Showing That Donation Page You Really Care

Here are some little things to show that special donation page in your life you really care.

There are a ton of things that you can do to improve your donation pages.  A ton.  You probably don’t have a ton of time to spend on a ton of things, though.  I understand.  Here are a few handpicked items/things/whatever to implement, quickly and easily, on your current online donation page.

1. If your website donation page looks just like your website, navigation and all, it’s probably too cluttered. Clean it up.  Like spring cleaning, clearing out the not so ‘cessities can help decrease your donation page’s exit rate.  Start with removing a few non-essentials.  Then repeat.  Sooner than later, you will have a mean (and importantly) lean donation page.  Try removing fields that you don’t have to have.  Think about it, do you really need your donor’s home fax number?

2. Love your error messages. Just like you spend valuable time explaining why your cause is worth their money, you need to spend time explaining and instructing on how to successfully give to your org online (ok, well maybe not AS much time).  Clear concise help text is key when your donor is having issues with submitting their gift.

3. Don’t stuff everything above the fold. Recent testing is showing that users scroll pretty effortlessly.  In fact, the right scroll bar is an important indicator to the donor that there’s content below.  So don’t sweat it if your content does not fit.
Bonus: Visualize what content will show above the fold with this tool.

4. Test your content, images, call to action. Make your donation button larger.  Create a second version of your donation page. Just do something different.  I don’t care what it is.  The goal is to get in the habit of constantly testing and improving.  Abide by these three rules: plan, test, measure, repeat. Okay, abide by those four rules.  Free tools like Google’s Website Optimizer can help.

Try one.  Try them all.  For good internet joojoo, read the linked articles to expand.  You will thank me for it later.  I consider iced coffee as a form of payment.  In case you were asking.

Sources used:

The myth of the page fold: evidence from user testing
http://www.cxpartners.co.uk/thoughts/the_myth_of_the_page_fold_evidence_from_user_testing.htm

One-Third Of Web Donations Didn’t Go Through
http://www.nptimes.com/instantfund/09Nov/IF-091119-1.html

“How Does My Online Donation Page Look?” = The Wrong Question
http://www.fundraisingsuccessmag.com/article/how-does-my-online-donation-page-look-the-wrong-question-414505_1.html

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