Online donation forms
Online donation forms are increasingly gaining a larger overall share of total donations. 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 suggestions on the best way to design a online donation form floating around on the Internet, but which are really the best? Many nonprofit experts have suggested reducing the number of fields contributors are required to fill out is one of the quickest ways to increase donations, according to The Nonprofit Times. In addition, creating a visually stimulating form can help donors form a connection with your organization. But there is more that goes into providing an online donation forms experience that makes visitors convert.
See visually stimulating online donation form example below which includes suggested donation amounts and recurring gift options. This form requires credit card number only and automatically resizes for PC and mobile.
Eye-opening statistics about online donation forms optimization
Web design is a constantly evolving field. Aspects of your landing pages and forms that worked to convert people a few years ago may not be relevant anymore. For example, 72 percent of organizations include a lot of links or navigation bars on their donation pages that allow potential benefactors to leave the page, npENGAGE stated in an infographic (below). While conventional web design wisdom dictates that these navigation links should be included to improve the overall user experience, it could distract the donor from completing the form.
In particular, if you use online donation form ads to drive contributors directly to your donation form, providing a more streamlined interface can improve conversion rates. This may be effective for disaster relief campaigns that require a more immediate response.
However, some donation pages may not effectively convey a strong sense of urgency. Twenty percent don’t even have a clear call to action. Half of all nonprofit landing pages don’t give visitors a specific reason to get involved. Another 22 percent don’t give suggested giving levels, even though this is a great way to increase your average gift size. Of those that do have CTAs, 17 percent have more than one, which often sends a conflicting message.
Optimize your online donation form for mobile for better results
One of the biggest mistakes you may be making if you established an online donation form a few years ago and haven’t changed it much since then is ignoring mobile technology. In fact, the infographic found more than 80 percent of donation pages are not optimized for mobile, which could cause your form abandonment rates to skyrocket in the near future.
More people are using mobile devices than ever before. If you’re hoping to capture impulse donations, mobile fundraising is the prime channel you should consider. Many people use their smartphones as their primary way of accessing the Internet, and if your donation form doesn’t load on a mobile device, you could lose out on a significant number of contributions. A responsive design can ensure your website displays well on devices of all sizes. In addition, you can brand donation pages by channel to get a better sense of return on investment and remind donors about the campaign.
Strengthen donor experience while measuring ROI
Online donation forms should have a specific purpose and they should not compete with each other. One may be used for mobile marketing, one for social media fundraising and one for events. Online donation forms take minutes to setup, make the donor experience better and allow organizations to measure return on investment. Fundraisers can then to make smarter decisions and raise more donations year after year.