A key challenge to generating increase online giving is connecting with a donor in an emotional way. Giving is often driven by emotions and connecting with a donor in a meaningful way can be difficult in a digital setting. However, there are three rules (as defined by Network for Good) that can help you increase online giving:
- Keep Donors In the Moment of Giving
- Make It Easy
- Focus on the Relationship with Your Donor
Keep Donors in the Moment of Giving
Replicating the emotional-inducing giving process of an offline appeal is a primary goal of your digital fundraising efforts. You need to create a seamless giving process that helps people feel the brand and the particular donation opportunity. The design process of your site and giving pages matters. The design and flow should help the donor feel good about the brand, provide trust and a feeling of security for the giving process.
There should be consistency between the donation landing pages and the giving pages. I worked with an organization, a subsidiary of a larger nonprofit, that hosted landing pages on their primary domain and giving pages on their parent site. The two sites were a completely different design. You want consistency across pages to reduce concern and fear for the donor.