How many online donations are lost because giving pages don't do the job?
Too many!
Here's a great post on making that page work, from Donor Search, at 6 pro tips for a great giving page (with lots of examples):
- Remove or limit navigation. If someone is on a giving page, they are at least considering making a donation. Don't entice them away with links to other things they might do.
- Keep it short and straightforward. Give a clear call to action. That's why they are there.
- Use an actionable and value-driven headline. Grab their attention by capturing the action they are here to take.
- Make your page’s “submit” button text compelling. "Submit" is clearly the wrong action word! DONATE NOW is good. Something else might be better yet, like HELP THE CHILDREN or DOUBLE YOUR IMPACT.
- Use click triggers. Something that makes them feel good about clicking that donate button, like watchdog logos, accountability promise.
- Add a compelling visual aid. Use the power of imagery to tell the story of the need and how the donor can make a difference.
It's a small miracle when someone clicks through to a giving page. Don't squander it!
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. 
