Get More Out of Your Fundraising Donation Page by Acting Like an Online Store
Best practice for fundraising is to clearly communicate how the donor's gift will make a difference — in as tangible, direct way as possible. Again, Polaris Project did a great job with this on its page. It didn’t ask donors to make a donation to stop human trafficking. It asked them to buy a coat for a victim of trafficking — that’s tangible and direct.
Children’s Radio Foundation (CRF) did a great job with this too (images 2 and 3). CRF made a list of what each level of donation would provide, and it offered to send a valentine on behalf of the donor. Each donation level had a link so the donor could preview the valentine, which also had a picture of what the donation provided (Bazinga! See how CRF applied concept No. 1 from above? It's hitting on all cylinders with this donation page — which, by the way, CRF said was a very successful one).
One other thing to note about this page: It takes advantage of a quick-fill for repeat donors. That “QuickFill” button allows donors to complete all the fields with just one click. It is also hooked on the back end to a feature called “QuickDonate” that allows CRF to send an email to repeat donors in which they can make a donation from just one click within the email. Great, right? Online “buying” at its finest! And, all for a good cause.
It's a good idea to have multiple price points
Do you know that no matter which gas station you go to there are always three choices (not including diesel)? It’s not a coincidence; it’s buyer psychology at work. Although not e-commerce, the commercial practice of offering multiple price points most certainly applies to nonprofit online donation pages. Simply put, by offering more than one choice of donation and more importantly high, medium and low choices, you are more likely to get a buyer to choose the middle than the lowest amount possible. There is, of course, a much longer explanation of how it works than that, but for our purposes here, that’s enough to understand that you can encourage your donors to give more by giving them a little nudge through the options you provide.