GENERAL 1

Header: Simple with no navigation and no donate button.

Eliminate header
• Exp. #4903 - 195% Increase in donations

DONATION
Donate short-cut button
• Exp. # 2107 - 28.2% decrease in donations, 43% decrease in average gift.

PAGE 2
Design elements: Avoid
over-investing in design, and ensure
text is readable.
Adding extra design elements
• Exp. #5641, 2161, 4367 - No difference in
donations.
Headline: Clearly spell out the Background image: If using one, ensure
3 4
Hard-to-read text
specific effect of someone’s • Exp. #1469 - 67.6% decrease in donations, 54.1% it is related to your value proposition.
donation. decrease in average gift size.
• Exp. #2013 - 53.1% increase in donations using a value
Exp. # 4164 - 21.2% increase in proposition related image.
donations. • Exp. #2904 - No difference using a seasonal background.

Intro Copy: Introduce your

5 general value proposition
here. Communicate clearly
Main Image: No image needed.
6
and concisely.
Add value prop (when there is none) • Exp. #3970 - 203% increase in donations.
• Exp. #66088 - 258.6% increase in donations. • Exp. #1947 - No difference.
Clear and concise
• Exp. #6623 - 150.2% increase in donations.

7 Video: Avoid it.

• Exp. #5827 - 560% increase in donations.

Body Copy: Stick to a concise,
8 general, and bulleted message.
Avoid excessive explanation copy
and narrative.
9
In-line Reviews: Use them
Focus
cautiously.
• Exp. #4467 - 43.8% increase in donations using
general copy. • Exp. #3397 - 48.5% decrease in donations.
Formatting
• Exp. #4537 - 23.1% increase in donations using
In-Line Premiums: Describe it
concise copy.
Excessive Explanation
• Exp. #6192 - 66% decrease in donations.
10 here, and use an image.

• Exp. #2347 - 135.4% increase in donations.

Call-to-action Copy: Provide a

11 single call-to-action at the end of
the body copy, reinforcing the
Gift Array: Test an impact of donating.
12 enter-your-own dollar amount
field if your average gift size is • Exp. #641 - 166.4% increase in donations.
significantly larger in this channel
compared to others
Gift Array Presentation: If using
Important: Use a 4-5 option gift array if your
average gift size is around or below other
13 an array, use big designed
buttons, and do not use a
channels. premium upsell.
Using an open-field only with high avg gift Use big designed buttons
• Exp. # 6700 - 125.9% increase in donations. • Exp. #1434 - 63.1% increase in donations.
Avoid premium upsell language (typically in
membership organizations)
Gift Type: Do not default or
14
• Exp. #447 - 34.5% decrease in donations.
overemphasize a recurring gift.

• Exp. #6750 - 20% increase in revenue per visitor.

Form Field Design: Arrange to

Form Fields: Pre-populate with

15 reduce page length, add headers
with numbering and clarity.
16 customer information and ensure
phone is always optional. Add headers with numbering to clarify
decision points.
• Exp. #2112 - 42.6% decrease in donations when
requiring phone. 18 Call-to-action Button Area: Use
credibility seals and reinforce
• Exp. #4638 - 12.5% increase in donations.
Arrange and group form fields to reduce page
length.
impact of gift with brief copy.
• Exp. #1007 - 39.4% increase in donations.

Adding credibility icons

b 17
• Exp. #4990 - 22% increase in donations. 17% Alternate Payment Methods:
increase in average gift. Use caution when adding payment
Add value reinforce text.
• Exp. #1234 - 31.3% increase in donations. options you can’t control (i.e. PayPal).

a 17 Credit Card Fields: Visually box

out fields with a high contrast • Exp. #867 - 65.3% decrease in donations when
adding PayPal. 6.6% increase in average gift.
background and visible lock icon.

• Exp. #5991 - 14.4% increase in donations.

19 Verification/Confirmation
Pages: Eliminate them.
• Exp. #3712 - 130.6% increase in donations.
19.5% increase in average gift.