Expert’s Guide to Creating an Irresistible Donation Page
As you well know, online registration and donations can eliminate a number of headaches for your organization. We’ve put together a list of best practices that can help you get even more out of your online giving pages.
- Mobile Bidding—Add a Mobile Bidding and FAQ page to your online registration pages to increase donors’ engagement in your next event.
- Online registration for any event—Leverage Online Payments for more than your once-a-year event by creating donor pages for year-round online giving. You can even use Online Payments to create registration pages for classes, seminars or conferences unrelated to a benefit event or auction.
- Timely reports—To get the most out of your year-end giving strategy, run online reports twice daily to measure your success and plan your follow-up calls to those who have not yet responded.
- Sponsor links on giving page—Include your sponsors on your online giving page to provide them with more marketing exposure and give them compelling reasons to continue being a sponsor. Include sponsor logos and messages on the page. Review the copy with your sponsors to make sure you and the sponsor agree that their message aligns with yours.
- Recruit volunteers—Use your donation form to help recruit volunteers with a pull-down menu. List the general areas for which you need volunteer help, such as Event Night Support, Data Entry, Clerical, etc.
- Find out why they donated—Create a pull-down menu asking what inspired the donor to contribute today. Gathering this data will help you gauge campaign success. Include selections that reflect your fundraising tactics, such as:
- I received a mailing.
- I received an email.
- I saw a story or ad on television.
- Ask for sponsorships—Make signing up for sponsorship easier by including it on your event registration form.
- Recurring donations page—In addition to a standard Recurring Donations web page, create a separate Recurring Donations page to use with a fundraising campaign promoting recurring donations. Use a friendly URL for the page and include that URL in all campaign materials. You can host a Recurring Donations page on your site without making it visible to the general public by eliminating site navigation to that page (commonly called a ‘hidden Web page’). By keeping the page hidden from the general public, you can more easily track your campaign success.
- Accountants as sponsors—Recruit accountants and tax preparation consultants in your area to sponsor your end-of-year donation campaign. Commit to including their contact information on the promotional material and on the donation page in exchange for sponsorship dollars.
- Integration with contact database—From a technical perspective, the giving page should be integrated with your contact database so new donor data is automatically added and existing donor data can be updated if appropriate. When a donor completes the form, it should trigger confirmation emails to be sent both to the donor and to a designated staff member.
With these tips, you can make the most of your online giving pages, creating a pleasant experience for your donors and increasing the revenue for your organization.