I’m continuing with my increasingly popular “Do’s vs. Don’ts” feature which I began last spring. I promised whenever something arrives in my mailbox that seems a good ‘teaching opportunity,’ I would share it with you. I hope you find this example useful for all your online fundraising campaigns!
Today’s teaching example is a donation landing page (where you land when you click “donate” from the Main Menu) and donation form (the part a donor fills out once they click through from your landing page).
Too often, fundraising staff leave these aspects of their campaign completely up to IT, website or marketing staff. It’s a shame, because these campaign elements can make or break you. Everything you’ve carefully crafted will be for naught if the landing page and form are in any way off-putting or daunting to complete.
I came across this example in an effort to make a memorial donation honoring someone who had worked at this nonprofit. We’re going to evaluate every element methodically.
I’ll ask you some questions.
- Would you click through from that landing page to learn more or to donate?
- If yes, why?
- If no, why?
- What looks good about it?
- What looks not so good?
- Would it inspire you to give?
- If so, why?
- If not, why not?
First, I’d like you to think about your answers and jot them down.
Really take the time to notice what you like and don’t like.
I promise you’ll learn a lot more this way.
Second, I’ll tell you what I think.