2 minute read

Looking for an increase in online donations? Consider optimizing your donate button, not just your website and your landing pages. Your donate button should act as an invitation to support your nonprofit.

Research has shown that the color, size and the text on the donate button matter, as well as the button’s location and surrounding elements. Follow these eight simple tips to ensure your donate button brings in those coveted online donations.

1. If possible, place your donate button above the fold. The upper right corner of a webpage (especially your homepage) is prime real estate.

2. Make it big. Size does matter, according to Donor Digital. Bigger donate buttons help convert more donors.

3. Use color. Colorful, high-contrast donate buttons are more eye catching and perform better than gray buttons.

4. Use specific language. Buttons with a specific call to action (Donate, Contribute or Support) perform better than a button that simply says Submit.

5. Frame the button with a strong persuasive message. A short, compelling message right above the call to action can be helpful in convincing donors who are still on the fence.

6. Don’t crowd the button. Even though it’s helpful to place your donate button near important information that visitors are likely to read, be careful not to surround it by too much content. Your button should be easily identifiable, quick to locate and prominent on the page. Don’t let it get buried or lost.

7. Put it on every page. The act of giving is immediate. You can’t predict which page of your nonprofit’s website will inspire any particular person to give, so you might as well increase your chances of receiving a donation by putting the button on every page.

8. Include it in every communication. Incorporate your donate button in everything from your blog to your emails. If you ask a roomful of donors why they give, many will say, “Because I was asked.” Don’t be shy—ask often.