Whether donors choose to give, or not to give, depends on your donation form landing page. How strong is your donation conversion rate?
If you find more visitors who land on your donation forms are leaving than giving, you might be making one of these common donation form mistakes. Here are some common mistakes and fixes we’ve discovered from fundraisers of all kinds over the years.
Asking for Something Vague
People like specificity. However, many online giving forms ask for donations for a cause without putting details on the page itself. The assumption is that if someone lands there, they’re ready to give to your fundraiser. Even if that is the case, reminding people of details on this page is important.
Every fundraiser, including your general giving fund, should put a specific item or service in the mind of a donor when they choose what to donate. Here are some ways you can assign a dollar amount to a specific impact:
- Customize the Multi-level Donation Text Fields
- Display a List with Photos in the Sidebar or Content
You could combine these two tactics and include the name of the item donated or service given to each assigned dollar amount on your form.
Forgetting to Use Storytelling
Storytelling is a compelling tool for all fundraising marketing channels. Yet, your donation form landing page is where it’s most important. Don’t just tell people why they need to give. Show them through a well-crafted story.
Asking for specific amounts and putting a picture to the dollar amount is just the first step to storytelling. That’s the doorway to the ending you’re trying to create. Lead your donors there by showing them the need that led you there, yourself.
Burying the Form
Make it easy to find your forms. Your website might be a powerhouse of SEO with visitors from all over the word, but that traffic is no good if no one can find your forms.
One way to do that is to put your donation form is in the main menu of your website. Check out the article on making that happen with GiveWP or this tutorial here:
Asking For Too Much Information
Make giving easy on your donors. The more work someone has to do, the less likely it is that they’ll give in the end.
Don’t ask for additional information if you don’t need to. Most often, their name and email address is all you need. But when you want to foster stronger relationships with your donors, adding more info to the donation form can be very valuable.
But don’t go overboard! Just because you have the power to use Form Field Manager doesn’t mean you should ask for every single detail about your donors. Keep it simple.
Distracting Your Donors
When you interrupt someone from donating with a popup, it’s more likely to cause them to leave the page than complete their donation or the call to action you interrupted them with. This results in less donations overall.
However, popups aren’t the only way to distract your donors. You can also distract them with too many “Calls-to-action” on your donation form page. Make sure the “Donate,” or button to submit the donation payment, is the only thing people are asked to do on your donation form page.
Too Many Forms, Not Enough Organization
You might also be losing donors to lack of organization if your website has multiple donation forms but no way to find them. If people can’t figure out what they want to donate to and how to find it within a few clicks, they’re less likely to give.
You can avoid this issue by creating a donation form page with a form grid to display all your forms. It’s also useful to add a powerful search bar that will allow donors to quickly find what they’re looking for.
Not Making it Mobile-Friendly
Mobile giving is increasing year of year, according to Double the Donation:
“Online donation pages had an average conversion rate of 8% on mobile devices last year, but the number of transactions completed through mobile devices increased by 50%.
Half of all nonprofit website traffic last year came from mobile and tablet users. The share of desktop-based traffic decreased by 9% over the previous year.”
– Double the Donation
More people are giving online than ever before and mobile giving numbers are expected to rise even more with time. If your online donation forms are not mobile-friendly then you might be losing donors who aren’t able to give easily through their phones.
GiveWP forms are mobile responsive depending on your chosen theme. So if you’re using GiveWP for online donations, check to see if your theme is handling the form well on a mobile device. Most do.
You might also want to create a fundraising app for your cause. There are many ways to do this, but it’s easiest to use AppPresser with your GiveWP-powered WordPress site.
According to the World Health Organization, over 2.2 billion people have a vision impairment or blindness. If those two billion or more people can’t use your forms, then they can’t give.
GiveWP’s default display method is accessible so that your donors can give, no matter how they use the internet. This allows your donation possibilities to be open to all 2.2 billion of those users throughout the world. Don’t limit your donor base with inaccessible forms.
Donation Form Best Practices
Don’t stop at correcting your donation form mistakes. Fix them and make your online fundraisers stand out with these ten tips to increase online donations from our own Head of Customer Success.