Donation Page Blunders That Hurt Fundraising Efforts
By Alizah Epstein, Chief Creative Officer, Epstein Creative Group
If there is one thing you want to get right on your nonprofit website, it’s the donation page. After all, it is what helps keep your organization operational and allows you to continue providing much-needed services to your community. Unfortunately, some nonprofits struggle in this area, but we are here to help! Revenue losses are something your organization can’t afford.
THE BENEFITS
According to a recent report, online giving grew by 9.2% in 2015 compared to 2014. This trend keeps pace with consumer behavior, which is also shifting toward online transactions. So given the growing number in online giving and the fact that it shows no signs of slowing down, why wouldn’t you amp up your nonprofit’s donation page?
Nonprofits with visible and functioning donation pages have everything to gain and nothing to lose. A proper donation pagecan boost traffic to your website, generate additional income, and attract new supporters.
THINGS TO AVOID
Perhaps worse than not having a donation page PERIOD is making online giving difficult (e.g. calculus or trying to remember what you ate for breakfast five years ago). Don’t make supporting your nonprofit harder than it has to be! Otherwise, your donors will get fed up and leave – without making their contribution. Here are two of the biggest blunders you can avoid when perfecting your organization’s donation page:
- Making the donation button hard to find
Your donation button shouldn’t feel like a game of hide-and-seek. If potential donors have to hunt for it, they won’t stick around your site. Out of frustration, they will give up and move on—and you don’t want that! Make sure your donation button is at the top of your homepage and is eye-catching, large, bold, and using a color that stands out. Include donation buttons on your blog posts, newsletters, email blasts, and social media pages, too. - Over-complicating online giving
It’s not exactly a flattering quality, but the reality is a lot of people tend to be impatient. Whether it’s running errands or cooking dinner, most of us have a habit of wanting things simple, easy, and FAST. Donating online is no different. Don’t collect more information than you may need — name, billing address, donation amount, and credit card details. For example, allow donors to give via PayPal. It’s quick, safe and doesn’t require donors to fill out a lot of information.
WANT TO LEARN MORE?
At Epstein Creative Group, we want to see you succeed. To learn additional ways on how your nonprofit can generate more donations online, come see our founder, Alizah Epstein, speak at “Tech to Tell Your Story,” a fast-paced, full-day conference highlighting tech solutions that support your mission (March 21st at Bon Secours Retreat Center). You’ll walk away with the tips, techniques, strategies, and best practices needed to ensure you are getting the most out of your donation page. Register now. You don’t want to miss it!
Alizah Epstein is the Chief Creative Officer at the Epstein Creative Group. As a passionate creative thinker and problem-solver, she is the driving force behind the branding and marketing design studio. What makes this firm different is that they focus on branding and marketing for mission-driven organizations that benefit women and children. Through strategic branding and marketing efforts, they secure more donors and build awareness so these organizations can continue the good work that they do. To Learn more, visit epsteincreative.com. Design with purpose.