Donation Pages that Deliver
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Transcript of Donation Pages that Deliver
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We’re on a mission to give every donor a great online experience
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Donation Pages that DeliverDelicious Digital 1st September 2015Shanelle Newton Clapham
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Nice to meet you
Shanelle Newton Clapham
Consultant with more than 11 years experience in digital marketing & fundraising
Author: Attracting Donors Online
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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
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Imagine…
What you could achieve with more donations
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This could be your organisation
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Five simple things that make a big difference
1. Less is more2. Make it easy 3. Chunk your content4. Be safe5. Be grateful.
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1. Less is more
Keep your donation page to 1 page
Use limited form fields (less than 7 boxes)
Pre-fill form fields.
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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.
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Before
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After
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Keep testing
April 2015
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2. Make it easy
Easy keyboards & large buttons Mobile responsive Let me pay my way.
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Mobile friendly
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Let me pay my usual way
Insight:
Mobile has a lower drop-off rate than desktop
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Insight:Australians love Paypal.
In 2013 50% of PayPal donations came from Australia ($6 million).
1/4 were mobile donations.
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Insight:
More donors paid byDirect Debit than Credit Card.
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3. Content that converts
Use visual dollar handlesMake your call to actions buttonsSmall chunks of textMatch your images and wordsUse sub-headings.
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Visual dollar handles
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Visual call to actions
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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.
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Before
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Safe as houses
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4. Be safe
Validate your data Give visual cues Secure pages https Show Privacy Policy.
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Validate = data quality
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What safety looks like online
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5. Be grateful
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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.
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Sometimes you have to break all of the rules
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Say thank you well
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Say thank you well
Eddie, you’re awesome!
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1. Less is more2. Make it easy 3. Chunk your content4. Be safe5. Be grateful.
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We can offer you
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Join us for the next Digital Academy
5 days over 5 weeks23 September
$2,500
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Upcoming courses
Digital Marketing Fundamentals15 September, 1 day
Google Grants Adwords Introduction13 October, half day
Digital Marketing without Budget10 November, half day
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Imagine the possibilities…