DONATION PAGE OPTIMIZATION
Before growing your digital program, the fundamentals need to be in place. One area you should always look at is the performance of your online donation page.
Kids Help Phone was consistently experiencing donation page conversion rates that were lower than the sector benchmark. This resulted in decreased revenue as nearly 89% of people who clicked through to the donation page did not end up completing their transaction.
In 2016, in advance of their annual year-end campaign, Kids Help Phone approached Good Works to help them build their digital program. Good Works quickly identified that they needed to strategically re-develop their donation pages in an effort to increase conversions.
After mapping the donor journey through the current donation process, and discussing what the ideal journey would look like, it was decided that a re-design of the donation pages would be undertaken in partnership with Firefly Partners. One of the parameters of this project was that the platform for the gift processing could not change.
The new donation page has refined the giving process, bringing one-time, monthly and in honour donations together on one form. The form itself is skinned to look like the Kids Help Phone website to strengthen branding. The form also intentionally emphasizes the impact of the gift, framing the donor as the agent of change. This content can be easily updated to reflect specific asks or campaigns.
The new donation page is a great success having increased Kids Help Phone’s page completion rate to 43%! Kids Help Phone is now working with Good Works and Firefly Partners to continue testing and optimizing their online giving process.
Good Works was responsible for project management, as well as strategic planning, key messaging, and all written content. Firefly Partners was responsible for design and form development.
“Our Good Works team not only identified the root of the problem, but they developed solutions that were customized to what we actually needed. They know the best practices when it comes to online giving, and it shows in our results.”
Senior Manager, Annual Giving (Former)
Kids Help Phone