Online giving is an increasingly important part of any fundraising strategy in the arts, so it’s more important than ever to make sure your arts marketing strategy is effectively encouraging online donations. So often a donation ask is buried on a dedicated page three of four clicks into the donor journey, but industry best practice suggests that the mechanism for donating online should be as simple as possible. This means online donations should be easy to find and use, with users being able to donate with as few clicks as possible. The simpler the donation process, i.e. the clearer and simpler the ask, the more likely web visitors are to donate.
Here at Spektrix we think that there’s an amazing opportunity for arts organisations to focus on the long-term benefits of online giving and tap into the power of their websites to drive engagement and identify new donors. That’s why we’ve created the Donations Web Component, a tool which allows you to add a charitable ask to any webpage and can be customised in whichever way you see fit. With this tool you can add powerful calls to action throughout your website, and encourage donations by making the process quick, easy and intuitive.
Related Reading: Four Arts Fundraising Strategies that Drive Donations
What’s a Web Component?
Web Components are online tools which can be integrated into websites in order to perform specific functions, and in this case they allow users to add a donation to their basket from any point in a website. Crucially, they are simple to set up - the tricky part of the integration with Spektrix is handled by just a couple of lines of code that your web developer can drop into your website and style to match your website’s look and feel.
What’s particularly interesting about Web Components is their flexibility. The Donations Web Component is not a single, fixed solution that always functions in the same way - you can customise and tailor it to look however you want it to look.
We first released this Web Component as a ‘public beta’ back in June, but since then we’ve made additional functionality which allows the use of recognition names and tributes. We’re delighted to see it fully released and live and being used by lots of arts organisations already.
This isn’t the first time we’ve created a Web Component for Spektrix users, and it certainly won’t be the last. In fact, it’s just the first of many that we’re planning, and we’re really excited to see how Spektrixers will use these creative and flexible solutions in the future. If you’re interested in how Web Components can help support your arts organisation, why not get in touch with your web developer and ask them to get in touch with Spektrix to discuss different possibilities?
What can the Donations Web Component do?
We developed the Donations Web Component as a way for arts organisations to encourage targeted online giving. By using this solution, you can quickly and easily add different charitable asks across your website, wherever you want them to be. You’re not limited to only asking for donations on your ‘Support Us’ page or along the purchase path when customers are booking tickets; you can use the Donations Web Component to pep up your show pages, or to add as many different asks as you want, in as many different places on your site as you can think of.
For example, you could easily ask for specific support for your education programme, right from the education page on your website. Alternatively you might want a button for a one-click donation of £5 to be visible on every page of your website, or perhaps you want to give visitors the chance to choose from three pre-set donation amounts, or to have a sliding scale of values. How about adding specific asks to blog posts and announcements on your site? You can do all of the above, and pretty much anything else you can think of with the Donations Web Component. It’s this flexibility which makes it such a powerful tool,and lets you tailor your implementation of the Web Component to best support your arts fundraising strategy.
Donations Web Component in Action
Since we opened our public beta back in June 2018 we’ve had lots of Spektrixers implement the Donations Web Component on their websites. We’ve picked out a few of our favourite examples of this Web Component in action to demonstrate just how flexible and customisable this tool is for helping you achieve your fundraising goals.
Tara Arts use the Donations Web Component on their ‘Support Us’ page to galvanise users by giving them an easy CTA to act on after reading their powerful messaging. Their Web Component is configured with four preset-value buttons, as well as an option for donors to choose their own different value for their donation. The Donations Web Component is nicely styled to match the rest of their website, and we particularly love how they give users the flexibility to choose one of the preset donation amounts or add in a custom amount.
Jonathan Kennedy, Executive Director of Tara Arts, had this to say about the Donations Web Component: “It’s been really great to see an immediate return with increased weekly donations via the Donate button on our website.” The Tara Arts website has been implemented by Feast Digital.
Victory Gardens Theater
On the Victory Gardens Theater website there’s a great ‘Support Us’ page with a Web Component that’s been set up with a sliding scale offering four different range options. Moving the slider along each notch changes the text displayed underneath, giving donors all the information they need to choose how much to donate.
This was implemented for Victory Gardens Theater by Filip Jaszczuk, Independent Web Designer & Developer, who had this to say about the process of setting up the Web Component:
“The implementation of the donation page using Web Components wasn't difficult at all. Spektrix provides a couple of Web Components code examples that can be used as a brilliant starter for a donation page of any complexity.”
Aberdeen Performing Arts
Instead of adding a Donations Web Component to their ‘Support Us’ page, Aberdeen Performing Arts have built it into the header of every page on their website so that it’s always visible. It’s been configured with three pre-set value buttons, plus a drop-down to allow donors to choose which Fund their donation goes towards. Wherever a customer is on the website, they have the opportunity to make a donation.
Leon Gray, Head of Business Transformation at Aberdeen Performing Arts told us that “ it was so simple to deploy the Donations Web Component on the site that we didn't even realise our developer had done it”, which we think is testament to the ease of setting up the Web Component as well as the skills of web agency 21st Century Media. Here’s what Eddie Payne from 21st Century had to say about the Web Component:
“We found working with the Donations Web Component very straightforward and simple to implement. Spektrix supplied us with a very useful 'Web Components - Quick Start' guide which enabled us to implement and deliver the Donations Web Component, plus the personalised login display and the basket counter [our Basket and Logged in Widgets] in record time.”
How do I get started using the Donations Web Component?
These examples are just a few of the ways in which you could implement the Donations Web Component - the options are endless. If you’re keen to look into using this tool on your website, here are a few suggestions to get you started on the right track:
While it’s quick and easy to start using this Web Component, it’s worthwhile to plan and set KPIs for what you hope to achieve. Online giving should be a fundamental part of your digital fundraising strategy as a way of beginning and nurturing philanthropic relationships with your online visitors, so make sure that whatever you set up is working towards that objective.
Keep it simple
For all that you want to make sure the Web Component is supporting your objectives, it’s important to make it as easy as possible for online visitors to donate. The most effective online giving forms tend to be as simple as possible, so think about how much choice you’re providing and if that complicates the user journey. You might have several different Funds available for donations, or you might want to give donors the chance to choose items that their donations support. That’s great, as a little choice can help encourage donations, but too much choice might complicate the action, overwhelm the user, and discourage donations.
It might be tempting to set up the Donations Web Component so donations go into one or more of your existing Funds. However, we’d suggest setting up a dedicated Fund for donations coming in via the Donations Web Component so that you can precisely track its performance on your website. By doing this you’ll see how many donations are being made through the Web Component and you can then compare this to donations made during the booking process.
This allows you to monitor your return on investment for implementing the tool, track philanthropic behaviour across your website, and it might help you think about how you’ll experiment with different implementations over time. If you have some budget to play with, ask your web developer to make occasional tweaks to the Donations Web Component, so you can track conversion rates and optimise performance.
If this post has got you interested in setting up the Donations Web Component on your organisation’s website, we’d love to hear from you. Get in touch with your web developer, or contact the Spektrix Support team to have a chat about how you’d like to use the Donations Web Component and how we can support you.
We always love hearing how Spektrixers are using our latest tools, so if you do set something up keep us in the loop and let us know how you get on.
Discover how theatres are increasing donations from Individual contributions by downloading Chapter 2 of the 2019 Insights Report.
Insights Report - Chapter 2: https://info-us.spektrix.com/2019-insights-report/chapter-2