Year-end giving is in full swing and even if you’ve mailed your appeal letter, many people will choose to donate online. Chances are you’ll send most of your reminders by email and social media with a link to the donation page on your website.
That means online giving on your website needs to be easy to do. It’s tricky because you want to capture vital information without overwhelming your donors. 5 Donation Page Blunders That Kill Fundraising Response Rates
Use this checklist to make sure your donation page is ready for your online donors.
- Is it easy to use and navigate?
- Does it include a strong call to action with the same messages as all your other fundraising appeals?
- Does it show how the donation will be used and what different amounts will fund?
- Does it include an option for recurring gifts?
- Does it have an engaging photo?
- Does it allow for multiple donors, for example, spouses with different last names?
- Does it include an option for a gift in memory or in honor of someone?
- Are you capturing mailing addresses, email addresses, and phone numbers?
- Does it include a check-off box to join your mailing list?
- Is it also easy to give on a mobile device? This is crucial. More people are donating on mobile devices now. Getting Started with Mobile Fundraising: 5 Ways
- After someone donates, does it take the person to a thank you landing page and generate a thank you email?
- Does your homepage include a blurb about your appeal and a prominent Donate button, in case a donor Googles your organization instead of going directly to your donation page?
- Is the rest of your website up-to-date and engaging? Donors might visit other pages to find out more about your programs or learn how they can volunteer. Is Your Website Up to Par?
Test it out
Put yourself in your donors’ shoes by donating to your organization online. Try it on a computer and a mobile device. Remember not all your donors are tech savvy. You might want to find someone who’s also not tech savvy to test it out.
Was it easy or did you feel like kicking and screaming?
Create a memorable thank you experience
If you’ve ever donated online, you know the thank you experience often doesn’t leave you feeling warm and fuzzy. This is easy to fix.
Start with an engaging landing page that says You’re amazing! or Thank you,Susan! Include a picture and a short, friendly message. An online donation should also generate an equally engaging thank you email.
You’re not off the hook yet. You still need to thank your donors by mail or with a phone call.
The perils of third-party sites
If you use a third-party site, such as PayPal, you don’t have much, if any, control over how the donation page and thank you experience will look and work. To make up for this, you’ll want to send a super-incredible thank you email, followed by something just as incredible by mail or phone.
Are you ready?
Be sure your donation page is in good shape for your year-end fundraising campaign, and throughout the year. Make it as easy as pie for your donors to give online.
Read on for more information on creating a great donation page.
And, if you’re looking for an online donation platform, here’s some information on that. 15 Online Donation Tools to Please Your Nonprofit’s Donors