‘Tis the season for helping, for giving, for charity.

Why, then, aren’t your supporters sending donations your way?

Obviously, it’s hard to predict why your organization may be experiencing a drought of donations, but we can help you troubleshoot some of the most common reasons.

Even though this time of year will likely be when you experience the greatest number of donations and in the largest amounts, you may still see some donors fall off. The holiday season is the most competitive as myriad voices are vying for the same dollars.

Here are some other reasons donors may not be giving to your charity:      

• They don’t trust you. Though you might not have made any major mistakes with your donors, trust still has to be earned over and over. Small things like FAQs and financial accountability in prominent places on the site go a long way to earn donor trust.

• They don’t understand the need. Donors must be compelled by a cause and inspired to be a part of what you’re doing. If they don’t understand the need or the impact, they will be less motivated to give. This can be accomplished with good storytelling and showing tangible impact.

• They don’t understand what you do. Your branding and messaging matters! Many nonprofits are doing amazing work, addressing needs and changing lives, but the way they are communicating that isn’t clear or meaningful. Clarifying your messaging and showing exactly how you make a difference can move more donors to action.

• It’s too difficult. If donating to you isn’t easy, many donors will simply give up. Your donation page needs to be secure, easy to find and easy to navigate. Fast load times, prominent giving buttons, fonts big enough to read for older donors, etc.

Take a long, hard look at your donors and their gifts. If donations have fallen off, addressing some or all of the reasons above should get more dollars coming back in the door soon.