Get prepared for GivingTuesday

Nov 2, 2021

Giving Tuesday is just a few weeks away, but there is still time to prepare and maximize your impact during this important day for nonprofits. Your organization will likely see an influx of new and returning donors, each with their own engagement needs.

So how can you get prepared? Read our tips for maximizing your Giving Tuesday revenue.

Create a succinct call to action and value proposition

We know many nonprofits run a number of campaigns with specific designations. But at the end of the day, these different campaigns all serve your organization’s mission statement. Your overall mission is the value that draws donors in: so put that message front and center.

From looking at the e-commerce example above, we can observe two things that make an effective visual proposition:

  1. A simple, clear line of copy that illustrates the value proposition of the product or service. In this case, Citi Bike is proposing that the key to experiencing New York City and all it has to offer is with this bike-share service. It appeals not only to locals who can “unlock” more of the city by avoiding mass transit but also to visitors who want to immerse themselves in the culture of NYC. The value in this case is immersive, independent travel.
  2. A concise call to action. A call to action (or “CTA”) is the prompt that gets consumers to engage with the brand in question. It can be something as direct as “swipe up to shop,” or in the case of the example above, implied, as you will want to rent a bike.

For most nonprofits, the call to action is pretty clear: donate. But it is the value proposition that will draw viewers to the CTA.

Looking at the example above from our demo site, Helping Hand displays the value prop. prominently on the homepage. Underneath, the subheading contains a few more details while still concisely stating the overall mission of the organization. Finally, the call to action button(s) is prominently displayed.

From our research, the ideal amount of time it should take to convert a donor is 30 seconds. Therefore, it is imperative to engage donors with your mission immediately.

Design your layout and workflows around user psychology

It can be tempting to display as much information as possible upfront, but too much information is an often overlooked point of friction when it comes to online giving.

From looking at the example above, you may have noticed that it takes some real brain power to understand what you are looking at. You are presented with two options for giving as well as six different sets of static suggested donation amounts, not to mention a text-heavy option for assigning designations and a flat presentation overall.

An easy way to improve this would be to add images that illustrate the different designations therefore drawing donors back to your value proposition.

Another way to keep donors engaged with your value prop. is to keep your donation form natively integrated on your site. Many donation forms require a redirect from your organization’s website. From our research, donation checkouts with a website redirect result in a 10% loss in donor conversion.

Native embedding not only allows you to retain that 10%, but keep donors engaged with your brand as per the example below:

Similarly to avoiding redirects, organizations need to ensure a frictionless, speedy workflow to maximize conversion rates.

When designing your donation checkout, be sure to avoid the following:

So, what are some ways you can improve your workflow?

1. Create a Giving Tuesday button takeover.

2. Create a Giving Tuesday specific campaign.

3. Customize your email templates for Giving Tuesday.

4. Use Elements like Social Proof and Goal Meter to increase engagement.

Fundraise Up uses these best practices to maximize donations year-round.

Our AI-powered platform is proven to double donation revenue and triple your recurring donors with an optimized donation flow.

Not working with us yet? Request a demo to get started growing your organization’s reach.

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