Optimize, Test, Repeat
Third, validate your test results to a 95 percent level of confidence using a free, downloadable, basic validity tool. A validity tool allows marketers and fundraisers to confirm that test results are mathematically reliable (not a coincidence) and/or to determine that the test is able to deliver a conclusive and repeatable result. These easy-to-use tools make setting up correct sample sizes and understanding the outcomes of testing much more straightforward. Use the results of the test to identify and understand elements to improve your donation process, and continue to build on those for an improved experience.
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.