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As the end-of-year giving season approaches, it’s time to focus on making sure your donation forms are performing at their best.
This season is a golden opportunity to capture the generosity of your supporters, and by optimizing your donation forms, you can significantly boost contributions.
Here are some compassionate, insightful, and empowering best practices to ensure your donation forms are ready to shine.
During the end-of-year giving season, the spirit of generosity is in the air. Your optimized donation forms can turn this goodwill into tangible support for your cause. By creating a smooth and intuitive donation process, you help ensure that every potential donor completes their gift.
A thoughtfully designed donation form enhances the overall donor experience, making it more likely that donors will feel good about giving and want to return. A positive, seamless experience can turn first-time donors into lifelong supporters.
An optimized donation form doesn’t just increase the number of donations—it can also increase the size of each gift. By including suggested donation amounts or options for recurring donations, you can encourage donors to give more generously.
When thinking about your donation form, we get the details down to simple numbers to showcase the importance of conversion rates.
In December, virtually every organization has the highest volume to their main donation forms for the year.
When sorting through what the value of every donation form visitor can be, it becomes clear with some simple math.
Below are some activations to think through when it comes to ensuring your forms are ready for fundraising prime time.
If your site sees 5,000 visitors to the main donation form in December, and you see a 12% conversion rate, you’ll see 600 gifts. Let’s assume the average gift is $150. This brings your revenue to $90,000. In this scenario, these are users coming to the site on their own, separate from your targeted landing pages for campaigns.
But what if your conversion rate was 15%? The value of those same visitors now goes up by $22,500.
In many givingMD client cases, our clients see a 35% conversion rate. That makes a difference of more than $180,000 for the same volume of visitors in this scenario!
Many of your donors will be using mobile devices, so it’s essential that your donation form is mobile-friendly. Use responsive design to ensure your form looks and functions beautifully on any device. Keep the form fields to a minimum and use large, easy-to-tap buttons to make the process as easy as possible.
Imagery can speak volumes and evoke emotions that words alone cannot. Incorporate high-quality images on your donation page that tell a compelling story and connect with your audience’s hearts. Choose images that are not only emotionally impactful but also optimized for fast loading times. A touching photograph of those you help or a grateful recipient can inspire donors to give generously.
No one likes waiting for a slow-loading page, especially when they’re trying to do something as wonderful as making a donation. Use tools like Google PageSpeed Insights to identify and fix issues that might be slowing down your page. Compress images, leverage browser caching, and minimize code to speed things up.
People are inspired by the actions of others. Showcasing testimonials, donor lists, or real-time donation counters on your form can encourage others to give. Seeing that others have donated creates a sense of community and motivates new donors to join in.
Security is paramount when it comes to online donations. Displaying security badges and trust seals prominently on your donation page reassures donors that their information is safe and secure, reducing hesitation and increasing the likelihood of completing the donation.
Everyone has their preferred way of giving. By offering multiple payment options, such as credit cards, PayPal, and digital wallets, you make it easier for a wider range of donors to support your cause. This flexibility can lead to higher conversion rates.
Personalization helps donors feel connected to your cause. Use dynamic content to address donors by name or reference their past contributions. This tailored approach makes donors feel valued and appreciated, encouraging them to give.
Highlighting limited-time campaigns or matching gift opportunities can create a sense of urgency that drives more donations. Urgency encourages donors to act quickly, making the most of the giving season’s high stakes.
Your donation form should be accessible to everyone, including people with disabilities. Use clear labels, alt text for images, and keyboard-friendly navigation to ensure all users can easily complete the form. Inclusivity is a key component of a compassionate donor experience.
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