Improving digital donations – top 5 tips
Howard Lake | 12 February 2016 | Blogs
Small changes to your donation funnel can make big differences to your income.
Creativity isn’t always about big ideas. Sometimes it’s about smart thinking to solve problems. And often in the world of digital it’s about micro-interactions.
Micro-interactions are the many small ways we can make it easier for a customer or supporter to complete a task or move through an online journey. A great example is making payments online, to buy things or to donate money.
In our recent seminar about increasing online donations for charities, we covered ways to help as many supporters as possible to get through a payment process successfully.
Here are the 5 top tips from that event.
1. Give people reassurance
Give people reassurance to click the ‘next’ or ‘donate’ button by using click-triggers – words or images placed near the button that give them confidence they are doing the right thing, it could be some data privacy wording or a security logo.
2. Show why the donation is worthwhile
Use motivational copy or images during the process to show people their donation is worthwhile.
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3. Show the giving process stages
Show people clearly where they are in the process so they know what’s next. On mobiles it’s even more important to be creative with how you show progress on small screen sizes.
4. Use images to show direct impact
Frame donation amounts with relevant images to show a direct impact between the gift and the beneficiary. And test different images to find out which works best.
5. Show money will be well spent
Show where the money goes to give reassurance that it will be well spent.
Vicky Reeves is Digital Managing Director at agency WPN Chameleon . WPN Chameleon design and manage donation funnels for several of the top 50 charities and provide consultancy to optimise online donation journeys.
Main image: digital giving by Rawpixel.com on Shutterstock.com
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.