HOW CAN YOU IMPROVE YOUR DONATION PAGE?

Discover 19 elements of your donation page that you can test, optimize, and improve to raise more money online.

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OPTIMIZE YOUR DONATION PAGE

Every nonprofit that accepts online donations has a general donation page. But there are so many best practices floating around that it can be hard to identify exactly how to craft your donation page.

  • How long should it be?
  • Should I use a video?
  • How much information is too much to ask for?
  • Should I use a gift array?

Because the motivation of your donors on these pages varies so significantly, we can't assume that every visitor is ready to donate. And it's nearly impossible to guess why they are considering a donation.

Taking these factors into account, we've analyzed our entire research library to create this interactive guide outlining the proven elements and tactics we have discovered that will help you improve conversion rates on your donation page in order to acquire more donors and grow your revenue.

19 ELEMENTS OF A GENERAL DONATION PAGE

  • 1HEADER
  • 2DESIGN
  • 3HEADLINE
  • 4BACKGROUND IMAGE
  • 5INTRO COPY
  • 6MAIN IMAGE
  • 7VIDEO
  • 8BODY COPY
  • 9IN-LINE REVIEWS
  • 10IN-LINE PREMIUMS
  • 11CALL-TO-ACTION COPY
  • 12GIFT ARRAY
  • 13GIFT ARRAY PRESENTATION
  • 14GIFT TYPE
  • 15FORM FIELD DESIGN
  • 16FORM FIELDS
  • 17aCREDIT CARD FIELDS
  • 17bALTERNATE PAYMENT METHODS
  • 18CALL-TO-ACTION BUTTON AREA
  • 19VERIFICATION / CONFIRMATION PAGES

[General donation request with broad reasoning headline]

When you donate to [organization name]

This is copy that helps the person understand the effect of their donations. You want to help them understand what that means, but can't go into too much detail:

  • Bullets are ok on this page type
  • Reasons or evidentials should be OK here = this is a resource page
  • People that arrive to this page have intention, as it NOT something that has interrupted them
  • So the easier we make it to process, the easier it is for them to accomplish their mission to donate

This is copy that describes the premium they get for donating above a certain amount.

Take a sentence, or two, and describe what this premium is, and what value they can expect from it. Also touch on how this premium is related to your values and your mission.

Premium image

Yes! I want to [support word][benefit others experience from organization]

1. Enter Your Donation Amount

This is a one-time gift of [$xx above]
This is a monthly gift of [$xx above]

2. Enter Your Information (It's Secure)

Credit CardACH Bank Account
Make My One-Time $50 Gift

Your gift is going to help impact [this specific change] that we already talked about. This is just a small reinforcement.

1

Header

Simple with no navigation and no donate button.

2

Design elements

Avoid over-investing in design, and ensure text is readable.

3

Headline

Clearly spell out the specific effect of someone’s donation.

4

Background Image

If using one, ensure it is related to your value proposition.

5

Intro Copy

Introduce your general value proposition here. Communicate clearly and concisely.

6

Main Image

No image needed.

7

Video

Avoid it.

8

Body Copy

Stick to a concise, general, and bulleted message. Avoid excessive explanation copy and narrative.

9

In-line Reviews

Use them cautiously.

10

In-line Premiums

Describe it here, and use an image.

11

Call-to-action Copy

Provide a single call-to-action at the end of the body copy, reinforcing the impact of donating.

12

Gift Array

Test an enter-your-own dollar amount field if your average gift size is significantly larger in this channel compared to others (Important: Use a 4-5 option gift array if your average gift size is around or below other channels).

13

Gift Array Presentation

If using an array, use big designed buttons, and do not use a premium upsell.

14

Gift Type

Do not default or overemphasize a recurring gift.

15

Form Field Design

Arrange to reduce page length, add headers with numbering and clarity.

16

Form Fields:

Pre-populate with customer information and ensure phone is always optional.

17a

Credit Card Fields

Visually box out fields with a high contrast background and visible lock icon.

17b

Alternate Payment Methods:

Use caution when adding payment options you can’t control (i.e. PayPal).

18

Call-to-action Button Area

Use credibility seals and reinforce impact of gift with brief copy.

19

Verification/Confirmation Pages

Eliminate them.

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