Get More Out of Your Fundraising Donation Page by Acting Like an Online Store

Applying basic e-commerce principles to online donation pages may increase your donation page conversion rate. Here is why and how a small to midsize business e-commerce strategy can be applied to a nonprofit's fundraising donation page design for a higher completion rate.

Pictures are worth more than words
E-commerce sites long ago figured out that showing people a picture (or pictures) of what they are buying leads to more sales, but that is not so easily done for nonprofits. Yes, if you are saving elephants, you could show a picture of an elephant. Still, that isn’t exactly what your donor is “buying.” Worse yet, what if your mission is to stop human trafficking? What type of picture should you show then?