5 Things Your Online Donors Want
Lots of money will be flowing to nonprofits next week at the very end of the year. When online donors visit your site, here's what they want out of their giving experience:
1. They want it simple
Since they are busy, busy, busy, don't over complicate your site or the ask. People visiting your site at year-end are there for one purpose only — to give.
Put the ask right up front, and make it easy for them.
2. They want to feel good about their gifts
Remember that your donors are making personal, emotional statements with their gifts. They are not shopping for hardware or bath towels.
Talk a lot about the good they are doing. Put evocative photos on your donation page.
Make your post-gift thank-you page warm and fuzzy. Send lovely thank-you notes that touch their hearts.
3. They want choices
All donors have different visions of how they want to help you and how they want to give.
So be sure to offer them a variety of ways to support you and different giving opportunities all tied to specific results your organization achieves.
4. They want an uncomplicated checkout
Remember that a majority of would-be donors never make it through the process to complete their gifts. Some stats show that 98 percent of visitors to an organization's donate page do not complete their gifts.
Make your donate page seamless and easy to whiz through.
- Cluttered pages
- Unintuitive layouts
- Unclear directions
- Too long, complex forms
- Unnecessary fields
- No address or phone number
- Error messages are confusing
5. They want to donate quickly
Make it easy for impatient online donors who are in a hurry. If you make it difficult for them, they'll be gone — probably to another nonprofit's site.
Make your homepage on your site optimized for donations. Put an extra large "donate now" button right on that page. (Yes, size does matter!)
And try adding a photo on the inside of the button so it has a human face. (Dogs and children are wonderful.)
It's not too late to tweak your website and your donation page. Just think how much money is out there hanging in the balance!
May you have a wildly prosperous end-of year fundraising season!