The donation page is the most crucial element of your nonprofit’s website so it is important you design it strategically.
The way your donors view your donation page will have a significant impact on whether or not they will make a donation.
Donation pages also play a major role in representing your brand and showing what your mission is.
Given below are some common donation page mistakes to avoid.
- Long Donation Forms
Long and complicated donation procedures are very likely to irritate your donors.
If your donors feel that the form asks many irrelevant details, they are likely to leave before completing the donation procedure.
- Make sure your donation form is simple and straightforward. Include only important and relevant fields which are needed for donation.
- Don’t make it necessary for your donors to create an account or provide their address. All these additional steps can cause your donation count to drop.
- Hidden Donation Forms
If your donor cannot find your donation forms easily, they won’t be able to make a donation.
It is also unlikely your donor will spend their time looking for the form on the donation page.
The amount of time it takes for a donor to locate the donation form can significantly impact the number of donations you receive.
- Make sure the donation form is clearly visible and prominent to your donors when they visit your website.
- Include links to your donation pages on some of the emails you send out to your donors. Don’t spam them with links, but remind them once every now and then.
- Add the link to your donation page on all your social media bios.
- Your Donation Page Is Not Optimized For Mobile Devices
More than 50% of website traffic comes from mobile devices and this percentage is increasing every year.
If your donation page is not mobile friendly, you are missing out on a lot of donations.
- Make sure your page is responsive, easy to navigate and easy to read. Your donors shouldn’t have to zoom into the text or strain their eyes to read the information in your donation page.
- In order to accept donations online from a wide variety of people across the globe, it is important to optimize your donation pages for all mobile devices.
- No Option For Recurring Giving
If you don’t include recurring giving options in your donation page, you are missing out on a lot of potential donations.
Statistics say that recurring donors donate an average of 40% more per year compared to donors who give one time donations.
- Recurring giving options make it convenient for donors to make additional donations. Your donor will also be more likely to make a small donation every month compared to a big one time donation.
- Recurring donations increase donor retention rate since recurring donors tend to be more active and loyal to the organization.
- Cluttered Donation Pages
If your donation page is cluttered, disorganized and difficult to navigate, your donors are more likely to leave the page faster.
- Your donation page should be simple, clear and visually pleasing to the donor. Don’t include an unnecessary amount of links and images which will overwhelm your donor.
- Make sure you don’t include long paragraphs, rather limit the text to a few sentences describing your mission in a brief manner.
- The more distractions you have in your page the less conversions you will get so eliminate unnecessary distractions.
- Not Utilising Social Media
With social media your nonprofit will be able to reach more people and boost visibility. It is also a great way to keep your donors engaged and build better relationships with them
- Include links to your donation page in all your social media bios. When people come across your page, they will click on the link and be directed to the donation page.
- Post interactive content on your social media page including pictures and videos of your nonprofit in action.
- Failing To Thank Your Donors
Having an acknowledgement page after the donor completes the donation is a great way to express your gratitude to your donor.
You can also thank your donor through an email. Don’t just treat the donation form as a contact form. Include a thank you message at the end so your donor will feel appreciated.
A well designed and responsive donation page can improve traffic, conversion rates, donations and donor retention rates. All donation pages must be designed keeping the donor’s best interests and convenience in mind.