Add Ease to the Ask
"Sometimes through a shopping-cart experience you have more opportunity to ask those types of questions, where on a single form if you're just trying to collect a quick donation you might not be asking those same types of questions or you don't want the form to be too long," he adds.
Organizations that opt for the single-form donation page can opt to collect the information gained during the shopping-cart experience through subsequent e-mail campaigns.
The Web experience you create for visitors and donors should be about letting them know and understand what the mission of the organization is and where donations go, and making that process as smooth as possible.
"Education and understanding of where [donors] are giving [their] money and how it's helping people really drives the site, and if the site is easier to use then you're going to be having fewer people having problems and it's going to be more of a turnkey process for the people coming and giving," Murphy says.
John Murphy can be reached via http://www.kintera.com