Special Report: A Walk Through ?a Web Site Audit
Are there text links to the donation page within the copy wherever appropriate? This is a simple way to capitalize on an opportunity for a potential donor who might be moved to give while reading about your worthy mission and wonderful stories to do so right from the content itself, particularly if you make a direct ask within this content.
Does the donation page have minimal copy? Now's not the time to go droning on about your projects or mission. Simply make your case for giving, and let the donor do the rest.
Does the donation page facilitate a credit-card gift using no more that three simple steps? Does it use pull-down menus to provide donors with options such as gift designations or credit-card types without the donor leaving the donation page? Making the donor go somewhere else on your site to designate a gift or find some other information is a huge mistake. Anytime you do this, you place a barrier in front of the donor and run a very high risk of losing that gift right ?then and there. Remember, ?caffeinated finch.
Is the credit-card form donors fill out as simple and minimal as possible? This is not the place to ask donors to sign up for your newsletters or how they found you, or any other question or request not directly related to the donation process itself. This form should ask the donor to fill out only the information you need to receive the gift.
Is the site secured by a reputable SSL (Secure Sockets Layer) service provider, and is this company's logo prominently visible? Even if you write your own SSL code, make certain that you have language asserting the complete security of donors' vital credit-card information. Donors need to know your Web site is safe for them to give. Seeing the VeriSign or other security company's logo provides this assurance quickly.