If your online fundraising is as simple as adding a donate button to your site! But it is not. Your website needs great stories and great articles and media. But you already know that you need to get inspired by your work before people click on donation form button.
However, you need to get people to visit your site first. Otherwise, the donate button is useless. Before doing so, your site’s donation button and donation form should be designed so people can follow your donation when inspired. If the donation button is hidden or the donation page is confusing, cool stories, emotional writing, and amazing media alone won’t let people complete the donation process. Here are 11 tips to help you maximize your effectiveness by optimizing your website’s donation page and button.
Donate Button: Confirm and Click
If people want to donate, you have to make it easy. How can I help if people can’t find the donate button? If they had to work to give you money, they wouldn’t.
- Use a clear language like Donate Now or Donate Now for the button. This is not a place for dubious calls to action. Even “Support Us” isn’t strong enough because it can be anything like volunteering, planned donations, in-kind donations. It’s not even when you’re polite hedging. Please say no to phrases such as considerations, thoughts, or reasons for not giving up. Make it clear what you want people to do.
- Include a donate button on every page, not just your homepage. Did you know that many people do not enter your site from the homepage? If the donate button is all there, how many of those who visit your site won’t see it?
- Place the donation button in the top right corner, where you can see it without scrolling. The top right is the most valuable “call to action” area on your website, an ideal location for a donate button. If you use side navigation on your site, list the donate button first.
- To make the donation button stand out, use a larger size and contrasting color. The human eye can easily filter objects by adapting to different viewing environments at incredible speeds. People will miss it if the donate button is in harmony with everything else on the site. Be bold. Make it bigger. Make it gorgeous.
What on earth does “Above the Fold” mean? It refers to the area of a web page that can be viewed without scrolling. Of course, there are no folds on the computer screen; this term is borrowed from the newspaper industry, where the most important articles are placed on the first page above the fold.
Donation Page: Submit Button Here
They clicked, they are ready to give, and your job is done here! No, think again. The transaction will not be confirmed until someone clicks “Submit”. If the donation page you take people is messed up, do you think they’ll stay stuck until they’re done? You just have to optimize it.
- It directs people to a real safe donation form. Those who click “donate now” just want to do so. The page listing the cornucopia that offers options doesn’t help to do that. The more pages you get people to click on to give you money right now, the less likely it is. Put your wish list and information elsewhere on planned donations, stock transfers, car donations, and more.
- Reinforce your questions on the donation page. Don’t throw people away on pages that don’t have messages or pages with generic messages like “donate now” That’s all. You have to keep people reminding briefly why they want to donate: every time you give $25 today, a family of 4 will eat for a month. Thanks for helping families in need! Or something.
- Make the form as concise and simple as possible. Eliminate distractions. The easier it is for people to click, the more likely they are to click. Focus on what they’ve come to do: fill out the donation form and donate. Your message isn’t distracting, it’s the sidebar. The same goes for the navigation bar. And this is not where you can get one more newsletter or Facebook signup.
- You only need the necessary information. The more fields you have people to fill in, the more likely you are to give up the form a name, address,credit card, Donation amount and Email… these are requirements. It’s not to say that you can’t ask for more, just make sure people know it’s optional and don’t ask too much. What information is really useful? Both gender and birthday will help later in targeting and stewardship.
If you Create Multiple Donation Pages (if possible):
- If you have multiple campaigns with different interests. Instead of one regular page, you create a separate donation page with a specific message for each area.
- Classifying your appeal as a donor large or small. Try creating two forms with different donations. The first time I saw an online donation form starting at $5,000, I was choked. Worse, all other amounts are listed vertically for viewing without scrolling. Imagine how a donor who can’t actually afford $100 sees it and feels. The variety of donation forms prevents sticker shock for low-range donors and prevents major donors from giving less than themselves.
- Amazing Bonus Tip #11: Enhance your website for online donations by using pop-up appeals with questions and a donation button that appears to first-time visitors to your site. (Helpful hint: This is a popular way to increase your email subscriptions, but you can set up to alternate between donations and subscriptions.