How to Optimize Your GivingTuesday 2021 Donation Page
Giving Tuesday is another term for Global Day of Giving. It falls on the first Tuesday after Black Friday and Cyber Monday—and about 30% of total donations in a year are made during this period, making it an incredible opportunity for fundraisers and nonprofits.
Given that most GivingTuesday campaign activities happen online, it is essential to get your donation page ready and optimized for the upcoming GivingTuesday 2021.
This article will discuss six ways you can prepare to make more conversions through your donation page during GivingTuesday.
Are You Ready for GivingTuesday 2021?
This complete campaign toolkit will help you set up donation pages, events, social media, and email campaigns and includes handy timelines and templates to keep you on track.
1. Set up a GivingTuesday Campaign Planning Committee
It is always better to have a campaign planning committee to handle the logistics. Be it a group of volunteers or even some of your staff members; there should be a committee to make things streamlined from the beginning. They should focus on every single detail of the campaign as well as the donation page.
2. Start Planning Your GivingTuesday Campaign Now
You already know that this year’s GivingTuesday is happening on November 30, 2021, but you shouldn’t wait until the end of October to start your promotional campaign. September is the best time to kick off your GivingTuesday campaign.
Perfect timing is the key to success in getting ready for an event like GivingTuesday. So, it is important to build your GivingTuesday campaign with a solid plan that begins at least from the middle of September. That means you have to start now! You can start reaching the potential donors and your followers apart from the partners in September itself.
3. Share Engaging Content on Your Donation Page
The concept of GivingTuesday has become a norm globally. On social media, millions of individuals worldwide will come across posts with the hashtag #GivingTuesday, and many donors will search for those specific words online. So, you need to have a unique, out-of-the-box idea to capture your ideal donors’ attention during the campaign.
You can’t necessarily expect your donation page’s conversion rate to increase by simply sharing a few social media posts. You need to have compelling, engaging content on your donation page to encourage potential donors to give.
One piece of content that you can include on your page is a video. Videos are great nonprofit marketing and communication tools, and you could use them to share testimonials and impact stories. You can highlight your beneficiaries’ voices and let them be the heroes of your campaign. Be sure to publish that video content across all other communication channels as well.
4. Create a Donation Page that Resonates with Donors
It is vital to have a specific donation landing page for your GivingTuesday campaign.
Your donation page should be compelling and easy to navigate and com. Whether it is run in a subdomain or under a completely different website host, your donation page should also be easy to find when a new donor visits your homepage.
Remember: the goal of the donation landing page is to maximize the donation potential of the campaign. With a good GivingTuesday donation landing page, your donors will have a seamless giving experience and will be motivated to give again to your nonprofit.
So, prioritize this step in your campaign planning process and maybe get some initial donors to give you feedback about your donation page.
5. Plan Ahead for Welcome Wednesday
The Wednesday that comes after GivingTuesday is considered “Welcome Wednesday.”
Welcome Wednesday is dedicated to offering special gratitude to the donors who contributed to your campaign. It should be an integral part of your donor stewardship plan. Be sure to have your email campaign on hand and automate your thank-you messages.
Also, consider sending some hand-written, personalized thank-you notes to donors after the campaign. Doing this adds an extra layer of connection between you and your donors.
6. Optimize Your Donation Page for Mobile
Modern-day visitors access the internet through their mobile devices. So, your donation page needs to be mobile-friendly, i.e., easy to access and navigate using mobile devices. Use this Google’s Mobile-Friendly Test to check if your donation page is mobile-friendly. Additionally, be sure to check how your donation page looks on different mobile browsers and devices.
Together, these six steps can help you get your nonprofit’s donation page ready for Giving Tuesday 2021. The more prepared you are, the better your chances of running a successful GivingTuesday campaign. For more tips on how you can secure donations through your nonprofit website, visit WOW Digital’s Blog.
About the author:
David Pisarek, Chief Digital Aficionado, Wow Digital
David lives to break things – having worked across non-profit sectors designing, programming, and management for 30 years, David launched Wow Digital Inc. in 2017, with the goal of providing transformative websites, design, and branding for nonprofit, NGOs, charitable, and community-based organizations in Canada.
Breaking apart processes and tearing down department silos, David uses his background to effectively bridge the gaps between IT, Marketing, Communications, and Fundraising departments to align processes, streamline operations, and ultimately help his clients achieve digital success.