Optimize, Test, Repeat
Faced with high attrition rates, rising acquisition costs and increased competition for the donor dollar, today’s nonprofits must do everything they can to recruit new, high-lifetime-value online supporters and benefit from the positive impact that this has on both online and offline giving. Establish a goal for your donation page, and make sure all aspects of it (content, navigation, etc.) support that goal. As much as possible, get rid of anything that creates friction and is likely to run off potential donors. With easy-to-use tools, continually measure the performance of the page and make adjustments to optimize donor engagement and giving.