QR codes (aka Quick Response Codes) are machine-readable images of black and white squares that take a person to a specific website page when scanned on a phone or tablet.

Your charity can use a QR code to direct supporters to your nonprofit’s fundraising or marketing campaign quickly and easily. Users scan QR codes by holding the camera on their phone in front of a code for two to three seconds. Your phone will ask to re-direct you to the website that contains the campaign information.

Here’s everything you need to know to get set-up with your new nonprofit QR codes.

Why QR codes?

1. They provide a contactless donation method. Touchless has been the theme for the last couple of years. Everybody is doing it, and it has been gaining momentum.

2. They show you're adaptable and tech-savvy. Next-gen donors, and the under-35 crowd is the biggest user of QR codes.

3. They provide information without taking up a lot of space. QR codes are a great way to update your stakeholders on new information: including event information, fundraising campaigns, annual reports, and newsletters.

4. QR Codes can boost your social media following. There are code generators that can link to most social media platforms.

5. They are cost-effective. There are many free simple code generator sites, some which are listed in this article.

6. They provide excellent tracking and date opportunities. You can collect tons of information with QR codes that can help you when doing your analysis. You can also ask your customers for specific information when scanning your QR code.

Types of QR codes

Speaking of tracking, let's talk about static versus dynamic QR codes.

Static QR codes are straightforward, baseline codes that can't be altered and don't track data. These are great if you're sending donors to a single site or page where the link will not change in the future. They're also excellent for events like galas, fundraisers, and short-run programs.

Dynamic QR codes are recommended for all sorts of marketing campaigns. You can change the QR Code destination or content, even after their creation. Additionally, dynamic QR Codes offer data tracking to help you fine-tune and optimize your campaigns. You can also retarget (on Google and Facebook) people who have scanned your QR Code, but this is for paid advertising. Dynamic codes will cost more, but the data you'll be able to collect can be worth the cost, especially for fundraising or marketing.

 How to get a QR code 

I found 4 code generators that I like:

• JustGiving via Blackbaud is free.
• QR Code Monkey is popular and free.
• Beaconstac and QR Code Generator as paid QR code generators.

With any code generator, all you need to do is provide the link you want to send people to. The site will generate the code and offer different downloadable file formats for you to use.

Ways to link payments for your QR code 

1) Paypal Giving account: The donor will enter his username and password to confirm their donation on their personal PayPal account.

2) Merchant's account: The donor manually enters their credit card information into your merchant account.

3) Text-to-Give: Donors simply charge the donation directly to his smartphone account.

4) Your website giving page: Just copy-paste the URL of your web page and generate a QR code.

Ways to use your QR code for fundraising and awareness

Now that you know what a QR code is, what it can do, where to get one and how to hook up payments, let’s look at ways to use your charity's QR Code.

• Add a QR code to your direct mail linked to a donation page
• Add a QR code to your existing postcards, banners, or other materials
• Stick it on collection buckets at stores for donations
• Use it on social media pages to promote event information, fundraising campaigns, special updates and so much more
• Add it to events programs or link to sponsors' websites using a QR code
• Add it to your business cards
• Use it to link to surveys to collect valuable donor data
• Print out the code and put it where you get a lot of traffic – like your front reception desk, your programs area, or even just on posters around town

Brainstorm ideas with your team on how to incorporate QR codes into your fundraising!

PRO tips

The pattern is the code. Don't overlay any images, logos, watermarks, or text on an already generated QR code. 

Keep a quarter-inch of blank space around the code so cameras or apps can read it. 

You should always test your QR code before sharing it. Checking regularly on your code is also a good idea.

Be sure that all staff or team members know how to use the QR code. 

Let me know if QR codes are part of your fundraising plan! 

Joanne Toller, CFRE (Ret.) has been a professional fundraiser and nonprofit marketer for over 25 years. She is the Founder of The Cause Specialists and currently specializes in digital marketing and fundraising. Throughout her career, she has worked for hundreds of nonprofits on various local and national projects. Her passion lies in teaching with a mission to empower those who empower others. Joanne’s YouTube videos, podcasts, and blog posts focus on preparing charities for digital readiness and online fundraising success. toller@causespecialists.ca

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