Improve Online Fundraising with these 10 Rules for Donation Form Optimization

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The first date isn’t just about the dinner, and making an online donation isn’t just about filling out a few fields on a screen and then pressing the donate button. It’s an experience. And because you want donors to give now and again in the future, focusing on the quality of that experience is extremely important.

Join Steve MacLaughlin, director of the Idea Lab at Blackbaud, as he talks about the most important number in online fundraising: the conversion rate. In this webinar, Steve will review:

• How to make the online donation experience simple and painless
• The components to a well-designed online donation form
• Ways to keep the momentum going towards the second gift

Published in: Government & Nonprofit
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Improve Online Fundraising with these 10 Rules for Donation Form Optimization

  1. 1. #npEXPERTS | www.blackbaud.com/npexperts #npEXPERTS | www.blackbaud.com/ npexperts Make It an Experience to Remember: Donation Form Optimization Cupids Arrow: Thoughtful Engagement to Acquire Donors www.blackbaud.com/npexperts
  2. 2. #npEXPERTS | www.blackbaud.com/npexperts Meet the #npEXPERTS
  3. 3. #npEXPERTS | www.blackbaud.com/npexperts 3 #npEXPERTS Steve MacLaughlin Steve MacLaughlin is a Director of Product Management at Blackbaud where they leverage the company’s expertise, information, and technology to accelerate bringing new solutions to the nonprofit sector. Steve has spent more than 15 years building successful online initiatives with for- profit and nonprofit organizations across the world. @smaclaughlin www.npengage.com
  4. 4. #npEXPERTS | www.blackbaud.com/npexperts 4 13.5% Source: Blackbaud Charitable Giving Report www.blackbaud.com/charitablegiving Online giving was up in 2013.
  5. 5. #npEXPERTS | www.blackbaud.com/npexperts 5 Source: The Blackbaud Index www.blackbaud.com/blackbaudindex
  6. 6. #npEXPERTS | www.blackbaud.com/npexperts 6 Source: Dunham+Company, Online Fundraising Scorecard http://www.dunhamandcompany.com/onlinefundraisingscorecard/
  7. 7. #npEXPERTS | www.blackbaud.com/npexperts 7 The #1 goal of a donation " form is to get a donation.
  8. 8. #npEXPERTS | www.blackbaud.com/npexperts 8 Stop doing anything " that prevents that " from happening.
  9. 9. #npEXPERTS | www.blackbaud.com/npexperts 9 What does the research tell us?
  10. 10. #npEXPERTS | www.blackbaud.com/npexperts 10 What does the research tell us?
  11. 11. #npEXPERTS | www.blackbaud.com/npexperts 11 10 Rules of Online Donation " Form Optimization
  12. 12. #npEXPERTS | www.blackbaud.com/npexperts 12 Rule #1 Don’t make it too hard" to get to the donation form.
  13. 13. #npEXPERTS | www.blackbaud.com/npexperts 13 How many clicks does it take?
  14. 14. #npEXPERTS | www.blackbaud.com/npexperts 14 Source: Dunham+Company, Online Fundraising Scorecard http://www.dunhamandcompany.com/onlinefundraisingscorecard/
  15. 15. #npEXPERTS | www.blackbaud.com/npexperts 15 Rule #2 Donation forms that look like your website perform better.
  16. 16. #npEXPERTS | www.blackbaud.com/npexperts 16
  17. 17. #npEXPERTS | www.blackbaud.com/npexperts 17 Rule #3 Keeping donors on your " website gets better results.
  18. 18. #npEXPERTS | www.blackbaud.com/npexperts 18
  19. 19. #npEXPERTS | www.blackbaud.com/npexperts 19 Rule #4 Single step donation forms always perform better.
  20. 20. #npEXPERTS | www.blackbaud.com/npexperts 20 Don’t Do This
  21. 21. #npEXPERTS | www.blackbaud.com/npexperts 21 Rule #5 Keep the number of required fields to a minimum.
  22. 22. #npEXPERTS | www.blackbaud.com/npexperts 22 Don’t Do This Title: *
  23. 23. #npEXPERTS | www.blackbaud.com/npexperts 23 Rule #6 Modern donation forms should always be mobile friendly.
  24. 24. #npEXPERTS | www.blackbaud.com/npexperts 24 Source: Dunham+Company, Online Fundraising Scorecard http://www.dunhamandcompany.com/onlinefundraisingscorecard/
  25. 25. #npEXPERTS | www.blackbaud.com/npexperts 25
  26. 26. #npEXPERTS | www.blackbaud.com/npexperts 26
  27. 27. #npEXPERTS | www.blackbaud.com/npexperts 27 Rule #6 Generic e-commerce forms do not get better giving results.
  28. 28. #npEXPERTS | www.blackbaud.com/npexperts 28
  29. 29. #npEXPERTS | www.blackbaud.com/npexperts 29
  30. 30. #npEXPERTS | www.blackbaud.com/npexperts 30
  31. 31. #npEXPERTS | www.blackbaud.com/npexperts 31
  32. 32. #npEXPERTS | www.blackbaud.com/npexperts 32 Rule #7 Pre-selected ask amounts " get higher average gifts.
  33. 33. #npEXPERTS | www.blackbaud.com/npexperts 33
  34. 34. #npEXPERTS | www.blackbaud.com/npexperts 34
  35. 35. #npEXPERTS | www.blackbaud.com/npexperts 35
  36. 36. #npEXPERTS | www.blackbaud.com/npexperts 36
  37. 37. #npEXPERTS | www.blackbaud.com/npexperts 37 Don’t Do This Gift Amount:
  38. 38. #npEXPERTS | www.blackbaud.com/npexperts 38 Rule #8 Recurring gifts drive " more long-term revenue.
  39. 39. #npEXPERTS | www.blackbaud.com/npexperts 39 Which would your " rather have? $150 gift annual gift - OR - $15 gift per month
  40. 40. #npEXPERTS | www.blackbaud.com/npexperts 40
  41. 41. #npEXPERTS | www.blackbaud.com/npexperts 41 Rule #9 Testing will always improve " your results. Always.
  42. 42. #npEXPERTS | www.blackbaud.com/npexperts 42
  43. 43. #npEXPERTS | www.blackbaud.com/npexperts 43
  44. 44. #npEXPERTS | www.blackbaud.com/npexperts 44 Online Average Gift Distribution by Month by Sector Sector Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Arts and Culture $145 $136 $143 $123 $131 $110 $147 $161 $122 $110 $159 $219 Education $551 $514 $545 $531 $536 $735 $437 $401 $421 $454 $581 $1,234 Environment, Animals $237 $226 $313 $250 $356 $288 $225 $156 $118 $153 $286 $451 Healthcare $99 $88 $81 $79 $83 $97 $90 $87 $79 $81 $98 $297 Human Services $70 $79 $107 $114 $116 $118 $116 $125 $116 $125 $178 $296 International Affairs $133 $108 $119 $97 $103 $93 $85 $113 $116 $108 $156 $233 Public/Society Benefit $115 $119 $165 $164 $130 $119 $115 $130 $136 $139 $125 $190 All Sectors $125 $118 $129 $116 $121 $160 $116 $115 $104 $114 $159 $363
  45. 45. #npEXPERTS | www.blackbaud.com/npexperts 45 Rule #10 What happens after the " donation is very important.
  46. 46. #npEXPERTS | www.blackbaud.com/npexperts 46
  47. 47. #npEXPERTS | www.blackbaud.com/npexperts 47 Steve MacLaughlin Director, Product Management Blackbaud THANK YOU
  48. 48. #npEXPERTS | www.blackbaud.com/npexperts 48 How to Create Fundraising Appeals that Work

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