With the holidays upon us, year-end giving is in full swing. Whether you’re working on your email and direct mail campaigns, putting the finishing touches on an upcoming event, or you’re getting your message out via social media, chances are, you’re directing traffic to an online donation page.
Perhaps you’re wondering what you can do to improve your current giving experience for your donors. Whether you’d like to improve your current online giving experience, or you’re considering a new online donation processor for the new year, we’ve put together four key elements of a successful online donation experience.
1. Mobile is a Must!
A mobile-friendly giving experience is no longer a luxury; it’s a necessity. Did you know that this year, for the first time in history, mobile internet usage exceeded PC usage? That means that the chances of someone arriving on your giving page via mobile device are now higher than the chances of that same donor arriving via a laptop or desktop. Just think about when and where a potential donor might access your page. Maybe he’s waiting for a bus when he clicks a link from an email he received on his phone. Maybe she’s reading an article on your website, while waiting to pick up the kids from school. If these users are unable to donate via mobile, chances are they’re not going to remember to come back to your site when they have access to a laptop or desktop.
2. Offer Options.
Suggested donation levels are a good way to simplify the donation process and allow donors to easily click an amount, but don’t limit your donors by only allowing specific dollar amounts. Be sure your potential donors also have the ability to type in any amount on your giving page, and be sure they have the option to setup a recurring gift. What better way to retain donors, than to allow them to set their future gifts to automatically process on a set schedule? Statistics show that on average, donors who setup recurring giving accounts give twice as much as those who give one-time gifts. If you’re not allowing your donors to setup repeat donations, you’re missing out.
3. Keep it Simple.
The donation process needs to be fast and simple. Did you know that roughly 40 percent of users will abandon your page if it takes longer than 3 seconds to load? While this is important to consider for your overall site speed, it’s even more critical for your online giving page. If users sense the donation process is going to be cumbersome, they might decide to give “later,” when they have more time. If a slow load time gives them reason to question the security of your site, you might have lost the donation altogether. Once a donor leaves your site, it may be difficult to bring them back.
Another way to ensure the process is quick and easy is to avoid asking users to setup an account. If you allow recurring giving, the account setup is unavoidable, but it needs to be a streamlined process. Be sure to guide users through a quick and simple setup process, and only ask for the minimum information necessary to setup the account. For donors making a one-time donation, don’t force them to setup an account. Ask for only the minimum information needed to process the transaction, and send them to a thank you page.
Finally, don’t make a potential donor search your site to figure out how to give. The donate button needs to be front and center on your homepage so that when a user visits your site for the first time, they know exactly where and how to give as soon as the page loads.
4. Get the Features You’ll Use.
Does your donate page look like a third-party website with little to no brand identity for your organization? Be sure your brand is easily identifiable on your donate page. If users are taken away from your website to give, the donate page should be customized as much as possible to display your branding. When users don’t immediately see your logo, along with some similarities between your website and the donation page, they may begin to question the legitimacy of the page. Be sure your processor allows you the ability to brand your donate page.
Additionally, be sure your donation processor offers reporting tools to help you track donations and utilize effective accounting tools. Before looking for a new processor, be sure you know exactly what reporting information you’ll need to collect and how you’ll need to access this information so you can find a solution that best meets your needs. Finally, don’t be enticed to spend more than you need to on systems that offer tools you don’t intend to use. If you’re paying high monthly or annual fees for tools that you may or may not use in the future, you’re probably paying more than you should. Make sure you understand the features you need to successfully process online donations, and only pay for the tools you’ll use.