{"id":21717,"date":"2018-11-28T21:24:52","date_gmt":"2018-11-28T21:24:52","guid":{"rendered":"https:\/\/virtuous.org\/raise\/2018\/11\/28\/how-to-know-your-donation-pages-are-ready-for-year-end-fundraising-checklist\/"},"modified":"2018-11-28T21:24:52","modified_gmt":"2018-11-28T21:24:52","slug":"how-to-know-your-donation-pages-are-ready-for-year-end-fundraising-checklist","status":"publish","type":"post","link":"https:\/\/virtuous.org\/raise\/how-to-know-your-donation-pages-are-ready-for-year-end-fundraising-checklist\/","title":{"rendered":"[Checklist] How to Know Your Donation Pages are Ready for Year-End Fundraising"},"content":{"rendered":"
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Even with an amazing year-end fundraising strategy, if your year-end giving page isn\u2019t optimized for conversions, you\u2019re going to miss out! So let\u2019s talk about giving page optimization.<\/p>\n

Online giving is gaining traction, especially during the year-end fundraising season.<\/p>\n

Philanthropy News Digest<\/a> reported that the 2017 fundraising season saw that \u201conline donations accounted for 7.6 percent of total fundraising revenue, up from 7.2 percent in 2016\u2026\u201d They noted further that \u201c21 percent of online donations were made on a mobile device, up from 17 percent.\u201d<\/p>\n

I would never recommend you neglect your direct mail campaign and throw all your eggs into the online giving basket.<\/p>\n

But you should definitely optimize your online giving page with the same focus as you do your direct mail copy and design.<\/strong><\/p>\n

These fundraising channels complement one another as the line blurs between the online and offline world for your donors.<\/p>\n

And with our seven-point checklist, you can make sure your giving pages are ready for year-end fundraising primetime.<\/p>\n

#1. Create Targeted Landing Pages<\/h3>\n

There\u2019s no one-size-fits-all donation page. If you create only one page for all visitors, you’re going to miss out on a lot of opportunities.<\/p>\n

Donors are people. In fact, you\u2019re probably a \u201cdonor\u201d to one or more organizations yourself. And so it\u2019s important to remember that each of us is motivated by different things.<\/p>\n

The path to optimization is paved by refining the message of your landing page so that it resonates with the motivation a donor has to give to your organization. The closer you get to the specific reasons they what to give, the better your page will convert a visitor to a donor.<\/p>\n

If you aim at nothing, you\u2019re sure to hit it.<\/p>\n

So avoid the \u201cdropdown list of death\u201d with a hundred program options for donors to give to. If your objective is to raise unrestricted gifts, then let that be the only option for the giving page.<\/p>\n

If you send out different appeals to various segments of your donor base like:<\/p>\n