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“Beyond Best Practices: What seven organizations learned about converting more donors on their web donation forms.”

Want to persuade more people to actually make a donation when they visit your donation landing pages?

There’s no single set of changes — horizontal or vertical gift strings, Charity Navigator logo above or below — that’s guaranteed to work for your organization. But we did find out which elements on donation forms most influence “conversions” — and this knowledge can make your testing faster and cheaper, just in time for the year-end giving season.

Based on extensive tests with seven “power users” of Convio’s fundraising platform, Donordigital and Convio have published a new whitepaper, “Beyond Best Practices: What seven organizations learned about converting more donors on their web donation forms”, that can help you improve your donation pages and raise more money. Participant organizations included CARE, PETA, The Nature Conservancy, WWF, Defenders of Wildlife, National Wildlife Federation, and American Diabetes Association.

Our tests revealed marked differences from one group to the next with the same variables, and undermined the assumption that there are form best practices at the variable level — in fact they’re largely elusive. But there’s a silver lining. Since many creative changes on donation forms have little to no impact on user behavior, the ability of marketers to identify the changes that matter most can save lots of time and money.