Donation Page Design: Best Practices for Giving Tuesday
While your donation page shouldn't be the only avenue that allows donations to your organization, it's a critical element to any fundraising campaign. Giving Tuesday is just around the corner so, I want to provide a few actionable ways to ensure you're getting the most from your donation page.
Make It Mobile Responsive
According to the 2020 Global Giving Trends Report, 63% of donors prefer to give online. As a result, you'll want to ensure that your website, including your donation page, is easy to navigate and is functional for mobile users. If you pull your donation page up on your phone and you have to pinch, zoom, and drag to get the full view of the page, then your website is non-responsive.
To fix this:
Hire a web designer. You'll want to makeover your site, which is an expensive but very worthwhile investment.
Purchase a theme. If you're using a WordPress or Squarespace site, many themes can be purchased for under $100 and will allow for a responsive design without custom coding.
Try a theme builder. I've only worked with Elementor on WordPress, but there are many out there that will allow you to update a single page or your entire site.
Less Is More
Your donation page should be simple, clutter-free, and offer a single call-to-action. Let's look at the donation page for United Way Dallas.
They start with a clear call to action and offer short but compelling statements as to why a donation matters.
Their page lacks images which helps the user focus on one thing: donating. Using less imagery on a donation page is also a good idea to improve the loading time of the page.
Provide Options
In addition to providing giving levels, you want to offer a variety of ways to give. Alongside credit/debit card options, you'll want to consider adding options like PayPal and eCheck. This helps to remove any barriers to online giving. Lastly, you'll want to offer visitors the opportunity to make this a monthly recurring gift as opposed to a one-time gift.
Show Impact
In sales, people don't purchase without being compelled to do so. The same is true for donating. Consider adding a few points that outline your work, your impact, or how their donations will be used.
Your donation page is a critical element to your fundraising campaign. You want to make it as easy, accessible, and distraction-free to get any visitors to the finish line of making a gift. Giving Tuesday is just around the corner so be sure to give you and your team at least 2-3 weeks to make any updates of changes to your website.
Krystal Hargrove is a nonprofit marketing consultant who specializes in design, strategy, and content creation. When she’s not behind her computer, you can find her indulging in Dallas’ best brunches, listening to podcasts, or cuddling with her dachshund, Oscar.
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