You work hard to get your message, your programs, your mission out there and helping people. You’re doing the work and people appreciate it. You’re putting calls to action in all the relevant places.
Hopefully, people are taking up that call to action and showing their support by, among other things, going to your donate page. But what happens when they get there? Are most of them taking that final step of committing to your cause, or are they leaving possibly never to return?
Your Donation Page Conversion Rate and Average Gift Size
Simply put, your conversion rate is the percentage of people who go through with the donation out of the total number of people who land on it in the first place.
And while that’s one key area to consider, the other, just as important is to look at the average amount donated. I.e., are people giving as much as they can, or are you leaving money on the virtual table (or in this case, your donation page)?
While there are entire fields of study around conversion rate optimization that include UX, A/B testing and measurement, we can simplify it to 10 key elements that work.
Let’s assume that I have recently (or not so recently) discovered your work. I’ve been moved by the story I’ve witnessed and I see the value you are creating in my world. You’ve lead me through your impact funnel and, upon responding to a call to action, lead me to your donate page.
If I’ve made it this far, I’m (nearly) ready to donate and likely have an idea of an amount I’m comfortable giving.
At this stage, one of three things can happen:
- I can change my mind and not give
- I can give in line with my original thinking
- I can give more than I thought I would.
Of course, your goal is to get me to at least option 2, preferably option 3.
Let’s break down how to maximize those odds by using the power of storytelling…