Your supporters have landed on your donation page. Great! Now, how do you ensure that a donation is made?
It’s important to make your supporters feel comfortable and confident in their donation. By making the process as transparent as possible and answering all of your supporters’ questions, you’ll have them feeling ready to confidently donate to your nonprofit. We detail ways to turn your supporters into your donors (and hopefully recurring donors!)
Answer Your Supporters’ Questions
People want to be comfortable knowing where their money is going. Your supporters will likely wonder how exactly their money will be used.
Give your future donors as much information as possible about what their donation will be used for and how to make a donation.
Consider adding an FAQ page to answer logistical questions as well as provide details on how donations will be used.
UNICEF does this well, when it explains its mission and budget as well as instructions on how to make a monthly donation.
Make It Easy to Donate
Your donation page shouldn’t feel like extra work for your future donor.
Keep text to a minimum and format this concise yet meaningful text so it’s easy to read. Bold or underline important instructions so donors don’t miss out on key information (or try changing the font size or color like MAP International does, as seen below).
Your supporters are already considering donating, so try to avoid any confusing or daunting instructions on the donation page that might turn them away.
Collect Only the Essential Information about Donors
Collect the information that you need about donors, but you don’t want this to feel like an additional hurdle to making a donation. Think twice about including extra questions, and stick to the basics if you can.
Truthout makes donating a breeze by requiring only the necessary information from donors. Donation amount, name and email, and payment information are safely and easily collected, as shown in their Donorbox donation forms below.
Let Them Know It’s Tax Deductible
It can’t hurt to let your supporters know that any donation they make is tax deductible. Click here to learn more about the laws surrounding tax deductible donations. Some organizations opt to provide their EIN on the donation page as well as a statement about being an approved 501(c)(3). This way, donors will know that you are an approved nonprofit, reducing hesitation to donate even further!
Nonprofit /dev/color does this at the top of their donation page, letting donors know instantly that they are an approved nonprofit and that any donations to them will be tax deductible.