5 Tactics to Increase Conversions on Your Nonprofit Website
03 Jan 2022 . minute read
Do you want to receive more donations? Be mindful about your Nonprofit’s website and improve your conversion rate. Check out these 5 tips.
Your nonprofit website may be designed to serve multiple purposes, but undeniably, one of the primary purposes is to convert visitors into donors.
Look at your website from a donor’s perspective — does it persuade you to give? Are you able to find all the information you need to be convinced?
To improve your site’s conversions, you must design it in a donor-centric way. Here are five tactics to do just that.
Let’s begin with the end in mind — the ultimate conversion for your nonprofit is a successful donation. A donation form is how you accept donations, which means you must put special care into making it as streamline and impactful as possible.
So, with the help of a professional and easy-to-use online form builder, prioritize building high-converting forms. And to increase form conversions, follow these best practices:
Logic dictates that the more trustworthy your website is, the more donations it will garner. So, building your nonprofit’s credibility is one of the first and most important steps in landing more conversions.
Visitors would only consider making a donation if they’re able to learn everything they want to about your nonprofit. This means you must provide information that’s relevant, accurate, up-to-date, to the point, and answers most (if not all) of a potential donor’s questions.
So, make sure to have the following information easily available:
All this information helps to build transparency and trustworthiness, which translates to more conversions.
Split testing, aka A/B testing, is a conversion rate optimization (CRO) technique that involves splitting the various elements (images, copy, buttons, etc.) on your website into two variants and determining which variant drives more conversions.
So A refers to “control” or the original testing variable, and B refers to “variation” or a new version of the element you’re trying to optimize for more conversions.
The version that results in more conversions is called the “winner”. Implementing the changes of this winning variation on your tested pages optimizes your nonprofit website for more donations.
You start with a hypothesis and focus on one change at a time, like the color of a donation button, or the size of the form. Then, using an A/B testing software like Google Optimize, you display the variation to half of your traffic, while the other half sees the original version.
Optimizing your donation form in these ways makes donating an easier and more streamlined experience for prospective donors.
Storytelling is powerful.
Sharing real stories from real people — past donors, victims, your leadership team, etc. — on your nonprofit website’s blog is a great way to evoke the emotions in prospective donors.
Share an insider perspective of someone who’s positively influenced by your nonprofit’s work. Supplement the story with powerful images and videos. For example, Charity: water shares inspiring stories on their website.
As mentioned in the beginning, increasing conversions on your nonprofit website is all about optimizing the on-site experience for your visitors. This includes visitors who have converted into donors.
After all, it’s easier to retain donors than it is to acquire and convert new ones. What’s more, recurring donors’ support and trust in your nonprofit can snowball over time, so you may receive larger donations and word-of-mouth referrals if you make efforts to retain them.
Right after someone completes a donation, the usual process you have in place is to reroute them to a basic confirmation page along with a “thank you” note sent on email. But you can take this a step further by having:
Consider a successful donation as the first step in building a long-term relationship with the donor. Based on the campaign(s) they donated for, the amount, and mode of payment, you can personalize your future efforts by:
Long story short, a basic automated “thank you” note suffices, but isn’t ideal for retaining donors and boosting future conversions. So take the time to optimize the post-donation experience, and set yourself up for more and bigger conversions in the future.
Increasing your conversions isn’t a one-time effort. It requires continuous testing and optimization, and updating of information and content to create a website that’s compelling and helpful enough to drive more donations.