Other mistakes that undermine your web fundraising

Last time I wrote about the "beginner" mistakes that undermine your web fundraising. This time I will cover the more intermediate mistakes that cost you online donations.

1. No Benefit for the Donor

If your website is all about what a wonderful non-profit you are, all your achievements, all your programs, you sound just like most other mediocre websites, whether charitable or commercial. If, on the other hand, you communicate what your organization can do for the donor, you immediately separate yourself from the pack. As with successful direct mail text, use the words “you” and “your” often. Your website should not appear to be a snare to catch a gift, but a tool for the donor to achieve his or her philanthropic goals.

2. No Urgency

Make it clear why the donor must do something now. What are the implications if they delay? Perhaps even set a deadline. “We need to raise $xxxxx by xx date in order to ensure children are fed.”

3. Colors Blend In

Does your call to action stand out or are you enslaved by corporate brand guidelines? Fundraising is often about creating action out complacency. It is hard to do that if everything is subject to the tyranny of a non-intrusive color palette. Your “donate” button should be big, bold and assertive. Your call to action statements should stand out. Tell the snarky designers to apply their sacrosanct brand guidelines on a nondescript brochure. You need to make sure your case for giving literally vibrates on your web page.

4. No Credibility

Donors are not only concerned about ensuring that their gifts are well used but also that they appear to be savvy philanthropists.  They don’t want to look like fools to their peers. They want to give to organizations that are winners. Nothing cuts through the “Who are these people?” question better than donor profiles, complimentary quotes by supporters, or the logos of recognizable corporate sponsors. Use them.

5. Loaded with Jargon

Sometimes it’s fun to use big words that make you look smart, right? Maybe, but it is a terrible fundraising tactic. Few but your own employees will understand highly technical industry jargon. Simple words work best when trying to persuade someone to take action.

Apply these elements and see your website giving soar.

7 "beginner" mistakes that undermine your web fundraising

A couple of years ago Jeff Brooks referenced on his blog, Future Fundraising Now, a post from  Copyblogger regarding unfortunate content mistakes that undermine website sales. Jeff noted how these same issues could easily be applied to fundraising websites. Here are the first seven "beginner mistakes":

1. No Call to Action
Optimizing, tweaking, beautifying your website is nearly fruitless (from a fundraising perspective) if you don't ask for a gift.

2. Below the Fold
Web visitors shouldn't have to scroll down to see your call to action. State your case and ask for the gift in the upper portion (above the fold) of the screen.

3. Not Authoritative
Tell your readers exactly what you want them to do, and do so with conviction.

4. Not Specific
Don't make it a guessing game. Spell out exactly what you want your visitors to do. Give, sign-up, share, like, etc. Make it easy, make it clear.

5. Too Much Self Proclaimed Hype
Tooting your own horn comes off as so much puffery and bloviating. A third party endorsement is much more effective.

6. Multiple Calls to Action
What's the most important thing you want your visitor to do on your website? This is often very difficult since we are tempted to provide the vast array of things we do as nonprofits and present all the things we want the visitor to do as a result. People are often stymied by choice and they end up doing nothing. Prioritize.

7. Puny Call to Action
As the Copyblogger author states, "I've never seen a website call to action that is too big."

In the next post I will share what Copyblogger regards to be the more "advanced mistakes". In the meantime, go back over your website and see if you have committed any of these rookie blunders.