5 Ways to Customize Your Donation Form for your Audience
WRITTEN BY LINDSEY HIMPHILL
Creating an easy-to-complete donation form for your supporters is an important part of creating the best experience for your donors. As a best practice, you want to avoid making your donation form long and cumbersome to help prevent donor drop-off. There are a few ways that you can customize your donation form to make it optimal for your specific audience. Consider your audience or the group that you’re reaching out to as part of your fundraising campaign and follow the steps below to help optimize your donation form.
It’s important to strategically decide the suggested donation amounts that you offer on your giving form. Consider who makes up your audience for your campaign. This may include your general audience or perhaps a more targeted group of donors. Examine the data on what this group of donors have given historically, looking at the average gift size in particular, and use that as a benchmark for your suggested amounts. Make your default suggested donation slightly higher than your average gift size to motivate your donors to consider giving more. Also consider one higher and lower donation to show a range of options that donors may feel comfortable giving at.
It’s important to set your suggested donation amounts strategically, specific to the group of donors you’re reaching out to so that you’re suggesting amounts they’re likely to give already. Showing amounts too low may result in a lower average donation while amounts too high may discourage donors. If you do not have the historical data to look at or don’t have a good inkling at what your audience may give, consider adding a more diverse range and look at the data after launching the campaign to see if you need to adjust those amounts.
Recurring frequency options are another important way that you can customize your form. Change your recurring options to fit any specific calls-to-action that may be part of your campaign. For example, if your organization is promoting a monthly giving campaign, consider removing some of the other frequency options (like Quarterly and Annually), and setting your donation form to select the Monthly donation option by default.
If you have a more general form, think about what frequency options make the most sense for your organization. For example, if you are a faith-based organization that encourages weekly gifts, be sure to prominently show the weekly option. However, if your organization does not typically promote weekly gifts, consider hiding this option or replacing it with a Monthly, Quarterly, or Annual option instead.
Your donor’s contact information is arguably one of the most important things you collect on your donation form. Be sure to require the most important data points you need from your donors like First Name, Last Name, Email, and Mobile Number. However, anywhere where you can simplify this section will make it easier for your donor to complete. For example, if you did not need the address fields, consider hiding those fields to make the form even shorter to complete.
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Custom Form Elements
While it’s important to keep your form short and simple, there may be some additional information that is important to collect. Think about the following questions: Do you need any other information pertaining to your specific campaign? Are there any data points specific to your organization that you’re missing in your donor database?
Think about your answers to these questions and use them in your consideration to add additional custom form elements to your form to collect additional information from your donors. For example, many universities will add custom form elements to collect Graduation Class year and/or Relationship to University. If you have a more general campaign, perhaps you may give the donors the option to designate their funds to a specific program or area of your organization. You may also consider adding a “Tribute” section to allow donors to make gifts in honor or in memory of someone. Think about what form elements and information is most crucial to your campaign and organization and consider adding those to your form.
Confirmation Page and Email Receipt
After donors complete their gift, it’s important to continue a great donor experience. The best next step for this is to create a Confirmation Page and Email Receipt with a sincere and heartfelt thank you message. By including a genuine thank you message in your confirmation page and receipt, you’re showing early appreciation for your donor and making them feel great for their recent contribution. If you can include a photo of beneficiaries on your confirmation page or a short thank you video, this can help connect their donation directly to your cause.
Additionally, within your email receipt, be sure to add in important information the donor would need to use the receipt for tax-deductible purposes, such as your organization’s EIN number, as well as your organization’s contact information should they have any questions. Establishing a great post-donation experience is an important part of encouraging repeat giving, so don’t forget this step!
By following these steps you can customize your donation form to best fit your audience and make it as easy as possible for them to support your organization. If your different campaigns involve different types of donor groups or you are working with multiple donor groups as part of one campaign, you may even consider creating multiple forms to tailor them specific to each of those segmented groups. Regardless of the campaign or fundraising effort, be sure to customize every donation form you create considering all of the above steps before you share out.
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