5 Nonprofit Donation Page Examples to Inspire You
As a fundraiser, you put a ton of time and effort into attracting donors and priming them to contribute to your programs. But when they’re convinced to donate and they visit your website, are they met with the best possible experience on your donation page?
How many donors are you losing before they click GIVE due to disorganized or confusing information, suboptimal layouts, and problems with accessibility? If you haven’t optimized your donation page, the answer is too many.
But there’s hope.
Your donation page can easily be upgraded with some small tweaks that will keep the donations rolling in. All you have to do is follow the tips laid out in this article, and your donation page will be ready to put in work for your cause.
What is a Donation Page?
A donation page is a web page on your organization’s website that is home to donation information, details regarding your mission, and the all-important donation form that collects donor data, including financial information, and then processes payments.
Your donation page is essential to collecting donations online, which are becoming increasingly popular. In 2020, nonprofits saw online revenue increase by 32%. So while checks and cash may not be gone from the scene entirely, online donations are definitely taking over.
3 Key Elements of a Nonprofit’s Donation Page
While there is plenty of room for creativity, every donation page should have three critical elements to seal the deal on web donations.
1. Mission Statement
You can’t assume that potential donors have made it to your donation page via the homepage of your website; there are all kinds of other paths, including links that lead directly to your donation page.
So, since you can’t count on visitors seeing your mission statement, it’s a good idea to add it to your donation page to remind supporters of the impact you make or will be making with the help of their contributions.
Craft The Perfect Mission Statement For Your Nonprofit
Use this template to write a mission statement that keeps your team aligned and motivates your supporters to commit to your nonprofit’s cause.
2. Donation Form
Donation forms for nonprofits are the most critical part of the donation page. It’s where donors enter their information so that you can process their payments and capture their data for use later on. So make sure that your donation form is optimized: easy to use, secure, and well-designed. And don’t hide it away at the bottom—make it the centerpiece of your page.
3. Call to Action
A call-to-action is a brief statement that incites and encourages your audience to take the next step and make a donation. It is most often found on the donate button on your donation form.
Your Call to Action is the final ask before a donor decides to commit, so it’s very important to your success. It should be short, to the point, and create a sense of urgency. For example, “Give” is fine, but “GIVE NOW” is much better. For more examples of Call to Actions for Nonprofits, check out this post from Constant Contact.
8 Best Practices for Creating Your Nonprofit’s Donation Page
Now that you have a rough idea of what needs to be included on your donation page, here are some tips on how to make sure it all fits together properly to capture those sweet, sweet donations.
1. Keep It Simple
Don’t overwhelm your donors with information on your donation page. Instead, include just enough information about your nonprofit organization so that they are encouraged to give. Remember that less scrolling is better (no one should have to search for your donation form), so be as concise as possible and use a condensed layout.
2. Be Consistent with Your Brand
Your donation page design should match the style and feel of your website, with congruent logos, colors, fonts, and any other branding elements that are used consistently across your organization’s materials.
3. Share an Impact Story
A great story can do more to connect with your audience on an emotional level than any amount of nonprofit marketing messaging. So, include an impact story that tells a specific story about how contributions to your organization will make a difference. And if you have access and permission, consider adding quotes or a testimonial from beneficiaries.
4. Give the Option to Contribute Regularly
Always include a visible and easy-to-choose option to make a donation recurring on your donation form. Usually, either a checkbox with a short statement beside it or a toggle button is the best way to include this option. Monthly revenue was found to increase by 40% when donors are given the option to automatically give again.
5. Make it Mobile-Friendly
This tip is true of every webpage, not just your donation page: make sure it looks good on a smartphone screen.
A quarter of all online donations are made via smartphone, but none of them will be coming your way if your donation page isn’t functional on small screens. You can test your website and forms to check if they are mobile-accessible, or if you’re already a Keela user, you can skip this step because Keela’s donation forms are automatically mobile-friendly.
6. Make it Accessible
When designing your donation page, be sure that it is accessible to people with disabilities, such as visual impairment. Use appropriate color contrast to ensure text can be read, and include text captions for non-text items like photos, video, or audio.
7. Optimize Your Donation Form
Specific to your donation form itself, make sure it has been optimized with the appropriate fields, categories, and details to help you secure more donations. And remember that asking for too much information can be a hindrance as well.
8. Promote matching gifts
One of the easiest ways to double your fundraising revenue is by providing matching gifts. Most corporations have programs that promise to match donations given by their employees.
For instance, if an employee donates $200 to a particular cause, their company would match that donation. That means the nonprofit would receive $400 in total.
Some corporate giving programs even go beyond the 1:1 match, offering 1:2 or more. That means they’ll give double the amount employees donate to various nonprofits.
Also, did you know that one in three donors say they’d donate more if their donations were match-eligible? And between $2 and $3 billion in donations are collected via matching gift programs?
Therefore, you should consider including matching gifts in your fundraising strategy and mentioning them in your promotions. For example, you can mention the program in your nonprofit’s email and social media campaigns. You should also add it to your landing pages and the donation page.
9. Add visuals to your donation page
Adding visuals to a web design is one of the most effective ways to boost engagements. In addition to keeping users engaged, the right visuals will also help you communicate your message better. It’s why most websites, from B2B company blogs to personal blogs, incorporate images, videos, and infographics into their content.
But for the best results, you want to go for visuals that add value. Therefore, add images that align with your nonprofit’s mission. For example, if your nonprofit is centered around helping women or young girls, it would make sense to use images of some women or girls you’ve helped.
So think about your nonprofit’s mission and use the correct visuals that align with it. It will also help if you use real images captured by your team.
10. Provide suggested donations amount
Suggested donations can help you collect more from your donation page. How? For one, it simplifies the donation process. The donor just needs to click a button with the suggested donation amount instead of entering the amount manually.
Secondly, it gives donors an idea of how much they should donate. For example, if you place three suggested donation amounts, donors will automatically know how much you expect. Not only that, but they’ll also get an idea of how much other donors are giving.
Moreover, the suggested donation amounts may help donors increase their donations to reach the minimum threshold. For example, a donor may visit your website to donate $10. But if they see that the lowest suggested donation is $20, they may decide to increase their donation and reach that threshold. That increases your fundraising revenue.
That said, suggested donations should be reasonable. For example, if your average donation is something like $50, it wouldn’t make sense to include a $5,000 suggestion donation amount. It’s more sensible to provide suggestions within that $50 average. So you may have $40 as your lowest suggested amount and maybe $100 or $200 as the highest amount.
Therefore, it’s advisable to track your donation amounts. That should be straightforward if you’re using robust donation software, as it’ll track the metric automatically. Keep an eye on the average donations and adjust your suggested amounts accordingly.
With that said, you should also provide the custom amount option. This is still critical for the occasional donor who may want to give lower or higher than the suggested amount.
Using Keela’s Smart Ask, you can provide suggested amounts that a donor is most likely to give. Using historical giving data, Keela can suggest amounts or a range to ask each of your contacts as they fill out your donation form. However, keep in mind that Keela’s Smart Ask feature only works when the form is shared in an email.
5 Nonprofit Donation Page Examples
While it’s lovely to think that reading about best practices is enough information to create the ideal donation page, having a look at some examples is a more realistic way to get a push in the right direction.
Here are some of the best donation pages we’ve seen.
1. Happy Jack Cats
This Idaho-based nonprofit organization works to rescue cats and reduce the feral population through spaying and neutering. We love their page for its consistent branding, the touching story they tell, and the fact that their donation form is the first thing on the page. Happy Jack Cats saw a 12% increase in donation revenue in their first year using this donation page and Keela form.
2. Writers’ Exchange
This Vancouver nonprofit organization helps under-resourced kids learn to read and write. We love their donation page because it restates their mission right off the bat, no need to visit their homepage. Plus, their donation form is upfront and easy to navigate, and they provide a link to give monthly.
The Writers’ Exchange saw a 7% increase in donation revenue in their first year using this donation page layout and Keela form. The Canada Revenue Agency also paid them compliments on their well-organized tax receipts, which are automatically generated by Keela.
Show Donors Their Impact By Sharing Donation Summaries
Using Keela, you can now send donors summaries of their contributions over a specific period.
Donation Summaries (often referred to as End of Year Summaries), are a beautiful table of donation information that you can slip right into Keela’s email marketing tool.
These tables will automatically update themselves with your contacts’ donation totals for a specific time period (the year, the month, the quarter) and populate that right into the email.
Vancouver-based MusicHeals raises funds and awareness for music therapy programs. And their donation page ticks all the boxes: solid and consistent branding, mission statement, a detailed but expertly laid out donation form that is easy to find, and an option to become a recurring donor, plus they managed to sneak in a checkbox to become a newsletter subscriber, which is a nice bonus.
4. Yo Bro Yo Girl
Yo Bro Yo Girl Youth Initiative endeavors to reach youth at risk of gang violence and the opioid crisis. Their donation page does a great job explaining their mission while using their overall brand and a photo to build an emotional connection with potential donors.
They also suggest becoming a recurring donor and show their charity registration number upfront to build trust. YBYG saw a 49% increase in donation revenue in their first year using this donation page and Keela form.
5. Fresh Roots
This incredible nonprofit organization works with kids to help them grow and cook healthy food. And their branding is excellent, so they make good use of it on their donation page. They also explain their mission and explain how your donation will be used to make a positive impact.
Their donation form offers the option to become a recurring donor, and they display their charity number to build trust with donors. Fresh Roots saw a 48% increase in donation revenue in their first year of using Keela.
And now that you understand the essentials of a great donation page and form, get creative, and your online donations will be sure to go from a trot to a stampede.