As you gear up for that end-of-year fundraising campaign, you're probably sweating all the details.  You're making lists, checking them twice, gonna find the perfect pictures, refine each message, spellcheck everything three times. 

But you might not be worrying about one thing that really matters: your web site.

Last week, Convio released a report they commissioned from Jupiter Research to learn more about online giving this holiday season.  "$3 Billion is a Click Away" highlights the increasingly important role online communications will play in nonprofit fundraising. 

There are a lot of points I could bullet, but these are my favorite:

Among those planning to donate:

• 27% said the organization's website is most helpful in deciding which organization to support.
• 29% of the people who plan to give more than $251 said the organization's website is most helpful in deciding which organization to support.
• 57% of people who said an email from the organization helped them make a decision also viewed the website as a resource.

Sensing a theme?  Your website matters.  And it's not just that carefully crafted landing page you should be worrying about: potential donors scope out your entire site.

What the report doesn't say -- hey, Convio, here's your next research idea! -- is what those potential donors are looking for on your website.  But I'm going to take a shot in the dark and say that they're probably interested in:

• The Professional Gut Check.   Potential donors want to come to your site and immediately feel like you know what you're doing.  That means your website needs to look like it's from this century -- and it has to work.
• The "Where's the Money Going?" Gut Check.  We all know people like to think they're money's having an impact.  Does your site very clearly, very easily, explain what you do in normal, human terms?  Do you have success stories shared?
• The Credibility Gut Check.   Who ARE you anyway?  It frustrates potential donors when you hide (or fail to list) your address, phone number, staff, and board members.  Link to your Guidestar listing, even.  Be as open as possible to show you have nothing to hide.  

What do you think?  What must-haves are on your web site list for holiday campaign time?