The Bloomies are our award for outstanding donor communications in the nonprofit sector. Each week, we’ll feature a newsletter, email, direct mail piece, acknowledgement, solicitation or social media post that caught our eye.
Nominated by: Steven Shattuck
Tell us about the fundraiser and/or organization you are nominating: Partnership for Families, Children and Adults
The Partnership for Families, Children and Adults has been serving the Tennessee Valley community for 136 years through professional counseling, crisis intervention, and prevention services.
Tell us about the piece you are nominating:
The nominated piece is PFCA’s donation page and confirmation page:
After completing the donation, you are automatically redirected to a branded confirmation page:
Why do you think they are deserving of a Bloomie?
According to Network for Good, branded giving pages generate 7x more dollars raised than generic giving pages. Generic giving pages generate 20-30% smaller gifts. Yikes.
Why? Branded giving pages are simply more trustworthy. It feels like you are truly giving directly to the organization. Third-party processors and their generic giving pages cast doubt. And doubt is the last thing you want in a donor’s mind.
By keeping the donation form on a branded page, rather than being redirected to PayPal or another third-party service, PFCA is able to keep the web browsing and donation experience seamless.
Besides being beautifully designed, the donation form includes every indispensable element:
- pre-defined giving level options
- monthly giving option
- email opt-in checkbox
- employee matching
- fund designation
All donation forms should include each of the above at a minimum.
Not only is the donation page on point, but so is the confirmation page. Too often, the importance of confirmation pages are ignored. When a donor is redirected to a page that clearly states that the donation was processed successful and communicates appreciation, they will feel more confident in the gift they just made (rather than furiously refreshing their inbox waiting for a confirmation email – or worse – making a second donation because they aren’t sure that the first went through.
PFCA’s page maintains the same branding as the donation page and the rest of the website, and communicates impact. “You’ve just changed lives!” Yes you did, donor. Yes you did.
Know someone deserving of a Bloomie? You can nominate someone here >>