DONATION. Ira Horowitz, Cornershop Creative Carrie Mann, Friends of the Earth FORM

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1 DONATION Ira Horowitz, Cornershop Creative Carrie Mann, Friends of the Earth FORM

2 About Cornershop Creative Online services company that provides: Compelling web design Expert web development Innovative online strategy Online marketing platform and CRM customization 100% of our clients are nonprofits and small businesses

3 Friends of the Earth A bold and fearless voice for justice and the planet. 1 Million members strong

4 Overview Sadly, we will not be drinking but we ll still have fun Donation form don ts Donation form dos Changes you can make today

5 Let s do this

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8 DRINK: It s not branded This doesn t look like your website how do your donors know it s legit? Supporters are 70% more likely to make repeat donations when donating via a branded page Donations made on a branded form are, on average, 38% larger than contributions made through a generic page Source: Qgiv (

9 DRINK: It s asking for too much info There are a lot of fields, and many of them are required It doesn't communicate what you plan to do with the info Short online attention span: the more time it takes me to fill this out, the less likely I am to finish

10 DRINK: Ask for the right info Can you make a donation from more than one person? Do supporters want to make honorary/memorial gifts? Does the title dropdown contain the correct options?

11 Poll: Is your donation form mobile friendly? Yes No I don t know

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13 Mobilefriendly design This form is not mobile-friendly The page should change or shift to accommodate a mobile screen we ll see an example of this later Form fields and options aren t optimized for mobile, i.e., radio buttons

14 Mobilefriendly design

15 Why is this important? Many platforms forms are mobile-friendly out of the box (some aren t) Mobile-friendly donation pages receive double the donations but 84%(!!!!) of donation forms are not mobile-optimized Source: Qgiv ( and NP Tech for Good (

16 There s no clear call to action How are you different from any other nonprofit? Amazing work in our communities like what? Why do you need my donation?

17 DRINK: Is that a cancel button? Some platforms put a cancel button on forms, oftentimes with the same styling as the submit button. Don t give your donors an easy way to cancel. They know how to close a browser window if they want to cancel

18 Review: Donation Form Don ts Not branded Don t use platform defaults Too many questions/options Not mobile-responsive No clear call to action Don t add a cancel button

19 Let s get that $$

20 Friends of the Earth Salsa Labs Platform

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23 Multi-Step Form Results 89% increase in conversion 15% increase in average gift PayPal revenue increased dramatically Pre-checking the recurring option resulted in a 45% increase in sustainers and 20% increase in annual revenue/donor

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25 Upsell Lightbox Results The first A/B test saw a 53% lift in revenue The lightbox tripled the sustainer file in the first year. Those sustainers retain at about a 90% rate (compared to under 40% for one-time donors). Each annual upgrade push, roughly 10% of supporters upgrade. Currently adding new sustainers a month (roughly 10% of our total gifts) through the lightbox.

26 Children s Inn at NIH Salsa Katelyn Baughan, Digital Media Manager

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28 It s branded and visually interesting Better design and use of images on donation forms increases conversion by 7% The colors, images, fonts, etc., all match Children s Inn s brand The background image grabs your attention without being distracting

29 It s simple and fast The form is sequential, so the first page can be very simple: just asking for amount and a few other options Sequential forms have a 5% increase in conversion rates from single page forms

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31 It s mobileresponsive The background image disappears on mobile Branding, colors, fonts, etc., are retained Don't be afraid to change your donation form for mobile screens it's a good thing!

32 It has a clear call to action Help Create A Place Like Home! using their mission Your gift will allow us to support families with sick children straightforward but also emotional

33 Results In the first month after the new form was launched, the amount of gifts doubled from the same month one year before Number of donations increased 34% in the first year that the new form was in use $30k raised on Giving Tuesday 2015 because the form was mobile-responsive

34 Other Tactics Amounts, Recurring Gifts, Upsell Lightboxes, etc.

35 What s the best gift array? Focus on the second-lowest donation amount Try setting your second-lowest option slightly above your current average For example, if your average gift is $120, then your options might be $50, $125, $250, $500, and $1000.

36 Use Dynamic Giving If your platform tracks previous donations, you can set dynamic giving to make the giving levels specific to that donor If I gave $500 previously, why should I see a $35 giving level?

37 Monthly Amounts Don't use the same amounts for one-time and monthly donations When was the last time you got a $1,000 (or even $100) monthly donation?

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39 Ask, then Ask again People will often ignore monthly giving options the first time they see it. Add an upsell lightbox to encourage donors Between 4-12% conversion increase 140% increase in revenue!!

40 The Math 1,000 donors Average gift = $104 Convert 6% with lightbox = 60 new recurring donors Average recurring gift = $240/year Annual increase of $8,160!

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42 Easy button! Don t make it hard to donate Use PayPal or Amazon Pay Lets a donor donate in less than 20 seconds: Donor enters an amount Donor logs in to PayPal or Amazon Donor Confirms donation

43 PayPal Works! Friends of the Earth saw a 25% increase in revenue when introducing a PayPal option. It s now accounting for 30% of total revenue.

44 Review: Donation Form Dos Branded and visually interesting Sequential, with clean, simple steps or one page with just a few options Mobile-responsive Giving levels Make it easy

45 What if my form is terrible?

46 Little changes go a long way Remove extraneous and unused options/fields Rewrite form language If you re using a donation landing page, rethink how can you redistribute the landing page content? Add photos and statistics

47 Big changes go even further Cornershop has developed trusted templates You select a template We implement the code And ta da! You have a beautiful and effective donation form

48 Sequential One-Page

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51 Other forms Most nonprofits have more than just donation forms on their site Advocacy forms, volunteer applications, registration, etc. How do you make these better?

52 Custom Development If want to redo your donation form, us at We ve worked with Salsa, Engaging Networks, EveryAction, Action Network, Luminate Online, Blue State Digital, and many more Or talk to me after!

53 Questions?