1. Be sure the page has as few click-through routes as possible

Don’t send people to your general webpage, instead make a separate page (a landing page) for each campaign that specifically focusses on your direct mail or email campaign message. Repeat your offer. To increase recognition, use the same images.

2. Use campaign pages

Don’t send people to your general webpage, instead make a separate page (a landing page) for each campaign that specifically focusses on your direct mail or email campaign message. Repeat your offer. To increase recognition, use the same images.

3. Keep text to a minimum and focus on the question

Give people assurance about what you will do with their money. Provide confirmation.

4. Make it easy to give

Ensure that people can make a donation without leaving the page. With every click you lose response.

5. Cultivate reliability

Clearly state your contact information for any final questions, state your certifications.

6. Provide different options for donating

Different amounts, one time or monthly. But aim for monthly donations.

7. Give a proper thank you

Create a proper personalized “thank you” page and send a personalized “thank you” email. Refer back to the donation, the donation amount and give an extended and personal thank you.

8. Set up a good follow-up strategy

The first three emails establish the tone of your whole further relationship. Welcome the donor, thank the donor, and show that you are doing good things with the donation.