Undoubtedly, you’ve heard that online giving is on the rise. And, I’m guessing that many of you have already dipped your toe into the online giving scene. But are you wondering if you’ve got it right? Do you have a donation form, but it’s not seeing much action? Or maybe you haven’t set one up yet and don’t know where to start.
In either case, this article can help because it explores how you can create or optimize your donation forms to create a truly great online giving experience. By incorporating these few simple ideas into your online giving strategy, you’ll be ready to build donation forms that will both wow your donors and help increase your organization’s online donation revenue. Ready to dig in and find out how?
First, you’ll need a simple tool to build and publish a form that has the ability to process credit card transactions. There are lots of options out there including Little Green Light’s own LGL Forms. Whichever service you choose, be sure to find one with the following capabilities:
Once you have a system in place, give the following ideas a try.
Idea #1: Keep your form SIMPLE
This is one of the trickiest aspects of building a form. Why? Because we want to share so much with our prospective donor, and we are tempted to use this opportunity, when they’re on our donation page, to give and get loads of information. Research shows, unfortunately, that the more distractions a donor has, the less likely they are to complete the form and make a donation.
So, what exactly should be included on your donation form? Simple – these 4 things:
See this handy infographic for some ideas on how to design a great donation page.
Idea #2: Reduce the number of distractions your donor experiences while visiting the page
Did you know that for every click a donor needs to make to complete their donation, the likelihood of their completing it decreases by 40% Yikes! What’s the lesson here? Make sure that you reduce the need for your donors to click through to multiple pages in order to donate. Here are some ideas on how to facilitate this:
1. Add a “Donate now” button to every page on your website, and link it to a single landing page that contains your donation form
2. Remove your website navigation from the donation form page to discourage clicking elsewhere
3. Use a single call to action – don’t confuse people by offering too many options
Idea #3: Be sure your donation form is mobile-responsive
What is a mobile-responsive form? Simply put, it is a form that automatically re-sizes itself so that it can be easily read/viewed on a smartphone or tablet. With more than 51% of visitors coming to your website from mobile devices versus laptops, it’s a must that your donation form be mobile-responsive.
And, according to Mobile Cause, responsive pages yield 34% more gifts than non-responsive forms because they make it easier for donors to give.
Source: Mobile Cause
Idea #4: Ensure that your form matches your organization’s website branding
Not only does your form’s branding lend itself to the professionalism of your organization, it also raises 6 times more dollars than generic donation pages.
Idea #5: Drive donors to your donation form using multiple channels
Unfortunately, this is not a “build it and they will come” scenario. You could build an outstanding donation form, but if you don’t share that form successfully it’s likely not to see much action.
How can you get the word out?
Does your nonprofit need a simple-to-use tool to create online forms and process donations online? Try Little Green Light and its Forms feature free for 30 days, and see how you can create an online donation experience that will wow your donors.
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