Your nonprofit website can be designed to serve multiple purposes, but undeniably, one of the primary purposes is to convert visitors into donors.
Look at your website from a donor’s perspective: does it convince you to donate? Can you find all the information you need to convince yourself?
To improve your site’s conversions, you need to design it with donors in mind. Here are five tactics to do just that.
1. Create short, impactful forms
Let’s start with the end in mind: the ultimate conversion for your nonprofit is a successful donation. A donation form is how you accept donations, which means you need to pay special attention to making it as streamlined and impactful as possible.
So, with the help of a professional and easy-to-use online form builder , prioritize creating high-converting forms. And to increase form conversions, industry email list follow these best practices:
- Only ask for the necessary information such as name, email address and payment details. The fewer clicks and fields your form has, the higher the conversion rate.
- Consider breaking it down into a multi-step form , with slides for donation amount, contact information, payment, elsa zhang marketing review. This allows donors to focus on one step at a time and visually simplifies the form to avoid being overwhelmed.
- Provide more payment options like PayPal, credit cards, etc.
- Offer suggested giving options (one-time or monthly) and amounts slightly below, equal to, and above the average donation to your nonprofit.
- Gallery security measures ( SSL certificate , caseno data trust badge, etc.) as donors part with sensitive personal information. Embed the form directly on your website instead of sending donors to a third-party site.
- Don’t force account creation and login unless donors want to save their information for future donations.
- Reaffirm the purpose and impact of their donation with clear copy and photographs .
- Make sure your form is mobile-friendly and loads quickly.
Optimizing your donation form in these ways makes donating a simpler, more streamlined experience for potential donors.
2. Display up-to-date and accurate information
Logic dictates that the more trustworthy your official website is, the more donations it will collect. So, building the credibility of your nonprofit is one of the first and most important steps to getting more conversions.
Visitors will only consider donating if they can learn everything they want about your nonprofit. This means you need to provide information that is relevant, accurate, up-to-date, relevant, and answers most (if not all) of a potential donor’s questions.
So, make sure you have the following information readily available:
- Value Proposition: A statement that tells prospects why they should donate to your cause, highlighting the impact their donation will have.
- Mission and Vision : What your organization hopes to achieve in the short and long term.
- backstory: Why your nonprofit organization was born.
- Your Leadership Structure: Your nonprofit’s executive leadership and board members should be listed with their credentials, affiliations, and headshots.
- Contact Information: Up-to-date contact information for the main office, branch offices if any, and specific staff members.
- Current Programs and Fundraisers: Latest updates on any ongoing campaigns and new initiatives.
- FAQ: A page or section of the website dedicated to answering any potential questions a visitor may have.
All this information helps create transparency and trust, which translates into more conversions