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Online Donation Forms
- Liz Enright
Analytics
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TAP is using Anthology (formerly known as iModules) for their online giving forms. There are many features missing in the current state that prevent Advancement from realising their online giving potential. |
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Current State
The Advancement Portfolio has been using Anthology (formerly known as iModules) as its online donation platform for over seven years. Dozens of pages have been customised for different parts of the University to display gift designations specific to that area. The primary giving form used across University communications can be found here.
User Experience and Customisation Limitations
Anthology’s online forms are challenging to update due to their technical nature and cannot be performed by average users. This has led to more generic forms that can be repurposed across different communications. This limits the capacity of Advancement’s online giving as fundraising best practice has shown that personalisation and a responsive user experience across donation forms, in conjunction with frequent testing, can greatly increase the volume and amount of donations.
Integration with Salesforce
There is an existing integration between Anthology and Advancements Salesforce CRM, Jarvis. Specific technical details for this integration can be found in Confluence here. This integration brings donation details from Anthology to Jarvis, however, there have been multiple instances where gifts have failed to be created and ongoing integration analysis and support has been required.
Business Requirements
Initial business requirements for an ideal online giving form were captured from Julie-Anne Macintyre (Donor Loyalty Specialist) in September 2023 and were validated by Jess Wood (Deputy Director, Community Giving). These requirements can be found in Excel in the Salesforce Products SharePoint. The 55 requirements have been collated by by theme and prioritised using MoSCoW.
Online donation experiences have been studied by various institutions such as Donor Republic, Marlin Communications, and Fundraise Up in order to identify fundamental best practices that can contribute to increased donation amounts and volume. These best practices have been included in the requirements list. Some of these might not appear to have an obvious benefits, however, these studies have shown that something as insignificant as having a padlock icon shown next to credit card entry can result in a higher completion rate of a donation form.