Are you prepared for #GivingTuesday? Having trouble figuring out where to start? PS Digital has got you covered!
We’ve put together a handy list of definite do’s that you can use to take advantage of one of the biggest giving days of the year. From when to start planning (now! now! now!) to cultivating your new donors, our hotsheet includes everything you need to know for 2014.
10 Ways to Optimize #GivingTuesday
From the Tech Impact Blog, a quick list of 10 common sense ways your nonprofit can optimize its donation form for #GivingTuesday.
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.
- 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…
- 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.
- 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.
- 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 are 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.
- 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.
- 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.
- 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.
- Analytics 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.
- 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.
Need help with your #GivingTuesday Campaign?
The PS Digital team has experience with this and more – we set and manage calendar schedules, draft online copy, develop templates that convert, QC formats, and analyze results. Contact us to learn more by calling 703-266-8096