Does your organization have a great website, but a donation page that needs a little help? This can easily happen if you have a donation page that is managed by an outside firm. If you are tuned in to Google Analytics, you can quickly find out how much money you are losing due to donors leaving your donation page.
So if donors ARE leaving your page, what can you do about it?
DonationPay’s donation page infographic helps organizations do a quick check of reasons why donors might not be donating on your giving page.
Is there too much text? A weak call to action or too many steps to go through to make a donation? Is your branding consistent? All of these could create “excuses” for donors not to give.
The average bounce rate on giving pages is 67%. That means nearly 70 out of 100 potential donors who visit your donation page, leave the page without giving. With online giving exploding from 1.5 billion in 2002 to over 25 billion in 2012, it’s worth a 2nd look at your page.
- Be conscious of the text you use. If donors don’t like too much text on a giving page, you have to make the most of limited text. Your website has already told the donor about your organization, there is no need to recap. Build a couple of powerful sentences to close your case for giving and let the donor do what they came there to do, give.
- Keep the process simple. Keep the donor on one page, if at all possible. If there are too many steps or additional pages to access, the donor may get frustrated before completing their donation. Be sure the donation page is user friendly.
- Keep your message consistent. Does your donation page look like it even belongs to your organization? If a third party manages your giving page, there is a good possibility the page does not match the rest of your website. Be sure that when a donor clicks to visit your giving page, they know it’s still you they are giving to.
- Make it interesting. While you may be limited with text, you can remind your donor why they came their to give with a great photo or two. It’s true that a picture speaks a thousand words. Say more with less.
Keep in mind that you giving page is an important part of your overall marketing plan. The message should be consistent, reinforced and interesting. So go ahead and make some changes to that old giving page and see how givers respond.
References:
https://www.donationpay.org/site/2013/06/new-infographic-why-donors-leave-your-donation-page/