11 th April, 2013 Welcome to ‘Best Practice’ series Today we will be focusing on: Building donation pages part 2 - best practice tips

2 Agenda Why is it important? Creating interesting content Formatting your page content and form fields Maximising the user experience and outcome of your appeals - useful EN features Page design and mobile optimisation Client examples 2

Why is it important? engaging with potential donors - you need to be able to draw their attention to the issues you campaign about building a relationship - positive experience makes people want to revisit your pages and share with others the easiest it is to complete the pages the more donors will be willing to complete them Result: higher click through rates better conversion rates bigger donations, achieved fundraising goals

Think carefully about the content you use customise your appeals - add individual stories donor experience is important - use same branding and messaging as your appeal s or website page present examples of how the money is spent use prominent thank you message

Additional copy and visual aid use styled headers/ separators to separate various sections of the page, i.e: your gift, personal details, payment details etc - Single or multiple pages can be used - test what works best for your audience add logos of payment methods you can process increase credibility of pages with ssl certificate logo send a receipt of the transaction

6 Maximise the potential of your pages use multiple gateways to cater for broader audience (country or currency filters) provide variety of payment methods (card payments, PayPal)

7 Create interactive forms think about how you format your form fields radio and multiple select horizontal vs vertical 1 column vs 2 column forms suggest gift amounts that matter, front end vs back end values (i.e “£50(School kit for 2 children)”) Use postcode look up - facilitate completing the form Error handling - default alerts & validation use dependencies to create responsive form behaviour (hide/display fields depending on payment method selected, update currency based on country)

8 What about the donate button? think about your submit button - ‘Give now’ or ‘Donate’ vs ‘Submit’ format the buttons, make them prominent on the page Implementation: use CSS to style the button use copy block with a corresponding image

9 Other useful features build relationship with potential donors first - link advocacy with fundraising make the relationship last - make it possible for donors to give regularly use giftAid to maximise the value of the donation add social proof - fundraising thermometers, donor lists make it easy to share your fundraising pages (Facebook, Twitter, Google +)

10 Going mobile Optimise your appeals and fundraising pages - use build in mobile templates technology Increasing trend to use mobile devices people check their s on a mobile - it affects 30% of s this amount is growing each year Other useful tips... avoid distraction - keep page navigation minimal keep clean and simple layout to make the process straightforward - donors are more likely to donate if it is easy to do so make sure the donate button is prominent on your website

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Thank you! The next in the series will be: Optimising your s part 1 - split testing Thursday 18th April 2013 (3pm UK time, 10am EST) For other webinars in the series visit: