Only 15 percent of people who click on a “Donate” button actually donate. If a nonprofit could improve its conversion rate by 20%, that’s 20% more donors, without increased traffic to a site or new names to an email list.
For the last three years, Donordigital, an Internet direct marketing agency that I consult with, has been testing landing pages for the U.S. Fund for UNICEF, CARE, PETA, and other national organizations, showing them how to get double-digit increases in conversions. Recently Donordigital and Convio partnered with seven major organizations, including World Wildlife Fund, PETA, National Wildlife Federation, and American Diabetes Association, to test donation landing pages across organizations with large online fundraising programs.
Donordigital is an Internet direct marketing agency that provides strategy and implementation to enable organizations to use e-mail, the Web, and other communications to build their constituencies and change the world.