Getting visitors to your nonprofit's donation landing page is easier said than done. Trying to convert those visitors into donors is even harder.
The M+R Benchmark Study found that, on average, only 1.1 percent of website visitors made a donation to a nonprofit. Couple that with the fact that for every 1,000 website visitors, a nonprofit raises $612, and you can see that the nonprofit sector is struggling with conversion.
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Nonprofits need to start capitalizing on presence of the visitors they already have. Converting those visitors into donors, is the best way your can increase your donor base and income.
Here are four reasons why visitors to your website don't donate:
1. Your Not Compelling Them to Donate
Donors are motivated by emotion. A well-written story, image, video, or even statistic can do wonders in inspiring and engaging a potential donor. In fact, a study by Yale University found that data doesn't necessarily result in donations, but stories do! Unfortunately, many nonprofits fail to get visitors emotionally invested in their work.
Give your visitors a good reason to donate by providing them with a story that explains your work and its necessity. You could highlight someone whose life was changed.
Here are three ways to inspire your website visitors.
- Use images on your website. Choose visually appealing images of your clients (if appropriate), your staff at work, and the volunteers who you've mobilized.
- Brush up on your nonprofit storytelling skills. Feature a powerful client story to detail the impact of your work.
- Prove your worth with the statistics to back it up. Upload your annual report or an infographic that shows a clear picture of your nonprofit's work.
2. You Don't Say Where Their Money Goes
Nonprofits cannot afford to be vague when it comes to finances because donors today expect full transparency. Millennials, in particular, place a high value on nonprofit transparency when deciding whether to remain engaged with an organization. Just keep in mind that earning a donor's trust requires you to show them that you can help people and be fiscally responsible at the same time.
May we suggest reading: The Facts on Millennials and Twitter
Prove to your website visitors that you have a plan for their money by trying the following:
- Use an impact meter. Let your visitors know visually, how many lives are touched with each dollar, and keep a running tally on your website.
- Calculate your return on investment (ROI). ROI is as important for nonprofits as it is for businesses. This calculation allows visitors to see the value of their donation.
- Upload your Form 990. This tax form details a nonprofit's income and expenses. Sharing your 990 shows transparency and financial stability.
3. Not Making Donating Easy
Oftentimes, the biggest problem is asking for a donation but not making it easy to follow through.
The M+R Benchmark Study found that the conversion rate averaged 15 percent for a nonprofit's main donation page. That means nonprofits were drawing people to their primary donation page and failing to "hook" 85 percent of visitors. That's a lot of wasted opportunity!
Here are three easy ways to start converting those visitors:
- Make your call to action clear. Let your visitors know exactly what you want from them using actionable words like "Donate," "Give," and "Contribute."
- Express urgency. Your visitors need to know how urgent your need is. Provide them with a time frame and encourage an immediate donation. "In order to help 10 people, we need to reach 100 donors. Donate now to help someone in need."
- Use a bold Donate Now button that stands out on the page.
4. They Just Aren't Ready
Sometimes, visitors just aren't ready to take the leap. But don't let this stop you from putting all the pieces in place for that donor. Now may not be the right time, but tomorrow may be. So, prepare your visitors with all the information that they will need to make an informed decision to donate down the road.
You can do this by providing them with the opportunity to stay in touch through email or connect on social media.
Having difficulty finding or communicating with your target audience? At Tech Impact we offer free marketing assesments in order for your nonprofit to:
- Grow your audience
- Increase donations
- Recruit new volunteers