Lown Institute Multi-step Donation Form

The Lown Institute wanted an eye-catching multi-step donation form to inspire and engage donors. Although the background image is simple, it gives the form depth, and hearkens to the Institute’s big campaign right now: RightCare.

Dynamic multistep donation forms like this one, which was built by adding CSS & Javascript to a standard Salsa donation form, have been proven to increase conversation rates. Obama’s digital team was the first group to prove the effectiveness of multi-step donation forms during the summer of 2012. Since then, they’ve become a popular way to increase conversions by getting users “to the top of the mountain by showing them a small incline rather than a steep slope,” in the words of Obama digital campaign member Kyle Rush.