Glossary

Machine Learning is a branch of artificial intelligence (AI) that allows computer systems to learn from data and make predictions or decisions without being explicitly programmed for specific tasks. Machine learning algorithms identify patterns and relationships in data, enabling systems to improve accuracy and performance over time as they process more information.

In digital fundraising, machine learning can be used to analyze donor behavior, predict donation trends, and personalize communications. For example, charities can use machine learning to identify trends or potential donors who are more likely to contribute.

Marketing Automation supports the software-driven automation of communication and fundraising processes. The approach aims to create personalized digital dialogues with target audiences, thereby sustainably enhancing the commercial impact of digital fundraising. At Soulclick, marketing automation is used to extend donor journeys and increase lifetime values. Online donors are systematically re-engaged and informed about new fundraising campaigns.

The Marketing Funnel refers to a framework for tracking, measuring, and managing performance in digital marketing. In the context of fundraising, it is often referred to as the Fundraising Funnel. Ultimately, the funnel serves as a tool for measuring and optimizing the donor journey (see Conversion Rate Optimization).

Media Analysis systematically examines and evaluates media content to gather relevant information on public perception, topics, and trends. For nonprofits, it offers valuable insights into how and where they are perceived, which messages resonate well, and which media channels are most relevant. Comparative data and benchmarks can also support online fundraising efforts. This approach aids in aligning marketing and fundraising strategies with the needs and behaviors of target audiences.

Media Spend refers to the budget a nonprofit organization allocates specifically for advertising and marketing across various channels in online fundraising. This includes only actual ad expenses, such as Google Ads, social media, or YouTube ads – costs for creatives, production, and related tasks are not included. With effective tracking, media spend per channel can be optimized, for example, by using CPA (Cost per Acquisition) as a metric.

A Mega Menu is a website navigation type that promotes a flexible structure and clear organization. Unlike dropdown menus, which typically includes only a single submenu level, mega menus can feature multiple levels and categories, as well as images, icons, and call-to-actions. This approach helps charities create user-friendly websites and showcase their digital offerings while seamlessly integrating numerous indexed pages, which can boost SEO performance and support their online fundraising goals.

A Meta Description is the short text displayed in search engine results (SERP) below a webpage’s meta title. It concisely summarizes the page content and should include relevant keywords. The ideal length is around 150 to 160 characters to ensure it displays fully. A well-crafted meta description can increase the click-through rate (CTR), bringing more donors to the website. If users don’t add a meta description, search engines will automatically generate one based on the page’s content.

A Meta Title is the title of a webpage that appears in search engine results (compare SERP). It summarizes the page content and should contain relevant keywords. The ideal length is between 50 and 60 characters to avoid being cut off. A well-crafted meta title enhances the click-through rate (CTR) on Google and other search engines, driving more web traffic.

Micro-Giving refers to donating small amounts – often between CHF 1 and 10 – collected through digital channels or in-app donations (e.g., PayPal or TWINT). Examples include round-up campaigns during online shopping or micro-donations via payment apps. For nonprofits, micro-giving offers the opportunity to collect many small donations while engaging younger audiences that are not part of traditional donor segments. Successful micro-giving relies on low entry barriers and clear communication about the impact these small amounts can achieve.

A Minimal Marketable Product (MMP) is an evolved version of the Minimal Viable Product (MVP) and represents a product that is market-ready and functional. For an NPO website, an MMP might include a web solution that integrates all essential aspects of a donor journey, such as a donation portal or a storytelling section. The goal is to design the product in a way that leads to measurable increases in online donation revenue.

A Minimal Viable Product (MVP) refers to the minimum scope of a newly developed product (e.g., an NPO website) that should be achieved in an initial development phase. The aim of this approach is to quickly deliver a "usable product" through an agile process. Based on this MVP, feedback is collected and incorporated into a refinement phase, which involves revising, adjusting, and optimizing the product. While development may conclude with the MVP in pilot projects, in most cases, the MVP serves as the foundation for further development into the Minimal Marketable Product (MMP).

Mobile-First Design is an approach to UX design where websites, emails, and other digital assets are initially developed for mobile devices. Larger viewports, such as tablets or desktops, are then adapted from the smallest device size. With the majority of web traffic now coming from mobile devices, Mobile-First Design is the preferred choice for organizations focused on user-centered digital design. Consequently, this approach should also be adopted in online fundraising, for example, in the design of campaign pages or donation forms.

Mobile Fundraising refers to the collection of donations or engaging supporters through mobile devices. Today, mobile usage accounts for about 60% of global web traffic, making it essential for charities to adopt mobile-first approaches and optimize their user experience for mobile devices. In online fundraising, mobile technology is used through methods such as text messages, mobile-optimized donation forms, dedicated fundraising apps, or QR codes.

Mobile Giving (also known as Mobile Fundraising) refers to donating via mobile devices such as smartphones or tablets. Donors can give directly through mobile-optimized donation forms, payment apps (e.g., TWINT or PayPal), or SMS donation campaigns.
With the growing importance of mobile devices, mobile giving has become a key part of online fundraising. User-friendly, responsive donation forms and fast payment methods are essential to increase giving on the go. Tools like Soulclick’s donation forms and donation shops are specifically designed for mobile donations.

A Mock-up is a detailed visual draft of a website, app, or product. It’s a key tool in UX/UI (User Experience/User Interface) design, used to present ideas, define layout and structure, and offer an early preview of the project’s visual elements.

Unlike a wireframe, which is a basic outline, a mock-up provides a more polished design featuring realistic elements like colors, typography, images, and graphics. However, mock-ups lack interactive functionality, such as clickable buttons - that level of detail is typically introduced at the prototype stage.

Moodboards are design sketches that help establish an initial direction for future web design in collaboration with the client. This is followed by a first draft in the form of a mock-up and then the screen design. For larger web projects, a clickable prototype is often developed before finalizing the screen design. Moodboards, mock-ups, and screen designs are typically created using UX/UI tools like FIGMA or Adobe XD.