How To Create An Effective Donation Page
July 21, 2016 Lynette Garet Fundraising 0 Comment
5 best practices for an effective donation page
The fewer clicks on your website that you ask a potential donor to make, the more likely that is to translate into a donation. Your landing page must have a compelling message and a clear ask or call-to-action that moves your potential donor to take the next step: moving to the donation page. Use these five best practices to sharpen focus on your call-to-action and to keep your donation page simple and uncluttered to eliminate distractions.
Once your donor has arrived at the donation page, limit opportunities to leave that page by limiting navigation options or hiding the navigation bar altogether. Limited navigation will keep distractions to a minimum and increase your conversion rates. After the donation has been made, restore the navigation options on the thank-you page, including pages that offer donors other opportunities to become involved in your nonprofit.
The best headlines are short, snappy and dramatic. They are attention grabbing and have stand-alone effectiveness. Like your logo, your headline must be prominent and it must tell your story clearly. Incorporate a tag line that is appropriate to your campaign or your mission. Use a headline that defines your fundraiser in a provocative, even challenging way. Use color, bold typeface and a larger font size to increase its impact.
There is a reason for such clichéd phrases as, “A picture is worth a thousand words,” or “Every picture tells a story.” Quite simply: they are true. Consider Dorothea Lange’s iconic Migrant Mother, nearly 80 years later people recognize the photograph and understand the story it tells of the Great Depression and the people who lived The Grapes of Wrath.
Do not overload the page with paragraph after paragraph of dense text. Tell most of your story with the picture and headline, adding just enough text to emphasize to donors the people, animals or environmental causes your nonprofit supports. A one-paragraph success story can help donors understand the impact your organization has in its chosen mission.
Use text as a “click trigger,” placing it next to the key call-to-action on your donor page. A click trigger is a short message that emphasizes the value of continuing, allays doubts and reassures donors that they are taking the correct action.
In addition, ditch the word “Submit” on your donor page and on your donor button. Instead, use text that underscores the call-to-action. Something as simple as a button with the words, “Yes, I’ll help,” will significantly improve your visitor conversion rate.
Give donors two or three choices for their donation amounts. In addition, offer a sustainable or monthly option. The lower monthly amount may be more affordable than a larger one-time amount and may even add up to a higher annual total than the larger donation. Avoid the fill-in-the-blank option and suggest donors give $5 or $10 a month.
Effective use of these five best marketing practices can increase your visitor to donor conversion because they will engage visitors in your nonprofit, its mission and its work instead of overwhelming them with statistics, dense text and passionate pleas. At their core, they are just good marketing practices.