Tips to Improve Online Fundraising

6. Don’t let SEARCH drive people away. Depending on what research source you trust, 30 percent to 70 percent of all site searches end in failure. And failed search leads to a high abandonment rate (most research shows rates of 50 percent or more). So include search on your site, but not in high-response locations like the upper right. Try placing search in left navigation or even in bottom navigation.

7. Test, test, test, and adjust for greater impact. The Web gives fundraisers and direct marketers quick and cost-effective testing options that are not available offline. Your site visitors and constituents will tell you what they think about your architecture, design and usability by how they respond. Test for the best response and watch your results improve significantly.

Jim Killion is founder and chief e-strategist for Richardson, Texas-based interactive solutions provider is7. Amanda Wasson is vice president for client service at is7.