Another consideration is the actual design and placement of the donation button on a webpage. It has been found that donation buttons which contain both a picture of the “crisis” or “need” that the nonprofit addresses, along with the “agency response” to that crisis, are more likely to have successful donations, higher trust by users, and longer time spent on the website than buttons containing only one of the aforementioned pictures, or text alone such as “Donate Now,” “Make a Gift,” or “Help Our Cause.” Transactional trust is the driving force in successfully implemented donation websites, and this includes both a trust of having a secure online transaction as well as knowing the money donated will truthfully go towards the cause for which it is advertised. “The current research suggest that aid agencies can and should do more than simply provide a donation button with the words ‘Donate Now.’
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