When it comes to understanding donor motivation, many marketers treat it just as they would any sort of eCommerce transaction. You choose the product you want, fill out your credit card info and shipping address, and submit your transaction. After the transaction is made, you wait anxiously for a package to show up at your front door. The transaction comes first and the benefit comes second.
When it comes to understanding donor motivation, many marketers treat it just as they would any sort of eCommerce transaction. You choose the product you want, fill out your credit card info and shipping address, and submit your transaction. After the transaction is made, you wait anxiously for a package to show up at your front door. The transaction comes first and the benefit comes second.
But there is a big difference between ordering a product online and giving a gift online. In the context of a donation, the benefit is an intangible feeling of making a difference in the world rather than a physical product. Because of this, the benefit comes before the transaction instead of afterwards.
Eliminating Friction in Your Online Fundraising
Friction is one of the strongest factors that leads people back to the status quo and causes people to abandon your donation page. But the good news is that friction is one of the easiest elements of donation page optimization to control.
Learn how you can identify and eliminate friction on your donation pages with our Friction Self-Assessment. Answer a few yes or no questions and immediately get your Friction Score along with tips on how to reduce the friction on your donation page.
