Are you using “gift” or “donation” language in your online forms? Which is better? We found the answer.
We talk a lot about ensuring your language on your donation forms is clear, but it’s also important to focus on conversions. Using clear language on your forms is a start, but there are word choices that can make a significant difference in your online fundraising revenue.
What Does the Data Say?
In some recent studies, experts compared the use of “gift” vs. “donation” terminology in online donation forms. The findings were significant for anyone raising money online.
They found that people donated 29% more in one of their experiments when asked to “gift” rather than to donate
However, this is not always the case. The positive outcome is weakened if “donate” and “gift” are used interchangeably together, the recipients are already close to the cause psychologically or physically, or people are giving to reinforce their rank and position.
So, knowing your donors and their reasons for giving is important when you craft your donation asks.
Why “Gift” Converts More Donors Than “Donation”
It seems like these two terms are so close in meaning, there wouldn’t be that much of a difference on their outcome. However, there are reasons behind this outcome.
- The word “donate” suggests a distance from the receiver. It’s less personal than the word “gift.”
- Whereas, the word “gift” signals a close relationship, because you generally give gifts to friends and family.
- The closer someone feels to a cause, the more likely they are to give. (This is why tribute giving is another good way to increase conversions.)
What Does This Mean for Your Nonprofit?
Consider your donor base. Who are they? What motivates their giving? What kinds of donations are you asking for and are you associating monetary values with physical gifts?
Take an in-depth look at both your donor motivations and your online donation forms as well as main storytelling pages. Are you communicating a closeness to your cause using gifting language?
Or, alternatively, are your donors more likely to give based on elite status and respond to the term “donation?” The results might even be mixed. It’s an art, not a science.
Experiment with your language and pay attention to your conversion rates. (How many people visit your site and how many of them give?)
When you hit the highest conversion rate possible for your organization, you will spend less to gain more donors. Ultimately, this raises your annual fundraising revenue and marketing ROI.
Get a Free 30-Minute Fundraising Website Audit
If you want help assessing your forms for optimal conversion language and design, our team is here to help.
We want our customers get the most out of online fundraising. So, our Plus, Pro, and Agency Plans all come with a free 30-minute fundraising website audit.
Learn more about our fundraising audits and how to get yours if you haven’t already.
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