What an organization writes on its online donations page can have a substantial affect on whether someone contributes money, according to a case study by NonProfit Pro.
The study focused on growing the donor base for Texas State Historical Association by redesigning its donations page to feature long-form content over images.
The nonprofit struggled with a low conversion rate, or the number of online visitors who donated after landing on TSHA's donations page. The donations page featured more images than copy, and the copy that was included used vague claims like, "Join the thousands," or, "Create a future" — nonspecific jargon that could be found on any other organization's website.
Researchers hypothesized the donations page had a poor conversion rate because it failed to "answer [the] fundamental value proposition" of why someone should donate to that particular institution over a similar organization, NonProfit Pro wrote.
By adding more long-form content highlighting the unique benefits of donating to TSHA, NonProfit Pro increased the organization's conversion rate by 146.4 percent.
"The underlying value proposition of TSHA remained the same, but the information was presented in a way that caused more visitors to understand it, believe it and want to join," according to NonProfit Pro.
To read more about the study and the methodology, click here.