The online donations page is the primary means of receiving donations for many non-profits, churches, and other donor-funded organizations. It is due to this reason that organizations should ensure that this page works at it should and is straightforward enough for donors to navigate.
The following are 7 effective tips for making a great online donations page and at Digigiv we provide the tools to help you increase online donations
1. Keeping It Simple
If you have a complicated donation process for members, it will be confusing and difficult for them, and they could decide to abandon it altogether. Simplicity and functionality are critical to making the donation process easy for donors and members alike.
A donor typically expects a few things from the donations page, and it should not just be like an e-commerce form that just asks for credit card data. A good idea would be to create a simple page explaining why a donor should give and where their donations go.
The donation process should be simple, and donors should be notified of the information that will appear on the credit card statements if the organization uses a third party payment gateway like ours. It is also important to include a statement explaining that donor information will not be disclosed to other organizations or charities.
2. Less Questions
Organizations should view potential donors as new friends. It can be overwhelming to bombard potential donors with personal questions, and it puts them off. It is always important to remember that donors are trying to help and should be allowed to do so in peace.
Research shows that over 30 percent of charity and nonprofit donation pages ask an average of 20 questions. This number is too high. Organizations should keep questions to a minimum by asking information that they consider absolutely necessary from potential donors.
The number of questions on a donation form is directly proportional to the abandonment rate. Less number of questions requires less effort and less time. Reducing the number of questions on a donation form can increase conversions by as much as 35 percent.
3. Avoiding Mandatory Registration Before Donation
Organizations that require website visitors to register before they donate risk discouraging people from donating. Many potential donors are never enthusiastic about having to fill out forms or join something they had not planned to join.
A better approach would be to adopt a self-explanatory donation process that allows donors to make their donations without having to register. However, registration options should still be available on the page should the donors wish to join later.
4. Don’t Rely On Placeholder Text
In their efforts to make things a bit easier for users, organizations sometimes end up making them even more confusing. Placeholder text is an excellent example of this. Placeholder text is contained within the field and is typically used to offer further instructions as to the kind of information required. While this might sound helpful, it is necessarily not.
Organizations that currently use placeholder text on their donation forms should consider removing it. Usability tests reveal that placeholder test tends to have more drawbacks than benefits. Getting rid of the text and keeping field labels outside the box makes it easier for potential donors to navigate the donation form. In the absence of placeholder text, potential donors can easily and quickly scan the fields they are still required to fill out and review before submitting the form.
5. Accounting For The Funds
It is important for organizations to show how the donations made will be used. If donors or potential donors are not sure exactly where their donations will be going, they are less likely to give or likely to give less compared to when they understand exactly where the donations will be going.
A graph or pie chart demonstrating the distribution of donations reassures donors that their money will be spent wisely. It is not mandatory to use pie charts or graphs, but it is important to use visually pleasing graphics to allow for easy browsing such as infographics.
6. Making Mobile Giving Easy
In the United States alone, there are over 1 million non-profits, and churches and a vast majority of them do not have mobile-friendly donation pages. This is quite absurd considering how much people use smartphones and other mobile devices today. Organizations should be making it as easy as possible for people to donate.
Organizations that adopt responsive websites enjoy as much as double the volume of giving. Given this significant increase in donations because of having mobile-friendly websites, organizations should try to create a smoother experience for those donating from their mobile devices; making the donation process more convenient can help organizations gain more conversions.
7. Testing The Donation Page Continuously
Optimizing an online donations page is a lot like optimizing an online marketing campaign landing page since you have to optimize. Optimizing involves the continuous testing and tweaking of the donation page and it has the potential to make a difference in the number of donations made online.
Organizations that are able to increase the conversion rate from 35 to 70 percent will have managed to double their donations by making a small investment. The form layout, page heading, button text, and button size should all be tested. Non-optimized web donation pages have less than 15 percent conversion rate.
Donations are the lifeblood of any donor-funded organization. This means that the online donations page plays a critical role in determining the number of donations that an organization can receive and should thus be easily navigable and properly optimized.
Organizations should always remember that donation forms are as much as creating the best user experience as they are about gathering the information they require. The 7 tips discussed here should help any organization adjust its donation form to be more user-friendly and ultimately increase donations.
Once the online donations page has been optimized properly, the next step is to find the right online giving platform. The online giving platform should have the capacity to integrate seamlessly into a properly optimized donations page.