#4. Is Your DONATE Button Doing Its Job?
Sep 14, 2018
You know the word – conversion.
How many people who attended your event, donated?
How many volunteers signed up from that email request you sent?
How many clients participated in the program that was just announced on the radio?
As smart nonprofit marketers and communicators you know the importance of tracking results so that you can determine what works best, and then do more of it.
By definition, marketing conversions measure any particular tactic used to get someone to take a specific action.
I’ve noticed a strange paradox with many small nonprofits that I’m hoping to address. So many have trouble boldly seeking out online donations, when asking for support is precisely what is expected when someone visits any nonprofits website. Many groups will go “all out” for events and fundraisers, and neglect elements such as the donation page on their website. But, in the digital realm it’s the DONATE button that essentially serves as the front facing fundraiser. And more and more people are giving online than at traditional events, leaving some nonprofits far behind when it comes to online giving.
A recent Donor Experience Survey, conducted by Finn Partners from over 1,000 participants, found that 71% of donors have given via website or mobile device, and certain demographics (especially younger, middle to upper middle income) greatly prefer online giving to other types of fundraisers.
You have to make sure your Donate Button is doing its job, and doing it well so that you don’t fall behind and lose a large percentage of donors looking to support your good cause.
In today’s episode I’m sharing three primary strategies used by effective nonprofit marketers that get people to click the all-important DONATE button.
These three strategies will help boost engagement on your website, motivate and inspire visitors to give, and get not only one-time contributors, but often lay the foundation for long-term loyal supporters of your cause who will confidently give online - clicking that donate button of yours time and time again!
Like all elements in your online marketing strategy, the donate button and donation page need to be carefully considered. Things like the button’s placement on your page, it’s color, the messaging used leading to it, and much more play a role in how likely your page visitors are to make the click to donate. And once they do, the donation process itself will either propel potential donors towards making a contribution or deter them from your site. While the donation button and page layout make an impact all by themselves, the real power comes from the strategy in which you compel people to click.
That’s how to make sure your donate button is doing its job!
-
You have to illustrate the problem.
Every nonprofit is out there making a difference. If you weren’t, you wouldn’t be a nonprofit in the first place. However, you need to convince your online website visitors that money given to your nonprofit is for a cause worth fighting for. You must give powerful problem statements backed by data to show just how badly your services are needed.
A great example of this is the home page for the Pencils of Promise website. It reads, “250 million kids can’t read this. Let’s change that.” This gives readers both an emotive reason, and the sheer impact of the problem to prompt them to take action. You need both the emotional messaging, as well as the data to back it up, in order for this strategy to work.
-
Give donors a tangible result.
It can be difficult for donors to willingly give their hard-earned dollars to nonprofits that simply ask for money. If someone is not familiar with the campaign, they have no way of knowing how their money will be spent, or if it will actually impact the target demographic they aren’t likely to click the donate button. For this reason, you have to show your donors how they are helping the cause, not just how your organization does it.
It’s a lot more impactful to tell someone that their $1 donation will feed a child for the day when they’re out of school, than saying “Our funds go towards providing school lunches for children who can’t afford them during the summer.” Giving readers a tangible result will make them feel more confident about their donation rather than leaving it to faith.
-
Let others tell your story.
One of the most powerful marketing strategies is the use of third party endorsements or testimonials. Businesses use them to verify the quality or worth of their products, and you can use them to testify the impact you’re making in the community. Having someone who’s seen or felt the benefits of your work share their story goes a long way towards building trust with your donors. Ask someone who’s benefitted from your nonprofit, a volunteer, or a community member who can testify a change made by your nonprofit. Let them tell their story, and your donors will see how you’re changing lives.
Using these methods will make your donor feel a part of your mission. It helps them to realize that their contribution will actually change lives, rather than helping your organization to do so. You put the power in your donor’s hands to make a difference, and simply provide the organizational force to make their donation impactful.
These three strategies will provide you with the digital marketing foundation to help increase the conversion of your DONATE button so that it does do its job of getting those who visit your website to make the click, and confidently secure their support.
Rate, Review, and Subscribe on Apple Podcasts
Are you subscribed to my podcast? If not, I want to encourage you to subscribe today. I don’t want you to miss an episode. They are each designed to help you take immediate action on the most important nonprofit marketing strategies that will help you move your mission forward so you can accelerate the growth of your organization and create the impact you most want in this world.
And if you’re feeling extra motivated, I would be very grateful if you left me a review too.
Reviews help other nonprofit leaders, marketers, communicators, and fundraisers find my podcast so we can all move our missions forward with love and respect for the work we all do in making the world a better place. Just click here to review, select “Ratings and Reviews” and “Write a Review” and let me know what the most helpful part of the podcast was for you.
Thank you!
