As the year-end giving season approaches, and you are busy strategizing and writing the perfect campaign messages, now is the ideal time to give your organization’s donation forms some love in the form of careful review, updates, and testing.
In our industry, there is plenty of effort expended on getting people to visit online donation forms. You’ve segmented your file. Sent emails. Posted on social. Placed a prominent donate button (better yet — a homepage popup) on your website. Even did some online advertising. Good for you! You’re seeing a spike in traffic to your donation page. But what happens next?
Read on for some tools and tips that you can implement now to ensure that donors submit that form and make their best possible gift.
Regardless of how a visitor gets to your donation page, once they are there, everything they experience should be clear, compelling, and simple. Here are a few ways to get the most out of your donation form this giving season (and all year round):
Now that you’ve got the basics in place, go above and beyond with the following ideas.
Include an option for corporate matching funds
According to Double the Donation, an employer match software company, 65% of Fortune 500 companies offer matching gift programs through which an estimated $2-3 billion is donated every year. An added bonus: when donors know that their gift is being matched, they tend to give an average of 51% more!
Use cart abandonment software
On average, organizations lose 60-70% of the traffic to their donation forms. These are people who click your call-to-action, demonstrating some interest or intention to give, and yet still leave your site without completing the form. By sending a retargeting message, cart abandonment software, like CartStack, can help you recover some of those would-be givers.
Use exit intent popups
Through a bit of scripting or a website plugin, you can message donors with a popup the moment they show “intent” to exit the form—moving their mouse toward the close button, for example. Mostly used in commercial shopping carts, these popups offer a “Wait! Before you go” discount or another enticing offer. Some ideas for use on a donation form would be a one-time match or a low-dollar ask, “Can you chip in $3 today?”
Test, Measure, and Improve!
Even the most beautiful donation form that follows all the best practices can be improved by tailoring it to your audience through testing. There are some commonalities in donor behavior, but different audiences have preferences that show up in the way they respond to your communications and how they interact with your donation form. So, test, test, and test again to find out what works best, making incremental improvements as you learn. Some elements to test:
Consider your donation form the final bridge that prospects must cross on their journey to becoming a donor. Now go make sure that bridge is beautiful, foolproof, and strong. Happy fundraising!
For a complimentary donation page review, or for help with any of the recommendations above, contact the PS Digital Team.
Janel has 20 years of experience in digital media, focused primarily on website design and development. She has worked exclusively on the agency side for both commercial and nonprofit clients. As a former creative director, she fundamentally cares about the work and appreciates brilliant copy and well-executed design, as well as the more technical aspects of the digital realm. She has been with Production Solutions since June 2016 and has made it her goal to make a difference for PS’ clients and the people we serve by inspiring, envisioning, and producing top-notch work.