuses on making processes more dynamic and adaptable. The goal is to deliver a functional solution early on (commonly referred to as an MVP) and then refine and expand it iteratively based on user needs. One of the most widely used frameworks for implementing agile methodologies is SCRUM.

A key aspect of agile development is fostering close collaboration between development teams and clients, with an emphasis on shared learning and continuous improvement. Other essential elements include:

• Self-organizing teams

• Short development cycles

• Frequent feedback loops

Unlike traditional waterfall methods, which follow a rigid, linear process, agile development offers greater flexibility, faster results, and higher user satisfaction. By actively involving stakeholders like employees and customers, agile approaches often lead to solutions that are more widely accepted and better aligned with user expectations.

An Anti-Money Laundering (AML) Policy includes regulations and measures designed to prevent money laundering and the financing of terrorism. These policies aim to stop illegal funds from entering the legal financial system.

Many online payment providers, including Soulclick, require their clients to undergo a Know Your Customer (KYC) process and implement an AML policy. This ensures that nonprofits offering online payments take steps to prevent money laundering and report suspicious transactions. A common rule in a nonprofit’s AML policy is that anonymous donations above several thousand Swiss francs are not accepted, or that address information is validated during the checkout process.

An API is a programming interface that enables data to be exchanged between software tools either uni-directionally or bi-directionally. REST is the interface standard which defines and standardizes how data is being exchanged. Soulclick offers a REST-API with different integration options (GET endpoint or POST request).

Artificial intelligence (AI) comprises of systems that perform tasks typically requiring human intelligence. In fundraising, AI is e.g. used to automate procedures or to personalize donor interactions.

Typical applications in digital fundraising include:

• Fraud detection for online payments.
• Dynamic pricing, automatic A/B testing and optimization fo donation amounts.
• Personalized communication, such as AI-generated thank-you notes or donor upgrades.
• Donation forecasting & segmentation to e.g. identify potential major donors.

AI can help optimize campaigns and increase fundraising success when applied responsibly. It’s essential to follow ethical and data protection standards—many nonprofits and industry associations have already issued such guidelines and committed to them.

An Attribution Modell describes the development of a comprehensive allocation model by means of analytics and with the aim of intelligently evaluating different channels, touchpoints and instruments. For this purpose, namings are defined (so-called UTM parameters) and being used for each digital measure (e.g. social post). As a result the impact of each Marketing measure on your conversions can be determined and optimized.