{"id":21751,"date":"2019-06-11T20:48:14","date_gmt":"2019-06-11T20:48:14","guid":{"rendered":"https:\/\/virtuous.org\/raise\/2019\/06\/11\/secrets-to-improving-giving-page-performance\/"},"modified":"2019-06-11T20:48:14","modified_gmt":"2019-06-11T20:48:14","slug":"secrets-to-improving-giving-page-performance","status":"publish","type":"post","link":"https:\/\/virtuous.org\/raise\/secrets-to-improving-giving-page-performance\/","title":{"rendered":"Secrets to Improving Giving Page Performance"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div><p><span>Giving pages are essential to any online fundraising strategy. Here\u2019s how to take your giving page performance up a notch\u2060\u2014or three!\u00a0\u00a0<\/span><\/p>\n<p><span>As online giving becomes more and more indispensable among donors, nonprofit organizations have to start paying closer attention to their giving pages. <\/span><span>They are perhaps the quickest way to improve and grow\u00a0your online fundraising.<\/span><\/p>\n<h3>Friction Is Your Enemy<\/h3>\n<p><span>So what makes a giving page <em>good<\/em> or <em>bad<\/em>?\u00a0<\/span><\/p>\n<p><span>One word: Friction.<\/span><\/p>\n<p><span>As I\u2019ve written <\/span><a href=\"https:\/\/virtuous.org\/raise\/how-do-i-decrease-friction-in-my-online-giving\/\"><span>before<\/span><\/a><span>, friction is anything that causes psychological resistance to a donor during the donation process.<\/span><\/p>\n<p><span>There are many elements to giving pages where a donor can experience friction.<\/span><\/p>\n<p><span>When a donor experiences friction, quite often they simply leave, affecting your online revenue.\u00a0<\/span><\/p>\n<p><span>If it were just a matter of losing a few gifts, this wouldn\u2019t be such a big deal.\u00a0<\/span><\/p>\n<p><span>But every time a donor clicks away due to friction on your page, the less impact your organization can have in the world. And <\/span><i><span>that\u2019s<\/span><\/i><span> a really big deal.<\/span><\/p>\n<p><span>Here are some things you can do today to reduce the friction in your giving pages\u2060\u2014and have more impact for your cause!<\/span><\/p>\n<h3><span>1. Don\u2019t ask for too much too fast.<\/span><\/h3>\n<p><span>The first kind of friction your donor experiences is the feeling when they see a long form with hundreds of field boxes they have to fill out.<\/span><\/p>\n<p><span>There\u2019s something naturally intimidating about a long form full of fields.<\/span><\/p>\n<p><span>Instinctively you ask yourself&#8230;<\/span><\/p>\n<ul>\n<li><span>How long is this going to take?\u00a0<\/span><\/li>\n<li><span>Do I know all the information being asking of me?\u00a0<\/span><\/li>\n<li><span>Are they going to ask me something that I don&#8217;t want to share?<\/span><\/li>\n<li><span>Why do they need all this information?<\/span><\/li>\n<\/ul>\n<p><span>These are just a few of the questions that jump in your mind right away.\u00a0<\/span><\/p>\n<p><span>I know it\u2019s tempting to to think you have to ask for everything all at once.\u00a0 <\/span><span>But before you ask your prospective donor for their third phone number, ask yourself a few questions first.<\/span><\/p>\n<ol>\n<li><span>Do I need this information for them to complete their gift?\u00a0<\/span><\/li>\n<li><span>Is the need for this information immediately clear to the donor? (For example, the reason to ask for their credit card number is pretty clear if they\u2019re going to make a gift.)<\/span><\/li>\n<li><span>Can I get this information later through an email, phone call, visit, or event registration?<\/span><\/li>\n<li><span>Can I make this field an option for the donor rather than a required field?<\/span><\/li>\n<\/ol>\n<p><span>Use these four questions to help you eliminate unnecessary fields that cause friction for your donor.\u00a0<\/span><\/p>\n<h3><span>2. Group related fields.<\/span><\/h3>\n<p><span>Friction doesn\u2019t exist in your form, or on your page. It exists in the mind of the donor.\u00a0<\/span><\/p>\n<p><span>It\u2019s all about how much effort the donor <\/span><i><span>thinks<\/span><\/i><span> they will have to make in order to complete\u00a0a gift on your page.<\/span><\/p>\n<p><span>There are some design strategies you can use to make the donor think that the form will requires less effort. For example, grouping related fields together.<\/span><\/p>\n<p><span>Moving related fields together can reduce the length of your form while still capturing the same amount of information.\u00a0<\/span><\/p>\n<p><span>For example, you can break your form into sections based on the type of information being requested.\u00a0 For example, you might have a &#8220;Contact Information&#8221; section and a &#8220;Payment Information&#8221;.\u00a0 \u00a0But even beyond that, you can put your first and last name fields side-by-side. Place phone number fields next to the email field. <\/span><\/p>\n<p><span>The idea is to optimize the thought sequences that your donor is going through\u2060.\u00a0 One field naturally leads to the next.\u00a0 And this type of adjustment to the layout of your form can immediately reduce the perceived level of effort of the giving process.\u00a0 \u00a0<\/span><\/p>\n<h3><span>3. Reduce the number of decisions a donor has to make.<\/span><\/h3>\n<p><span>Decision fatigue is a condition that\u2019s getting more recognition every day for how it affects our lives and decisions.<\/span><\/p>\n<p><span>Too many decisions can exhaust us.\u00a0<\/span><\/p>\n<p><span>Funny enough, it\u2019s why former President Obama wore pretty much the <\/span><a href=\"https:\/\/www.businessinsider.com\/barack-obama-mark-zuckerberg-wear-the-same-outfit-2015-4\"><span>same shirt<\/span><\/a><span> every single day while he was in office. With so many decisions to make, every opportunity to minimize simple choices is a win.\u00a0<\/span><\/p>\n<p><span>Giving pages can be a source of decision friction by forcing the donor to make decisions like:<\/span><\/p>\n<ul>\n<li><span>How much should I give?<\/span><\/li>\n<li><span>Which fund should I give to?<\/span><\/li>\n<li><span>Should I give away information like my birthday?\u00a0<\/span><\/li>\n<li><span>Should I give my spouse&#8217;s information to them?<\/span><\/li>\n<\/ul>\n<p><span>Try to pair down the amount of decisions that a donor has to make on your page.\u00a0<\/span><\/p>\n<p><span>One way to do this is to prepopulate fields such as the designated fund or perhaps even provide a suggested giving amount.\u00a0<\/span><\/p>\n<h3><span>4. Don\u2019t make donors create an account.<\/span><\/h3>\n<p><span>We all have way too many online accounts and passwords that we have to remember.\u00a0<\/span><\/p>\n<p><span>Forcing your donor to create an account with you before giving their gift is an unnecessary source of friction. Don\u2019t make your donor jump through this hoop!<\/span><\/p>\n<p><span>If you want to use this feature, I recommend that you either make it optional, ask them after the gift is complete, or use a service like RaiseDonors that makes the process passive.\u00a0 With RaiseDonors all donors have an account automatically and can access it anytime<em> after<\/em> they make a gift.\u00a0\u00a0<\/span><\/p>\n<h3><span>5. Make sure your donor knows what you\u2019re going to do with their gift.<\/span><\/h3>\n<p><span>There should be no doubt or confusion as to how you\u2019ll use each and every penny of their gift.\u00a0<\/span><\/p>\n<p><span>You can do this even with an annual gift or a general fund gift, which is an unrestricted gift that you can possibly use anywhere.<\/span><\/p>\n<p><span>To do that, connect their gift to what you do, the cause you serve, and the beneficiaries that will be impacted by the money received.\u00a0<\/span><\/p>\n<p><span>For example, instead of saying that you pay the light bill or purchase office equipment with unrestricted gifts, explain how their gift will move your mission forward. That could look like\u2026<\/span><\/p>\n<ul>\n<li><span>Your gift helps advocate for vulnerable creatures with no other voice.<\/span><\/li>\n<li><span>Your gift helps bring nutritious meals to vulnerable seniors who\u2019ve given so much to serve our community.<\/span><\/li>\n<li><span>Your gift supports the most underprivileged, poverty-stricken children, and families in El Salvador.\u00a0<\/span><\/li>\n<\/ul>\n<p><span>Be clear about what their donation will do in terms of the mission.<\/span><\/p>\n<h3><span>6. Show your donor why they need to make their gift a monthly gift.<\/span><\/h3>\n<p><span>One of the best ways to improve the performance of your giving pages is to give good reasons why a donor would want to make their gift a monthly recurring donation.<\/span><\/p>\n<p><span>If you\u2019re using RaiseDonors, you can do this simply by communicating the value of partnership next to the monthly gift checkbox in the giving form.<\/span><\/p>\n<p><span>Tell them how monthly gifts ensure that children will have meals they can count on every month, how orphans will one step closer to finding a forever family, or how the homeless will no longer need to worry about where they\u2019ll sleep.<\/span><\/p>\n<p><span>It&#8217;s essential to communicate how a recurring gift can make their impact more consistent and profound.\u00a0<\/span><\/p>\n<p><strong>Bonus Tip: <i>Don\u2019t use the word \u201crecurring.\u201d<\/i>\u00a0<\/strong><\/p>\n<p><span>It\u2019s a technical term that can be confusing. \u201cMonthly gift\u201d is better because it clearly communicates the recurring nature of the gift and the frequency of the gift up front.<\/span><\/p>\n<h3><span>7. Give your donor a reason to trust you.<\/span><\/h3>\n<p><span>Every relationship is built on trust. But trust doesn\u2019t come naturally.\u00a0<\/span><\/p>\n<p><span>And it doesn\u2019t come just because you\u2019re a good organization with good people.\u00a0<\/span><\/p>\n<p><span>Trust has to be earned by showing that you deserve their trust.\u00a0<\/span><\/p>\n<p><span>To do that on your giving page, here are a few suggestions:<\/span><\/p>\n<ol>\n<li><span>Put your charitable registration number somewhere on the form. If you\u2019re asking them for their legal and financial information, why not give out some of your own?<\/span><\/li>\n<li><span>Link to your privacy policy.<\/span><\/li>\n<li><span>Display badges of trust by third party watchdog organizations like Charity Navigator, Better Business Bureau, or GuideStar.\u00a0<\/span><\/li>\n<li><span>Feature testimonials of donors or beneficiaries.<\/span><\/li>\n<li><a href=\"https:\/\/www.nextafter.com\/blog\/5-ways-charities-can-optimize-their-online-giving-experience\/\"><span>Add a \u201clock box\u201d visual <\/span><\/a>\u00a0<span>to reinforce the feeling of security when you are asking a donor for their most sensitive financial information.<\/span><\/li>\n<\/ol>\n<p><span>Those are a few things you can do to remove the friction of distrust between you and your donor and pave the way for a donation.<\/span><\/p>\n<h3><span>Don\u2019t wait to optimize!<\/span><\/h3>\n<p><span>Look, I know you\u2019ve got a hundred things to do today.\u00a0<\/span><\/p>\n<p><span>But since your giving pages are critical to your online fundraising success, why not take some time today and put a few of these ideas into practice.\u00a0 These changes could translate into significant\u00a0growth.\u00a0<\/span><\/p>\n<p><span>With RaiseDonors, each of these secrets to improving giving page performance are a few clicks away.\u00a0<\/span><\/p>\n<p><span>And if you need any more help, we\u2019re always here\u00a0to help you raise more donors! <\/span><a href=\"https:\/\/virtuous.org\/raise\/demo\/\"><span>Contact us today.<\/span><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Giving pages are essential to any online fundraising strategy. Here\u2019s how to take your giving page performance up a notch\u2060\u2014or three!\u00a0\u00a0 As online giving becomes more and more indispensable among [&hellip;]<\/p>\n","protected":false},"author":118,"featured_media":21752,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","om_disable_all_campaigns":false,"footnotes":""},"categories":[818],"tags":[],"types":[],"ppma_author":[816],"class_list":["post-21751","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-donation-page-optimization","author-stephen-boudreauvirtuous-org"],"acf":[],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 4.9.9 - aioseo.com -->\n\t<meta name=\"description\" content=\"Giving pages are essential to any online fundraising strategy. Here\u2019s how to take your giving page performance up a notch\u2060\u2014or three! 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