Varying your donation prompts

Over the years we have advised many of our clients on importance of varying your donation prompt amount on their donation landing pages.

We have seen from evidence that a user will often choose the middle donation amount when presented with three prompt amounts. With this in mind it is sometimes worth varying the three donation amounts you present to increase the middle amount slightly to help grow your charity.

You can see below examples of landing pages where we have implemented a design based on this theory and enable the client to vary the amounts through the Unicity CMS.

One other key tip is to not be afraid of asking for more than you think for your highest prompt amount.

Many of our charities have been pleasantly surprised when they have changed their top amount from £100 to £500 and the increase in the number of users selecting this. Our theory around this is it lets the user know that with the higher level amount the charity can do much more.

We also know that presenting a donation amount with a strong image that helps show the beneficiary can also provoke a strong emotional reaction. A good example of this is on the Farm Africa website, see below:

With this example, we implemented a single donation prompt, but the charity has experimented with the prompt amount to find a figure that they see leads to higher levels of conversions for that amount.

If you would like to discuss how we could make your charity website more effective, then please call 01603 340750 or email hello@adeptdesign.co.uk and we will be more than happy to help.

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