Laurie SchaecherEvents create volumes of data to measure: how many people turned out, how many donations were made, how many donors donated, how many volunteers participated, and how many miles were covered, to name just a few metrics. In addition to all these very tangible metrics, there are the metrics that are harder to capture, like the friend of a participant abandoning a donation form.

Whether your potential event donor is directed to your event’s online donation page by an email campaign, a Facebook status update, or a direct mail piece, getting them there is only half of the battle. You want to make sure that your donation page or donation form is optimized to increase your chances of converting this visitor to a donor.

For example, don’t wait until your event is over to analyze the donations made online and assess whether the preset amounts on your page are the right level for your donors. While there’s no single set of changes or configurations to a donation page that’s guaranteed to work for every event, there are a few tips to keep in mind to increase your likelihood of converting visitors to donors:

  • Keep the donor engaged by making your suggested amounts attainable. Take a look at your most popular donation amounts. Were they suggested or write in amounts? What percentage of donors used your suggested amounts? If the percent of donors using pre-set amounts is low – less than 20% – your suggestions are probably too high.
  • Guard against low-balling your donors. If too many donors are using your suggested amounts – more than 60% – your options are either too low or there are too many options. The goal of your suggested amounts is not to include every possible amount someone would consider giving. The goal of your page is to inspire a donor to give a little more than they were thinking when they arrived.
  • Finally, your suggested donations should rank in popularity from the lowest to the highest amount. If a suggested contribution falls out of order, consider replacing that amount with something higher or eliminating it altogether.
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