From Ask to Confirmation: Optimizing the User Experience on Your Donation Page
Making an emotional connection with your donors is key to fundraising success. But what happens when that emotional momentum hits a digital wall?
So often, the moment a donor is ready to make a gift, the experience on your website feels different, broken, or disconnected—and that can cost you a donation and, more importantly, the trust you’ve worked so hard to build.
In this episode, host Matt Stockman dives into the crucial user experience through the whole donor journey—from clicking a button to completing the gift. He's joined by Cari Kates, Director of Digital Content at Pillar Media, to walk us through how to make sure each step of the digital giving process is as powerful as your initial ask.
This discussion falls under the Fundraising (Development) core area of a strong nonprofit.
Key Takeaways & Topics Covered
- Brand Consistency is King: Learn why maintaining your organization's logo, colors, font, and language on your giving platform is vital for building donor trust and avoiding suspicion when financial data is requested.
- The Seamless Donor Journey: The experience from your original ask (e.g., in an email) to the landing page must be consistent. Ensure suggested gift amounts and mission language match the communication that prompted the click.
- Restate the "Why": The donation page often feels the most transactional. We discuss how to use this space to share an impact story, revisit your mission, and remind donors of the emotional "why" that motivated their gift.
- The Power of the Confirmation: Don't treat the confirmation email as an afterthought or just a receipt. Maximize this opportunity to say thank you, remind the donor of the impact their generosity will make, and provide details on next steps for their gift.
Resources Mentioned in the Episode
Free Resources to Launch and Fuel Your Nonprofit:
- Fearless Fundraising Mini Course: A simple 5-step framework including a workbook and videos to give you clarity on your fundraising messaging and a gameplan for inviting partners.
- Get it free now at: Nonprofit Launch Plan | Consulting & Fundraising for Nonprofits
- From Dream To Action: Your Nonprofit Pre-Launch Checklist: A free PDF resource detailing 10 essential steps for moving your nonprofit IDEA to IMPACT.
- Email Matt to request it: matt@nonprofitlaunchplan.com
- Look for the pop-out on the website: nonprofitlaunchplan.com
Book A Free Call with Matt: Contact | Nonprofit Launch Plan Email Matt: matt@nonprofitlaunchplan.com Find Matt on LinkedIn: (1) Matt Stockman | LinkedIn Get My Free Fearless Fundraising Mini Course: Nonprofit Launch Plan | Consulting & Fundraising for Nonprofits
