Going Beyond the Donate Button

Finally, make everything easy. People have so many options today, online and offline, and so many tasks to juggle. Invariably, they choose the path of least resistance. Don’t defeat your purpose by putting obstacles between you and your supporters and potential contributors.

When you send an e-mail asking for a donation, include a link that will take them directly to the donation form or micro landing page. Do not go to your homepage. Do not take them to a program page.