Close Search
 
MEDIA, JOBS & RESOURCES for the COMMON GOOD
News  | 

Ways to Improve Charity Website Donor Page


11 August 2008 at 3:29 pm
Staff Reporter
While email and web copy may persuade people to "click to donate now," very few who land on the donation page actually complete the donation transaction, according to US experts.

Staff Reporter | 11 August 2008 at 3:29 pm


0 Comments


 Print
Ways to Improve Charity Website Donor Page
11 August 2008 at 3:29 pm

While email and web copy may persuade people to "click to donate now," very few who land on the donation page actually complete the donation transaction, according to US experts.

In partnership with Donordigital, Amnesty International USA embarked on a project aimed at improving donation page ‘conversions’ hoping to increase the total dollars raised.

Nick Allen, from Donordigital says the Not for Profit website may educate and motivate supporters, but its main purpose is probably to encourage them to take action– send a message to government, attend an event, download a report, buy a t-shirt, or donate all their Google stock!

Allen says optimizing Web pages, especially the ones where organisations want people to take an action, can dramatically improve the conversation rates, persuading more visitors to actually take the action they want them to take.

He says what seem like very small changes on a page can sometimes make a huge difference.

For example, during the research when they removed just the title (Mr., Mrs., Dr., etc.) and suffix (Jr., M.D.) fields from Amnesty International’s donation page, conversion to donations improved 30%!

They also found that:

– Bigger donate buttons helped convert more donors
– Vividly coloured donation buttons had varying levels of impact on donation page conversion
– Removing unnecessary fields from personal information forms significantly increased conversion
– Polite header copy yielded better conversion than a more forceful call-to-action

The full report can be downloaded free at www.donordigital.com from the home page. It requires a name and email address.



PB Careers
Get your biweekly dose of news, opinion and analysis to keep you up to date with what’s happening and why it matters for you, sent every Tuesday and Thursday morning.

Got a story to share?

Got a news tip or article idea for Pro Bono News? Or perhaps you would like to write an article and join a growing community of sector leaders sharing their thoughts and analysis with Pro Bono News readers? Get in touch at news@probonoaustralia.com.au or download our contributor guidelines.

Advertisement

2022 Salary Survey

Tags : study,

 Print

Get more stories like this

FREE SOCIAL
SECTOR NEWS

Your email address will not be published.



YOU MAY ALSO LIKE

Passing a torch for the homeless

Wendy Williams

Thursday, 30th June 2022 at 8:33 am

Seven things the for-purpose sector can learn from the Census

Danielle Kutchel

Wednesday, 29th June 2022 at 6:28 pm

Victorian social strategy wins global award

Danielle Kutchel

Wednesday, 29th June 2022 at 4:43 pm

pba inverse logo
Subscribe Twitter Facebook
×

News for those with purpose.

Delivered free to your inbox every Tuesday and Thursday morning. 

Thank you - you have successfully subscribed.

Get the social sector's most essential news coverage. Delivered free to your inbox every Tuesday and Thursday morning.

You have Successfully Subscribed!