Classy Online Donation Pages
More precisely, here are some excellent tips to make your online Donate pages more effective, from online fundraising firm, Classy.
For many nonprofits, their website is the metaphorical vacuum cleaner, intended to suck in and capture the interest of each and every browsing visitor, tantalising some to commit to donating or to some other ‘connecting’ action, and others to complete transactions that have already been stimulated by email appeals or other promotions.
And so the Donate page becomes the center of action.
The tips from Classy are specifically addressed at the Donate pages you use to ‘close the deal’ with responders to your promotional appeals, but the more generic suggestions would apply to any Donate page you offer.
In summary, these are the tips:
- Create custom Donation pages for key segments — e.g., first-time, recurring, high-value, lapsed, event participants.
- Don’t reiterate your appeal … build upon it — what is that extra context or image that will expand what they already know and reinforce their decision to contribute?
- Streamline your Donation page for ease of use — a nice set of suggestions illustrate this point.
- Gather purposeful information — don’t distract or complicate matters.
- FAQs should actually be FAQs — again, keep your focus on supporting the donation process.
- Walk through the form yourself — and get other non-involved ‘guinea pigs’ to do so … what confuses, what slows them down?
Each of these tips is explained and illustrated in Classy’s blog post, which I urge you to visit.
Tom
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