10 Ingredients That Produce Wildly Successful Appeals: Eliminate Friction
In October, I presented a webinar on 10 ingredients that produce wildly successful appeals. Combining research with practice, we will be breaking these down in the blog over the next few weeks. Read the full series here.
#7: Eliminate Friction
World Vision is a wonderful organization doing amazing work, but their website recently caused some friction for my wife. Let’s walk through a click count. She visited the 30 hour famine site, and wants to give a gift.
Click #1: Donate button
Click #2: Donate page — looking around, seeing “sign up now”, “get more info”, and can’t find a way to give a gift.
Click #3: “Donate now” — isn’t this what I thought I was doing on the first click?
Click #4: I am clicking donate now for the third time and am a little thrown off by the screen change. I guess this is still World Vision.
Click #5: brings me to a shopping cart, where I can “check out”, which is a little different than “make a donation”.
5 more clicks to get through the checkout process include registering for an account, updating my mailing address, entering my credit card information, and submitting my information. The first rule is not to frustrate or irritate those who want to give to us. Looking at the Wycliffe site, you can see the one-click giving point right on the page. Contact info, credit card, and submission all happens on one page. How can you make it as easy as possible for your donors to give?
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