{"id":17049,"date":"2025-09-22T11:14:00","date_gmt":"2025-09-22T09:14:00","guid":{"rendered":"https:\/\/dekode2023.stage.dekodes.no\/?p=17049"},"modified":"2025-09-24T09:52:38","modified_gmt":"2025-09-24T07:52:38","slug":"keeping-your-donor-forms-emotional-part-1-of-2","status":"publish","type":"post","link":"https:\/\/dekode2023.stage.dekodes.no\/en\/blog\/2025\/09\/22\/keeping-your-donor-forms-emotional-part-1-of-2\/","title":{"rendered":"Keeping your donor forms emotional\u00a0(part 1 of 2)"},"content":{"rendered":"<p class=\"t2-ingress wp-block-t2-ingress\">We all know the importance of emotions when crafting campaigns and recruiting donors for our causes. But are you keeping the donor journey emotional all the way, or do you unconsciously switch into a transactional user experience and tone of voice in your donor forms?\u00a0\u00a0<br>\u00a0<\/p>\n\n\t<div class=\"wp-block-dekode-post-info\">\n\t\t<div class=\"post-info__meta\">\n\t\t\t<div class=\"post-info__author\">\n\t\t\t\t<img alt='' src='https:\/\/dekode2023.stage.dekodes.no\/content\/uploads\/sites\/2\/2023\/10\/oyvind2-150x150.jpg' class='avatar avatar-96 photo' height='96' width='96' \/>\t\t\t\t\u00d8yvind Ellingsen\t\t\t<\/div>\n\t\t\t<div class=\"post-info__date\">\n\t\t\t\t<span class=\"screen-reader-text\">Posted on <\/span>\n\t\t\t\t<time datetime=\"2025-09-22T11:14:00+02:00\">22. september 2025<\/time>\t\t\t<\/div>\n\t\t<\/div>\n\t\t<div class=\"post-info__terms\">\n\t\t\t<a href=\"https:\/\/dekode2023.stage.dekodes.no\/en\/blog\/category\/nyheter\/\" rel=\"tag\">Nyheter<\/a>\t\t<\/div>\n\t<\/div>\n\t\n\n<figure class=\"alignwide wp-block-post-featured-image\"><img loading=\"lazy\" decoding=\"async\" width=\"4032\" height=\"2321\" src=\"https:\/\/dekode2023.stage.dekodes.no\/content\/uploads\/sites\/2\/2025\/09\/forms-bilde-1.png\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"\" style=\"object-fit:cover;\" srcset=\"https:\/\/dekode2023.stage.dekodes.no\/content\/uploads\/sites\/2\/2025\/09\/forms-bilde-1.png 4032w, https:\/\/dekode2023.stage.dekodes.no\/content\/uploads\/sites\/2\/2025\/09\/forms-bilde-1-300x173.png 300w, https:\/\/dekode2023.stage.dekodes.no\/content\/uploads\/sites\/2\/2025\/09\/forms-bilde-1-1024x589.png 1024w, https:\/\/dekode2023.stage.dekodes.no\/content\/uploads\/sites\/2\/2025\/09\/forms-bilde-1-768x442.png 768w, https:\/\/dekode2023.stage.dekodes.no\/content\/uploads\/sites\/2\/2025\/09\/forms-bilde-1-1536x884.png 1536w, https:\/\/dekode2023.stage.dekodes.no\/content\/uploads\/sites\/2\/2025\/09\/forms-bilde-1-2048x1179.png 2048w\" sizes=\"auto, (max-width: 4032px) 100vw, 4032px\" \/><\/figure>\n\n\n<p>In this article we will explore some common pit falls and some best practices for donor forms and how you can tweak yours to make them less transactional. But first, let\u2019s revisit a key principle in fundraising: <\/p>\n\n\n<p class=\"t2-ingress wp-block-t2-ingress\"><strong>To donate money is an emotional action, not a transactional one<\/strong><\/p>\n\n\n<p>We want to engage the donor emotionally through the entire donor journey. From our emotional messaging in our campaigns, to our non-frictional donor forms and all the way through to the thank you page and follow up communication. I call this the \u201cemotional bubble\u201d, and our goal<s>task<\/s> is to not burst this bubble anywhere in the donor journey.&nbsp;&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-some-common-mistakes\">Some common mistakes&nbsp;<\/h2>\n\n\n\n<p>Let\u2019s start by looking at some common mistakes that can burst that emotional bubble, and if you identify with any of these, don\u2019t despair, we will look at solutions too!&nbsp;&nbsp;<\/p>\n\n\n\n\t\t<div class=\"wp-block-t2-title-content\">\n\t\t\t<div class=\"t2-title-content__title-wrapper\"><h2 class=\"t2-title-content__title\">1. The transactional form\u00a0<\/h2><\/div>\n\t\t\t<div class=\"t2-title-content__content\"><div class=\"t2-title-content__inner\">\n\n<p>A common mistake is having a transactional form. When the form is making the potential donor <em>think <\/em>instead of making them <em>feel<\/em>, it starts getting transactional or rational rather than emotional. In a transactional form you may encounter payment vocabulary like \u201cchoose a payment method\u201d, \u201cpay with card\u201d and so on. The donor isn\u2019t buying or paying for something. The donor is giving a gift, through an emotional and non-rational action, so why are we using a transactional language and user experience?&nbsp;&nbsp;<\/p>\n\n<\/div><\/div>\n\t\t<\/div>\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/dekode2023.stage.dekodes.no\/content\/uploads\/2025\/09\/Keeping-your-donor-forms-emotional-1.svg\" alt=\"\" class=\"wp-image-17160\"\/><\/figure>\n\n\n\n\t\t<div class=\"wp-block-t2-title-content\">\n\t\t\t<div class=\"t2-title-content__title-wrapper\"><h2 class=\"t2-title-content__title\">2. The overcomplicated form\u00a0<\/h2><\/div>\n\t\t\t<div class=\"t2-title-content__content\"><div class=\"t2-title-content__inner\">\n\n<p>Asking too many questions and making the user fill out a lot of information up front, is another common mistake. Whenever we make the user <em>think <\/em>about something, they pop out of their emotional state into rational and logical thinking. This can hurt conversion as well as it can hurt the experience of donating to your cause. A better approach is to ask for as little information as possible up front, and get that information through payment vendors preferably, or asking for it at a later stage in the donor journey.&nbsp;&nbsp;<\/p>\n\n<\/div><\/div>\n\t\t<\/div>\n\n\n\t\t<div class=\"wp-block-t2-title-content\">\n\t\t\t<div class=\"t2-title-content__title-wrapper\"><h2 class=\"t2-title-content__title\">3. The receipt\u00a0\u00a0<\/h2><\/div>\n\t\t\t<div class=\"t2-title-content__content\"><div class=\"t2-title-content__inner\">\n\n<p>The peak point of the donor journey should be the thank you page, but a common mistake is to have a generic page or just a plain receipt. Yes, the donor would like to know that the payment went through. But we don\u2019t need to treat it like a payment, and they don\u2019t need a receipt. Going through the donor journey and keeping it emotional all the way through to the donation being processed, just to get a dull looking purely transactional receipt is a really bad experience for the donor. Also keep in mind that the content on the thank you page should be specific and in line with the campaign the donor came from. The thank you should <em>come from the heart and aim for the heart<\/em> of the donor. It should be a confirmation that the donor just did something amazing for that specific cause they got engaged by, and they should feel amazing about it.&nbsp;&nbsp;<\/p>\n\n<\/div><\/div>\n\t\t<\/div>\n\n\n\t\t<div class=\"alignnone is-mode-constrained is-gap-center is-style-compact wp-block-t2-simple-media-text has-background has-sand-background-color\">\n\t\t\t<div class=\"t2-simple-media-text__container\">\n\t\t\t\t<div class=\"t2-simple-media-text__image\"><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"512\" src=\"https:\/\/dekode2023.stage.dekodes.no\/content\/uploads\/sites\/2\/2025\/06\/Dekode_2025_bow-12-768x512.jpg\" class=\"\" alt=\"\" style=\"--focalpoint: 50% 50%;\" srcset=\"https:\/\/dekode2023.stage.dekodes.no\/content\/uploads\/sites\/2\/2025\/06\/Dekode_2025_bow-12-768x512.jpg 768w, https:\/\/dekode2023.stage.dekodes.no\/content\/uploads\/sites\/2\/2025\/06\/Dekode_2025_bow-12-300x200.jpg 300w, https:\/\/dekode2023.stage.dekodes.no\/content\/uploads\/sites\/2\/2025\/06\/Dekode_2025_bow-12-1024x683.jpg 1024w, https:\/\/dekode2023.stage.dekodes.no\/content\/uploads\/sites\/2\/2025\/06\/Dekode_2025_bow-12-1536x1024.jpg 1536w, https:\/\/dekode2023.stage.dekodes.no\/content\/uploads\/sites\/2\/2025\/06\/Dekode_2025_bow-12.jpg 2048w\" sizes=\"auto, (max-width: 768px) 100vw, 768px\" \/><\/div>\n\t\t\t\t<div class=\"t2-simple-media-text__content-container\">\n\t\t\t\t\t<div class=\"t2-simple-media-text__content\">\n\t\t\t\t\t\t<div class=\"t2-simple-media-text__content-inner\">\n\t\t\t\t\t\t\t\n\n<h2 class=\"wp-block-heading\" id=\"h-dekode-your-fundraising-partner\">Dekode, your Fundraising partner<\/h2>\n\n\n\n<p> We help you design donor journeys that build lasting engagement.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-outline is-style-outline--1\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/dekode2023.stage.dekodes.no\/en\/fundraising\/\">Discover our approach <\/a><\/div>\n<\/div>\n\n\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t\t\n\n\n\t\t<div class=\"wp-block-t2-title-content\">\n\t\t\t<div class=\"t2-title-content__title-wrapper\"><h2 class=\"t2-title-content__title\">4.  Generic follow up\u00a0<\/h2><\/div>\n\t\t\t<div class=\"t2-title-content__content\"><div class=\"t2-title-content__inner\">\n\n<p>The emotional donor journey doesn\u2019t stop after the first donation has been captured. It continues with a planned follow up for both single donors and recurring donors. When this planned follow up is not tailored and quickly moves into generic communication, it becomes less effective. Keeping the follow up as personal as possible, making the donor feel their contribution is making a difference, is important. It is a lot easier to convert an existing single donor to a recurring donor later, if they feel a personal connection to your cause. And it is easier to convert existing donors in your database, than recruiting new donors. So having a well-crafted follow up is worth the extra effort compared to just keeping it generic.&nbsp;&nbsp;<\/p>\n\n<\/div><\/div>\n\t\t<\/div>\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/dekode2023.stage.dekodes.no\/content\/uploads\/2025\/09\/Keeping-your-donor-forms-emotional-bad-examples.svg\" alt=\"\" class=\"wp-image-17177\"\/><\/figure>\n\n\n\n\t\t<div class=\"wp-block-t2-title-content\">\n\t\t\t<div class=\"t2-title-content__title-wrapper\"><h2 class=\"t2-title-content__title\">5. Losing the common thread\u00a0<\/h2><\/div>\n\t\t\t<div class=\"t2-title-content__content\"><div class=\"t2-title-content__inner\">\n\n<p>Another common mistake is not keeping the communication consistent through the entire donor journey. Having different messaging in the campaign ads and the landing pages can negatively impact the conversion. If a donor gets engaged by your campaign, it can get really confusing if that messaging is different when moving from the campaign to the landing page. Similarly, the experience gets less effective and emotional if the thank-you page and follow up communication is generic and not confirming that the donor has donated to the cause they got engaged by.&nbsp;&nbsp;<\/p>\n\n<\/div><\/div>\n\t\t<\/div>\n\n\n\t\t<div class=\"alignfull is-style-person use-yellow-background wp-block-dekode-call-to-action\">\n\t\t\t<div class=\"cta-content\">\n\t\t\t\t<div class=\"cta-ellipsis\"><\/div>\n\t\t\t\t<div class=\"cta-content-inner\">\n\t\t\t\t\t<div class=\"cta-content__left\">\n\t\t\t\t\t\t<h2>Make donating feel good<\/h2>\n\t\t\t\t\t\t<p>Transform every step of the donor journey into an emotional experience.<\/p>\n\t\t\t\t\t\t<div class=\"cta-actions\"><a href=\"mailto:oyvind.ellingsen@dekode.no\" class=\"wp-element-button\">Contact me<\/a><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<div class=\"wp-block-dekode-people-item\">\n\t\t<div class=\"person-util-person\">\n\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"683\" height=\"1024\" src=\"https:\/\/dekode2023.stage.dekodes.no\/content\/uploads\/sites\/2\/2023\/10\/oyvind2-683x1024.jpg\" class=\"attachment-large size-large wp-post-image\" alt=\"\" \/>\t\t\t<div>\n\t\t\t\t<div class=\"person-util-person-name\">\u00d8yvind Ellingsen<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"person-util-person-role\">\n\t\t\t\t\t\t<span>Strategisk r\u00e5dgiver<\/span>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"person-util-person-meta\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div><a href=\"mailto:oyvind.ellingsen@dekode.no\">oyvind.ellingsen@dekode.no<\/a><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div>+47 906 32 577<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n\t\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>In this article we will explore some common pit falls and some best practices for donor forms and how you can tweak yours to make them less transactional. But first, let\u2019s revisit a key principle in fundraising: We want to engage the donor emotionally through the entire donor journey. From our emotional messaging in our [&hellip;]<\/p>\n","protected":false},"author":23,"featured_media":17181,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"t2_featured_media_focal_point":{"x":0.5,"y":0.5},"footnotes":""},"categories":[1],"tags":[],"class_list":["post-17049","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-nyheter"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.3.1 (Yoast SEO v25.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Keeping your donor forms emotional\u00a0(part 1 of 2) - Dekode EN<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/dekode2023.stage.dekodes.no\/en\/blog\/2025\/09\/22\/keeping-your-donor-forms-emotional-part-1-of-2\/\" \/>\n<meta property=\"og:locale\" content=\"nb_NO\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Keeping your donor forms emotional\u00a0(part 1 of 2)\" \/>\n<meta property=\"og:description\" content=\"In this article we will explore some common pit falls and some best practices for donor forms and how you can tweak yours to make them less transactional. But first, let\u2019s revisit a key principle in fundraising: We want to engage the donor emotionally through the entire donor journey. From our emotional messaging in our [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/dekode2023.stage.dekodes.no\/en\/blog\/2025\/09\/22\/keeping-your-donor-forms-emotional-part-1-of-2\/\" \/>\n<meta property=\"og:site_name\" content=\"Dekode EN\" \/>\n<meta property=\"article:published_time\" content=\"2025-09-22T09:14:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-09-24T07:52:38+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/dekode2023.stage.dekodes.no\/content\/uploads\/sites\/2\/2025\/09\/forms-bilde-1-1024x589.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"589\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"\u00d8yvind Ellingsen\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Skrevet av\" \/>\n\t<meta name=\"twitter:data1\" content=\"\u00d8yvind Ellingsen\" \/>\n\t<meta name=\"twitter:label2\" content=\"Ansl. lesetid\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutter\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/dekode2023.stage.dekodes.no\/en\/blog\/2025\/09\/22\/keeping-your-donor-forms-emotional-part-1-of-2\/\",\"url\":\"https:\/\/dekode2023.stage.dekodes.no\/en\/blog\/2025\/09\/22\/keeping-your-donor-forms-emotional-part-1-of-2\/\",\"name\":\"Keeping your donor forms emotional\u00a0(part 1 of 2) - 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