Donation Page Tips

Donation Page Tips

I  find that airplane trips are a great for getting caught up on my reading pile.  Earlier this week, I was able to do just that and came across a simple tip from MarketingSherpa's Marketing Wisdom for 2008 for nonprofits and ministries that is worth sharing:

48. Nonprofits are always flying by the seat of their pants.  We decided last year to shelve the cleverness to pursue rigorous testing of our donation landing pages in advance of the busy, year-end fundraising season... We were amazed how tiny changes could make a huge impact.  Some of the lessons learned:

• Use vivid, high-contrast submit or donate buttons instead of typical gray buttons.
• Remove as many fields as possible from the form.  We found that removing the title [e.g. Mr., Mrs. etc] and suffix [e.g. Jr., MD, etc.] yielded almost a 30% jump in completion rates.
• Use a Verisign logo next to the submit button.

Some of these may seem obvious, but for a nonprofit, it was an eye-opening experience to see how significant these little changes were.  Of even more significance, how important it is for us to test, test, test!

Steve Daignealt, Amnesty International USA 

Thanks, Steve for sharing!  We couldn't agree more. Especially with the last statement about "test, test, test."  Too often, the tyranny of the urgent drives us to guess at what works and what doesn't.  The best will measure results and continually improve.
 

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