5 tips to simplify online giving for the donor

How do we remove the barriers to giving and make the process simple?

Here are five practical things to consider to appeal to today’s donors.

In order to simplify online giving, you need to improve the donor’s user experience. If your supporter gets stuck in the decision-making process wondering what they should do next or gets sent off to a giving form that is no longer on your website, they can get confused or nervous about security and abandon their donation.

1 Keep the giving on your site

Donors that are taken to a third-party site to complete theirgift have a higher likelihood of abandoning their donation; thediscontinuity in design and navigation can cause confusionor lack of trust with the organization. Instead, embed a givingform on your website to keep the experience cohesive.

2 Make it easy to give monthly

More than 60% of repeat donors continue to give – sokeep donors engaged after their initial gift. Regularcommunication and simple recurring giving options helpkeep the excitement alive.

3 Suggest the most frequently given gift amount

Add the “Most Popular” indicator and highlight that amounton your gift array to reduce donor friction during thedecision-making process.

4 Use big, easy-to-touch buttons

Supporters are more likely to tap a button if its big and close to the call-to-action – and doesn’t require them to pinch and zoom.

5 Use a simple giving form design

Simple, single-column giving forms are more likely to be completed than complex, multi-column forms that may confuse or frustrate donors.