The Numbers are In and Branded is Up: Update Your Donate Form Today
Recently Network for Good released their latest version of the Digital Giving Index. Among other things, the numbers revealed two very interesting findings: In Q1 of 2012 vs. Q1 of 2011, branded donations pages were up 36% whereas generic donation pages were only up 12%.
What does this mean?
There are two types of charity website giving experiences:
- A charity website with a generic giving page that does not visually match the charity’s website but goes to a multi-step checkout process featuring the charity’s name and address.
- A charity website with a branded giving page that is integrated with the charity’s own website. Either by embedding a donate form directly onto the donate page or building out an integration, it is not evident that the donor has left the charity’s website to make a gift.
Organizations who opt for a branded donation page vs. a generic experience on their website see a significant increase in donation dollars - The average gift through a branded donation page was $104; 20% larger than the average gift of $87 on generic donation pages.
Branding builds a relationship with potential donors; it shows your organization cares enough to pay attention to the donation process and the donor experience - small steps that go a long way to increasing the probability of repeat support.
A branded donation page looks like an extension of your website – with the same look & feel, consistent messaging, and trust. A great example of a branded Fundraise.com donation page is the Boston Center for the Arts (pictured below).
The donation form is embedded directly onto the BCA “Give” page. All of their donor data and analytics are directly linked to their Fundraise.com account, but their patrons never need to leave the BCA website, making the process quick, easy, and comfortable.
Fundraise.com’s embeddable donate forms are free to set up and simple to install, and with the potential increase in donations your cause could see, we feel the switch to a branded donation form should be a no-brainer.
Have questions? We’re happy to help. Email us at email@example.com or give us a call at 857.445.4165.