How To Improve Your Donation Flow Conversion Rate

Part 1
How To Improve Your Donation Flow Conversion Rate

Most of charity fundraisers as yours have significant skill at fundraising offline, but few realize that applying what you know to the web can easily double your online fundraising.
However, a lot of today’s conversion rate optimization tactics has been long known to fundraisers working offline.
So, start switching your offline fundraising strategies to digital world and let donors to give you money online.
Here are few easy-to-apply tactics that can help your organization rise significantly more online… and best of all, you’ve already seen these tactics work offline.

Inform people about your website and let them know they can donate online.

Don´t hide your website. Show it off. Let your (offline) supporters know that you are online, let them know they can help (you) on more easy way they used before. People love doing things online, even giving their money.
Make your website simple and clear. Show them easy way to get to your donation page. A donation page should be easy to find from anywhere on website. Whether your supporter is reading, moving on your website or watching a compelling video – make it easy for him/her to get to your donation page.

Make it easy to give.

Make one-page-filling/payment-form. People don’t like when they need to make several steps to make one simple payment.
Let them fill needed fields, and instantly make transaction.
Delete unnecessary fields from your form. People hate when the need to fill several addresses, phone/fax, job title, company, comments. All that stuff left as optional – show the field only if asked. Make it as whole alternative section, group fields’ together (person/organization/address to send the receipt to), after the billing info, and only display it if someone clicks a button indicating they need it.
Save donors’ details for repeat donations (even if they chose one-time gift).
Auto-fill fields like city, state and card type.
Give donors a comparison point to contextualize how much they should give.

Optimize For Mobile.

By the end of 2019, mobile devices will account for 63% of all Internet traffic. In 2018, mobile giving donations have increased exceedingly.
Majority of people who visit a nonprofit’s website do so on a mobile device.
Your donation page should be mobile-friendly/responsive. This means the donation page will resize according to the device being used, allowing for optimal viewing.
Our phones are an, almost inevitable, way to connect, share, access information, and donate. Because of this, we have come to expect beautiful and mobile-optimized websites.
By incorporating mobile-responsive design, nonprofits can increase their donations by 12% on average.
If a visitor becomes frustrated when attempting to make a donation to your organization via a mobile device, chances are that they will leave your site without giving.

Offer a donation page in the donors’ language.

Speak the donors’ language(s).
You wouldn’t talk to a potential donor in person in a language that they don’t speak or only speak at a second language level.
So your donation form should also be multilingual.
In Canada, you’ll want forms to be in both French and English. In the US, a Spanish translation will be helpful. On the west coast, Chinese and India’s various languages should also get consideration.

Make the donation button prominent.

Ok, so there’s nothing magical about red/orange/pink (red/hot color spectrum), what’s important here is that your donation button should stand out from the rest of the page. If people are looking for it, don’t make it hard for them to find it. The easiest way to do this is with color contrasts – make most of the page a dull color, and make the donate button a bright color.

Psychologically the “hot” spectrum colors attract more attention than “cold” spectrum colors, so red increase conversions by about 50% from usual green button.


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