So you’ve hit some donor heart strings with your ask and convinced people to take enough action to land on your giving page. From here on out, it’s a done deal. Their gift is a guarantee, right?

Not so fast. According to npENGAGE, nonprofits see almost 50% to 70% of their donors drop off when they reach the giving page. And almost 100% of the time, it’s simply because the process is too complicated or, worse yet, not working correctly.

SO let’s not make all your work in vain. If you get people to your giving page, then let’s make sure they convert!

That all begins with having a well-designed, informative and user friendly giving page. To help make sure that your giving page is performing well, we have outlined some key elements that should be on your giving page—all components that will help you help your donor have a wonderful experience. Check them out and see how yours measures up. 

The Key Elements

• It sounds simple, but make sure you place your giving form directly on the giving page. When people click on your Give or Donate button, they should be taken directly to the giving form that allows them to enter ALL of their information on one page and submit directly from there. Making people click through several options or taking people off to another page to actually enter their information makes the process too difficult, especially for first time donors. Embedding your giving form directly on your giving page makes it easy for people to give!
• Go large with your font. It might look abnormally large to you, but doing this ensures that donors of all ages can read the form and fill it out correctly on any given device.
• In the same way, make sure that your actual Donate or Give button is large enough to catch people’s attention. Additionally, stick to button text like Donate and Give and avoid using text like Submit. You want to keep your language as consistent as possible throughout.
• In your form, include an option for people to make their gift recurring. Doing so gives your donors an easy way to keep their giving consistent and it guarantees you a more engaged donor.
• Give donors an easy way to access your financial accountability information from the giving page, along with a link to FAQs for the donor to verify information. If at any point people have questions, having those links easily accessible gives them quick answers Just make sure that your links open in a new tab so that people can click right back to complete their donation when they finish their research.
• In the same vein, you should also include contact information on the giving page. If someone is running into an issue or has a quick question before they hit submit, providing a way for them to get ahold of your team directly will lessen the chances of these potential donors just clicking away and not giving at all.
• Don’t stop telling your story just because people are on the giving page. If you only have your giving form on your giving page, it’s time to beef it up a little. Include compelling pictures, a little bit of your organization’s brand messaging, or some short call-to-action text. Just a little bit goes a long way to remind people why they want to be involved in your mission.

What Donor.com Provides

We want to make it super easy for you to build giving forms and giving pages that entice people to convert and fulfill their gift. That’s why our Donor.com management system includes tools for building giving forms that are super easy to use and include all of those key elements outlined above.

• Gift arrays are built in and you can customize the amounts by each campaign. 
• One time and recurring options are naturally included in the forms.
• Fields can be hidden so forms can be customized to be as short as possible, eliminating unnecessary information and preventing forms from becoming too long. 
• Customizable colors so you can make your Give button stand out. 
• Ability to drop in forms into all kinds of website pages. This gives you the flexibility to design a page with the other key elements like photos, graphics, links to FAQs/financial accountability and simply drop in the form wherever you want.

Bottom line is this: we want to make donor development easy for you so that you don’t have to waste time on the details. And a well-designed giving page is just one of those. To see even more of what Donor.com can bring to your team, request a free demo! The possibilities are endless when you get a donor development software without any of the hassle.