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How can you improve your online donation page conversion rates?

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If you want to raise more money online, you need to optimize your donation page for conversions. A conversion is when a visitor to your website completes a desired action, such as making a donation. The higher your conversion rate, the more donors and funds you can generate from your online fundraising efforts. In this article, you will learn six tips to improve your online donation page conversion rates and boost your fundraising results.

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Nalanda Joglekar

GRAB a FREE Lesson from my new course Grant Writing Essentials below // Grant Writer and Educator // Helping Writers…

1 1. Simplify your donation form

To ensure that potential donors don't abandon your donation page, you should make it as easy and straightforward as possible for them to complete their donation. This can be accomplished by reducing the number of fields and steps, using clear and concise labels and instructions, providing multiple payment options, using a responsive design that works on different devices and screen sizes, and including a progress bar or indicator. Doing so will help to reduce friction and frustration, making it easier for donors to complete their donations.

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Nalanda Joglekar

GRAB a FREE Lesson from my new course Grant Writing Essentials below // Grant Writer and Educator // Helping Writers and Nonprofits write kickass proposals that win grants
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Besides adding the mandatory fields, make the donation a breeze for your donors. Timing out, taking them to another page, annoying long form field - get them out in 3 clicks max before they make it to the payment page and get their cards out.

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2 2. Communicate your impact and urgency

Communicating your impact and urgency to potential donors is a great way to increase your online donation page conversion rates. You can do this by using compelling images and videos that illustrate your cause and beneficiaries, as well as emotional and descriptive language that appeals to your donors' values and emotions. Additionally, you should highlight your specific goals and achievements, as well as how much more you need to reach them. To create a sense of urgency , consider using deadlines, countdowns, or matching offers. Finally, include social proof from other donors or beneficiaries in the form of testimonials, reviews, or ratings.

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Nalanda Joglekar

GRAB a FREE Lesson from my new course Grant Writing Essentials below // Grant Writer and Educator // Helping Writers and Nonprofits write kickass proposals that win grants
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Urgency may sell as much as demonstrating the need. And always show how you are willing to help yourself as a non-profit, before you ask it of others.

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3 3. Offer suggested donation amounts

A third tip to improve your online donation page conversion rates is to offer suggested donation amounts to your potential donors. This will help increase the average donation size, reduce decision fatigue, provide context and value, and encourage recurring donations. Suggested donation amounts are pre-set options that you provide on your donation form that indicate how much you would like your donors to give. By offering fewer choices, you can anchor your donors to a higher amount and show what each donation amount can accomplish or provide. Moreover, you can test and optimize your donation amounts based on your data and feedback.

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Nalanda Joglekar

GRAB a FREE Lesson from my new course Grant Writing Essentials below // Grant Writer and Educator // Helping Writers and Nonprofits write kickass proposals that win grants
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Give donors a choice of amounts and tie each amount to a specific benefit - 5 trees, 10 meals, 3 school kids, 1 expectant mother. It helps the donor know what's happening with their money

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4 4. Add trust signals and security features

Adding trust signals and security features to your donation page can help you improve your online donation page conversion rates. These elements reassure potential donors that your organization is legitimate, credible, and safe to donate to. Trust signals such as displaying your logo, mission, vision, and values can help build trust and credibility. Demonstrating transparency and accountability with financial reports, ratings, or certifications is also important. Additionally, protecting donors' personal and financial information by using encryption, SSL certificates, or security badges will make donors feel secure. Finally, providing contact information, FAQs, or chat support will address questions and concerns while a refund policy, a privacy policy, or a donor bill of rights can reduce risk and hesitation.

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Nalanda Joglekar

GRAB a FREE Lesson from my new course Grant Writing Essentials below // Grant Writer and Educator // Helping Writers and Nonprofits write kickass proposals that win grants
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Let it be known if you have been recognised for consistent financial and reporting compliance. This increases your team's trustworthiness and credibility. If you've been audited, share that too.

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5 5. Optimize your thank you page and email

Optimizing your thank you page and email is a fifth tip to improve your online donation page conversion rates. Your thank you page and email are the first communications that your donors receive after they make a donation, so it’s important to send them immediately after the donation is processed. You should also personalize the page and email with their name, donation amount, and impact. Reinforce their decision and satisfaction by showing them how their donation will be used and what they can expect next. Encourage them to take further action, such as sharing your cause, joining your newsletter, or following your social media. Invite them to give you feedback, suggestions, or questions.

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6 6. Test and analyze your donation page performance

Testing and analyzing your donation page performance is essential for improving conversion rates. To do so, you should utilize analytics tools such as Google Analytics to track and measure key metrics, A/B testing tools such as Optimizely to compare and contrast different versions of donation page elements, surveys, polls, or interviews to collect qualitative feedback from donors, and heatmaps, scrollmaps, or clickmaps to visualize donor interactions with the page. With the results of your testing and analysis, you can make informed changes and optimize your donation page for conversions.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Nalanda Joglekar

GRAB a FREE Lesson from my new course Grant Writing Essentials below // Grant Writer and Educator // Helping Writers and Nonprofits write kickass proposals that win grants
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In your project story, don't come across as needy. Structure your project well to sell it better. Donors no longer fall for pity and sympathy. Appeal to their compassion and empathy to turn them into cause champions for your NGO.

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How can you improve your online donation page conversion rates?

1

2

3

4

5

6

7

1 1. Simplify your donation form

2 2. Communicate your impact and urgency

3 3. Offer suggested donation amounts

4 4. Add trust signals and security features

5 5. Optimize your thank you page and email

6 6. Test and analyze your donation page performance

7 Here’s what else to consider

Fundraising

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How can you improve your online donation page conversion rates?

1

2

3

4

5

6

7

1 1. Simplify your donation form

2 2. Communicate your impact and urgency

3 3. Offer suggested donation amounts

4 4. Add trust signals and security features

5 5. Optimize your thank you page and email

6 6. Test and analyze your donation page performance

7 Here’s what else to consider

Fundraising

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感谢您的反馈

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