Most, if not all, nonprofit organizations have donation pages. They are the crux of your nonprofit’s fundraising campaigns. The end of the journey for potential donors.
You have strategically advertised, campaigned, researched markets, and have finally trafficked individuals to your donation page. You do not want them to arrive disappointed, right?
In a previous post, we discussed ways to decide where, and how, individuals are arriving at your donation page. In this post, we'll discuss which key qualities your donation page needs to contain in order to ensure that its call to action message, drives donations from the majority of people who land on that page.
Easy is better
The heavy lifting is over. If someone has landed on your donation page, chances are good they’ve been referred there from another source, and are already interested in donating to your nonprofit.
That potential donor does not want to sift thorough paragraphs of text, a questionnaire, and they most certainly do not want to sign up for your website. Your donation page should offer a donation suggestions, and a filed for “other” and a secure way for that person to complete that transaction. Nothing more, nothing less.
If your donation page is mired in content, wordy, and unintuitive, it might be time to revisit your page and decide trim the fat. Cut out what is not immediately important to the donation process and keep only what is important.
Be cautious with popups
Popups can be a blessing, or a curse. Some nonprofits offer a popup when a ‘one time donation’ option is selected, prompting the individual donating to rethink their decision.
This is an example of strategic popups being used well. If you land even even a few recurring donations, it was worth the initial investment.
Use real images, not stock images
Using images that directly correlate to your nonprofit is paramount. That tactile engagement an image provides is likely what drew that donor in to begin with, and is what the donor will walk away remembering after submitting the transaction.
Stock images are blatant, and leave a cold impression on any website page. Whenever possible, use images that are of who a donation will directly benefit.
Mobile, mobile, and more mobile
Donations are streaming in mobile devices more often than ever. With over 51% of all emails being opened on mobile devices, ensuring your donation page is optimized for mobile is paramount.
Users should be able to see the entire page, not have to zoom in, have problems tapping any small buttons, all while appearing professional and congruent with the rest of your nonprofit’s website. You want individuals to donate now, not wait until they get back to their laptop or desktop computers!