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We know that the end of the year is an important time for charities, and you'll probably be launching campaigns to address each of your donor segments in a personalised way.
This means differentiating messages and channels for each segment.
However, you shouldn’t stop there!? If your efforts are successful, then users will land on your campaign page. Using the same online donation form for all users in your segments would undermine your efforts to attract them.
In this article, we'll discuss why it's so important to adapt your donation form to different donor segments during the year-end giving season. We will provide examples of how to optimise your form for various year-end campaigns and parameters.
1. Why personalising your donation form is essential for your end-of-year campaigns
2. Our key tips for optimising your online donation forms
3. Adapting your online donation forms: 2 practical examples to take you further
Why personalising your donation form is essential for your end-of-year campaigns
Did you know that in most countries, there is a peak in donations at the end of the year. For example, in the UK, 43% of one-off donations are made in the last quarter of the year. In The Nordics 59% of single gifts are collected during the last quarter, and in France, this figure reaches 60%. (source: iRaiser Benchmark 2023 vs 2022).
Donors feel generous and take advantage of tax benefits. This leads to more visitors to your donation form. That's why it's vital to personalise your donation form for your year-end campaigns!
Adapting your donation forms to the different segments of your audience allows you to:
- increase your conversion rate, by making the donation process faster.
- maximise the amount of your donations, by suggesting amounts based on past donation habits.
- improve the user experience, by offering a smooth donation experience tailored to each profile.
Whether it's pre-filled fields for your recurring donors or simplified payment options for those coming from social networks... Each adaptation can significantly make your end-of-year campaigns more effective and enable you to raise more money!
Our key tips for optimising your online donation forms
To maximise the impact of your year-end campaigns, it's essential to adapt your donation forms to different audiences and fundraising channels.
In this way, you can create tailor-made donation experiences that precisely meet your donors' expectations. Here are our possible optimisation tips, based on your donors' acquisition channel and various parameters:
For a social media campaign
For people who come to your donation form from a social media campaign, our first piece of advice is to keep things simple, by making the form as light as possible. Make it easy for donors to donate online!
Your donation form should be intuitive and quick to fill in, so as not to discourage donors with several steps. So make sure you include as few fields as possible and ask for the bare minimum of personal information on your form. If you need more personal details about your donor, you can always include extra fields on the Thank You Page just after the donation has been made.
Your form should be mobile-friendly, with 2-click payment methods such as Apple Pay, Google Pay or Paypal. These types of quick payment methods will make donating easier. Bear in mind that your donor is probably consulting your form from their mobile phone, so these payment methods will allow them to make a donation in just a few clicks!
For an emailing campaign to donors you already know
Launching an email campaign aimed at donors you already know means addressing members who are already in your database. You already have the personal details of this donor base, and know their donation habits. With that in mind, your form can't look like a form for new donors!
It is therefore crucial to use personalised fields on your donation page. In the example shown here, the donor's first name is used. This allows you to :
- Create a more personal and engaging experience.
- Show Paul that you know him and appreciate his support, so that he feels valued. This will strengthen his bond with your nonprofit organization!
We suggest updating the donation options. This should include the donor's previous donation amount. It should also offer a few higher amounts. This will help motivate donors to give more.
If you already have your donor's personal details in your database (first name, surname, postal address and email address, telephone number, etc.), opt for pre-filled fields. This will also give them the opportunity to update their information if necessary!
As a finishing touch, you can even personalise the thank you message! Just after his donation, make sure Paul receives a personalised message from you, thanking him for his continued support. Perhaps even add a video message from your team thanking him by name... This is a lovely way to create a lasting positive impression.
For your Street Fundraising and other off-line campaigns
Did you know that using digital tools can help face-to-face fundraisers convert donors more effectively? By equipping your street fundraisers with a tablet or iPad, you can harness the power and practicality of a digital tool to improve face-to-face conversion and raise funds!
You can set up "pledges", which are PDF commitments sent directly by e-mail or a "direct debit" solution. Thanks to these digital pledges, the person in front of you will receive an instant email to validate their donation. With this pre-commitment option, you can reassure potential donors who are reluctant to give in the street, by offering to make a donation later.
With this commitment, donors will receive a complete step-by-step guide by e-mail to complete their donation. You can also follow up with an automatic e-mail, if after a certain amount of time, the donation has not been completed.
Remember to create an online donation page for street fundraising. This will help you easily sync the information you collect with your CRM. This makes data collection much easier and more efficient!
Another innovative option available to you for the festive days of the year? The QR code! For all your off-line campaigns - such as appeals for donations by post, for example - you can embed a QR code in the letter.
Each QR code is unique and contains your donor's details via a secure tokenised link.
The QR Code helps you collect donations faster and allows donors to easily update their personal information on the form.
To sum up, remember that each of your forms must be adapted to your audience by offering them:
- suitable payment methods (bank card, PayPal, Apple Pay, etc.),
- a consistent donation scale,
- a design in line with the campaign.
Note that in general, it is important for donors to be able to see all the steps involved in completing the online donation process. The steps should be visible from start to finish, on a single screen. This helps to reduce the drop-out rate. Giving your donors a sense of transparency and control, and increasing their motivation to complete the donation.
As you can see, the strategy for your year-end campaign needs to be built around a form tailored to each channel and each donor path. This way you create a special interaction with your supporters and maximise your chances of achieving your fundraising goals! Let's look at two concrete examples below.
Adapting your online donation forms: 2 practical examples to take you further
Example 1: Boost the average donation for your year-end campaign
The aim of this campaign is both to increase the average donation for your end-of-year campaign and to strengthen the link with donors who have only made a single donation in the past year.
This could help you re-engage donors who have only made one donation in the past year, while creating a bond with them. To do this, we recommend that you create an online donation form that :
- highlights the tax reduction
- is personalised according to the information you already have about your donors.
Opt for a form with 2 columns, the first with text using personalisation elements such as your donor's first name. For example, "Hello [First name]". You can use other elements, depending on the information you have.
This text should also explain what is at stake in your online donation campaign.
For the second column, we recommend that you set up a dynamic donation grid. This adapts to each donor and the amount they have previously donated.
Important: Choose the percentage increase for each of the amounts proposed on the grid! Choose increases that suit your audience and are likely to encourage them to give more this time.
Find out how to customise your iRaiser donation grid here.
Example 2: Offer your donors a socially responsible alternative for their gifts over the festive season
In this campaign, you want to give your donors a socially responsible option for their end-of-year gifts. Make some changes to appeal to all your audience groups and suit their needs.
Offer your supporters the option of giving through an online solidarity shop, using only your iRaiser donation form!
To put this form online, you need to create a one-column donation form and activate the purchase grid in your iRaiser back office. This will enable you to offer equivalent gifts for each amount, such as pens, calendars or candles!
Thanks to this approach, each financial contribution is associated with a physical gift, which can further motivate your donors to participate and offer solidarity gifts.
Check out our support articles for launching your year-end campaign shop:
For your year-end campaigns, it’s essential to tailor your online donation forms to match the source of the traffic and the specific audience you’re targeting. By customising these forms, you significantly enhance the donor experience, making it more relevant and engaging.
This approach is not just a minor tweak; it's a pivotal strategy that can transform visitors into committed donors. Remember, the more personalised and seamless the donation process, the higher the likelihood of converting interest into action. Implementing these targeted forms is a crucial step in maximising the impact of your year-end fundraising efforts. Embrace this strategy to elevate your campaign’s effectiveness and drive substantial growth in your donations.
Would you like to discover other essential tips to ensure the success of your organisation's mission? Read our article: 10 mistakes to avoid when launching an online fundraising campaign!