Top features of a strong online donation page

 

With more businesses and consumers conducting daily tasks and operations in the digital atmosphere, it is only natural that more charitable organizations look to launch donation webpages to reach donors online. Creating a strong digital presence is key to increasing awareness and visibility, and the more reputable a charity appears online the more likely a potential donor will offer support through an online donation.


With more businesses and consumers conducting daily tasks and operations in the digital atmosphere, it is only natural that more charitable organizations look to launch donation webpages to reach donors online. Creating a strong digital presence is key to increasing awareness and visibility, and the more reputable a charity appears online the more likely a potential donor will offer support through an online donation.

The first step to launching an online donation form is to brainstorm the design of the website to determine how it will attract target audiences and properly relay the cause of the organization to engage individuals to make a contribution.

Elements for a successful page
According to Populi, there are a few main elements every online donation website should have to successfully generate high collection rates.

Every brand or organization must have a logo that ties the cause with a memorable image. Without a logo on the website, the donor may be wary of the authenticity of the site and choose not to share their financial information with an unaccredited organization for fear the money will go to the wrong recipient. Also share visual support of who the organization helps or how it enacts positive change. When an organization demonstrates the human side of the cause, it is harder for donors to talk themselves out of giving. 

No donation page would be complete without some information on what the organization does and where the money will go. Although most donors will be informed of the charity's workings, some may be introduced to the cause for the first time and will want some background before feeling comfortable and offering support. 

The Adoptive Families Association of BC website provides donors with various ways to give to ensure charitable giving is not lost from limited contribution channels. If a user has visited the site and is interested in making a contribution but is unsure about submitting financial information online, the website should offer other ways philanthropic gifts can be made. Although online contributions are ideal, mailed checks or donation phone calls are also welcome and those options should be relayed to the donor.

The simpler it is for donors to make a contribution online the better. Charities should offer a user-friendly donation form with limited steps that offer pre-determined donation amounts or manual input all from the same page. According to Design Meltdown, it is common for charities to offer suggested donation amounts on the forms to help guide donors in their giving when they may be unsure as to how much is appropriate. Sometimes recommending a specific amount will result in the donor giving more than they originally anticipated to keep in line with what is perceived as a customary donation. 

Finally, be sure to test your end-to-end donation process, including your donor form, regularly to make sure all functions are operating smoothly and the user experience is simple and efficient.

 

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