The #1 tip that makes your donate button click

13 Feb

Ask early, they say. Ask often, they say. The answer, you’d think, lay in a sprinkling of donation buttons on the website: Donate. DONATE NOW. DoNaTe (animated). Not so.

If the mystery of the perfectly positioned donate button has you confused, you’re not alone. Where should you put the donate button on your website? Above the scroll, of course, so that a reader can see it without moving down the page. But what else? While a lot of opinions exist on the colour, shape, size and font of the donate button, these are – while important aspects – not the #1 factor that drives potential donors to click.

The #1 factor to consider is not so much what you do with the donate button – as what you do around it. How do you engage your website visitors in a conversation that leads up to the donate button?

It comes back, as it usually does in fundraising, to storytelling.

The most powerful reason to give that you can offer your donors is a chance to be part of the change your work brings about. Bring that change alive for them on the website. Not in a separate link called “stories of change” or worse, “success stories” or ugh, “case studies.” Tell your story right up on the home page and let it dance.

People give to people, and not to organisations. We’ve heard that often enough. But how often do we find organisations describing themselves on the most prime real estate on the homepage: “We are a charitable trust aimed at xxxxxx,” and plonking the donate button right next to that! No donor will be moved to give by the registration specifics of your organisation. No donor will be moved to give by a jargon-filled statement of work – no matter how impressive or how enduring. No donor will be moved to give by the list of luminaries on your board.

What does, will and continue to move a donor is your mission. The reason you exist. The story of how your work helped a woman pull her children out of manual labour and gave them back their childhood, with a full belly and lessons at school. The story of how a village artisan now provides jobs to other artisans in his community.

The story need not be long – indeed, on a website, it can’t be. And resist the temptation to tell the whole story in four lines (Meena was poor. But thanks to us, now she’s working at xx).

How much of the story to tell, and how to tell it, are important judgments to make. A good story, when told well, moves people into clicking. Right then. Right there. And that’s where you need the donate button. Right around the most persuasive copy on your website – the story of change.

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See how the story of David and Dinesh gives you a flavour of the kind of change HOPE foundation has brought about: an incentive for young children to stay in school. The excerpt does not dwell at length on their family background, nor on the long-term changes in the family, but on just their love for dance. While a reader can click on the full story, the excerpt still tugs at the heartstrings. And the donate button is right next to it. Stories like these helped HOPE foundation take their online fundraising through the website up by 700+ per cent.

You can also do all of the above by evoking a picture of the problem that you’re addressing, and how the reader can be part of the solution. More on that, another day.

We’ve got nine more tips like this one to get your website in shape to raise money. Download our cheat-sheet, 10 ways your website can raise more funds, right here.

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