It’s a busy world, full of distractions caused by the onslaught of notifications popping up on our computers and smartphones. As a result, nonprofits that hope to convert online visitors into donors need to focus on their overall website experience.
Each element in the process of making a donation, from reading the headline to clicking the final payment button, needs to be optimized. The nonprofit’s website is there to guide donors through the transaction.
Although the emotion of your message is what inspires people to give, the rational brain kicks in when a prospective donor starts the checkout process. It’s important to walk them through that process in order to keep them engaged and confident that they’re making a good decision. The consumer e-commerce experience offers insight to help us accomplish this.
1) Share Reviews:
For anyone who is cautious about giving to a nonprofit, ratings or reviews can go a long way to building confidence. When people see that others have already given, they are more likely to put their trust in your organization. Peer influence is powerful, so it’s smart to post messages you’ve received from donors and include donation thermometers on donation pages to show much money has been given.
2) Display Endorsements
Donors need to have confidence that your organization is reputable. Endorsements and logos from third-party websites like Charity Navigator, Guidestar, and the Better Business Bureau will give donors peace of mind that your organization is known for its integrity. After registering and receiving approval, you can add their logos to your homepage or donation page.
3) Use a Trusted Merchant Processing Service
Donors are hesitant to enter their credit card information into a payment processing system that they’re not familiar with. Using a trusted merchant processing service and displaying security badges will remove this barrier to completing a gift.
4) Keep the Message Clear Throughout the Checkout Process
Complexity in the checkout process skyrockets cart/donation abandonment. The simpler you can make your checkout process, the better. Minimize all distractions. Keep your message in front of your donors as they go through the process, keeping their emotions engaged. Be sure to use the same message that attracted their attention, to begin with—don’t revert to a generic message that may not hold as much interest.
5) Prompt Donors with Amounts that Relate to Concrete Impact
Donors will be more motivated if they are able to visualize where their money is going. Make suggestions for giving amounts (impact labels), associating those amounts with specific items or actions that money will go toward. For example, “$58 provides a year of schooling for young girls.”
See how Network for Good makes it easy to implement these optimization techniques with our fundraising software: Watch the video.
Bonus Tip: Continue the Experience with a Cadence of Follow-ups
You can convert a one-time donor into an ongoing, loyal supporter by continuing the experience beyond the initial donation. Follow up with a thank you letter that communicates what donors can expect next. Periodically send follow-up emails that keep them informed of program updates. Invite them to events. By focusing on building the relationship and crafting an exceptional donor experience, you can enjoy ongoing support from those who give.
Learn why the donor experience is vital to a successful organization and how to implement an effective donor experience program by downloading “A Better Donor Experience: Is it the Cornerstone of Donor Loyalty?”