The document outlines strategies to enhance online donation experiences, emphasizing key principles such as simplicity, ease of use, and donor appreciation. It highlights specific tactics like minimizing form fields, making pages mobile-friendly, and using engaging content to reduce drop-off rates and increase donations. Additionally, it invites participation in upcoming digital marketing courses aimed at improving fundraising effectiveness.

1. We’re on a mission to
give every donor a great online experience

2. Donation Pages that Deliver
Delicious Digital
1st September 2015
Shanelle Newton Clapham

3. Nice to meet you
Shanelle Newton Clapham
Consultant with more than
11 years experience in
digital marketing & fundraising
Author: Attracting Donors Online

4. Of course we were going to make you an offer
Enrol in the next 5-day Digital Academy
course and get a Master class of your
choice for half-price.
Movie 2 Alison

5. Imagine…
What you could achieve with more donations

6. This could be your organisation

10. Five simple things that make a big
difference
1. Less is more
2. Make it easy
3. Chunk your content
4. Be safe
5. Be grateful.

12. 1. Less is more
Keep your donation page
to 1 page
Use limited form fields
(less than 7 boxes)
Pre-fill form fields.

13. It was a good idea, but …

14. The brief:
• Give donors a better online experience
• Make it easy
• Give them more ways to pay.
The results:
• Immediate increase in donations
• Improved page conversion rate.

15. Before

16. After

17. Keep testing
April 2015

18. August 2015

19. Maybe a little bit more

21. 2. Make it easy
 Easy keyboards & large buttons
 Mobile responsive
 Let me pay my way.

22. Mobile friendly

23. Let me pay my usual way
Insight:
Mobile has a lower
drop-off rate than deskto

24. Insight:
Australians love Paypal.
In 2013 50% of PayPal
donations came from
Australia ($6 million).
1/4 were mobile donations

25. Insight:
More donors paid by
Direct Debit
than Credit Card.

27. 3. Content that converts
Use visual dollar handles
Make your call to actions buttons
Small chunks of text
Match your images and words
Use sub-headings.

28. Visual dollar handles

29. Visual call to actions

30. Chunk your content
The brief: Improve Mission Australia’s appeal donation page
• Make the donation widget easier to use
• Allow supporters to quickly consume the information
• Change the tone of the story - be inspiring, not sad
• Use more images of the people you are helping
• Say a big thank you & share it
Results:
• Drop-off rate reduced from 76% to 61%
• Higher appeal income.

31. Before

32. After

33. Safe as houses

34. 4. Be safe
 Validate your data
 Give visual cues
 Secure pages https
 Show Privacy Policy.

35. Validate = data quality

36. What safety looks like online

37. 5. Be grateful

38. They say…
• Don't open with "thank you.”
• Don't ask for more money - disagree
• Do say how the gift will be used -- specifically.
• Do tell a story!
• Do use bullet points, bolding and other ways to
call attention to key points.
• Do tap into the donor's perspective.
• Do add a photo.
• Do end with an opportunity to get more involved.

39. Sometimes you have to
break all of the rules

41. Say
thank you
well

42. Say thank you well
Eddie, you’re awesome!

43. 1. Less is more
2. Make it easy
3. Chunk your content
4. Be safe
5. Be grateful.

45. Join us for the next Digital Academy
5 days over 5 weeks
23 September
$2,500

46. Upcoming courses
Digital Marketing Fundamentals
15 September, 1 day
Google Grants Adwords Introduction
13 October, half day
Digital Marketing without Budget
10 November, half day

47. Imagine the possibilities…