10 Tips For #GivingTuesday Donation Form Optimization

Image courtesy of SmashingForms Image courtesy of SmashingForms

With #GivingTuesday right around the corner, your nonprofit’s donation page could use some sprucing up.


Overall charitable giving grew by 4.9% in 2013, and online donations grew by an astonishing 14%. This increased comfort level of online consumers spending can be attributed to a variety of factors; an increased comfort level with spending money online, and the online giving process being streamlined by nonprofits to name a few.


Charitable giving on #GivingTuesday, in 2013 increased 338%, which also heavily contributed to the rapid increase in online giving.


Although the nonprofit sector is not expecting to see another 338% increase in charitable giving over 2013’s historic numbers, that doesn’t mean your nonprofit shouldn’t be spending time optimizing its online donation forms to increase donations.


Here are 10 common sense ways your nonprofit can optimize its donation form for this upcoming #GivingTuesday.

  1. K.I.S.S

    The old adage holds true even when it comes to nonprofit fundraising. Keeping the path from your top landing pages to your donation form intuitive and easy is the first and easiest way to boost your fundraising chances.


  2. Keep your donation form consistent

    Your donation form should not look or feel any different than the rest of your website. If it does, you run the risk of alienating or alarming your potential donors. Which brings us to our next point...


  3. All in one place

    Make sure a potential donor can do everything from YOUR website. Taking a donor to a third party site can be unsettling for some, and drive those visitors away from your donation page.


  4. One step, not two

    Try filling out your donation for yourself and count how many clicks it takes to give to your nonprofit. Chances are good it’s more than 3.


    According to a 2011 Cygnus survey, 65% of nonprofit require their online donor to click 3 or more time to give to their nonprofit. Get with your team web development team and find ways to get that number down.


  5. Fewer required fields, the better

    Ask yourself what information you need from a donor and stick to it. Asking for too much information, like their full address and dog’s name, can turn some donors away. Name, email address, and their credit card information is most likely enough. If you’re asking for a lot of information, especially when it’s required information, potential donors might get frustrated half way through and give up.


  6. Mobile, mobile, mobile

    You’ve heard it before, but we’re going to tell you again. Your donation form MUST be responsive. More and more web traffic is transitioning from laptop / desktop traffic to mobile devices.


    If you do nothing else to get your nonprofit ready for #GivingTuesday, ensuring your donation form is responsive should be it.


  7. Offer giving suggestions

    According to recent research by Johnson Grossnickle Associates, suggesting a donation amount spurred more people to donate. Try implementing a list of suggested donation levels, ranging from $5 to $500, with plenty of other options sprinkled in between could make a huge difference in your nonprofit’s online donations.


  8. Prompt the donor for recurring gifts

    If you don’t ask, how will you know whether or not someone wants to give to your nonprofit annually? There’s nothing wrong with prompting a donor after their donation with a pop-up window asking if they want to give that same amount to your nonprofit each year.


  9. Analytic and data are your friend

    Google Analytics is your new best friend. Keep a close eye on your landing pages, conversion rates, and figure out how to drive those web visitors to your donation page.


  10. What happens next

    Someone took the time to give to your nonprofit, it’s up to you to cultivate the relationship from there. After the donation, they’re likely directed to a confirmation page and a confirmation email is also most likely sent to them. In these two post-donation interactions you have a chance to cultivate that relationship further.


    Let the donor know exactly what their donation will be used for, and what they can do to get further involved with our nonprofit. Link to your social media pages, list your upcoming events, or share some blog posts. This is your chance to turn a one-time donor into a lifetime volunteer, donor, or advocate.


Topics: General

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