Tips for Increasing Online Donor Conversion

Did you know that the latest benchmark for online donor conversion from M+R Benchmarks is 19%? That’s just shy of 2 in 10 donors choosing to make a donation once they reach the donation page of a website. At Hubbub, we work with customers to increase online donor conversion rates (achieving 50% conversion) and have learned from these collaborations. If you’re looking to increase online donations, continue reading for our top tips.

Know Your Baseline Conversion Rate

First, determine your current online donation form conversion rate to compare against benchmarks. If your website uses Google Analytics, you should set up Goals to obtain the necessary data.

Hubbub Causes platform customers automatically have Google Analytics tracking enabled and receive quarterly reports showing conversion rate performance, benchmark comparisons, and actionable insights.

Watch: A Primer to Web Analytics Using Google

Create a Frictionless Donor Journey

Examine the experience donors encounter when landing on your website to ensure the path toward giving is seamless.

Increase donor journey effectiveness by:

• Ensuring your website is easy to navigate and visually appealing
• Making donation buttons prominently displayed and easily accessible from any page
• Optimising your website for mobile devices since many users access the internet through smartphones and tablets
• Simplifying the donation process by minimising steps required and avoiding lengthy forms
• Providing multiple payment options and enabling one-click donations, such as Apple Pay and Google Pay

Watch: WD-40 For Your Online Donation Forms

Strengthen Email Communications Before the Donation Form

The donation form is the final stage in the donor journey. Before potential donors reach it, consider the communications your audience receives so they commit to donating upon reading your email.

1. Use Clear and Compelling Messaging

Ensure your email emits emotion as well as concise and persuasive messaging that clearly communicates your mission, impact, and why donations are crucial. Use storytelling techniques to engage potential donors emotionally and make them feel connected to your cause.

2. Increase Click Rates with Personalisation

Tailor your communication and donation appeals to individual donors whenever possible. Use segmentation and personalised emails to address donors by their names, recognise their previous contributions, and demonstrate how their support has made a difference.

3. Social Proof and Testimonials

Incorporate social proof elements such as testimonials, success stories, and endorsements from satisfied donors or beneficiaries. People are more likely to donate if they see others supporting your cause and having positive experiences.

4. Transparency and Accountability

Build trust by being transparent about how donations are used. Provide financial reports, impact metrics, and stories of how donor contributions have made a tangible difference. Highlight your organisation’s credibility, efficiency, and commitment to responsible stewardship of donor funds.

5. Engaging Content

Create engaging and shareable content to raise awareness about your cause. Use a variety of media such as videos, images, infographics, and compelling storytelling to captivate potential donors. Leverage social media platforms to amplify your reach.

Hubbub Causes platform customers meet with experienced team members quarterly to receive feedback on communications, ensuring continuous learning from professionals.

Watch: Tips for Creating Engaging Emails

Key Takeaway

“Stellar Communications + Frictionless Online Donation Forms = Higher Conversion Rates.”

Remember that increasing online donor conversion is an ongoing process requiring continuous improvement, monitoring, and adaptation based on donor feedback and evolving trends. For more information about working with our team, get in touch.