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AFP Audioconference Q&A: Pop-up Donation Boxes
On January 14, NPA's Rick Christ led an audioconference for the the Association of Fundraising Professionals (AFP) entitled "Auditing Your Nonprofit Web Site." The following question is from an audience member: Q: I attended your Audio Conference yesterday, thanks for all of the great information. However, I have one question. We recently created a drop down donation box for our website. You click on the box and it takes you to our donation page. The box appears every other time the person goes on our site. What are your thoughts on those boxes? Also, not sure if they is just coincidence or not, but our online donations have gone down since we put the box on our site. A: It’s really a pop-up box, and a very tasteful one at that. “Drop-down” usually refers to a set of menu choices (for example, the choices “Mastercard, Visa, American Express” in the box marked ‘payment selection’). The pop-up on your site doesn’t pop over any of the other copy, or create a second window. It’s very subtle, so I’m surprised it’s had any effect at all. I’m also surprised you’re asking for only $5. I’d test different amounts to find the one that produces the most revenue. One problem I’ve experienced with $5 donors is that it’s hard to move them up to larger amounts (this has been true in direct mail, and I haven’t tested it yet online). I’d rather have one-fifth the number of donors at $25 each and get them to give $25 and $50 regularly. January 2004 | |
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