Online fundraising continues to be the fastest growing form of giving. However, having online donation forms alone does not guarantee fundraising success for your educational, faith-based, health, or charitable nonprofit organization. Is the form easy to access? Well designed? Does it look like it belongs to your organization? Is it secure?
Read on to learn proven best practices for nonprofit online donation forms that’ll help you acquire donors, maximize donations, and keep your supporters engaged and giving for years to come.
Top 10 Best Practices For Nonprofit Online Donation Forms
1. Easy access:
Have a “Donate” button in a visible location on every page of your website. This ensures that visitors see the donate button as soon as they land on your home page, and are continually reminded that they can donate to your cause throughout the duration of their visit.
2. Keep it simple:
Donating should be a one-step process, as every “click” provides an opportunity for donors to leave the page or change their minds. Create an easy, inviting donation experience by removing unnecessary fields and limiting your questions to the basic information needed to process the donation and contact the donor with future communications. A clean and simple donation page removes distractions and eliminates opportunities to leave, reducing abandon rates during the giving process.
3. Embed, link, repeat:
Sending donors to a third-party site may raise questions about the legitimacy of your organization and the security of their credit card information, significantly increasing drop-off rates and causing you to miss out on donations. Embedding donation forms onto a page on your website gives donors a sense of continuity and security when donating.
4. Befriend Facebook:
To streamline the donation process even more, include an embeddable donation form on your organization’s Facebook page to allow donors to give without ever leaving the social network. Include calls to action to donate in your Facebook posts and direct donors to the embedded tab to create a seamless way for them to give right on your Facebook page.
5. Make it mobile responsive:
Mobile-responsive donation pages and forms mean that donors can view and donate from PCs, tablets, and smartphones at any time, wherever they are, significantly increasing the likelihood that they will give. In today’s mobile world, giving pages must be mobile-responsive to empower your donors to donate the second goodwill strikes, from any device. Having mobile-responsive donation forms also allows search engines to pick up your page—in fact, “responsive” is Google’s recommended configuration for web pages. Doing this makes it more likely that your page will show up in search engine results.
6. Brand everything:
It may seem like a small detail, but this one is big. The ability to include your organization’s logo, pictures, and color scheme is vital in building donors’ trust with your brand. Consistent use of your nonprofit’s logo and other branded campaign or event logos across your website, social media and donation forms creates a familiarity with your brand that adds legitimacy in the minds of supporters, therefore making them much more likely to donate confidently and keep your cause top of mind.
7. Provide donation options:
Instead of asking people to type in the amount to give, offer suggested levels of giving and preselect the one that you’d like donors to choose, taking the guesswork out of their decision to make giving a no-brainer. Want to boost donations even more? Offering recurring giving allows donors to repeat their donation on a monthly, quarterly, or annual basis in order to provide ongoing support for your cause.
Don’t Forget To Feed Me uses branded colors, logo, suggested giving amounts, and recurring giving options.
8. Testing 1-2-3:
Having a nonprofit online donation form that can be customized in minutes (even from your smartphone) means you can test and monitor giving habits to provide feedback that will help you alter your form to cater to the preferences of your donors and create the most optimal giving experience.
9. Share everywhere:
Make it easy for donors to share your link after they’ve donated with integrated social sharing that allows them to broadcast their support to their network of friends and family with one tap or click. In addition, be sure to use social media, email, and text message to your advantage and share your donation form with strategic “asks” as part of your organization’s marketing strategy. Link to your nonprofit donation form on Facebook, Twitter, Google+ and in your Instagram profile, include a donate button in emails, and reach out occasionally by text message. It is smart to share your donation form with compelling posts, such as those having to do with a recent need or upcoming event.
10. Don’t forget to follow up:
The effort shouldn’t end after the donation is made. An instant donation confirmation thank-you should be sent via email or text message, and donors should be provided with automated tax receipts for their donations. A donation means a supporter has decided to invest in your cause, so be sure to grow that relationship by reaching out to send updates, videos and other valuable news and information. This kind of communication helps to build loyalty among your community of supporters that will keep them donating time and again.
MobileCause nonprofit online donation forms empower your nonprofit organization to do everything on this list, and more! Request a demo to see how MobileCause can work for your organization. Looking for even more ways to optimize online giving? Check out our handy infographic with proven online giving tips for maximum donations.