Strategy #3: Optimize your online donation forms
If you’re doing any online fundraising, you’re probably already using online donation forms. Have you thought about optimizing your forms to make the process easy for your donors and help you raise even more funds?
In fact, most donation forms aren’t optimized for your donors’ convenience, which causes 60% of donors to abandon the form before making a gift. That’s a lot of missed funds!
Luckily, there are some online donation form best practices that you can use to improve your giving process. We’ll go over two tips you can use to make your donation forms more convenient and help you raise more contributions:
A. Limit the number of steps in your donation form.
Have you ever started to make an online purchase and then stopped because there were too many fields to fill out before you could confirm your item? The same thing happens to your supporters when you ask them too many questions on your giving form.
While it’s tempting to include a lot of questions to gain more information on your donors, you don’t want to risk losing their support by making the form too long. A good rule of thumb is to keep your donation forms to one page and only include necessary information (donor name, email address and payment details).
B. Use preset donation buttons on your form.
Sometimes donors don’t know how much to give to your nonprofit. When you provide them with a few suggestions, you’re helping them know how much is a good amount to give.
Additionally, when you offer your donors suggested giving amounts, you can potentially increase your average donation amount. Supporters typically give more when they have donation buttons. Your supporters will think that everyone is using the buttons and infer that the suggested amounts are the appropriate gift size.
If you do use preset donation buttons, just be sure to include a few high and low options so that everyone feels that there is a gift amount that’s right for them.
The takeaway: Improving your online donation forms can help make the giving process easier for donors and potentially increase the funds your raise.