Summary: QR codes make nonprofit giving during fundraising and community events faster, easier, and more convenient. In this article, we discuss the barriers to giving, why QR codes are so effective, where to set up QR codes, how to increase conversion rates, and how to measure their effectiveness.
Missed event donations aren’t about a lack of generosity or passion about your mission. More often than not, donating isn’t easy or obvious enough. There’s too much friction.
What causes friction in event giving?
- Long URLs
- Paper pledge cards
- Cash-only giving
- A slow check-in process
- Unclear instructions
- Spotty Wi-Fi
- Verbal direction
These friction points can make donating slower, more complicated, more difficult, more confusing, and more uncomfortable.
The good news is that QR codes remove barriers to giving so your small nonprofit can capture more impulse donations – those gifts triggered by emotional moments at your events when donors feel inspired to make a difference!
Why QR Codes Work So Well at Events
With QR codes, donors don’t have to type in a URL, take out a checkbook, or wait in line. They don’t have to follow directions. They barely have to think.
They just have to open the camera on their mobile phone, scan the code, tap the link, and complete the donation with payment details that are already stored in an app. It takes 10 seconds! It’s fast, easy, and private.
Just make sure you have reliable Wi-Fi! Ask the venue operator to test and confirm the reliability of their Wi-Fi signal with large crowds.
Of course, you should always offer the option to donate by cash or check. Many donors may feel more comfortable with traditional giving, and that’s okay!
The Best Places to Display QR Codes at Nonprofit Events
Any surface that’s big enough to display a QR code will do. The minimum size is typically 0.8 inches x 0.8 inches. That works fine for event programs, business cards, name badges, gift bags, and emails.
Generally, you want the QR code to be fairly large so it’s easily noticed and can be scanned from the right distance. Cards or brochures with QR codes on tables, bars, food and beverage areas, and even bathroom counters and walls should be easily scannable from a few feet away.
QR codes on signs should be large enough to be scanned from at least 10 feet away. You can even use QR codes in videos on projectors. Just make sure they’re displayed for more than a few seconds!
How to Set Up QR Codes that Convert
QR codes should be linked directly to your “donate” page. Again, the fewer the steps, the better! Make sure your website and contact form are optimized for mobile because that’s how donors will be giving, especially at live events.
Keep the form as simple and easy as possible, with a few suggested giving amounts, matching gift information, and a small number of required fields.
The actual QR code display should use high-contrast colors for easy viewing and scannability. Include a clear call-to-action (“scan to donate in 10 seconds”) so people know the purpose of the QR code, and include a short URL on paper as a backup in case they have trouble scanning.
Timing Your “Ask” for QR Code Giving
Timing is everything. Ask people to scan the QR code to give at just the right moments during the event without overdoing it.
When people check in, event staff should be trained on a one-sentence script for asking people to donate. They should also have a short script for explaining and showing how QR codes work. Make it simple for staff and simple for donors!
Throughout the event, time your “ask” appropriately – after an emotional story, just before you take a break, and at the end of your program when you thank people for attending.
Tracking QR Code Performance
Google Analytics and other tracking tools can be used to track:
- Number of scans
- Conversion rate
- Average gift
- Time of scan
- Location of scan
Use different QR codes for different displays to test their performance. For example, you can compare the number of scans and gifts for a video QR code with a table sign QR code. Then you can apply what you learned to improve your QR code strategy for your next event!
Remember, QR codes are all about removing barriers from giving. Use QR codes strategically, train event staff, and nail down the timing to increase event giving when people feel inspired!
