Glossary

A Call to Action is a prompt on your website, in an email or in other digital channels, that encourages users to take a specific action, such as signing up for a newsletter or making a donation. Strategically placed CTAs, like donation buttons in the website’s header, can guide your visitors through your site and increase conversions. CTA buttons should be clear, attention-grabbing, and follow familiar color and shape patterns to ensure they are easily understood by users.

A Canonical Tag is an HTML element that tells search engines which version of a webpage should be considered the preferred one. Canonical tags are used to avoid duplicate content – that is, identical or very similar content accessible via different URLs.

This is especially relevant for dynamic websites – such as donation shops with filtering and sorting functions, or campaign pages with tracking parameters – where the same content might be indexed multiple times. Without canonical tags, SEO rankings are negatively impacted, as search engines may not know which version to prioritize.

A properly implemented canonical tag (e.g. <link rel="canonical" href="https://www.donationpage.com/emergency-campaign">) points to the original URL and ensures that all SEO signals are attributed to the correct page.

CSS is a popular programming language used in web development to define the presentation and formatting of HTML documents. It allows designers to control the layout, colors, fonts, and other visual aspects of websites independently from the content of the pages. By separating design from content, CSS promotes consistency across a website's pages and enhances accessibility. Designers and developers can create visually appealing websites and make global changes by modifying a single CSS file, rather than editing each HTML page individually.

The Case for Support is a key document that explains why donations are needed and how they will be used. It is typically created for grant applications and larger fundraising campaigns. A well-crafted Case for Support outlines the organization's mission, goals, and challenges, incorporating stories and statistics that reinforce key messages and emphasize the urgency of support.

Charity Streaming is a fundraising method that uses live streams (e.g., on Twitch, YouTube, or TikTok) to collect donations. Streamers and their communities actively participate – for example, through challenges or events – to raise awareness of important social issues and generate donations.

For nonprofits, charity streaming offers a modern way to reach younger audiences digitally and gain visibility through creative campaigns. Tools such as donation links or embedded widgets enable a direct connection between the stream and the donation process.

A Checkout is the final step in an online shopping or donation process where users review their items or chosen donation project, enter payment information, and complete their purchase or donation. Key aspects of a checkout include:

• Cart review: Users confirm their selected project or the amount they wish to donate.

• Personal information entry: Users provide necessary details, such as name, address, or email.

• Payment methods: Users select and enter payment information, like credit card, PayPal, or other options.

• Donation confirmation: After payment, donors receive a confirmation of their contribution, often via email.

In online donations, a well-designed checkout — whether part of a donation form or a donation shop — is user-friendly, secure, and optimized for quick completion, helping to reduce cart abandonment and improve conversion rates.

A Click Dummy is an interactive web design that was created in a prototyping tool (e.g. Figma). For larger digital projects, a click dummy is created so that users can browse the page and give their feedback before the product is being coded. Click dummies help eliminate unnecessary development iterations at later stages and take the users perspective at the center of the product design.

The Click-Through Rate (CTR) is a key performance indicator (KPI) that shows how often users click on a link in relation to how often it is displayed (impressions).

Formula: CTR = (Number of Clicks ÷ Number of Impressions) × 100

CTR is a standard metric in Google Analytics and an important benchmark in online fundraising. It plays a crucial role across search engines, AI-services, and online ads. A higher CTR means more people visit your website – and potentially donate. You can improve your CTR by:

• writing clear and compelling titles & descriptions

• optimizing meta tags and snippets

• using strong and visible calls to action (CTAs)

Please note: CTR and Conversion Rate are two different metrics. While CTR measures how many users click on a link, the conversion rate shows how many of those clicks lead to a desired action (e.g. a online donation).

Cloud Computing provides online access to services like storage, databases, and software, eliminating the need for physical infrastructure. It powers software-as-a-service (SaaS) solutions like CRM systems, data analytics, and online donation platforms like Soulclick. Before cloud computing, software was mainly delivered through on-premise models. By adopting cloud-based solutions, charities can reduce costs, scale efficiently, and streamline IT operations.

A Code of Conduct is a binding set of ethical principles and guidelines that define appropriate behavior for fundraisers and nonprofit organizations. It ensures that donations are raised transparently, respectfully, and responsibly.

A Code of Conduct in Fundraising typically includes rules on:

• Truthful communication with donors
• Respect for the dignity of the people being supported
• Transparency in the use of donations, including a commitment to avoid pre-financing and commission-based fundraising
• No misleading or high-pressure tactics in donor outreach
• Compliance with data protection laws and responsible handling of personal data

Many organizations follow established industry standards, such as the ethical guidelines of the Swiss Fundraising Association (Swissfundraising) or the Code of Conduct of the European Fundraising Association (EFA).

A Code of Conduct builds trust – with donors, team members, and partners – and helps put ethical standards into practice in everyday fundraising. At Soulclick, our Code of Conduct is binding for both employees and partner organizations alike.

Community-Centered Fundraising (CCF) is an approach that places the needs and perspectives of the supported community at the forefront. The goal is to develop projects in close collaboration with the affected communities and adjust fundraising efforts to align with their needs. Unlike Donor-Centered Fundraising (DCF), the emphasis is not on donor preferences but on the priorities of the supported community.

While a strong CCF orientation can be impactful, nonprofits risk adopting an overly inward-focused perspective that may not resonate with broader audiences. With Soulclick’s donation shops and platforms, NPO can effectively bridge the gap between their work and donors, regardless of their strategic approach.

Community Fundraising is a process by which individuals within a community come together to raise money for a common cause. This type of fundraising unites collective efforts to support local needs, such as schools, healthcare, or social services, among others. Peer-to-peer software tools and social fundraising features, like Facebook donation buttons, can enhance fundraising efforts and help spread the word beyond local communities.

In Consent Management, users choose their preferences. In the context of online donations, these can be communicative preferences (e.g. wish for an electronic donation confirmation), consent to tracking measures (see cookies) or thematic subscriptions (e.g. regular news about Nepal). This information in turn flows into the personalization of donor journey automations and/or the optimization of the digital presence (e.g. order of donation products).

Contactless Payment is a technology based on Near Field Communication (NFC) or RFID that allows payment transfers without physical contact between the payment method and the terminal. Digital wallets like Apple Pay and Google Pay use this technology. Contactless Payment is a very convenient, efficient, and secure method for paying smaller amounts. It can also be used for online donations.

A Content Hub is a centralized knowledge area on a website where reports, expert articles, and blog posts are published. Unlike blogs, content hubs have a broader scope and include thematically organized content (e.g., expert articles or treatment recommendations for a healthcare organization) rather than chronologically ordered posts. High-quality content hubs provide categories, filters, and a search function to help users easily find the information they need. In online fundraising, content hubs are an essential tool; therefore, Soulclick offers a flexible and expandable content hub.

A Content Management System enables end users to update, add content or new subpages to a web application. Modern digital products generally have a CMS. So do Soulclick Form and Shop which allows you to adjust the design to your brand standards, change fonts, images and much more. The Soulclick CMS also incorporates integrated SEO helpers to optimize your donation page for search engines.

Content Marketing is used to reach new audiences and deepen the connection with existing donors by creating targeted, engaging content. It plays a crucial role in online fundraising as it helps in building trust—both before and after a donation.

With Soulclick’s Content Hub, nonprofits can centrally showcase stories, reports, and insights into how donations are used—directly on their website.

Conversions refer to the fulfillment of a digital goal in Oline Marketing. For this purpose, digital fundraising is mapped using a funnel (see marketing funnel). A rough distinction is made between soft and hard conversions. The former describes interactions that precede the hard conversion. These can be clicks on an online ad, a page view or a newsletter subscription. Hard conversions are typically the completion of an online donation.

Conversion Rate Optimization describes a method of optimizing conversions in online fundraising. Touchpoint analyses are used to determine possible weak spots and optimization measures. The concept typically tries to assess and optimize the touchpoints that lead to a high percentage of churn. To improve conversions, often times, A/B or split tests are being used.

Cookies are small text files that are stored on the user's local browser when they visit websites. They make it possible to track user journeys and optimize digital offerings. According to the Swiss and European data protection regulations, the use of cookies must be expressly consented to. The cookie banner, which is displayed upon the users' first visit, allows everyone to make a choice.

Corporate Social Responsibility (CSR) refers to a company's commitment to conducting its business in an ethical, sustainable, and socially responsible manner. This involves considering the social, environmental, and economic impact of the company’s operations and making efforts to contribute positively to society. CSR initiatives often include activities such as reducing carbon emissions, promoting fair labor practices, and supporting charities through donations. CSR is also a growing area in digital fundraising, where corporate teams may launch their own fundraisers or set up peer-to-peer fundraising campaigns on behalf of a charity. Companies often offer programs like employee matching gift campaigns or providing employees with a day off for volunteering.

Cost Per Click (CPC) refers to a KPI of the common PPC pricing model in online advertising, where advertisers pay a fee each time their ad is clicked. It’s a key metric used on platforms like Google Ads, Facebook Ads, Instagram, and many others to determine how much an advertiser pays for each user acquisition or website visit.

While CPC is important in the early stages of a campaign to manage traffic and drive clicks, other metrics like Cost Per Conversion (CPCo) or Return on Ad Spend (ROAS) tend to be more valuable over the complete campaign duration. These metrics provide better insight into the direct impact of fundraising campaigns on ROI, helping charities focus on outcomes like donations rather than just website visits.

Cover the Fee refers to a feature in donation forms and checkouts that allows donors to voluntarily cover the incurred payment fees. Soulclick also offers this option. In opt-in procedures, where fee coverage must be actively selected, around 60% of users opt to cover the fees. In opt-out procedures, where fee coverage is enabled by default and can be deselected, over 70% choose to cover the transaction fees.

Cross-media Fundraising delivers campaigns and engages donors across both analog and digital channels to achieve a specific fundraising goal with a broad audience. The goal is to increase a campaign’s reach and overall impact.

Typical campaigns combine traditional elements like fundraising letters with digital tools such as email campaigns, Meta and Google Ads, and dedicated fundraising landing pages.

With tools like the Donation Shop or Campaign Links from Soulclick, Nonprofits can effectively plan, launch, and analyze cross-media fundraising campaigns.

Cross-Site Scripting (XSS) refers to a security vulnerability in web applications where an attacker injects malicious scripts into content delivered to users. These scripts are executed in the user's browser without their knowledge, allowing the attacker to steal sensitive data. In the context of online fundraising, XSS could be used to display a look-alike donation form on your website, enabling attackers to steal donor information or divert donations to fraudulent accounts. XSS vulnerabilities typically occur when a web application fails to properly validate or sanitize user input before displaying it on a webpage. To mitigate XSS risks, developers should implement input validation, encode outputs, regularly update their web technology, and use security features like Content Security Policy (CSP).

Crowddonations typically involve collecting small amounts of money from a large number of donors through online platforms. This allows for the funding of larger investments and projects through private donations. In addition to raising funds, crowddonation campaigns can be highly effective in raising awareness and building a community. Soulclick also offers various possibilities and features for setting up crowddonation campaigns.

Charities that accept Crypto Donations provide their donors with the option to contribute online via cryptocurrency (e.g., Bitcoin or Ethereum). Donations are typically converted automatically into a fiat currency (e.g., CHF, EUR, USD) through specialized providers like Coinify. Crypto donations are widely debated in the non-profit sector, primarily due to the high energy consumption associated with mining (sustainability) and concerns about potential money laundering.

Customer Experience (CX) refers to the overall experience that customers have with a brand across all touchpoints. In online fundraising, this is often referred to as Donor Experience (DX). DX encompasses all interactions donors have with an organization – from their first visit to the website to the thank-you email following a donation.

A positive CX requires a consistently donor-centric mindset within the organization. The quality of the Donor Experience depends largely on the people who directly or indirectly interact with donors.

In digital fundraising, CX is closely linked to User Experience (UX), which should also adopt a user-centered approach to ensure a seamless and positive experience.

Customer Insights is a discipline of market research and is often integrated into the donor journeys of larger fundraising organizations with the help of marketing automation platforms. At its core, it involves regularly surveying customers and incorporating their wants and needs into the ongoing development of the service offering. Customer Insights is frequently paired with a practice known as reply management, where staff respond to positive or particularly critical feedback.

Customer Relationship Management helps NPOs to systematically build and extend relationships with target groups. Whether you are an individual donor, online sponsor or major donor, CRM actively manages all customer relationships and interactions. In line with the "corner store" principle - know your customers and provide them with optimal support. Modern tools enable the automation of processes or sophisticated attributions (see Business Intelligence). Soulclick Manager is not a CRM system, but has extensive options for managing online donors. An API interface to your CRM is recommended in particular for large transaction volumes.