Inconsistent messaging on donation pages
Many nonprofits mistakenly assume that someone who has visited their website, read their fundraising collateral, and navigated to a donation page is all but certain to donate. Those nonprofits often have donation pages hosted on other websites with no real mention of the organization, the cause it supports, or the value of a donation. In other words: they assume they have persuaded a potential donor, and they abandon their messaging. But the reality is that nonprofits should continue their pitch until their donations are in hand; donation pages are not the end result of your messaging process, but the most important part of it.
Now take a look at the ASPCA's closing argument. It features well-written copy about the importance of monthly donations, examples how your donation will be spent, and suggested donation amounts calibrated to those examples, so donors feel like they are contributing not money but rather a specific benefit for rescue animals. The ASPCA is taking no contribution for granted.
David is the founder of Camelot, which provides CRM and constituent outreach software and website management and online organizing tools for political campaigns and nonprofit organizations. David has worked with large and small organizations in almost a dozen countries to help improve their constituent data management, outreach, and fundraising.
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