The document outlines 10 secrets to optimizing an online donation process for nonprofits. The secrets include beginning with donor retention in mind, making sure donors can donate on the website, optimizing for mobile, avoiding escape options on donation pages, collecting minimal donor information, including suggested gift amounts, offering recurring donations, including social proof, making donations satisfying, and continuously measuring and adjusting the donation process based on data. The overall recommendations are to have a plan for retention, a branded donation page, a mobile-responsive site, minimize distractions, and make donors feel like active participants.

1. 10 Secrets to Optimizing Your
Online Donation Process
for Maximum Dollars Raised
and Retained

2. About Steven »
@StevenShattuck
Chief Engagement Officer, Bloomerang
Co-founder/ED, Launch Cause
Contributor: Fundraising Principles and
Practice: Second Edition
Member: Fundraising Effectiveness
Project (FEP) Project Work Group, AFP
Center for Fundraising Innovation (CFI)
Fun facts:
• 1st job: producing fundraising videos
• prefers tea to coffee
• allergic to rhubarb
• won the David Letterman scholarship

3. @StevenShattuck
Welcome to the world of
conversion rate optimization!

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1. Begin with
retention in mind.

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Donor retention »
Source: Fundraising Effectiveness Project http://afpfep.org
43.4% 20.2% 61% 90+%

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http://www.huffingtonpost.com/entry/3-truths-and-1-lie-about-online-donors_us_595cf48de4b0326c0a8d13fb?
Donor retention by age/channel »

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Start stewarding immediately!

8. 1. Confirmation page
2. Email confirmation
Personalize your automation »
https://bloomerang.co/blog/3-things-your-nonprofit-must-do-well-after-an-online-donation
@StevenShattuck

9. Confirmation page »
@StevenShattuck

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12. Confirmation page »
@StevenShattuck

13. Confirmation page »
@StevenShattuck

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2. Make Sure Donors Can
Donate On Your Website!

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23. Donation page URL »
http://coburnplace.org/donate/
https://www.kintera.org/site/c.
7oJILSPwFfJSG/b.8649985/k.
8414/Donate_to_AJC/apps/ka/
sd/donorcustom.asp?
msource=ChicagoEMA
@StevenShattuck

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3. Optimize for mobile.

26. Why mobile? »
@StevenShattuck
http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/

27. http://www.donordrive.com/blog/sneak-peak-of-our-white-paper-responsive-design-doubles-mobile-giving/
@StevenShattuck
Power of responsive design »
Tablet dollars raised up 96% Mobile dollars raised up 126%

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4. No escape!

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http://www.masterworks.com/2016/03/the-psychology-of-giving-nothing/#axzz44IqEPeqA

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• Remove all distractions
• Remove all links away from donation page
• Place donation form as high on page as
possible (definitely above the fold)
No escape! »

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5. Collect minimal information, only
what you
will use immediately.

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• Name
• Email
• Payment info
• Billing address
• Phone (non-required)
• Communication preference
• phone
• snail mail
• email
The essentials »

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6. Include suggested gift
amounts, with justification.

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• Odd gift amounts
• Include justifications
• Test often
• Increase your lowest suggested amount
Giving ladders »

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7. Have a
recurring donation option.

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Current state of donor retention »
Source: Fundraising Effectiveness Project http://afpfep.org
43.4% 20.2% 61% 90+%

45. Monthly giving »
@StevenShattuck

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Monthly donors »
• 7x more likely to leave a bequest!
• - Richard Radcliffe

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8. Include social proof.

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9. Make donating satisfying.

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• Bad: “submit”
• Okay: “donate”
• Best: something impactful
• “change a life”
• “make a difference”
• “feed the hungry”
• “save the wetlands”
Donate button »

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10. Measure and adjust.

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• Page layout
• colors
• imagery
• supporting text
• Giving ladder
• Requested donor info
• Security icons
Always be testing »

54. • Have a plan for retention
• Have a branded giving page w/ embedded form
• Have a mobile-responsive website
• Avoid too many choices/distractions
• Make the donor feel like an active participant
in your mission
Final thoughts »
@StevenShattuck

55. https://bloomerang.co/resources
•Nonprofit Wrap-Up
•Research
•Case Studies
•Daily blog post
•Weekly webinars
•Downloadables

56. 3
@StevenShattuck
https://bloomerang.co/demo/video

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Donation Thank
You Email
Template »
https://bloomerang.co/resources/
downloadables/sample-donation-
thank-you-email-template/

58. steven.shattuck@bloomerang.co
@StevenShattuck
@StevenShattuck
Questions?
Slides and eBook:
bloomerang.co/resources/guides
Thank you! »