{"id":21753,"date":"2019-06-18T23:45:27","date_gmt":"2019-06-18T23:45:27","guid":{"rendered":"https:\/\/virtuous.org\/raise\/2019\/06\/18\/is-your-giving-page-optimized\/"},"modified":"2019-06-18T23:45:27","modified_gmt":"2019-06-18T23:45:27","slug":"is-your-giving-page-optimized","status":"publish","type":"post","link":"https:\/\/virtuous.org\/raise\/is-your-giving-page-optimized\/","title":{"rendered":"Is Your Giving Page Optimized?"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div><h3><strong><i>\u201cBuild it and they will give\u201d<\/i> is not a good way to think about online fundraising.<\/strong><\/h3>\n<p><span>Just because you set up your giving page with some text, an image, and a giving form does <strong>not<\/strong> mean that donors who come to your site will be motivated to give.<\/span><\/p>\n<p><span>Not all giving pages are created equal. Not every giving page performs as well as the others.<\/span><\/p>\n<p><b>But how do you know which of your pages are &#8220;optimized&#8221; for online fundraising and which ones are not?\u00a0<\/b><\/p>\n<p><span>This question is crucial.\u00a0<\/span><\/p>\n<p><span>If you can identify the giving pages that perform well, you can test to uncover the successful elements of those pages and build upon that foundation.<\/span><\/p>\n<p><span>Before we talk about the best way to identify high and low performing pages, let\u2019s take a look at what most nonprofits d<\/span><span>o to identify their top performing giving pages.<\/span><\/p>\n<h3><span>\u201cLooks Good to Me\u201d Is a Bad Approach<\/span><\/h3>\n<p><span>Sadly, a very common way nonprofits assess the value of a page is to simply look at it.\u00a0<\/span><\/p>\n<p><span>If it \u201clooks good\u201d to them, then it must be good, right?\u00a0<\/span><\/p>\n<p>No. Not right.<\/p>\n<p><span>As a starting point, online fundraisers typically review a giving page and look for what they identify as best practices. They evaluate characteristics like<\/span><span>:<\/span><\/p>\n<ul>\n<li><span>Word count (not too many words and not too few)<\/span><\/li>\n<li><span>One relevant image<\/span><\/li>\n<li><span>A good headline (\u201cgood\u201d meaning it\u2019s built according to the latest headline-crafting wisdom)<\/span><\/li>\n<li><span>How many forms a donor has to fill out (too many is too much, right?)<\/span><\/li>\n<li><span>Navigation menu (don\u2019t give them a way to navigate away from the page!)<\/span><\/li>\n<li><span>Clear call to action<\/span><\/li>\n<\/ul>\n<p><span>When you are creating a <strong>new<\/strong> giving page, best practices are a great place to start.\u00a0\u00a0<\/span><b>But for an already published giving page, the results are what really matter.<\/b><\/p>\n<p><span>In the end, it doesn\u2019t matter if your giving page follows every copywriting, design, and digital fundraising best practice.<\/span><\/p>\n<p><span>If your page breaks every design rule <\/span><i>and it performs well<\/i><span>, learn what your donors are telling you and keep growing.\u00a0 Likewise, if a page is performing poorly, there are lessons to be learned.\u00a0<\/span><\/p>\n<p>The only way to know if your giving pages are performing well is to measure the results and test them.<\/p>\n<h3><span>Testing Is the Way to Go<\/span><\/h3>\n<p><span>Test, measure, repeat\u2060\u2014that\u2019s the simple process to know which of your giving pages is performing well and which ones aren\u2019t.\u00a0<\/span><\/p>\n<p><span>It\u2019s also the way to continuously improve the performance of your giving pages.<\/span><\/p>\n<blockquote><p>\u201cNever stop testing, and your advertising will never stop improving.\u201d \u2013 David Ogilvy<\/p><\/blockquote>\n<p><span>You probably read that and know it&#8217;s true. But if you\u2019re like most nonprofit leaders, the idea of testing sounds like a lot of work and you just don\u2019t have time for one more thing to do.\u00a0<\/span><\/p>\n<p><span>But testing doesn\u2019t have to be as complicated or time-consuming as you might think. Here\u2019s a simple starter\u2019s guide to testing giving pages.<\/span><\/p>\n<h2><span>1. Create your giving page.<\/span><\/h2>\n<p><span>The first step to the testing process is to create your giving page.\u00a0 In fact, you probably already\u00a0have one.\u00a0<\/span><\/p>\n<p><span>Use all of the best practices of copywriting, digital marketing, and online fundraising to create your giving page and reduce friction in the online giving process.<\/span><\/p>\n<p><span>One exciting way you can reduce friction using RaiseDonors is to <\/span><a href=\"https:\/\/virtuous.org\/raise\/pre-filled-forms-the-ultimate-gift-for-your-donor\/\"><span>pre-fill the giving forms<\/span><\/a><span> for your donor before they ever get to the giving page.<\/span><\/p>\n<h2><span>2. Measure your results\u00a0<\/span><\/h2>\n<p><span>Just like creating giving pages, we\u2019ve made <\/span><span>tracking results in RaiseDonors<\/span><span> simple.\u00a0 <\/span><span>Without even building a report, you can easily access:\u00a0 \u00a0<\/span><\/p>\n<ul>\n<li><span>Number of unique visitors to your giving page,\u00a0<\/span><\/li>\n<li>Conversion rate of your giving page,<\/li>\n<li>Average gift size,<\/li>\n<li><span>Number of donations given, and<\/span><\/li>\n<li><span>Total amount you\u2019ve raised<\/span><span>.<\/span><\/li>\n<\/ul>\n<p><span>After you create a new giving page, I recommend you create and save a separate report at the end of 7 days, 14 days, and then 30 days.\u00a0<\/span><\/p>\n<p><span>Do this for every new giving page you create and compare the numbers.\u00a0<\/span><\/p>\n<h3>Why do these numbers matter?<\/h3>\n<p>Ok, we&#8217;re going to get just a little nerdy here, but stay with me. <span class=\"emoji\"> <\/span><\/p>\n<p>There are actually <a href=\"https:\/\/virtuous.org\/raise\/how-can-i-increase-online-fundraising-revenue\/\">three key metrics<\/a> that are instrumental in growing revenue<span>\u00a0<\/span>in any online fundraising program: <strong>traffic, conversion rate, and average gift size<\/strong>. As each one of these metrics increases, so does revenue. If any of them decrease, revenue decreases.<\/p>\n<p>if you are just getting started with testing and optimization, I recommend paying special attention to conversion rates.<\/p>\n<h3><b>Why conversion rate?<\/b><\/h3>\n<p>Conversion rate optimization is all about discovering what makes donors say \u201cyes\u201d.\u00a0 There&#8217;s so much to learn when you dive into what your donors value and what causes them to say &#8220;no thanks&#8221;.<\/p>\n<p>But when you&#8217;re just getting started, there&#8217;s another reason conversion rate is a great place to focus.\u00a0 Other data points are more easily impacted by factors that are more difficult to control\u2060 or predict\u2014whereas the conversion rate is impacted directly by what is presented to the donor who is already on your page.<\/p>\n<p><strong>How is conversion rate calculated?<\/strong><\/p>\n<p><span> <\/span><span>RaiseDonors will track your conversion rate for you, but the formula for conversion rate is straightforward:<\/span><\/p>\n<blockquote><p><b>Number of Gifts Given \/ Number of Unique Visitors = Conversion Rate<\/b><\/p><\/blockquote>\n<p><span>As an example, if you received 100 donations last month, and 1,000 people visited your page, your conversion rate would be 100 \/ 1,000 = 10%.\u00a0<\/span><\/p>\n<p><span>Even with the uneven amount of traffic, by comparing the conversion rates of giving pages, you can still glean insights into what your donors value.\u00a0 This is how to engage in the process of optimization.\u00a0 <\/span><\/p>\n<p><span>And that&#8217;s what optimization is: a process of learning and growing.\u00a0<\/span><\/p>\n<h2><span>3. Modify your pages and test again.<\/span><\/h2>\n<p><span>Once you\u2019ve made initial\u00a0comparisons across your pages, take your top performing page and try to identify the elements that make it so successful.<\/span><\/p>\n<p><i><span>Does it have more text than your other pages?\u00a0<\/span><\/i><\/p>\n<p><span>Then write some additional copy for your underperforming pages and see what happens.<\/span><\/p>\n<p><i><span>Does it have an emotional image?<\/span><\/i><\/p>\n<p><span>Then post emotional images on your other pages and see how they do.<\/span><\/p>\n<p><i><span>Does it have a bold call to action, a soft appeal to the heart, or a tinge of guilt?<\/span><\/i><\/p>\n<p><span>Some audiences respond to optimism or positive messaging while others respond better to negative messaging.\u00a0<\/span><\/p>\n<p><span>Review your high performing giving pages to see what kind of mood your donors respond well to and then modify your other giving pages accordingly.\u00a0<\/span><\/p>\n<p><span>These are just a few of the many ways you can analyze the performance of your high performing pages and then modify your other giving pages to give their performance a boost.<\/span><\/p>\n<h3><span>So easy, there\u2019s no excuse!<\/span><\/h3>\n<p><span>There will always be an excuse to get out of testing your pages.\u00a0<\/span><\/p>\n<p><span>But when you\u2019ve got an online giving platform like RaiseDonors, there\u2019s no <\/span><i><span>good<\/span><\/i><span> excuse! <\/span><span> <\/span><\/p>\n<p><span>Testing your giving pages isn\u2019t something reserved for nerds like me.\u00a0 Start testing. Start learning.\u00a0 Engage in the process.<\/span><\/p>\n<p>When you embrace a culture of learning, you&#8217;ll never have to wonder again if &#8220;your page is optimized&#8221;.<\/p>\n<p><span>For more great advice on improving your online fundraising, <\/span><a href=\"https:\/\/virtuous.org\/raise\/demo\/\"><span>contact us today!<\/span><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u201cBuild it and they will give\u201d is not a good way to think about online fundraising. Just because you set up your giving page with some text, an image, and [&hellip;]<\/p>\n","protected":false},"author":118,"featured_media":52302,"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-21753","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=\"\u201cBuild it and they will give\u201d is not a good way to think about online fundraising. Just because you set up your giving page with some text, an image, and a giving form does not mean that donors who come to your site will be motivated to give. 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Just because you set up your giving page with some text, an image, and a giving form does not mean that donors who come to your site will be motivated to give. 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Just because you set up your giving page with some text, an image, and a giving form does not mean that donors who come to your site will be motivated to give. Not all giving pages are created equal.","og:url":"https:\/\/virtuous.org\/raise\/is-your-giving-page-optimized\/","og:image":"https:\/\/virtuous.org\/raise\/wp-content\/uploads\/sites\/7\/2026\/02\/Logo-1.svg","og:image:secure_url":"https:\/\/virtuous.org\/raise\/wp-content\/uploads\/sites\/7\/2026\/02\/Logo-1.svg","article:published_time":"2019-06-18T23:45:27+00:00","article:modified_time":"2019-06-18T23:45:27+00:00","twitter:card":"summary_large_image","twitter:title":"Is Your Giving Page Optimized? - Raise","twitter:description":"\u201cBuild it and they will give\u201d is not a good way to think about online fundraising. Just because you set up your giving page with some text, an image, and a giving form does not mean that donors who come to your site will be motivated to give. Not all giving pages are created equal.","twitter:image":"https:\/\/virtuous.org\/raise\/wp-content\/uploads\/sites\/7\/2026\/02\/Logo-1.svg"},"aioseo_meta_data":{"post_id":"21753","title":null,"description":null,"keywords":null,"keyphrases":null,"primary_term":null,"canonical_url":null,"og_title":null,"og_description":null,"og_object_type":"default","og_image_type":"default","og_image_url":null,"og_image_width":null,"og_image_height":null,"og_image_custom_url":null,"og_image_custom_fields":null,"og_video":null,"og_custom_url":null,"og_article_section":null,"og_article_tags":null,"twitter_use_og":true,"twitter_card":"default","twitter_image_type":"default","twitter_image_url":null,"twitter_image_custom_url":null,"twitter_image_custom_fields":null,"twitter_title":null,"twitter_description":null,"schema":{"blockGraphs":[],"customGraphs":[],"default":{"data":{"Article":[],"Course":[],"Dataset":[],"FAQPage":[],"Movie":[],"Person":[],"Product":[],"ProductReview":[],"Car":[],"Recipe":[],"Service":[],"SoftwareApplication":[],"WebPage":[]},"graphName":"","isEnabled":true},"graphs":[]},"schema_type":"default","schema_type_options":null,"pillar_content":false,"robots_default":true,"robots_noindex":false,"robots_noarchive":false,"robots_nosnippet":false,"robots_nofollow":false,"robots_noimageindex":false,"robots_noodp":false,"robots_notranslate":false,"robots_max_snippet":null,"robots_max_videopreview":null,"robots_max_imagepreview":"large","priority":null,"frequency":null,"local_seo":null,"seo_analyzer_scan_date":"2026-03-03 17:55:37","breadcrumb_settings":null,"limit_modified_date":false,"reviewed_by":null,"open_ai":null,"ai":null,"created":"2026-03-03 16:15:48","updated":"2026-03-03 18:09:44"},"aioseo_breadcrumb":"<div class=\"aioseo-breadcrumbs\"><span class=\"aioseo-breadcrumb\">\n\t<a href=\"https:\/\/virtuous.org\/raise\" title=\"Home\">Home<\/a>\n<\/span><span class=\"aioseo-breadcrumb-separator\">&raquo;<\/span><span class=\"aioseo-breadcrumb\">\n\t<a href=\"https:\/\/virtuous.org\/raise\/category\/donation-page-optimization\/\" title=\"Donation Page Optimization\">Donation Page Optimization<\/a>\n<\/span><span class=\"aioseo-breadcrumb-separator\">&raquo;<\/span><span class=\"aioseo-breadcrumb\">\n\tIs Your Giving Page Optimized?\n<\/span><\/div>","aioseo_breadcrumb_json":[{"label":"Home","link":"https:\/\/virtuous.org\/raise"},{"label":"Donation Page Optimization","link":"https:\/\/virtuous.org\/raise\/category\/donation-page-optimization\/"},{"label":"Is Your Giving Page Optimized?","link":"https:\/\/virtuous.org\/raise\/is-your-giving-page-optimized\/"}],"authors":[{"term_id":816,"user_id":118,"is_guest":0,"slug":"stephen-boudreauvirtuous-org","display_name":"Stephen Boudreau","avatar_url":"https:\/\/secure.gravatar.com\/avatar\/6d515b47cb7f945ec0dcc1cbe691592e265930154f092bc1439197e007564db0?s=96&d=mm&r=g","0":null,"1":"","2":"","3":"","4":"","5":"","6":"","7":"","8":"","9":"","10":""}],"_links":{"self":[{"href":"https:\/\/virtuous.org\/raise\/wp-json\/wp\/v2\/posts\/21753","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/virtuous.org\/raise\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/virtuous.org\/raise\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/virtuous.org\/raise\/wp-json\/wp\/v2\/users\/118"}],"replies":[{"embeddable":true,"href":"https:\/\/virtuous.org\/raise\/wp-json\/wp\/v2\/comments?post=21753"}],"version-history":[{"count":0,"href":"https:\/\/virtuous.org\/raise\/wp-json\/wp\/v2\/posts\/21753\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/virtuous.org\/raise\/wp-json\/wp\/v2\/media\/52302"}],"wp:attachment":[{"href":"https:\/\/virtuous.org\/raise\/wp-json\/wp\/v2\/media?parent=21753"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/virtuous.org\/raise\/wp-json\/wp\/v2\/categories?post=21753"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/virtuous.org\/raise\/wp-json\/wp\/v2\/tags?post=21753"},{"taxonomy":"types","embeddable":true,"href":"https:\/\/virtuous.org\/raise\/wp-json\/wp\/v2\/types?post=21753"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/virtuous.org\/raise\/wp-json\/wp\/v2\/ppma_author?post=21753"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}