How was your organization’s Giving Tuesday performance? Did you reach and exceed your goals? If you didn’t, one area to troubleshoot might be your donation forms.
What’s a good conversion rate for Giving Tuesday? A conversion rate is how many people visit your form vs. how many people complete a donation. Your software should show you this metric in reports. Benchmarks for donation form conversion on Giving Tuesday specifically can be 20-30%, since donating online has become such an integrated part of end of year giving culture.
If it’s hard to complete a donation, some people who are otherwise motivated to give might abandon the form. What are some barriers to conversion?
- Form with too many non-required fields
- Forms that are not mobile-optimized
- Lack of people’s preferred payment methods
- …especially one-touch payments when on mobile
- Forms that look radically different than the organization’s website
To break down these barriers to conversion, many nonprofit software providers have developed Optimized Forms to reduce friction. The appearance of these forms can vary, but many of them have some things in common:
- Modal behavior (i.e. a pop-up or popover that appears on click on top of your website), which removes a need for custom design
- Built-in mobile responsiveness, no need for custom code
- Digital wallets that include modern payment methods, especially mobile payment methods
- Intentional simplification of fields and design that promotes shorter forms
If your solution offers both a classic version and a new, optimized version, you may not have explored new forms yet. But if your conversion rate on Giving Tuesday was lower than you expected, it’s worth investing time for how to deploy these forms in advance of the last two weeks of December.
Need help? Raise HECK can help you get this going through our Virtual Administrator service.
Which nonprofit software providers offer modal/optimized forms? We explore that in our blog post Modals Are Popping Up Everywhere.
To talk more about how we can help you deploy optimized forms in time for the rest of end of year fundraising, contact us or email hello@raiseheck.com.