Your website can be a passive channel to house your content — or you can make it a fundraising engine that works for you:
Tests and changes don’t need to just be learnings for the future, they are each opportunities to optimize in the moment.
Reduce conversion barriers by breaking the donate process into multi-page parts rather than a long list of empty fields — this is especially true for people on mobile. Minimize fields by gathering only the user information you actually need and will use to target your communications in the future.
Tactics like monthly upsell asks, corporate matching gifts, and SMS sign-ups should all happen at specific times throughout the checkout flow — to boost revenue without losing the donor in the process.
Employ emotional imagery and low-bar asks near the close-out in the navigation. Continually test variations of these messages to find what keeps donors on your donate page.
A strong call-to-act got a user to your page, so make that action easy. Put the ask front and center and be sure to match your copy and CTA to what users saw when they clicked.
Use Google Analytics data to answer: What levers best drive scale? What content angles, paid media targeting, and ad frequency should you double down on? Who's coming to your site? What are their mindset and goals?
A fun quiz may boost the size of your email list, but are those new people inspired to act? Acquire new supporters with content that is true to your mission and they’re much more likely to engage going forward.
Content is king on social so create posts that start a two way conversation to boost the algorithm and deepen engagement, track what works and borrow from those learnings on paid. Make sure content is tailored to each social platform.
The power of design is in its ability to show (not tell) a compelling story about your organization. Use strong photography and test what graphics and short copy audiences find most clickable.
There are people online who are searching for an organization just like yours — you just have to find them. Do so by using data-driven SEO and reinforcing search terms on the backend of your site.