One key online fundraising metric is the conversion rate, that is, how many of the website visitors are actually donating.
For visitors to start donating, there are a few rules to follow.
First, the user needs to not have trouble finding the donation button. Most NGO websites embed a donation button in their header, but the visibility of such button is not always optimal.
In this example from wwf.ch, the donation button has the same emphasis as 'Become a member' and the 'Shop'. They all have similar purposes - getting the user to commit, but several studies have shown that multiplying call to actions with similar strength lead to a weakening of the user response.
Explore how NGO websites display the donation button in the header. Notice how the emphasis on the button is done in different ways: through color, font or size.
The call to actions that are not in the header should never stand alone. They should always be associated with a short sentence explaining the impact of the donation.
Here are a few examples of buttons on content, associated with either a motivation or a teaser to learn more about a specific project.
In order to maximize conversions on the website, each page must be checked and optimized with regard to the conversions offered. No opportunity should be missed, every interested visitor should be picked up and continued in every situation.
For the most important landing pages of e.g. programs or memberships the widget should of course be the primary conversion element. On other pages alternative conversions should be offered.
Explore how NGO websites perform some examples of conversions.