We know that December is the biggest month of the whole year for donations. 30% of annual giving occurs in December and 10% of annual giving occurs on the last 3 days of the year. Hopefully your campaign will be ready for the 1st which is now only a month away – no pressure!
Since 54% of donors prefer to donate online, your Christmas campaign planning should include work on your website and smoothing your donor journey.
When was the last time your website was updated? A Christmas campaign will bring new and old visitors and your site must look fresh and current so that new visitors are engaged and old friends are reading something new.
Hopefully you understand the importance of storytelling for your organisation. It’s kind of the defining element of your online work. The most basic and usually most effective approach is the story of one individual and how your organisation helped them. Make your site all about human stories – especially at Christmas – it’s a great time to tug heartstrings and gives urgency to your fundraising.
Smooth your donor journey
Let’s hope all your planning has been rewarded with lots of people visiting the donation page on your website. How easy is it for them to make a donation? Have you tested it? What about donating using mobile or tablet? These are really important considerations since 24% of all online donations in 2018 were made using a mobile device.
Make it easy. Don’t distract visitors from the action of donating. Reduce the number of steps involved, the less clicks, the less chance your donor will bounce. Make your donation page only about donating and the key information needed to complete the transaction. Remove any other calls to action like newsletter sign-up forms or volunteering information and ask for as little personal information as possible with the minimum number of fields to complete.
Check the speed of your website – slow speeds kill conversions. 47% of visitors expect websites to load in two seconds or less — and 40% will abandon a page that takes three or more seconds. This means that if your site takes more than three seconds to load, you lose almost half of your visitors before they even arrive on your site.
In November, December and January there’s typically a 19% increase in online donations compared to other quarters of the year so make the most of your end of year fundraising by getting ready and getting it right!
Some reading for inspiration: