7 Tips for Improving Conversions on Your Online Giving Page
WRITTEN BY KRISTINA BRUNNLER
Online donation forms are increasingly gaining a larger overall share of total donations. Because of this, it may be a good idea to reassess your online donation forms to ensure they are still effective for converting website, social media and event browsers into donors. There are a lot of ideas floating around the Internet on how to best design an online donation form, but which are really the best? Follow the seven tips below to optimize your nonprofit’s online forms for more donations.
1. Remove Distractions
To increase form conversions, remove your site navigation bar, multiple call to actions and external links. You want to make it clear to donors what action you’d like to them to make on the landing page. So the less distractions, the better.
2. Utilize Video
Video is the most engaging form of content. This visually compelling medium really helps donors form a deeper connection with your organization. Just be sure to choose a video that conveys your nonprofit’s fundraising cause in a meaningful way.
3. Suggest Donation Amounts
Research shows suggesting donation amounts within online forms increases average online gift size. In addition, segmenting your online donation forms by channels and suggested gift amount can increase donations further. For instance, if you are emailing a segment of your donor base with a larger donation history, increase the suggested gift amount. You wouldn’t want to suggest a $20 dollar donation to the CEO of a Fortune 500 company.
TIP: Offer recurring giving options to your donors to begin generating more stable revenue for your nonprofit.
4. Minimize Required Fields
Want one of the quickest ways to increase donations? According to nonprofit experts and The Nonprofit Times, reduce the number of fields contributors are required to fill out. Yet npENGAGE shows that 65% of organizations still require donors to click at least three or more times to donate on online forms. That’s too many times. Make forms simple and easy to complete. And always require that donors provide a contact method such as email or phone number, so you can stay in touch.
5. Make Your Site Secure
Be sure to choose a text-to-donate platform that ensures donations are Payment Card Industry (PCI) compliant. When donors see the logo at the bottom of the screen, they’ll be reassured their donation is safe and going to the cause they intended.
MobileCause is PCI Level 1 certified as your safety and security payment information is our highest priority. Learn More →
Would you like to learn more about how MobileCause can help you set up online giving pages for your organization?
6. Optimize for Mobile
Many people use their smartphones as their primary way of accessing the Internet. According to npENGAGE, 84% of nonprofits are still using online donation forms that are not optimized for mobile devices. So if you’re one of the 84% and your donation form doesn’t load properly on a mobile device, you could lose out on a significant number of contributions. A responsive design ensures your website displays well on all devices, of all sizes.
MobileCause allows you to create branded, mobile-friendly donation pages in minutes so you can reach donors wherever they prefer to give – at home or on the go. You can also easily embed the forms to you website and social media channels. Learn more about our online giving pages →
7. Analyze Your Results
Be sure to check which platform is generating the most traffic for your online donation forms. Once you know how and where a majority of your visitors are accessing your form, you can then optimize accordingly. Analyzing results is easier when you choose a fundraising software provider that offers built-in analytics for your forms. This way you’ll skip the additional step of creating forms for each channel: social media, email marketing, your website and more.
Our goal at MobileCause is to help nonprofit organizations create and manage successful digital fundraising campaigns, raise more money and retain donors longer. Request a free demo with one of our fundraising experts to learn, step by step, how MobileCause can simply help set up your campaigns while transforming your results.
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