6 Tips to Optimize Your Online Donations
Online giving is a huge part of all nonprofit donations. In 2017, nonprofits raised $1.13 per website visitor. Not too shabby, but if you want that amount to increase for your nonprofit, try the following.
Optimize for Mobile
A whopping 77% of Americans own smartphones, 20% of those people use it as their primary means of accessing the internet. It shouldn’t come as any surprise, then, that mobile giving is showing a 20% year-over-year growth. That’s why it’s more important than ever that your website is mobile responsive. Plus, search engines are now ranking mobile-friendly sites higher than those that aren’t. To get the most out of your online donation page, make sure your mobile or tablet giving experience is as smooth as it is on desktop.
Make It Accessible
Ensure your site is truly user-friendly by familiarizing yourself with the Americans with Disabilities Act (ADA) accessibility guidelines for websites.
Get Google Grants
Could your nonprofit benefit from $10,000 in advertising? If your answer was “duh,” check out Google Grants, which gives nonprofits $10,000 a month in AdWords, helping you drive traffic and increase donations. You can learn more about the benefits of Google Grants from Nonprofit Hub.
Brand Your Page
Donation pages that are clearly branded are 38% more likely to convert than a generic PayPal page. Customizing your donation button’s size, text and color can also increase donor conversion. Another thing that can scare off donors? Taking them to a third-party site. By keeping donors on your branded page throughout the donation process, they’ll be confident they’re giving to a trusted organization.
Reduce Form Fields
No one likes filling out a lengthy form. Keep your donation process as streamlined as possible by only collecting the information you really need from your donors. By designating certain fields as optional or required, you can still ask for more, less critical information (such as “How did you hear about us?”) but not require users to provide it in order to complete the donation process.
Offer Recurring Donations
It never hurts to ask, right? By including an optional form field that donors can tick to make their donation a recurring one, your nonprofit could see its donor dollars multiply with little to no effort on your part.
There you have it! If your nonprofit doesn’t have a solution that allows you to implement some of these best practices, consider partnering with a provider that does. Our payment processing allows nonprofits to keep donors on their site and customize their donation experience to their hearts’ content—and we offer special pricing for charitable organizations.