improve online fundraising with these 10 rules for donation form optimization

#npEXPERTS | www.blackbaud.com/npexperts #npEXPERTS | www.blackbaud.com/npexperts

Make It an Experience

to Remember: Donation Form

Optimization

Cupids Arrow: Thoughtful Engagement to Acquire Donors

www.blackbaud.com/npexperts

#npEXPERTS | www.blackbaud.com/npexperts

Meet the #npEXPERTS

#npEXPERTS | www.blackbaud.com/npexperts 3

#npEXPERTS

Steve MacLaughlin

Steve MacLaughlin is a Director of Product Management at Blackbaud where they leverage the company’s expertise, information, and technology to accelerate bringing new solutions to the nonprofit sector. Steve has spent more than 15 years building successful online initiatives with for-profit and nonprofit organizations across the world.

@smaclaughlin

www.npengage.com


13.5% Source: Blackbaud Charitable Giving Report www.blackbaud.com/charitablegiving

Online giving was up in 2013.


Source: The Blackbaud Index www.blackbaud.com/blackbaudindex


Source: Dunham+Company, Online Fundraising Scorecard http://www.dunhamandcompany.com/onlinefundraisingscorecard/


The #1 goal of a donation "form is to get a donation.


Stop doing anything "that prevents that "from happening.


What does the research tell us?


10 Rules of Online Donation "Form Optimization


Rule #1

Don’t make it too hard"to get to the donation form.


How many clicks does it take?


Rule #2

Donation forms that look like your website perform better.


Rule #3

Keeping donors on your "website gets better results.


Rule #4

Single step donation forms always perform better.


Don’t Do This


Rule #5

Keep the number of required fields to a minimum.


Don’t Do This

Title: *


Rule #6

Modern donation forms should always be mobile friendly.


Rule #6

Generic e-commerce forms do not get better giving results.


Rule #7

Pre-selected ask amounts "get higher average gifts.


Don’t Do This

Gift Amount:


Rule #8

Recurring gifts drive "more long-term revenue.


Which would your "rather have?

$150 gift annual gift

- OR -

$15 gift per month


Rule #9

Testing will always improve "your results. Always.


Online Average Gift Distribution by Month by Sector Sector Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec

Arts and Culture $145 $136 $143 $123 $131 $110 $147 $161 $122 $110 $159 $219

Education $551 $514 $545 $531 $536 $735 $437 $401 $421 $454 $581 $1,234

Environment, Animals $237 $226 $313 $250 $356 $288 $225 $156 $118 $153 $286 $451

Healthcare $99 $88 $81 $79 $83 $97 $90 $87 $79 $81 $98 $297

Human Services $70 $79 $107 $114 $116 $118 $116 $125 $116 $125 $178 $296

International Affairs $133 $108 $119 $97 $103 $93 $85 $113 $116 $108 $156 $233

Public/Society Benefit $115 $119 $165 $164 $130 $119 $115 $130 $136 $139 $125 $190

All Sectors $125 $118 $129 $116 $121 $160 $116 $115 $104 $114 $159 $363


Rule #10

What happens after the "donation is very important.


Steve MacLaughlin Director, Product Management

Blackbaud

THANK YOU


How to Create Fundraising Appeals that Work

improve online fundraising with these 10 rules for donation form optimization

Government & Nonprofit

online giving

modern donation forms

single step donation

dunham company

better results

successful online initiatives

blackbaud index

nonprot sector