The Five Basic Steps to Acquiring Donors Online

Step 3

Persuade your site visitors to take action (or donate)
Once you drive potential donors to your Web pages, the last thing you want is for them to click away immediately. The key is to convert their initial interest into a tangible action, one that makes it easy for them to leave their calling cards — their e-mail addresses — with you before they go.
To do this, be sure there is agreement between what drove them to your Web page and the Web page itself. This is particularly vital for paid ads. Have you ever had the experience of searching for a specific product online, only to be driven to a Web page for a store where the product you want isn’t even mentioned? To avoid this 
scenario, don’t drive searchers to your homepage, but instead to a donation form or action page that relates directly to whatever they clicked on to get there.