The act of donating to charity is often an emotional decision, and not always a rational one. Charities should use their website to tell their story in a compelling way to help reach prospective donors.
However, on the other hand, the more information you publish the more your website will appear overcrowded, dense with copy, and difficult to navigate around. What is the middle ground? With our tips to improve user experience, you can ensure your call-to-actions will be noticed.
What is user experience?
Defined by the International Organization for Standardization, user experience can be defined as a “person’s perceptions and responses resulting from the use and/or anticipated use of a product, system or service.” In this case that would be your website or app, and how easy it is to use in order to reach your goals. Often referred to as UX, implementing simple changes to improve your user experience can directly impact the quantity of donations you receive and the amount you raise. Here are a few tips to get you started:
1) Make sure your website is mobile responsive
You would think this would go without saying, but even now in 2018 there are still a number of companies out there that haven’t adapted their sites. Make sure that your site is mobile responsive, this means the pages will automatically fit to the size of any device, mobile or tablet screen, ensuring the font and images are still in a readable size and the viewer can easily move from page to page. 45% of our readers have accessed our site for from their smartphones in the last year, so it's never been more important to ensure your site is on point!
2) Ensure your message is clear
Explain your message in simple terms, what your cause is trying to do, who you are trying to help. More specifically, if you are asking for donations, explain where exactly that money will go and what it will be spent on. This should be mentioned upfront, in your headline, or in the first paragraph to immediately inform visitors they are in the correct place.
3) Use case studies
Tell real stories about the people who you have helped. This can play on people’s emotions, offering them a connection to your cause and potentially impact funds raised. You could consider clearly highlighting what each donation can provide, E.g. £50 can feed a family for 6 months, to help illustrate the difference your donors can make.
4) Make your donation button stand out and easy to find
CTA’S (Call-To-Actions) should be in a prominent place on the donation page of your website, in a standout colour and the copy within the button should describe the action. Use specific terms like ‘donate here’ to clearly explain what the button will do, rather than just ‘submit’.
5) Use default donation amounts
Make life easy for donors and give them a few donation amounts to choose from e.g. £10, £25 or £50. Look back at your donation history and see which amounts are most common. This saves the user having to think of an amount to donate and will also encourage those that were originally thinking of donating a lesser amount, to jump up to the next level.
6) Don't ask for unnecessary information
Studies have shown that for every extra field you ask someone to fill out, your conversion rate will decrease. When the Norwegian Cancer Society reduced their donation forms from 11 fields to 4, the number of completed forms increased by 140%. This has become infinitely more important since the implementation of GDPR on May 25th 2018, you can only target those who have actively opted in. Make sure you're compliant, or you could end up facing some pretty hefty fines!
7) Use a trusted payment provider
Encourage donations by using a well-known and trusted payment provider. Using a third-party who is PCI compliant will put your donors mind at ease. The Payment Card Industry Data Security Standard ensure card details are processed and stored securely. Once you’ve chosen your preferred provider, include the PCI compliance stamp of approval on your payment check-out page, this will give donors ease-of-mind, knowing that their personal and financial details are secure.
8) Make it easy to subscribe
Email campaigns are proven to drive donations; the percentage of donors motivated to give online because they received an inspiring email has jumped up drastically in the last few years! Place an email subscription field in a prominent place on your website to encourage people to sign up. Your previous donors will enjoy seeing how their money is making an impact and potential donors can be persuaded to support your cause!
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