Users need to click only once to donate to the organization. Sense a pattern? These major nonprofits all have a donation button front and center, featuring a simple yet strong call to action on both the homepage and the donation page. Jude Children’s Hospital’s donation page says, “Make a donation to end childhood cancer” - a compelling reason to give a gift! The Salvation Army uses the phrase “Help the Salvation Army Save Lives” and St. Upon clicking through, visitors are taken to a donation page with the message “Help End Hunger Today” and a donation form. It flashes green when a visitor hovers over it. With one click, users are taken to a donation page with a call to action (“Support Our Work”) and a donation form.įeeding America features a bright red “Donate Now” button in the upper right-hand corner of the homepage. The United Way’s homepage has an orange Donate button in the upper right-hand corner of its website.

Jude Children’s Research Hospital, Food for the Poor, Boys & Girls Club of America, Catholic Charities USA, and Goodwill Industries International. charities in 2016 were United Way Worldwide, Task Force for Global Health, Feeding America, Salvation Army, YMCA of the USA, St. On the donation page itself, use language that continues the call to action, such as “Every gift matters.” Another example is “Your gift/donation will …” followed by the specific goal(s) of the organization, such as “Your gift will feed a hungry child” or “Your donation will provide life-saving medicine.” Case Studies: The Highest-Grossing Nonprofits’ Donate Buttons Remember, your donors should only have to click once to get to the donation form and give to your organization. You should include the button prominently on every page, if possible - the header of the site is a great place to put the Donate button so it repeats on every page. Make sure the Donate button is not only on the homepage of your organization’s website. The bottom right-hand corner is another good placement for a call to action. This means the upper left-hand corner is ideal for a logo, and the upper right-hand corner is an ideal place for a call to action. Studies have shown that the human eye tends to read websites in an “F” or “Z” pattern - scanning for important information at or near the top of the site. The Best Page Placement for Donate Buttons Don’t make the user scroll down or otherwise hunt for that Donate button - it should be prominently featured on the homepage of your organization’s website. The button should be eye-catching, but not so different from the rest of your website that it looks totally out of place. If your nonprofit has branding guidelines, make sure the Donate button adheres to them, since you might need to use a certain color or font. Jotform’s Donation Box element makes it easy for you to customize your donation button, so you can easily adhere to branding guidelines and create a message that you know will resonate with your donors. Donate buttons on the website homepage should lead directly to the donation landing page, with a web form on that page where people can give immediately. The message should always be short and simple. Donate Buttons That ResonateĪ Donate button might simply say “Donate” - or it can include other messages, such as “Donate Now,” “Give,” “Support Our Work,” “Help Change Lives,” “Help Us,” “Click Here to Donate,” “Give a Gift Now,” “Make a Difference! Donate” and other calls to action. Having a Donate button is vital to convert website visitors into donors. The average conversion rate - the percentage of visitors who donated - for a nonprofit was 1.2 percent for the entire website, and 18 percent for the main donation page.

Nonprofits raised $1.19 per website visitor in 2016. Your organization’s website needs to motivate the visitor to act - in this case, to donate to the cause. To turn website visitors into donors, it’s crucial to make it as convenient and quick as possible for them to donate, before their attention turns elsewhere. Today, the average human attention span is about 8 seconds - roughly the same as that of a goldfish. One Click Turns Website Visitors into Donors How can you transform as many of these prospects as possible into donors? One of the simplest ways is to ensure people can quickly and easily donate online - and that means having a functional Donate button prominently featured on your website. Everyone who visits your website is a potential donor. A nonprofit’s website can be the very first introduction to an organization for a potential client or donor - especially because “word of mouth” often occurs digitally through an e-mail, text, or link from a social media platform.