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.
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.
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:
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.
Simple with no navigation and no donate button.
Avoid over-investing in design, and ensure text is readable.
Clearly spell out the specific effect of someone’s donation.
If using one, ensure it is related to your value proposition.
Introduce your general value proposition here. Communicate clearly and concisely.
No image needed.
Stick to a concise, general, and bulleted message. Avoid excessive explanation copy and narrative.
Describe it here, and use an image.
Provide a single call-to-action at the end of the body copy, reinforcing the impact of donating.
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).
If using an array, use big designed buttons, and do not use a premium upsell.
Do not default or overemphasize a recurring gift.
Arrange to reduce page length, add headers with numbering and clarity.
Pre-populate with customer information and ensure phone is always optional.
Visually box out fields with a high contrast background and visible lock icon.
Use caution when adding payment options you can’t control (i.e. PayPal).
Use credibility seals and reinforce impact of gift with brief copy.
Donwload the free donation page guide using the form below to start optimizing your donation pages with tested and proven strategies.