• Size DOES matter: Bigger donate buttons helped convert more donors
  • Color can matter too: A vividly colored donation button can strongly boost donation page conversion…but seasonality and color choice influenced whether it did
  • Less is more: Removing unnecessary fields from the personal information form significantly increased conversion to donate
  • Remind people (nicely) why they want to donate: Polite header copy (“Please make a tax-deductible gift…”) followed by short appeal copy yielded better conversion than a more forceful call-to-action (“Donate Now! Help us…”) without appeal copy􀀁
  • No need to be demanding: Using firmer language on the donation button (“Donate Now” instead of “Submit”) did not produce statistically higher conversions