donation pages that deliver
TRANSCRIPT
We’re on a mission to give every donor a great online experience
Donation Pages that DeliverDelicious Digital 1st September 2015Shanelle Newton Clapham
Nice to meet you
Shanelle Newton Clapham
Consultant with more than 11 years experience in digital marketing & fundraising
Author: Attracting Donors Online
Of course we were going to make you an offer
Enrol in the next 5-day Digital Academy course and get a Master class of your choice for half-price.
Movie 2 Alison
Imagine…
What you could achieve with more donations
This could be your organisation
Five simple things that make a big difference
1. Less is more2. Make it easy 3. Chunk your content4. Be safe5. Be grateful.
1. Less is more
Keep your donation page to 1 page
Use limited form fields (less than 7 boxes)
Pre-fill form fields.
The brief:• Give donors a better online experience• Make it easy• Give them more ways to pay.
The results: • Immediate increase in donations• Improved page conversion rate.
Before
After
Keep testing
April 2015
2. Make it easy
Easy keyboards & large buttons Mobile responsive Let me pay my way.
Mobile friendly
Let me pay my usual way
Insight:
Mobile has a lower drop-off rate than desktop
Insight:Australians love Paypal.
In 2013 50% of PayPal donations came from Australia ($6 million).
1/4 were mobile donations.
Insight:
More donors paid byDirect Debit than Credit Card.
3. Content that converts
Use visual dollar handlesMake your call to actions buttonsSmall chunks of textMatch your images and wordsUse sub-headings.
Visual dollar handles
Visual call to actions
Chunk your content
The brief: Improve Mission Australia’s appeal donation page• Make the donation widget easier to use• Allow supporters to quickly consume the information• Change the tone of the story - be inspiring, not sad• Use more images of the people you are helping• Say a big thank you & share it
Results: • Drop-off rate reduced from 76% to 61%• Higher appeal income.
Before
Safe as houses
4. Be safe
Validate your data Give visual cues Secure pages https Show Privacy Policy.
Validate = data quality
What safety looks like online
5. Be grateful
They say…
• Don't open with "thank you.”• Don't ask for more money - disagree• Do say how the gift will be used -- specifically.• Do tell a story!• Do use bullet points, bolding and other ways to
call attention to key points.• Do tap into the donor's perspective.• Do add a photo.• Do end with an opportunity to get more involved.
Sometimes you have to break all of the rules
Say thank you well
Say thank you well
Eddie, you’re awesome!
1. Less is more2. Make it easy 3. Chunk your content4. Be safe5. Be grateful.
We can offer you
Join us for the next Digital Academy
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