10 Ways to Lose a Donor on Your Website

September 5, 2016 Blackbaud Pacific

  1. Not Communicating the Why
    Communicating your why helps site visitors connect with your brand and makes them more inclined to give to your organisation over another one that has a similar mission.
  2. Unresponsive Design
    Online giving is one of the fastest growing channels for fundraising and has been for the past few years. If you don’t have a mobile-friendly website, you’re missing out on donors who are looking to tap away their dollars.
  3. Ignoring the mobile movement
    More than just a responsive website, not for profits today need a comprehensive mobile content strategy focused on how buttons, content, images, forms, and more render on the small screen.
  4. Complicated donation forms
    When a donor is ready to make a gift online, don’t make him or her overthink it. Doing so can lead to decision fatigue and donor-drop off. Break the donation process into a series of small, easy-peasy steps.
  5. Failing to show where the money is going
    Even once a donor decides to give, it’s important to keep him or her inspired. Include descriptions with each suggested gift amount that explains the impact of that gift level and stresses the urgency for the donation.
  6. Over-complicating what you do
    Someone who has never heard of your organisation should be able to quickly understand why your organisation exists within seconds of arriving at your homepage.
  7. Treating visitors like they know you
    Remove jargon and insider language from your website. Write your pages assuming the audience knows nothing about your organisation.
  8. Assuming everyone is a first-time visitor
    Include content on your site that acknowledges past donors. Thank them for their gifts and show them how those gifts are making a difference.
  9. Poor user experience
    Beware of confusing navigation, broken links, dead-end pages, slow load times, overwhelming or boring content, and dated architecture.
  10. Unclear or missing asks
    Every single page of your website should have a clear next step – and not necessarily an ask for money. Try learn more, follow us on social media, sign up for emails, check out volunteer opportunities, become a member, or share this page with a friend.

The post 10 Ways to Lose a Donor on Your Website appeared first on Blackbaud Pacific.

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