When you give a prospective donor too many choices, you risk overwhelming them and leading them toward inaction.
In the book “The Paradox of Choice,” Professor Barry Schwartz characterizes having too many choices ultimately leading to indecision. The Vending Times summarizes his premise:
“… given the unprecedented amount of choice North Americans are presented with today, logic would suggest that we should be much happier than we are. But in fact, there is strong evidence to the contrary, as added choice seems to raise anxiety and, quite often, can lead to no choice being made at all.”
When designing your call to action, you should only give a few choices to the prospective donor. We recommend presenting no more than three calls to action with no more than five donation tiers.
More than this, then you risk leading your prospective donor to inaction.
