Sue’s Muse

Okay so everyone is running tests on how they can improve their websites with tweaks here and there … varying their donate buttons in size, shape, and color … I certainly agree with the old marketer’s creed “Test Test Test” as a way to find out how effective current placement of your donate button and even the wording of “Donate Now” vs. “Give” vs. “Donate”.  My concern is starting and stopping with … The DONATE button.  For all too many organizations, it is the alpha and omega – the beginning and end – of their online fundraising efforts.

 

So what’s wrong with simply having a ‘Donate’ button on your organization’s Web site?

Nothing … and everything.

 

Consider your own experience of browsing a “competitor’s” site – or even your own site. Sometimes you can’t even find the ‘Donate’ button, and when you do locate it, ‘Donate Now’ is an incredibly passive ask. It does nothing to find or motivate potential donors; it just sits there waiting for constituents to find it.

 

Once discovered, clicking on the ‘Donate’ button more often than not precedes an unpleasant online experience that tries the patience and perseverance of even the most dedicated contributor.

 

How does an experience like that build or grow a relationship with a valued constituent?

 

After all … that is what it is all abut … Building relationships with current and potential donors.  Online technologies and tools provide an enormous range of opportunities – with varying points of entry – to recruit donors, identify their personal interests, make targeted pitches that will engage them and cause them to respond on your behalf, while continuing to cultivate and steward them for ongoing financial support.

 

Most nonprofit Web sites have essentially three goals: To inform, engage and raise funds. So why not give your online fundraising about one-third of the space. Don’t just make it a button. (DO make your button easy to find, but don’t stop there.) Tell personal stories about your cause, the people you help … and why donor support makes a difference. 

 

So, go ahead with that “Donate” button. But make it just one part of a larger, more successful online fundraising strategy.

 

 

Regards,

 

Sue

 

 

This entry was posted on Wednesday, May 21st, 2008 at 8:24 am and is filed under Online Fundraising. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.