Building a Donation Page That Generates a Great Return
Is your organization’s website easy to navigate? Is there a giving link featured prominently on the home page?
Hopefully, both are true. If not, start with the basics.
Then, consider these next steps for leveraging your website to generate support for the mission:
Does your donation page reflect the nonprofit’s brand?
It is a good idea to use a third-party provider that ensures online security, but the giving page should still look like it belongs to your organization. Third-party pages can be adjusted to mirror your brand.
Is your donation page simple and easy?
The donation page is not a place to talk about the organization. People who click “donate” want to give, and they want the process to be straightforward. They don’t want to wade through a lot of text. However, in addition to the online form, include the organization’s mailing address and phone number on the donation page, since there may be some donors who would rather pay by phone or check. Offer donors a few giving-level options, but there is no need to include more than five gift amounts or gift designations.
Can your donation page be shared electronically?
From the donation page, offer links where donors can follow you on your social media pages or share your donation page with those in their circle of influence. This is a great way to increase your visibility and identify new prospects.
Before you make changes to your donation page, take time to view other nonprofit’s pages to see what you find appealing, appalling or simply annoying. If you need to hire a professional to revamp your page, do it. Having a top-notch donation page has the potential of generating a great return on the investment.
Janell Johnson, Senior Vice President, firstname.lastname@example.org
Join Us on the Growing Philanthropy Tour
Next stops on the road to achieving Kinetic’s mission of growing philanthropy by 25 percent in the next 20 years:
May 30-31, 2019
National Coalition for Homeless Veterans
2019 Annual Conference
Data-driven Donor Identification, Cultivation, Solicitation and Appreciation Developing a Comprehensive Fundraising Plan
July 11, 2019
2019 Bridge Conference
AFP of Washington DC Metro Area Chapter
Prepared for Success: Demystifying the Major Gift Campaign
Los Angeles, Calif.
October 10-12, 2019
2019 Economic Science Association
North American Meetings
November 14-15, 2019
Randomized Controlled Trials
Resources for Smart Fundraising Available on Kindle
Keep up to date on the latest fundraising trends with the Kindle ASR Media collection:
- Fundraising Leadership – The definitive source for empowering board members to become pro-active fundraising leaders by Karin L. Cox
- Performance-Driven Fundraising – Handy, yet entertaining reference tool for new and seasoned fundraisers by Matthew J. Beem
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Visit the Kinetic website for:
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Strategies for Success explores smart ideas, connecting with thousands of fundraising professionals. We welcome your best practices contributions or comments. Send to Strategies for Success editor Karin Cox, email@example.com. If you’d like a free subscription to Strategies for Success or its monthly companion, Philanthropy Success, contact firstname.lastname@example.org.