#npEXPERTS | www.blackbaud.com/npexperts
#npEXPERTS | www.blackbaud.com/
npexperts
Make It an
Experience
to Remember:
Donation Form
Optimization
Cupids Arrow:
Thoughtful Engagement to Acquire Donors
www.blackbaud.com/npexperts

#npEXPERTS | www.blackbaud.com/npexperts
Meet the #npEXPERTS

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#npEXPERTS
Steve MacLaughlin
Steve MacLaughlin is a Director of
Product Management at Blackbaud
where they leverage the company’s
expertise, information, and technology
to accelerate bringing new solutions
to the nonprofit sector. Steve has
spent more than 15 years building
successful online initiatives with for-
profit and nonprofit organizations
across the world.
@smaclaughlin
www.npengage.com

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13.5%
Source: Blackbaud Charitable Giving Report www.blackbaud.com/charitablegiving
Online giving was up in 2013.

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Source: The Blackbaud Index www.blackbaud.com/blackbaudindex

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Source: Dunham+Company, Online Fundraising Scorecard
http://www.dunhamandcompany.com/onlinefundraisingscorecard/

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The #1 goal of a donation "
form is to get a donation.

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Stop doing anything "
that prevents that "
from happening.

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What does the research tell us?

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What does the research tell us?

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10 Rules of Online Donation "
Form Optimization

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Rule #1
Don’t make it too hard"
to get to the donation form.

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How many clicks does it take?

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Source: Dunham+Company, Online Fundraising Scorecard
http://www.dunhamandcompany.com/onlinefundraisingscorecard/

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Rule #2
Donation forms that look like
your website perform better.

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Rule #3
Keeping donors on your "
website gets better results.

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Rule #4
Single step donation forms
always perform better.

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Don’t Do This

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Rule #5
Keep the number of required
fields to a minimum.

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Don’t Do This
Title:
*

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Rule #6
Modern donation forms should
always be mobile friendly.

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Source: Dunham+Company, Online Fundraising Scorecard
http://www.dunhamandcompany.com/onlinefundraisingscorecard/

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Rule #6
Generic e-commerce forms do
not get better giving results.

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Rule #7
Pre-selected ask amounts "
get higher average gifts.

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Don’t Do This
Gift Amount:

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Rule #8
Recurring gifts drive "
more long-term revenue.

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Which would your "
rather have?
$150 gift annual gift
- OR -
$15 gift per month

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Rule #9
Testing will always improve "
your results. Always.

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Online Average Gift Distribution by Month by Sector
Sector Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Arts and Culture $145 $136 $143 $123 $131 $110 $147 $161 $122 $110 $159 $219
Education $551 $514 $545 $531 $536 $735 $437 $401 $421 $454 $581 $1,234
Environment, Animals $237 $226 $313 $250 $356 $288 $225 $156 $118 $153 $286 $451
Healthcare $99 $88 $81 $79 $83 $97 $90 $87 $79 $81 $98 $297
Human Services $70 $79 $107 $114 $116 $118 $116 $125 $116 $125 $178 $296
International Affairs $133 $108 $119 $97 $103 $93 $85 $113 $116 $108 $156 $233
Public/Society Benefit $115 $119 $165 $164 $130 $119 $115 $130 $136 $139 $125 $190
All Sectors $125 $118 $129 $116 $121 $160 $116 $115 $104 $114 $159 $363

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Rule #10
What happens after the "
donation is very important.

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Steve MacLaughlin
Director, Product Management
Blackbaud
THANK YOU

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How to Create
Fundraising
Appeals that
Work