Optimize, Test, Repeat

Whatever your goal is, make sure everything on your donation page — background information, value proposition, call to action, Web form questions, navigation, etc. — advances the goal and doesn’t complicate gift giving or create “friction.” Examples of friction include asking visitors to jump through unnecessary hoops in the donation process such as sharing their estate commitments, entering solicitor codes so you can properly attribute the gift in your database or following lengthy navigation with too many links. These types of tasks encourage your donors to click away and leave the page.