Picture this: you get an email newsletter full of exciting content and links, but when you click on one, it takes you to a confusing page that doesn’t even fit on your screen. You spend a few seconds zooming in, wondering if you clicked the wrong link, before closing your browser completely. This is just one example of a fragmented donor journey that results in frustration instead of donations.
Your nonprofit or association’s newsletters are already a powerful tool for engagement, but they can also drive revenue. To convert subscribers into donors, however, you have to move beyond email content and subject lines and optimize the entire donor journey.
We’ll explore what this looks like, from the first newsletter a supporter receives to the moment they hit “Submit” on your donation page. Follow these steps to reduce drop-offs and maximize the potential of your marketing efforts.
1. Create Personalized, Value-Add Newsletters
First, ensure your email newsletters are as relevant, engaging, and compelling as possible. The first newsletter a new subscriber receives should introduce them to your organization and share your latest updates and content. After this initial outreach, it’s time to ramp up the personalization.
Combine initial email engagement data with any other information stored in your donor database to determine which topics each supporter is most interested in. Lean on automation and AI tools to personalize the next newsletter with content tailored for each recipient. For example, if Alejandro attended your last event and clicked the volunteer information link, you could add a volunteer event recap blog post to his newsletter.
No matter what types of email content you share, ensure that it’s valuable to potential donors. Think about what’s in it for them, such as a free educational webinar or the chance to build community with like-minded individuals. Include direct links to your website, and make any call-to-action (CTA) buttons clearly clickable.
2. Optimize Landing Pages & Website Navigation
Once a newsletter recipient clicks on a link, it should direct them to a page that matches the teaser in your email. “Sign Up” links lead to registration forms, “Read the Blog” takes them to the right blog post, etc. Every landing page should be accessible and easy to navigate, but you can also guide users further along the donor journey by optimizing these pages for conversion, too.
Here’s what conversion optimization might look like for common types of email newsletter landing pages:
- Blog posts: Include CTAs where relevant, and incorporate links to related pages on your site throughout blog content. For example, a blog post updating supporters on program impact could link to your annual report and a video of program participants thanking donors. At the bottom, invite readers to make an impact themselves by donating.
- Community forums: Associations often share content on online forums to encourage members to engage with the community. If your community lives on a microsite or separate member portal, ensure it includes links back to your main website in the navigation bar and occasional calls to action.
- Volunteer info pages: According to Bonterra’s statistics, 85% of volunteers are also donors. This makes volunteer information and registration pages great places to engage potential donors. Optimize these pages by keeping forms simple, including impact metrics, and highlighting donation opportunities alongside volunteering.
- Campaign pages: Fundraising campaign pages must include the information supporters are looking for, like event logistics, timelines, and goals. They should also feature a compelling case for support, followed by large CTA buttons that lead to your donation page or campaign-specific giving form.
Additionally, make sure your main website’s top navigation is helpful to users, with a prominent “DONATE” button that lets them navigate to your online giving page from anywhere on the site. Make it as easy as possible for donors to take the next step in the journey the second they feel interested.
3. Simplify the Donation Process
When someone does navigate to your donation page, they expect a quick, streamlined process. Kanopi’s nonprofit web design guide explains that “Hard-to-find pages, convoluted donation steps, or excessive form fields are frustrating and complicated, resulting in donor drop-off. A streamlined process, on the other hand, encourages more donations and inspires generosity.”
This makes it essential to optimize your donation pages and forms with:
- Consistent branding to instill trust.
- Limited form fields.
- Mobile-responsive sizing.
- Clear, large “submit” buttons.
- Suggested donation amounts paired with tangible impacts.
- Multiple easy payment options.
- Limited visuals.
The goal is to keep users on the page long enough to complete their donation, so avoid anything that could distract from the giving process. For example, your donation page isn’t the place to ask about donors’ communication preferences or showcase a 20-minute video.
4. Start Stewardship Immediately
Clicking “submit” on your donation form is not the end of the donor journey by any means. Stewardship is vital to keeping donors engaged and making them feel appreciated enough to consider giving again.
Immediately after someone donates, your form should redirect them to a confirmation page that thanks them for their contribution. You have more flexibility on this page, so consider including brief information about the donation’s impact and next steps. For instance, you could set the stage for follow-up communications and future newsletters with a message like, “You’re all set! You’ll receive an emailed receipt shortly. Look out for more newsletters and updates, too.”
During the steps above, you likely collected more data about the individual’s interests and motivations. You can use this information to improve future newsletters and fundraising appeals, keeping them engaged long-term.
Final Thoughts on Donor Journey Building
The donor journey is cyclical, so keep reaching out with engagement opportunities and relevant content tailored to supporters’ interests. Focus on your organization’s mission at every step of the journey, and analyze drop-off points and opt-outs to pinpoint any improvement opportunities.
