The Do's and Don'ts of Online Fundraising and Communications
Don’t: Take them to watch a video and come back; don't link to YouTube or anywhere for them to watch the video and then come back and give. They don't come back!
Do: Link only to your contribution page. "When someone clicks on the donate button, they know what they want to do, and they want to do it quickly," Rosenkranz said. "Don't put so much on the links or donation page that they forget why they were there or feel overwhelmed and leave."