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Hi Rabbi [LAST_NAME GOES HERE],
Your donation page is where donors go…to leave.
It’s the leaky bucket problem.
Pouring all the marketing in the world into the top won’t help if you lose most of your potential donors at the bottom.
So what’s poking holes in your donation page?
- Too many form fields: First name, last name, address, phone, employer, how did you hear about us…by the time they’re done, donors forget why they wanted to give
- No emotional copy above the form: Just a logo and a box that says “amount”
- Suggested amounts with no context: ‘$100’ means nothing; ‘$100 feeds a family for a week’ means everything
- No security signals: No lock icon, no reassurance, nothing that shows your donation and personal information are safe
- A design that looks fine on a desktop and like a puzzle on a phone: More than half your donors are on their phones
Donors arrive inspired, but if your page makes them hesitate, there’s a hole (or two) in your bucket.
Your homework:
Pull out your phone and go to your donation page.
Is it simple to navigate? Concise? Does it explain what each donation DOES?
If you winced at any of those questions, you found your leak.
All you have to do is patch the bucket.
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We operate as a fractional CMO for Jewish nonprofits, helping with marketing strategy, implementation and copywriting that touches hearts. And gets people giving.
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