Over the weekend, I received an appeal from Mozilla Foundation to support them in their fight for an open web and against the constant attempt to end net neutrality. Their efficient online giving process: From Email to the Donation page to Thank you page to Social sharing was very streamlined and convenient for me as a donor. Not only are they fighting a cause we – all nonprofits and consumers- need to get behind, they also did it very well. Textbook.
Originally, I saw the appeal on my mobile phone, but I didn’t know my PayPal password. I had to come back to the site from my desktop. I am one of the 55% of the US population who open their emails on the phone. The desktop version almost like the mobile version. It was all very neat and beautiful. I created a short video with the different parts of the process.
You see the very simplistic layout of the email with one call to action in various forms always with the color blue. The little box on top, which looks quite awkward on the desktop is the first content you see when looking at the email on your phone. Very brief the cause, and the call to action.
Different forms of the same Call to Action
There are in total four different ways to entice me to give with 3 buttons and two text links with different wording:
- Button: Yes, I’ll chip in
- Text link: Will you chip in to help keep the Internet free and open for all of us?
- Button: Donate Now! (even twice)
- Text link: Can you donate now?
The blue buttons are the only color in the otherwise black on white email. No other links distract me from its focus: Donate.
With three bold sentences the fine people of Mozilla help anchor the wandering eyes of the speed readers:
- At the beginning: Our Internet is facing unprecedented threats from all angles right now. That’s for the desktop readers
- The sentence in the box: “We’re fighting back, but we need your help.” That’s for the mobile viewers
- Close to the end: .. won’t be possible without your donation today.
Each bold sentence is immediately followed by a blue donation button.
Mobile Optimized Donation Page
When I clicked I went to the donation page, which is also very nicely done. Big buttons nice defaults and again blue buttons for the important touch or click. The buttons are big enough for mobile screen touch interaction. I used the PayPal one-click payment after I logged in and then arrived at the Thank-you Page. The page itself is fairly distraction free. No website menu, no sidebar, not other links other than alternative payment methods and tiny links in the footer.
Second Ask Opportunity on Thank You Page
The Thank-you-Page has a different look at feel with a different color scheme. And it displayed the second Ask to sign-up for their newsletter so they can keep me in the loop.
They should have known, that I am already on the subscribers’ list. A different second Ask, for example, “help us spreading the message via social media”, would have made more sense to me.
Rich Snippet: Image & OpenGraph Tags for Social Sharing
Now take a look at the visuals of this Rich Snippet of the Donation Page, that make the sharer look good!
— Birgit Pauli-Haack (@bph) October 21, 2017
I just love it. The donation page performs brilliantly on the Twitter, via TwitterCards. It has a message from me including the hashtag #lovetheweb
Because of the very efficient, fast and simple way to donate, I was happy to give. I trust Mozilla will use my money wisely in our fight for the open internet.
What do you think? Did you see other great minimalistic donation processes? Share it with us in the comment section!
Is your online donation page in compliance with your state’s solicitation regulations? Read more about it in our post “Donate Now Button a Problem?”
Birgit and I also talked about donor data privacy in our episode #20