Online giving is up across all channels. The healthy growth of
digital philanthropy continues. Is your organization capitalizing on
this trend? I recommend branded donation pages that look just like your
website (as opposed to a generic donation page that links off to a
third-party donation form that looks nothing like your website). When
nonprofits feature a branded donation page on their websites, they can
see a significant increase in donation dollars over the more generic
experience. The average gift through a branded donation page was $104;
that is 20% larger than the average gift of $87 on generic donation
pages. Branding builds a relationship with supporters—and shows
your organization cares enough to pay attention to the donation
experience and donor stewardship. These small steps matter and increase
the likelihood of repeat donations.
Why is that? A branded donation page looks like a natural extension
of your website – with the same look of a trusted entity that includes
consistent colors, inspiring messaging, and general appearance.
How are you responding to the trend toward online donations?
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