Date post: | 12-Jan-2016 |
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All you need to know about building donation pages
Marta Fornal de Seixas
Agenda• Why is it important?
• Things to consider
• Get inspired – great client examples
• In the software – useful features and implementation
• Questions
Why it’s important• Attracting new donors
– Are your donation pages well designed and engaging
– People are more likely to share a positive experience
– Returning donors
• Convert traffic to your website into a monetary value
• Investing in great donation pages now will bring return on investment
Building your donors community - things to consider• Think about your donation pages carefully – are they engaging enough? Do
you create a positive experience?– Out of the box tools
– JavaScript, HTML changes, CSS
– Working with designers to achieve better results
• Importance of storytelling – it’s all about an emotional response– Tell new stories
– People share stories
– Video, Images, copy
• Reach further - are your pages optimised for mobile devices?– Increasing use of mobile devices to open emails and pages
– It is critical to format both email and landing pages for mobile
– Check how much of your web traffic is coming from mobile users - analytics
And more…• Don’t be afraid to ask your supporters to get involved a bit more – tie
fundraising asks with other supporter activities – connect advocacy and fundraising campaigns
• Create long term relationships – why not encourage monthly giving?
• Provide easy ways to share your appeals – social sharing buttons, email your friends page
• Build trust and confidence: branding – don’t send your donors to third part pages
• Form testing can have dramatic impact on conversion – have you tested your forms?
– It is unlikely that untested page will convert at a great rate
Make it easy
• Make the donation button prominent
• Simplify your pages– Remove navigation, adds, promotions
– Remove search tools
– Reduce content in side columns
• Give donors options – single/ monthly, suggest giving amounts
• Show how specific amounts help – help donors understand how their money makes a difference
Giving you money shouldn’t be hard
Get inspired
Get inspired
Implementation – write your copy
• Tell the story – embed videos, include images, animations
• Give examples of how the money is used
• Give your pages some structure – use headers to assure clear content flow: your gift, personal details, payment details
• Add logos of available payment methods
• Increase credibility of your pages – SSL certificate logo
• Thank you email & receipt
• Refund policy
• Show social proof – display widget
Implementation – create the form
• Think about form fields to include – make sure to include only the necessary fields
• Use different field types to make the process easier for donors (dropdowns, radio buttons vs. plain text fields)
• Recurring payment fields – encourage long terms engagement
• Dynamic forms– Hide/display fields depending on payment method selected
– Update currency based on the country selected
– Multiple gateways
Design and styling
• Html & CSS
• Widgets
• Themes
• Mobile optimisation:– Build-in template generator
– Keep it simple: one column, simple header and footer
– Full width form fields and buttons
Reach further
• Make it easy to share your appeals– Add share buttons on your
thank you page
– Email a friend page
• Action redirect – link advocacy and fundraising appeals
Test your pages
• Single vs multiple pages
• Form fields layout
• Page structure
• Different gift strings – values & formatting
• Trust seal placement
What works for one organisation might not necessarily work for another
Publishing your appeals
• Standalone pages – full website design & mobile template
• Iframe embed:– widgets, themed forms
– HTML campaigns (stripped website design)
Mobile: is your website optimised for mobile users?
• Reporting & Analytics– Publishing campaigns on different channels – tracking parameters
– Google analytics
Take away points• How many of the features mentioned today have you tried?
• Are you missing out on donations by not optimising your pages?
• Have you tried using CSS or Themes to improve the look and feel of your pages?
• Are your pages optimised for your audience? How much testing have you done so far?
Questions
?