Gain Donors Not Just Visitors

donate 654328 12801What makes a great donation page? For sure, you have already seen or come across websites that function like a converting machine, turning visitors into long-term donors. You may have also noticed that a successful donation page is clean and well-designed. This is one technique that can kick your donation page up a notch.

Here are six ways to convert visitors into donors.

1. Your donation page should look like the rest of your website. Your donation page should be more than just a form. It should resemble any offline marketing materials you have. Reinforcing your mission, vision and your need will also help donors know who you are and why you are a credible organisation. Even when prospects have landed on a donation page, it is does not necessarily mean you have sealed the deal. They have not committed to donating to your organisation unless they have clicked the button. 

2. Get rid of unnecessary fields on your donation form. If you are asking more information, this can result in lowering your conversion rate. When creating a donation form, try to put yourself in your donors' shoes. Does it take a minute to fill out the form? Do you have a hard time providing information? The process must be simplified so people will find it easier to give.

3. Directly ask people to donate. Shyness does not have a place in your donation page. If you intend to ask for money, you need to clearly ask people to donate. There are few things that should be visible on your page to increase the donation amounts. You need display buttons displaying the donation amounts, an 'other amount' option for people who want to give less or more and a recurring gift option.

4. Add call to action.
Your website should also encourage visitors to sign up to volunteer. There must be something that will enable them to get to know more about your organisation. Add a video or a mission statement so they will know your objective. They should be focused on the task at hand by having one single call to action.

5. Capture your donor's heart. An emotional appeal is an effective way to capture an undecided visitor. It should represent your cause and have emotional images. Pictures are worth more than a thousand words. Be sure to use them to create an emotional appeal.

6. Optimise your DONATE button. There are call to action buttons that easily captivate visitors and they outperform small and unappealing buttons. Optimising your DONATE button can really make a difference. You can use words like 'Donate Now' or 'Give Today'. The button must be displayed prominently on the page.

Melissa Anderson

Written by : Melissa Anderson

Melissa first started fundraising when her daughters' pre-school needed some sun shades. Since then, she's gone on to become somewhat of  fundraising ideas expert, as well as a super-Mum. Melissa loves sharing ideas about how to raise funds, and welcomes your questions on this blog.

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