- Wed, May 07 2008
- Filed under: Websites and web usability
This is product placement, but it’s a well-intentioned plug: If you’re not already signed up for Network for Good’s weekly fundraising and marketing tips, I encourage you to do so here. Here’s a sample of the types of tips we feature from editor Rebecca Ruby:
Why isn’t your website performing better? Where are all those online donors? Is this creating the urge to completely revamp your site? You may not have to start from scratch! Here is a way to give your website a five-minute facelift:
Make your Donate button easier to find. Grab a friend or relative, sit them down in front of your website home page, and count how many seconds it takes them to find and click on your Donate button. If it takes them more than two seconds, you need to place your button in a far more prominent position. Make it central to the page. Make sure it is above the fold. Make it big. Make it colorful. Make it impossible to miss. Here’s an example of an easy-to-find Donate button.
Frame the Donate button in a more compelling way. Now think about why someone should click on your Donate button. Your financial needs are not enough. Create an appeal around the button that is focused on donors, their interests, and what they get in return for their donation. What tangible change will result if they give? How is that tangible change relevant to them personally? Will it feel good to make the donation? Is clicking on the button fun, touching or compelling? Here’s an outstanding example of framing.
Add a sense of immediacy. You want to inspire someone to give right now, but that can be hard to do if it’s not December or if there’s not an urgent crisis to address. Create a sense of urgency for donating by creating a campaign with a goal and deadline, matching grant, or appeal for specific items or programs that are highly tangible. Here’s an example of bringing a sense of urgency to an appeal by making it clear what the donation does (it buys a bed net) and tying it to a popular show.
Recognize that getting clicks requires cultivation. While you want someone to donate right away, it’s important to remember that it takes time to cultivate donors. Be sure your website includes a way to capture the email addresses of visitors so that you can build a relationship with them and turn them into donors in the future. Think beyond a newsletter sign-up. Here’s a nice example of an innovative approach to capturing emails.
Tweak your DonateNow page. (This is step is particularly easy if you have Network for Good’s service. Yes, NFG is my employer, so I’m biased!) Take a hard look at your donation form/page. If you are asking too many questions, potential donors may abandon the form. This page may also need some increased messaging and reinforcement of why and how donations are important. Remember: This page has the last copy a donor is going to read prior to actually giving you money—you don’t want to lose them in the home-stretch!