As the nonprofit world moves more and more online, organizations are embracing various functionality that not only help to enhance their supporter’s online experience with their cause, but also, their bottom line.
And with online giving seeing consistent growth year over year, including a 12.1% increase in 2017, it’s more important than ever to make sure your supporters can easily find your cause and take the action they need.
The button of all buttons
Action buttons, such as donate or fundraise buttons, aren’t anything new in today’s online market. But are you using them in ways that will help promote your cause, create consistent branding, and encourage action from your supporters?
We’ve got 5 easy ways you can upgrade the donate (and fundraise) button on your site to make it work harder for your nonprofit.
#1 - Offer both donate and fundraise buttons
Donate buttons are common in the nonprofit world, but including a fundraise button on your website can help to attract supporters who maybe can’t give at the moment, who want to do more for your organization, or both. Without a fundraise button, you’re excluding a whole group of people who are eager to help in a way that works best for them.
When you allow your supporter to be in the driver’s seat and start their own fundraiser for your campaign, you’re giving them the freedom they need to tell your story in their own words and share it with their community of family and friends. This normally untapped network is now hearing firsthand how your cause impacted someone they know and they are more inclined to take an action of their own in the form of a donation, or even a share.
#2 - Make sure your button is branded for your cause
So many times we’ve come across a nonprofit site that has a donate and/or fundraise button, but the color is a completely different shade than their branding or logo. You want to make sure your button looks legitimate and cohesive to your overall website style so it blends in with the overall design and adds to the trustworthiness of your site.
One way to do this is spend the time to make sure the color of your button matches your nonprofit’s overall color scheme and branding. If you go to a soft muted-tone site and see a bright red button, it seems out of place and almost fake. Brand consistency is always important, so don’t forget to think about it when you’re designing the call-to-action buttons on your site.
#3 - Don’t limit your button to your homepage
Putting your button(s) solely on your homepage can leave so many missed opportunities for your supporters. A supporter might be on your ‘About Us’ page, doing a little research on their phone to see what your cause is all about. Do you have a donate or fundraise button on this page to capture these engaged supporters?
What about in the ‘How You Can Get Involved’ section of your website? Are you offering up a donate or fundraise option in this section, besides just volunteer opportunities or signing up for a newsletter?
Think about your site holistically and find all of the places you can insert a button to maximize the impact of your site.
#4 - Location is key
Once you’ve determined all of the places you can showcase action buttons on your website, you will need to make sure the location is obvious and easy-to-find. Your button(s) should be noticeable, above the fold, and as we mentioned above, branded to match your cause.
You’d be surprised at how many nonprofit sites we see where they bury the donate or fundraise button. In a world where we have everything at our fingertips, having an experience that has a lot of friction can cause supporters to bounce from your page if they’re having trouble finding what they need. Check out your site with fresh eyes and imagine you’re coming to it for the first time. Are the buttons noticeable?
Tip: Ask someone who doesn't work at your organization to look your website and see if they have any trouble finding a way to take action. Sometimes all it takes is a set of fresh eyes.
#5 - Create moments of value with your buttons
We talk about these buttons with the generic words ‘donate’ or ‘fundraise,’ but these calls-to-action opportunities can work even harder if you think about the language you’re using on the button. Maybe you work in a hunger-related cause… have your donate button read ‘Feed a Family’ instead. Maybe during the holiday season, you even add ‘Feed a Family this Holiday’ to show even greater value and connection to where the money being given is actually going.
Adding value to your messaging can remind supporters of the long-term impact of their gift instead of feeling like a typical transaction. You can combine this messaging with surrounding text detailing your mission, exactly where the money will be going, and the impact your supporter is providing.
When you use CrowdRise to power your Fundraise and Donate buttons, you get the most effective, cost-efficient, and modern tools - not just for you, but for your entire community.
Our mobile-friendly design and best-in-class social fundraising tools ensure a frictionless, engaging user experience that maximizes conversion and helps your organization grow faster by working smarter, instead of harder.