Five years ago the pandemic threw online donations into very sharp focus, as charities saw other fundraising methods dry up overnight. The emphasis on digital giving has continued to grow, and yet many organisations struggle to maximise the potential of their websites and are missing out on vital donations.
The shift to digital giving accelerated during the Covid pandemic and it has become the permanent and dominant channel for many charities and donors, with a preference for online methods persisting and younger donors showing a stronger preference for digital options. So how can organisations make the most of this and engage their online donors?
Map content to intent
Mapping content to the search intent of your target audience will boost relevance and enhance the user experience, increasing engagement and keeping them on your site for longer. If your users have informational intent, create content that helps them learn about your cause, possibly through blog posts or explainer videos. If their intent is more transactional, you need to create concise, service-focused pages with clear calls to action. Review your existing content to see if it currently meets the intent of the keywords you’re targeting.
Speed things up
Research shows a 1-second delay can reduce conversions by up to 7%, and 53% of mobile users abandon a site after three seconds. slow-loading donation pages lead to high bounce rates and abandonment, resulting in lost donations, while faster sites improve engagement, increase donation conversions, and boost search engine rankings, which drives more traffic. A fast, seamless experience encourages users to stay on the site longer, engage with content, and potentially donate more. Optimise images and other media to improve loading times.
Be accessible
Poor accessibility can lead to lost donations, negative brand perception, and missed opportunities to serve beneficiaries with disabilities. Presenting information clearly, avoiding cluttered pages, and using an intuitive information architecture significantly boosts the user experience. Other improvements can be using sufficient contrast for text and backgrounds to improve readability, providing text alternatives for images to be read by screen readers, and allow users to adjust text size without breaking the site’s layout.
Optimise for mobile
Mobile traffic accounts for a large percentage of visits to donation platforms and is increasing year-on-year. Enhance the mobile experience by prioritising content, displaying only the most relevant information and actions, so users can absorb it quickly and easily. Ensure buttons are large enough to be easily tapped and have sufficient spacing between interactive elements, and keep menus concise and shallow, with clear calls-to-action. Other ways to win on mobile include properly configuring the settings so content fits the screen and users don’t have to pinch or scroll horizontally, and simplifying forms, making them short and easier to complete.
Simplify navigation
A clean, organised, and simple website design, with clear menu structures, helps users to find information easily and complete the donation process. If users can’t find what they’re looking for quickly, they’ll get frustrated and leave the site. Good navigation keeps them engaged and exploring the website, soaking up information in the process. Well-organised navigation helps communicate the charity’s purpose, impact, and goals, building trust with potential donors. Use descriptive and unique labels for menu items (e.g. “cancer research” instead of just “research”) to help users and search engines understand the content.
Invest in design
It’s ok for a non-profit site to look slick and professional. A well-designed website can be your best fundraising employee! Your site should be creating a meaningful connection with your audience, building rapport, investing them in the cause and mobilising support. A donor’s belief in the organisation and the donation process is crucial for their willingness to give, and a strong aesthetic can inspire confidence and breed trust. A modern and well-maintained design makes visitors feel comfortable and assures them that they are engaging with a trustworthy and credible organisation.
Keep it secure
Good website security boosts digital giving by building donor trust, ensuring secure transactions, protecting sensitive donor data, and maintaining website reliability. When donors feel their information and money are safe, they are more likely to donate, increasing the conversion rate for digital giving campaigns. Strong security measures, including regular updates and backups, prevent downtime and disruptions, ensuring the website is always available for donors. The use of trusted payment gateways are essential for protecting donor data and building trust.
While digital giving has accelerated fundraising and allowed charities to stay relevant, many still struggle with maximising online donations. If you’re looking for help to realise the potential of your website and boost donations, get in touch for a free site audit.
