WHAT ARE THE FIRST 4 THINGS DONORS WANT TO SEE ON YOUR WEBSITE?
We talk often about how to design and what to add to create a donor-focused website. AND I often get long-winded about everything you need to add to your website to be fully optimized and donor-focused. But when it comes down to it, what really are the first 4 things donors want to see on your website?
FIRST THING #1 YOUR DONOR WANTS TO SEE
UPDATED WEBSITE + CONTENT. Your website does not need to be cutting-edge or the most flashy thing on the planet, but it certainly needs to have a current annual report, updated events and content that reflects what you are currently doing. If you are constantly saying to people who visit your website, “Oh, that’s not updated” OR “what’s on the website is no longer true”... that kinda needs to change now.
FIRST THING #2 YOUR DONOR WANTS TO SEE
A DONATE BUTTON IN YOUR MAIN NAVIGATION. This is one of my favorite and simplest tricks to turn mainstream UX into a customized donor-experience. Turn all of your typical “contact us” buttons into DONATE buttons, and you better bet your bottom dollar that the most prominent button, in your main navigation better be a BIG, BOLD, DONATE button.
FIRST THING #3 YOUR DONOR WANTS TO SEE
FINANCIAL PROOF. This can take the form of expression in many ways but ultimately, they want to see if you are legit. Here are some things that you can make super visible that donors want to see:
Transparency Badges
Awards
Annual Reports
Testimonial Statements
Impact Stats
FIRST THING #4 YOUR DONOR WANTS TO SEE
CONSISTENT BRANDING. If you are a long time reader, you will know one of my favorite phrases… “Consistency in branding = Stability. Without it, you look flakey AF”. Have a designer (wink wink) make some brand standards for you and help you apply them to your website for a cohesive experience.
There you have my first 4 things a donor looks for on your website.