Optimize, Test, Repeat
Friction in the donation process runs off people who could become significant lifetime supporters. To determine whether your organization is creating friction, see “Are You Turning Off Online Donors?” in Fundraising Success’ May issue.
Steps to follow
Once you establish clear goals and eliminate as much friction as possible, measure the donation page’s performance regularly. Without frequent measurement, you can’t determine what’s helping and hurting conversion. Measuring performance is easier than you may think, thanks to free tools that anyone can download and use. You don’t have to be a techie or analytics specialist. Just follow these steps.