Although watching the presidential campaigns can become hectic and tiring in an increasingly publicized election cycle, they do provide good learning opportunities for marketers and fundraisers. As the nation watches the primaries, runoffs and debates, marketers and fundraisers can bare witness to how multiple campaigns (some successful, some not so much) fundraise online and experiment with different fundraising techniques. And so it goes, as many candidates vie to be the anointed one on each side, there are plenty of campaigns to follow and evaluate. How many of us have had a conversation that started with, “That thing the Obama campaign did online in 2012? Yeah…how can we translate that to our organization?”
Recently in an article for The Washington Post, a reporter ran a test of current presidential campaigns by trying to give $1 to each campaign on both desktop and mobile. His criteria for grading the different experiences provided insights into how a general donor might find each experience. One in particular that stood out displayed its key calls to action in an easy, clear, navigable, and mobile-friendly way (see image to the right).
Regardless of your political stance, the above is a great example of marshaling and stewarding supporters who want to engage with you via an easy and simple-to-understand decision tree.
You might counter, “yes, but presidential campaigns have less actions they want people to take than we do.” Notice above though, that there are quite a few engagement points: sign up for a newsletter, donate, volunteer, set up a fundraiser and buy paraphernalia. Oh, and if you are a Spanish-speaker there is a clear call-out to view the site in Spanish. All of this is simply and elegantly accomplished on one small mobile screen.
The above is a great example of how our industry can and should set up their sites to optimize the donor experience. Think about your donation process. Do you have multiple calls to action organized in a way that is easy to understand from the moment someone lands on your page (across all devices or on any device)? If not, what is holding you back? It’s vital to look around and learn from others, even those not in the nonprofit space, in order to better support the missions we focus on every day.
Want to learn how to reduce the friction in your donor experience? Contact us here!