Nominate
MEDIA, JOBS & RESOURCES for the COMMON GOOD
NEWS  | 

Ways to Improve Charity Website Donor Page


Monday, 11th 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.

Monday, 11th August 2008
at 3:29 pm
Staff Reporter


0 Comments


FREE SOCIAL
SECTOR NEWS

 Print
Ways to Improve Charity Website Donor Page
Monday, 11th 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.




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

Tags : study,

 Print

Get more stories like this

FREE SOCIAL
SECTOR NEWS

Write a Reply or Comment

Your email address will not be published. Required fields are marked *



YOU MAY ALSO LIKE

Not for Profit Board Chairs Often Unprepared for Leadership Role – Study

Lina Caneva

Tuesday, 23rd August 2016 at 12:57 pm

Call for Action on Disadvantaged Suburbs – Report

Lina Caneva

Tuesday, 21st July 2015 at 10:32 am

Persistent Disadvantage Revealed – BSL Report

Lina Caneva

Tuesday, 28th April 2015 at 12:13 pm

NFP Governance and Performance Study

Lina Caneva

Thursday, 12th March 2015 at 10:01 am

POPULAR

Australians With Disability Twice as Likely to be Evicted Without Cause

Luke Michael

Wednesday, 5th December 2018 at 5:29 pm

Tech-for-good Companies Merge to Extend Impact

Maggie Coggan

Thursday, 29th November 2018 at 8:34 am

Putting Disability and Leadership in the Same Sentence

Maggie Coggan

Monday, 3rd December 2018 at 8:56 am

Possibilities of the Humanitarian Robot

Maggie Coggan

Monday, 26th November 2018 at 8:52 am

Take Survey
pba inverse logo
Subscribe Twitter Facebook

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

You have Successfully Subscribed!