Get more out of your organization's online fundraising strategy with the right donation page design and structure. Use the latest data and research on giving to connect with more donors and increase your nonprofit's average online gift. www.donationpagecourse.com

1. How to Create the
Ultimate Donation
Page
Three basic rules that will help you raise
more money online.

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This presentation is based on Network for Good’s
Ultimate Donation Page Course
For all 10 lessons, register for free at:
www.donationpagecourse.com

3. • The State of Online Giving
• How to Inspire Donations
• Rule #1: Keep donors in the moment of giving.
• Rule #2: Make it easy.
• Rule #3: Focus on the relationship with your donor.
• More Resources
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Table of Contents

4. The State of Online Giving

5. We continue to find that:
• The channel matters
• The context matters
• The experience matters
The rate of growth and size of online
gifts vary from channel to channel.
Not all online giving is the same.

6. Online Fundraising by Channel
Source: Digital Giving Index

7. This shows in the data: donors give
more on branded giving pages, vs.
generic giving experiences/e-
commerce-style solutions or charity
giving portals.
Donors’ average gifts are 20-30%
smaller average gifts on generic
giving pages vs. branded pages that
look and feel like a nonprofit’s
website and campaign design.
The giving experience matters.
Source: Digital Giving Index

8. Generic giving pages and ecommerce tools can help collect
donations, but they don’t fully capture the potential of online giving.
Giving is not shopping.

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The giving experience matters.

10. Online donors convert at a higher
rate and give more with a
personalized, consistent giving
experience.
When a donation page matches
the look, feel, and branding of the
nonprofit, donors are more likely
to complete their donation and
give more.
Source: Digital Giving Index
The giving experience matters.

11. 1. Tap into emotion.
2. Make it easy to take action.
3. Start the donor relationship off
right.
Online or off, your fundraising must:

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Rule #1: Keep Donors in the
Moment of Giving

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To succeed in online fundraising,
you need to think more about the
unique properties of giving,
donations, and helping instead of
technology and transactions.
Your job: inspire, then provide an
experience that reinforces your ask.

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Design matters.
Your visual cues help form
trust and recognition with
your donors. This
consistency can help tell and
continue your story – your
case for giving.
Consistent design also helps
reduce confusion, allays
concerns, and improves the
usability of your page.
Continuity reduces the need
for donors to stop and think.

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Choose the right image.
Source: City Rescue Mission
Focus on one quality image that:
• Features a face
• Tells a story
• Looks a donor in the eye
• Shows the need *or* the need
being met
• Illustrates the impact of a gift
• Is representative of your work

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Rule #2: Make it easy.

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Create an easy and direct path.
Extra "stuff" = work.
Each time our brains have to
process something on a page,
however small, it requires a
certain amount of mental
resources.
These little distractions and
decisions add up. The more time it
takes a donor to find and figure
out your donation page, the less
likely they are to complete that
donation at all.

18. Clear out the clutter.
If your nonprofit website looks like
this, “matching your website” can
spell trouble.
Evoke and echo your nonprofit’s
brand, but don’t overdo it. Include
key elements, but purge the clutter:
• Reduce the amount of text
• Remove navigation
• Reduce the distractions that
might take donors away from
your page.

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Make it mobile friendly.
After
It’s now more important than
ever to clear the clutter. Mobile
users are even less patient—
likely on the go or multitasking.
For optimal mobile giving,
reduce the number of options
and make your steps easily
clickable with a thumb. Include
time saving options, like
pledging or paying with a
digital wallet.

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Rule #3: Focus on the
relationship with your
donor.

21. Donor options.
Some special page options can help reinforce personal
connections between your cause and the donor’s priorities.
Word of caution: be mindful of adding more fields to your
page. Only include these if a) you know your donors often use
them or b) these options tie into a central theme of your work.

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Don’t forget the thank you.
Your donation page should
help you get a head start on
thanking your donors.
Make sure your confirmation
page shows a customized,
warm thank you message.
Then, follow up with an email
acknowledgement that
expresses your gratitude and
makes your donors feel
special.

23. Want more tips on effective
donation pages?
Download the full slide deck and recording.
Register for the Ultimate Donation Page Course.
Chat with us on Twitter: @Network4Good
Get your own donation page: DonateNow.
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