You could say a donation page is an integral part of any charity website. Fundraising is a crucial objective for many non-profits and charity organisations. In order to help our community, there must be a steady flow of donations. Plus, with the digital generation we live in, online donations have become more dominant and popular. It's quicker, it's more effective and reliable. So, why not?
First of all you need to guide your users to your donation page with clear and emotive calls to cation. Once they're on the page, you must continue to impress them by providing a clear, clear and rewarding experience.
Great mobile experience
Mobile usage continues to grow so a donation page that you have to zoom in and out of on your iPhone is a no no. Remember, people are impatient and time poor. The faster the process, the more donations you will receive. In the 2012 election, the Obama campaign increased donations by 49% by optimising their processes.
Only the form fields you really need
Make it short, simple and sweet. By removing any form fields that aren't strictly necessary you make the process easier and quicker for your users.
Keep it simple
Reducing clutter from donation form reduces confusion and gets your message across much more effectively.
This page (and the rest of your site) should load over a secure connection. It should be obvious that any credit card information will be handled safely. Your data policy should be clear and concise so your visitors can be confident their information will be kept safe and not shared with third parties.
Branding and design
Strong branding and design shows confidence - this will help your users to feel confident with it. Little details matter. Having an eye catching donate button through out your website will help to drive traffic to the donation page.
Break it up
A multi-step form is a good way to increase giving. It breaks up the complicated donation process in simple steps. This will definitely create a better user experience and higher conversions. Following up the initial form with some more in depth questions improves the initial conversion rate. Some users won't give you the extra useful information (where did you hear about us, what prompted you to donate) but more users will hand over their hard earned money in the first place
Make sure it works
Last but not least, remember to TEST, TEST and TEST your donate page before it goes live!
The screenshot above is from the donation page we designed for our friends at Sailors' Society. We kept it simple, intuitive and responsive. Colours are vivid and eye-catching. Important information is in bold and clear and appears on the first page. On the thank you page we add some additional form fields to help qualify the user for future marketing. Keeping these out of the first step makes the initial form less daunting to complete and increases donations. We replaced the word 'Donate' to 'Give' with the intention of adding personality and empathy. The payment method takes as little steps as possible with a range of payment options - credit card, PayPal and direct debits provided by GoCardless. Giftaid is prominent, but by having the legal info hidden initially we reduce the clutter on the page. The full Giftaid information is shown when someone clicks on the question mark icon and when they opt in, keeping the page compliant.