If there is any page on your charity website to get right, the donation page is it. But it can be a challenging area because it’s not just about content but also about managing a transaction well. How much do you talk about yourself? How much do you ask for and how often? Do you invest in a fully integrated process of pushing people out to a platform like Just Giving?
How to Integrate?
1. Link to separate fundraising platforms
If in doubt then linking out to a fundraising platform, like JustGiving is the most straightforward method. All it requires is a button or hyperlink on your website and a page setup on a fundraising platform.
Step Together links straight out to their Just Giving page from the Donate button on their homepage.
The Step Together donate page links directly through to Just Giving:
2. Try out embeddable widgets
Using a third party widget means you can place the giving decision within your own donation page. It allows users to select the amount they want to give before taking them through the donation process.
Rain Rescue use a JustGiving widget on their donate page and pre-determined which amounts they think givers should give. It’s clearly branded a JustGiving widget and once an amount is selected and you press donate you’re taken off their website and onto the JustGiving site. This does allow them to present alternative ways to give on their page and validate your giving by emphasising where it ends up.
3. Keep the donation process on your website
Keeping the user on your site through the whole process can give you better control over the user’s experience. This has pros and cons because it also gives you more to think about and test!
Each of the examples in the next section take some variant of this approach:
Super simple, minimalist approach
At White Fuse we are a big fan of keeping things simple. The logic behind this approach is that once a user has clicked ‘donate’ they already know broadly what they want to do.
So World Wide have created a donation page that is simple and focused, drawing all attention to their donate form. With two form fields, a small checkbox and a very large donate button, they reduced donating to 3 quick decisions. (1) What do you what to give to, (2) How much and (3) How often, monthly or not.
It’s common to see charities bringing attention to different monetary values on donation pages. By suggesting a range of amounts, it highlights large or small, all donations are welcome.
Great Ormond Street Hospital emphasises this in it’s layout. There are several ways one can donate to, but by highlighting and placing the range of amounts at the top of the page they encourage all types of wallets to contribute.
Focus on where your money goes
Including stories about what donations ‘could’ or will be used for takes monetary options a step further. This provides proof and peace of mind.
War Child keeps it simple and clear. By providing rough estimates of what donations cover, they then allows the user to make their own decision about where in the story they want to contribute to.
Product based options
A few charities maximise the beneficiary story by packaging amounts into ‘donation products’. These focus giving on specific people or places and provide a level of accountability and return.
Plan UK highlight ‘Sponsoring a Child’ in red, putting this before and above donations on their homepage.
Long term vs short term
Deciding whether to elicit one off donations or focussing on building longer term relationships, is a decision of priorities on your donate page. Encouraging a longer commitment takes planning and good convincing.
Pencils of Promise have created a super simple donation page. Users are moved swiftly through donating with few decisions and distractions. Click ‘Donate’ in the nav and you go straight to the donation page with $35 pre-filled. Bright green buttons then encourage you to choose the payment method. Alternatively, the monthly “Passport” option, yellow aligned with their brand, creates a product eliciting a long term involvement.