Any one (or several) of those is reason enough for a potential donor to bounce from the page, never converting and disappearing into the digital abyss. Donation pages are one of the most important aspects of a digital fundraising strategy and are too often an afterthought. But before things start to seem hopeless, there are five easy things that any nonprofit can do to refresh their donation page this spring to make it a more effective part of annual giving.
1: It’s Always Story Time
2: Get Creative with the Ask String
If you’re able to and already familiar with versioned communications, try the same strategy here by setting up multiple donation pages. You could have pages set up specifically for young donors, mid-level donors, or for acquiring new donors. Advanced tactics here could include using pURLS that allow you to prepopulate forms making the process simple and easy.
3: Punch Up Your Call to Action
4: Monitor & Optimize
Keep an eye on this page’s bounce rate. If a high number of people are dropping off without ever having completed their donation that’s an indicator of a disconnect. Another key metric is time spent on the page. Again, if visit duration is very low or very high and the visitor is not converting then something is wrong. Your forms could be too long or complicated, the message may need tweaking. If you have a high number of visitors accessing this page from a mobile device but your page isn’t responsive or mobile-friendly, then they’re probably having a hard time making their gift. The point is test, monitor, optimize… often.
5: Try Retargeting
The Wrap Up
Try out some of these strategies and let us know the results! Whatever changes you make to your donation page, just make sure that you have a plan in place for what happens after a gift is made. Adequate stewardship ensures that you retain the donors you’ve acquired and gradually increase gift amounts over time. Want to learn more? Check out our latest whitepaper Three Definitive Ways to Retain Donors and Increase Engagement.
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