Ways to keep online donors on task

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27 February 2013

Ways to keep online donors on task

The most painful number in online fundraising is the gap between the number of people who arrive on a giving page and the number who actually complete the process of giving. Those people presumably intended to give, but something went awry.

You should do everything possible to make sure that whatever went wrong wasn't your fault. Here are some ideas from npEngage on ways to keep donors on your donation page until they've donated (You have been abandoned):

Include as few fields as possible
Avoid a "review & confirm" step in the donation process
Include a prominent security badge
Remove captchas
Include a short but compelling message on the form
Use single-page forms
Make sure your forms display well on mobile devices

Posted by Jeff Brooks on 27 February 2013 at 08:09 | Permalink

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The future of fundraising is not about social media, online video, or SEM. It's not about any technology, medium, or technique. It's about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It's already here. More.

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Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you'll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.

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