Website analytics showing a reasonable number of visitors is good.
Conversion rates are also important, these are actions you want your visitors to make. For instance, completing a contact us form or making that all-important donation. so how do you Improve Donation Rates to get higher donation numbers?
A charity website needs to encourage the visitor to become involved. The visitor may have been touched personally by your cause and have searched online for information and/or how they can help such a cause.
The purpose of your charity website is to create conversions.
Therefore how can conversion rates be improved?
A charity website is not a sales tool as many other websites are. Subsequently, a charity website should not adopt a sales approach, the aim is not to sell anything. Conversely, the aim is to lead the visitor through the charity website to their goal, be it information or to donate. Designing a high-converting charity website isn’t difficult, here are a few tips to increase donation rates.
If the current charity website isn’t creating those all-important conversions, it may need a redesign.
As a rule, the main reason to need a redesign is the ease of use. Visitors arrive with a motive, it may be information on your charity’s cause. If they get an answer to their questions they are more willing to give back and become involved. The information has to be easy to find. Therefore the target audience needs to be identified, what they want and how they can get to their goal.
Charity website design is not about what you want to show people, it’s about visitors getting what they want.
In addition to this, the design for your charity website needs to take into account the type of visitors. For example, an animal-related charity website where it is possible to adopt an animal, the website will need an area that is more suitable for children.
Therefore investment in a website redesign can increase donations and that’s the overall goal of your charity website.
The charity’s purpose has to be engaging, easy to read, and exciting.
Some visitors may want to get their heads in the nitty-gritty information surrounding the cause. In-depth information should not be included on the homepage, but how it can be accessed has to be obvious for those who are interested.
However, children could be entertained with stories, cartoons, and games and then there’s the visitor who likes to be involved with events. Separate all this on your home page in an easy to see uncluttered way.
Likewise, it is important for the navigation system to be uncomplicated and easy to use.
Keep in mind those conversion rates and have call to actions (donate button, contact us form and become involved with an event) always available and ready to use.
People like the ‘feel-good’ factor donating provides, but some will still be wary of donating.
Therefore engaging visitors naturally with your charity website, providing all the important information ensures there is trust.
Answer your visitors’ questions and provide them with what they need first, donations should naturally follow.
Using analytics will show the main landing pages on your charity website. This will show what the main interest is, what the main questions are, you can adjust how your website works and the path your visitor takes.
Donating is a charitable cause; there are no two ways about it. But despite the ‘feel-good’ factor it can achieve, many people will still be wary of donating, especially if it’s their first time. For this reason, allow users to naturally engage with your website, this is vital. Pushing people towards a donation too early can be detrimental to your success. As such, making sure you address your user’s main questions throughout the website with a natural path. See the conversion rates increase.
However having a call to action buttons always available is acceptable and an obvious thing to do, but as long as they are available and can be seen, subtle is also a good approach.
People are still concerned with security and entering their details online.
Provide a choice of how to donate to your charity. There are many methods for transferring money online these days and people have their preferred method.
Donations can be taken by text or phone, advise of the cost involved with these methods.
Other online methods capture the visitor details which could include email addresses, these can prove useful later if you ask the visitor to opt-in to receive emails from you in the future.
It would be a shame if your visitor has clicked on the donate button only to abandon the payment if they cannot find a suitable payment method.
Your forms need to be easy to fill in. Providing an easy way to donate again without needing to fill in the forms again.
People want to know where their money is going. The about us section provides all the information on how your charity helps others, this strengthens the cause. The about us page is one of the most important pages on your charity website, ensure it is easy to find and up to date.
Although you need to provide all the information to make it easy to digest, include images, videos, and examples of how the money is spent.
A blog creates an opportunity to post about events and news. Post about new information which has been discovered related to your cause. A post about someone’s journey, be it someone affected by the cause or just a volunteer, why they are volunteering, and what they have done.
Consequently, this creates a wealth of engaging information and knowledge about your cause, in turn creating many keywords which people are searching for. Blog pages appear in search results creating more visitors to your charity website. Relevant, quality visitors are important, visitors interested in the charity’s cause.
The blog ensures your charity website is informative, alive, and being constantly updated.
Search engines score active websites higher. This helps with search results and visitors find it to be an engaging and interesting place to visit.
When posting about an event, having an image gallery is good, this allows the people who didn’t attend to feel the atmosphere and see what went on. People who did go to the event will want to see if they have featured in any of the images.
To summarise a charity website need to be up to date, providing information the visitors want and need.
Whilst engaging the visitor the website should portray the charity’s cause and encourage visitors to become involved.