11 Donation Form Optimization Stats You'll Wish You'd Known Yesterday [INFOGRAPHIC] | npENGAGE

11 Donation Form Optimization Stats You’ll Wish You’d Known Yesterday [INFOGRAPHIC]

By on Sep 2, 2014


Donation for optimization is a key part of online fundraising success and a great way to boost donor acquisition. But sadly, so many nonprofits are doing it all wrong.

A recent research report covering a variety of online fundraising topics done by Brad Davies and others at Dunham+Company reveals some surprising results that you, a fellow online fundraising enthusiast, should be aware of. Some of it is good news, but it’s mostly not-so-good news.

On the brights side, you can run through the quick list below, evaluate your current online donation form, and quickly make some simple changes that will help you stand out above the rest.

I also suggest that you read:

The Top 10 Most Effective Donation Form Optimizations You Can Make

15 Techniques Used by Top Nonprofits to Boost Donor Acquisition and Online Fundraising Results

Happy donation form optimization!

11 Donation Form Optimization Stats You Need to Know

  1. 72% of organizations put buttons, menus, or other elements on their landing pages that give potential donors the ability to “click-away” to other pages on their website.
  2. 12% of organizations offer an incentive to online donors in return for their gift.
  3. 93% of landing pages (e.g. a donation form) indicate that their page is secure.
  4. 1 out of 5 organizations don’t have a clear call to action on their landing pages.
  5. 17% have multiple conflicting calls to action
  6. Less than 50% of landing pages convey a clear reason to take action (eg. donate).
  7. Only 14% of landing pages convey a sense of urgency.
  8. 22% of landing pages include donation giving levels.
  9. 95% of landing pages include a link to their privacy policy.
  10. 1/3 of landing pages do not included 3rd party validation or credibility indicators.
  11. Over 80% of landing pages are not optimized for mobile.

Donation Form Optimization Infographic

Credit Dunham+Company.



Frank Barry, formerly worked at Blackbaud helping nonprofits use the Internet for digital communication, social media, and fundraising. He’s worked with a diverse group of organizations including LIVESTRONG, United Methodist Church, American Heart Association, Big Brothers Big Sisters, ChildFund Int’l, InTouch Ministries, Heifer Int’l, University of Notre Dame and University of Richmond. Along with writing for industry publications like Mashable and Social Media Today, Frank facilitates discussions, presents solo sessions and organizes panels for industry conferences such as NTC, SXSW, BBCon and numerous others. When he’s out and about he enjoys talking to interesting people about how they are changing the world – check out his interviews. Say Hi on Twitter – @franswaa or Google+

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