Shortening the donor journey
As a non-profit organization, one of your main priorities is to attract donors who share your passion for your cause and are willing to support your efforts. But capturing their attention is only half the battle. What happens once you’ve captured their attention? How do you keep them engaged and committed to your organization?
At Candr, we’ve been focused on shortening the donor journey.
The donor journey refers to the path that a potential donor takes from first learning about your organization to making a donation. By shortening this journey, you can increase the likelihood that a potential donor will become a loyal supporter.
Here are our top 3 reasons reasons why shortening the donor journey is so important:
- Attention spans are short
In today’s world where short form content governs how we interact online, people’s attention spans are shorter than ever before. Microsoft actually did a study on this in 2022 and found that the average attention span has dropped to an all time low of 8 seconds.
If your organization takes too long to capture a potential donor’s interest or to solicit a donation, you risk losing their attention altogether. By shortening the donor journey, you can make it easier for people to engage with your organization and take action quickly.
- Donors want to see impact
Donors want to feel like their contributions are making a real difference. If they don’t see the impact of their donation quickly, they may become disengaged or even discouraged from donating in the future. By shortening the donor journey and providing immediate feedback on the impact of their donation, you can help keep donors engaged and motivated.
- Competition is fierce
There are many worthy causes out there competing for donors’ attention and support.
If your organization takes too long to make a case for why someone should support you, or if you make the donation process too complicated, potential donors may choose to support a different organization instead. By shortening the donor journey and making it easy for people to donate, you increase the likelihood that they will choose to support your cause over others.
So, how can you go about shortening the donor journey for your organization? Here are a few tips:
- Make it easy to donate
At Candr, we believe that giving should be frictionless so that you’ll do it again! Make sure your donation process is simple and straightforward. Don’t require potential donors to jump through hoops or fill out lengthy forms in order to make a contribution. Candr ensures that your process is mobile-friendly and uses modern payment types like mobile wallets (Apple & G Pay). Did we mention that it only takes 16 seconds to Give with Candr?
- Use storytelling
Share stories and examples of the impact that your organization has had in order to connect with potential donors emotionally. People are more likely to donate when they feel a personal connection to the cause. Building your campaign on Candr allows you to quickly share your story and prompt donors to act. Candr also asks donors if they wish to consent to receiving further communication from your charity.
- Provide immediate feedback
Make sure donors know exactly how their contribution will be used and provide immediate feedback on the impact of their donation. This will help keep them engaged and motivated to continue supporting your organization in the future. Once a donor has made a contribution, Candr will generate and email a tax receipt. This receipt is accompanied by a message from the charity. This message is a great opportunity to let the donor know the impact that they’re making by donating to your cause.
By focusing on shortening the donor journey, your non-profit organization can increase engagement, boost donations, and make a bigger impact in the world. So, take the time to evaluate your current donor journey and look for ways to make it as short and seamless as possible.
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