Donation Pages

An effective donation page is essential to acquiring and retaining financial supporters. It should be specific to the organization and show donors how their contribution makes a difference.

In a 2018 study, INN found that about six in 10 members used a donate button or tab to lead their readers from their homepage to their donation pages. Because this referral is so important, INN recommends testing different advertisements or graphics on the homepage to direct visitors to a donation page. That page, in turn, must have a strong pitch, more than a couple of sentences, but short enough to keep readers engaged.

Specific examples, visual storytelling, and easy navigation are signs of a strong donation page. A visitors should not have to click though multiple links. Consider embedding a form on the donation page or finding a payment processor that has an embed option.

RESOURCE on Donation page optimization tips for year-end fundraising