How To Increase Donations on Non-Profit Landing Pages


If you spend most of your time thinking about developing compelling campaigns on and offline, and finding new ways to engage supporters, there are more ways than ever before to raise money online.

Landing pages are the new direct marketing, and everyone with a landing page is considered as a direct marketer. Marketers are increasingly turning their attention and resources to landing page optimization. This can be empowering for non-profit organizations, especially those with limited funds, but it can also be hard knowing where to begin.

If you’ve been following Landing Page Designers for a while, you probably know that a landing page is one of the most beneficial tools for online communications where you want visitors to complete a specific transaction, such as donating money or joining an email list.

Successful organizations create satisfied, loyal supporters by building a sense of involvement, accomplishment and communication with supporters to move their cause forward. These organizations may not experience problems collecting donations via their landing pages. Donations are the life-blood of charities. Without funding from kind, giving strangers, these non-profit organizations would not be able to carry out their missions. So If you’ve made an online donation before, you probably know what I’m talking about. Landing pages are popular among web savvy nonprofits with smart marketing plans. But the sad truth is, a lot of these organizations seem to be running landing pages that pages that are in serious need of some optimization.

Non-profit landing pages share many of the same best practices as any e-commerce website. They need to be user friendly, easily navigable, and use appropriate fonts, colors, and other design elements. Creating an engaging nonprofit landing page design that encourages repeat visitors and attracts fresh traffic takes the perfect mix of relevant content and compelling calls to action. But what is it that makes a non-profit landing page design effective?

Do you find yourself a bit envious of all that money and manpower of bigger nonprofits? Don’t be. By identifying ways to improve a landing page, such as the design, text, and loading times, a non-profit organization can improve the way visitors interact with their organization’s site and could boost donations or email sign-ups.

What are the services and opportunities that you offer?

It’s important to make it easy for visitors to learn about the non-profit’s cause. Whether battling world-hunger, saving the environment, protecting animal-rights or assisting people with disabilities, your mission or objectives must be concrete and short for achieving your landing page goal.  Use concise language that’s easy to understand and straight to the point Being consistent with the language you use makes it easier for people to find what they want.  Your landing page should also contain information about your aims, work and reputation. It doesn’t have to be a static content either, it can change according to your organization’s activities. So before you even start thinking about the site’s layout, make sure you collect texts, images, videos, charts, and any relevant media that will help people understand and identify with your cause.

Take into account the types of information you’ll be providing on the site and the formats that will be used. Write a summary. Let everyone know what your organization does in about 1-3 sentences in a very prominent place on your site. If it is relevant, put it in the many body. Don’t have anything in the side columns. Keep the most important section above the fold (area of the browser that’s visible without scrolling down). Have a focused landing page that is easily readable, understandable and intuitive with important information displayed above the fold.

You must communicate what it is that your organization is doing immediately through the use of images and text. Using visuals will help convey the message of where the donor’s money is being put towards. Use real life images that would resonate with the individual and persuade them to make a donation. Find a local photographer who can help you capture your mission in action. Never use Stock photography. Focus attention with a compelling image, preferably a person.

Reduce clutter. Nothing turns a visitor away faster than a cluttered website that is difficult to navigate. Don’t give your visitors a reason to detour from the page before completing the action you want them to take. In other words, avoid putting full site navigation and links on a landing page that will encourage visitors to abandon the page. Also, give your landing page visitors only one action to take, avoid multiple actions.  Reduce the navigation options. Make sure everything you might want a visitor to do on your site is no more than three clicks away.

Optimize your landing page for search engines. Figure out what search terms people are currently using to find your site. Knowing what your nonprofit offers, why it’s valuable, and how it’s different from similar organizations can help you choose the right keywords. You want to choose the keywords that match what a lot of people are searching for; but you also want to choose keywords that represent what your organization has to offer. Try making a list of words and phrases that are related to your organization and its work. Strip out the jargon when brainstorming keywords.

A non-profit’s website needs to make it easy to find out more about their cause, to donate money, and to become more involved.  Social media is one of the best ways to not only reach your supporters, but expand your audience through sharing. Include social sharing links on your nonprofit Landing page. Your donors are your most committed supporters and very likely to also follow you on Twitter, Facebook, Foursquare, Tumblr, etc.

Consistent Branding. Brand recognition is critical for the success of your cause, a consistent brand image including logo and slogans/taglines (if applicable) should be adopted on the landing page, promotional materials as well as all social media pages. Maintaining a consistent brand throughout your organization greatly increases your chances of being recognized in passing.

Building trust is key. Show off what you’ve done! Focus attention with a compelling and concise headline and design elements to communicate the positive impact your non-profit has already made on your cause. Donors and volunteers will want to know that their time and money is going to be well-spent.  Also, current sponsors get to see how useful they’ve been while possible sponsors can see that there are other people already helping and the campaign is active. When an individual trusts your non-profit, it stands to reason they’re much more likely to believe giving you money, time or other resources they can donate.

A great non-profit landing page can be an even bigger differentiation for a nonprofit than for a for-profit, where great design is more prevalent. Whether you are driving a handful of visitors or significant traffic for a campaign from emails, designing a landing page for your nonprofit that is eye-popping and beautiful doesn’t mean your donors are going to interact with it. So if you can create a landing page that is engaging to your audience, the results can really be surprising!

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