Is your donation landing page working hard enough?

Many nonprofits include a QR code in their annual reports that links to an online donation landing page. But what’s on that page can make a big difference in the number of donations received. What follows are seven important landing page best practices

• A landing page should have only one goal: complete the donation form. Everything on the page should support that goal. Anything that doesn’t should be jettisoned.

• Lead with a clear, emotional headline that connects the donor’s action to real-world impact.

  • Give A Child Access To Clean Water Today

  • Join Our Mission to Protect and Conserve Kenya’s Critical Ecosystem

• Connect the donation amounts to tiered outcomes.

  • $25 provides school supplies for one student

  • $60 feeds a family for a week

  • $100 funds emergency medical care

  • $250 helps shelter a family of four for three days

• Put the headline, subhead, brief text, tiered donation amounts, and the donation form “above the fold.”

• Use one short call-to-action button.

  • Donate Now

  • Donate Today

  • Give Now

• Use real photos and stories to show donors what their gifts helped your organization accomplish.

• Optimize the page for mobile, as most donors will arrive there on their phones. The first and second things they should see are the headline/subhead and the donation form.

If you’d like help with your online donation page, contact me at robert@rothcopy.com