Perhaps not surprisingly, some of the biggest lessons in fundraising arise from the act of giving. For the past two years I’ve increased my charitable giving, even starting a ‘mystery shopping’ experiment back in March that continues to this day.
Today’s seamless, donor-focused lesson came via St. Jude’s Children’s Hospital. The entire transaction took approximately one minute, from start to finish. This clean, simple email landed in my inbox. Loved the immediate focus on gratitude in the subject header: St. Jude Thanks and Giving. The email consisted of a photograph, a donate now button, and a heartfelt appeal written by an 11 year old cancer patient
I clicked on the donate button and was taken to this page:
Again, clean, simple. Not too many options. Not too many options is good. Don’t overwhelm your donor.
After filling in my information, I was taken to the final payment page:
I liked that the option of receiving or not receiving emails from St. Jude was transparent. I like having three payment options.
Upon completion of my gift, I was taken to a redirect page and immediately received an email thank you.
Pleasant, seamless, and straightforward. Just the way your donors like it.
View Pamela Grow's profile
I can’t wait to meet with you personally.
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