Nov 28, 2023 Written by Tamar Barlev

How to Design a Donation Page That Actually Converts

It’s the most generous time of the year—and the season in which your donation page needs to be in its tippiest-top shape. For nonprofits, a good donation page is a handshake, a smile, a fiercely charismatic advocate, and that one calling volunteer who’s way too hyped up on Red Bull. Really.

So today, we’re going to be diving head first into what it takes to build a landing page (read: donation page) that not only entices a visitor to click—but convinces them to participate in your cause. And, we’d like to preface with the fact that we do know quite a bit about this (here’s our case study with the World Wildlife Fund.)

What is a Landing Page?

In my* world, a landing page serves as the digital doorstep to your online presence. It’s the first interaction point where visitors arrive after clicking on a link, be it from an email campaign, a social media post, or a Google ad. A well-crafted landing page can make the difference between a fleeting visitor and a conversion. But when it comes to the nonprofit sector, where marketing and fundraising go hand-in-hand, landing pages take on a more specific and crucial role—especially when they’re designed to serve as donation pages for various fundraising campaigns.

*hi from Goji’s Marketer 🙂

The Nonprofit Touch: Transforming Landing Pages into Donation Pages

Nonprofits leverage landing pages as donation pages to streamline the giving process and amplify their fundraising efforts. They’re the digital conduits through which organizations can connect with potential donors, telling compelling stories, showcasing impactful projects, and ultimately inspiring people to contribute financially.

A donation page isn’t just a transactional space; it’s a platform where the emotional connection between the cause and the donor is forged. It should be a seamless and persuasive experience that guides the visitor from interest to action, fostering a sense of involvement and impact.

And the numbers speak for the importance of nonprofit online presence. For instance, in recent years, the landscape of charitable giving has shifted dramatically towards online channels, with 63% of donors prefer to give online. The ease of digital transactions, coupled with the global reach of the internet, has made online donation pages indispensable for nonprofits.

10 Pro Tips for Donation Page Conversion Optimization

  1. Simplicity is Key: When it comes to donation pages, simplicity isn’t just a design principle; it’s a conversion strategy. A clutter-free, easy-to-navigate page reduces friction, making it more likely for visitors to complete the donation process. Avoid unnecessary form fields and distractions, focusing on the core message and call-to-action.
  2. Mobile Optimization: In an era where mobile devices dominate internet usage and nonprofit fundraising (25% of online donations were made via mobile devices this year; up 205%) your donation page must be mobile-friendly. A seamless mobile experience isn’t just about responsive design; it’s about creating a user journey tailored to smaller screens. Ensure that buttons are easily tapabl, and forms are easy to fill out on a mobile device.
  3. Compelling Visuals and Storytelling: Donors are motivated by emotion. Use high-quality visuals, such as images and videos, to tell a compelling story about your organization’s impact. Showcasing real people and real results creates a connection that goes beyond the transactional nature of the donation.
  4. Transparent and Trustworthy: Build trust by being transparent about how donations will be used. Clearly communicate the impact of different donation amounts and provide information about your organization’s financial accountability. Display trust badges, security certifications, and testimonials to reinforce credibility.
  5. Multiple Giving Options: People have diverse preferences when it comes to giving. Provide multiple donation options, including one-time gifts, monthly subscriptions, and specific campaign contributions. Offering flexibility accommodates different donor preferences, increasing the likelihood of conversion.
  6. Progress Indicators: Incorporate progress indicators during the donation process. Humans are naturally inclined to follow through on activities they’ve started. Showing a visual representation of progress, whether it’s a percentage bar or step-by-step checklist, encourages donors to complete the donation journey.
  7. Personalization and Customization: Tailor the donation experience to the individual donor. Use personalized greetings, acknowledge previous donations, and recommend giving levels based on their history. Customizing the experience shows donors that their contributions are valued and understood.
  8. Social Proof and Urgency: Leverage social proof to build credibility. Highlight the number of supporters, testimonials from previous donors, or endorsements from influencers. Introduce a sense of urgency by emphasizing time-limited campaigns or showcasing the immediate impact of donations.
  9. Post-Donation Engagement: The donation isn’t the end; it’s the beginning of a relationship. Implement a post-donation engagement strategy, including thank-you emails, updates on how donations are being used, and invitations to participate in ongoing campaigns. Fostering a sense of community encourages repeated donations.
  10. A/B Testing and Continuous Optimization: The digital landscape is dynamic, and donor behavior evolves. Regularly conduct A/B testing to identify what resonates best with your audience. Analyze data, gather feedback, and make continuous improvements to your donation page to stay ahead of trends and donor expectations.

To sum it up

A donation page isn’t merely a functional component of a nonprofit’s online presence—it’s a powerful tool for driving impact. By mastering the art of conversion optimization through thoughtful UX/UI design and strategic storytelling, nonprofits can transform casual visitors into dedicated donors, ensuring the sustainability of their mission in the ever-evolving digital era.

And, if you need some help with all of this, reach out to us. As experts in nonprofit web and app development and UX design, we’d love to talk 🙂