Bringing Power and Clarity to Nonprofit Communications


5 Ways to Increase Website Donations

5 Ways to Increase Website Donations

Friday, October 14, 2011

Online retailers know that if you want your customers to keep coming back, your website needs a clear value proposition and an easy-to-use interface. Sadly, many nonprofit sites don't have these and are losing donations as a result.

 Here are a few tips for fine-tuning your site to encourage online donations:

1. Show your value proposition.
What are you in the businesses of doing? What problem are you solving? Your site should easily communicate who you are and why you are important. This is NOT your mission statement, unless your mission statement is especially short, clear and meaningful (very few are).

2. Make your donate button obvious.
Some nonprofits are uncomfortable having a prominent donate button because it may look too demanding or desperate. But a soft-sell can lead to donor confusion, making visitors search for where to donate. If you want people to take action, provide an easy-to-find link to that action.

3. Meet visitors' needs.
Some people come to your site to learn about your organization. Some come to do something. Make sure both needs are met. If your button says "donate now," don't send visitors to a page with loads of text. They have already decided to give. Take them directly to your donation form.

4.  Use the right tool.
Most potential donors look for information on your website, not on your social media sites. Use your website to inform people who want to research your organization and use social media to communicate with those who know (and love) you already. Remember to link back to your website for more information.

5. Make the online donation process easy.
We all can't be and buy with "one click," but we should get as close as possible. Make the donation experience clear and simple. Your visitors are already purchasing online elsewhere. They expect an experience that mirrors their other online experiences.