4 Ways To Optimize Your Nonprofit's Donation Page


Image courtesy of Generation X Financial
Image courtesy of Generation X Financial

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 this post we discuss which key qualities your donation page needs to contain in order to ensure that your call to action message, fundraising campaign, or drive ends in a donation.

1. 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 something on your website. Your donation page should offer a donation suggestion and a secure way for that person to complete the 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 where to trim fat. Cut out what is not immediately important to the donation process and keep only what is important.

 2. 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.

3. Use real images, not stock images

Using images that directly correlate to your nonprofit is paramount. The almost tangible 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 of whomever a donor is directly benefitting.

4. 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, and not have problems tapping any small buttons - all the while the page appears 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!

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