How to Create the Ultimate Donation

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Three basic rules that will help you raise more money online.

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This presentation is based on Network for Good’s Ultimate Donation Page Course

For all 10 lessons, register for free at: www.donationpagecourse.com

• The State of Online Giving• How to Inspire Donations• Rule #1: Keep donors in the moment of giving.• Rule #2: Make it easy. • Rule #3: Focus on the relationship with your donor.• More Resources

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Table of Contents

The State of Online Giving

We continue to find that:

• The channel matters• The context matters• The experience matters

The rate of growth and size of online gifts vary from channel to channel.

Not all online giving is the same.

Online Fundraising by Channel

Source: Digital Giving Index

This shows in the data: donors give more on branded giving pages, vs. generic giving experiences/e-commerce-style solutions or charity giving portals.

Donors’ average gifts are 20-30% smaller average gifts on generic giving pages vs. branded pages that look and feel like a nonprofit’s website and campaign design.

The giving experience matters.

Source: Digital Giving Index

Generic giving pages and ecommerce tools can help collect donations, but they don’t fully capture the potential of online giving.

Giving is not shopping.

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The giving experience matters.

Online donors convert at a higher rate and give more with a personalized, consistent giving experience.

When a donation page matches the look, feel, and branding of the nonprofit, donors are more likely to complete their donation and give more.

Source: Digital Giving Index

The giving experience matters.

1. Tap into emotion.

2. Make it easy to take action.

3. Start the donor relationship off right.

Online or off, your fundraising must:

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Rule #1: Keep Donors in the Moment of Giving

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To succeed in online fundraising, you need to think more about the unique properties of giving, donations, and helping instead of technology and transactions.

Your job: inspire, then provide an experience that reinforces your ask.

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Design matters.Your visual cues help form trust and recognition with your donors. This consistency can help tell and continue your story – your case for giving.

Consistent design also helps reduce confusion, allays concerns, and improves the usability of your page. Continuity reduces the need for donors to stop and think.

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Choose the right image.

Source: City Rescue Mission

Focus on one quality image that:

• Features a face• Tells a story• Looks a donor in the eye• Shows the need *or* the need

being met• Illustrates the impact of a gift• Is representative of your work

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Rule #2: Make it easy.

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Create an easy and direct path.Extra "stuff" = work.

Each time our brains have to process something on a page, however small, it requires a certain amount of mental resources.

These little distractions and decisions add up. The more time it takes a donor to find and figure out your donation page, the less likely they are to complete that donation at all.

Clear out the clutter.

If your nonprofit website looks like this, “matching your website” can spell trouble.

Evoke and echo your nonprofit’s brand, but don’t overdo it. Include key elements, but purge the clutter:

• Reduce the amount of text• Remove navigation• Reduce the distractions that

might take donors away from your page.

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Make it mobile friendly.

AfterIt’s now more important than ever to clear the clutter. Mobile users are even less patient—likely on the go or multitasking.

For optimal mobile giving, reduce the number of options and make your steps easily clickable with a thumb. Include time saving options, like pledging or paying with a digital wallet.

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Rule #3: Focus on the relationship with your

donor.

Donor options.

Some special page options can help reinforce personal connections between your cause and the donor’s priorities.

Word of caution: be mindful of adding more fields to your page. Only include these if a) you know your donors often use them or b) these options tie into a central theme of your work.

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Don’t forget the thank you.

Your donation page should help you get a head start on thanking your donors.

Make sure your confirmation page shows a customized, warm thank you message. Then, follow up with an email acknowledgement that expresses your gratitude and makes your donors feel special.

Want more tips on effective donation pages?

Download the full slide deck and recording.

Register for the Ultimate Donation Page Course.

Chat with us on Twitter: @Network4Good

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