A smooth donation experience is absolutely crucial for fundraising success. Studies show that 60% of donors abandon a donation if the process is too complicated (Source: M+R Benchmarks). If you want to make sure your supporters follow through, it’s important to make the donation process as simple as possible. In this blog, we’ll cover key strategies to streamline your donation process and boost conversions.
Prominent Donate Button
One of the easiest ways to encourage donations is to have a clearly visible “Donate” button on every page of your website. Make sure it stands out visually by using a contrasting color or placing it in a spot that’s easy to find. This is especially important for mobile users—a study by Nonprofit Tech for Good found that 47% of website traffic for nonprofits comes from mobile devices, which means a prominent donate button is critical for both desktop and mobile versions of your site.
Some best practices for your donate button include:
- Place It in the Header: Include a “Donate” button in the website header so it’s visible on every page.
- Use Strong Call to Action: Instead of a generic “Donate,” use something more compelling like “Make an Impact” or “Support Our Mission.”
- Make It Stand Out: Use a bright color that contrasts with the rest of the page so the button is easy to spot.
Minimal Form Fields
Donors want the process to be quick and easy, so it’s essential to keep your donation form as simple as possible. Only ask for the information you truly need, such as name, email, and payment details. According to Formstack, reducing the number of form fields from 11 to 4 can result in a 120% increase in conversions. The fewer barriers there are to completing the form, the more likely people are to follow through with their donation.
To simplify your donation form:
- Ask for Essentials Only: Limit the fields to what’s absolutely necessary.
- Consider Pre-Fill Options: If possible, offer pre-fill options for returning donors to make the process even faster.
- Keep It Short: The shorter the form, the better. Avoid any fields that might deter donors, such as lengthy surveys or unnecessary questions.
Offer Multiple Payment Options
People have different preferences when it comes to payment, so it’s important to offer multiple options to accommodate everyone. If you only offer one payment method, you risk losing potential donations. In fact, Blackbaud reports that 25% of online donors say they would abandon a donation if their preferred payment option is not available.
To make donating as convenient as possible:
- Credit Card, PayPal, and More: Offer options like credit cards, PayPal, digital wallets (like Apple Pay or Google Pay), and even bank transfers.
- Recurring Donation Options: Give donors the option to make a one-time donation or set up recurring contributions. Recurring donations can help you build a more stable funding base.
Offering multiple payment methods can make a big difference in how many people complete their donations and how much support your organization receives.
Conclusion
The donation process should be as seamless as possible to encourage supporters to follow through. By making your “Donate” button easy to find, keeping the form simple with a human-centric design, and offering multiple payment methods, you can reduce friction and significantly increase your conversion rates. A smooth donation experience not only helps secure more funds but also makes your supporters feel valued and appreciated—making them more likely to come back and support your mission again.
Sources:
- M+R Benchmarks: https://mrbenchmarks.com
- Nonprofit Tech for Good: https://www.nptechforgood.com
- Formstack: https://www.formstack.com
- Blackbaud: https://www.blackbaud.com
