A donation landing page is the webpage where people actually complete their gift to your organization. It’s usually where your “Donate” button leads, and it’s one of the most important pages on your website. A strong donation page removes barriers, builds trust, and inspires people to give.
The good news: you don’t need a total redesign or fancy new tools to make it better. Even a few quick tweaks can boost donations. Think of it like tightening a loose doorknob–small fix, big improvement.
Here are five easy wins for your donation landing page:
- Sharpen your headline. Open with a clear, inviting call to give. Show the change donors create, not just the act of donating. For example: “Help Us Keep Families Warm This Winter” works better than a vague “Donate Today.”
- Give people a reason to act. Supporting text should tie the gift to an immediate impact. “You’re helping keep animals safe” moves hearts more than “supporting our work.” (Not that many people brag about supporting general operations over dinner.)
- Upgrade the photo. Use a bright, positive image that clearly connects to your mission. Use pictures of people if at all possible, and if your cause involves cute animals or kids, well… lean into the power of adorable. Make sure the subject is big enough to see clearly on mobile.
- Show your trust badges. Donors want reassurance their money is in good hands. If you’ve got Charity Navigator stars, Guidestar seals, or BBB certifications, display them proudly.
- Don’t forget email outreach. A stellar landing page can’t work if no one visits it. A short email series (three messages usually does the trick) is your best driver. Social media can raise awareness, but email is typically what makes people actually click “donate.”
It’s never too late. Even tiny adjustments–like swapping out a “meh” headline–can spark more generosity. Think of it as donation-page spring cleaning, no matter the season.
An Example
The Good Food Institute shows how a clear ask and a strong explanation of impact can make a mission that’s hard to picture feel concrete and compelling. The row of badges below the picture emphasize the credibility and prominence of the organization.
Dive Deeper
How to write effective short donations messages | Betterworld
Writing headlines, summary text for a donation page, or quick, punchy fundraising emails is no easy task. This article offers some excellent tips to help.
The top three charity rating & badge programs for nonprofits | Nonprofit Tech for Good
Looking to get your nonprofit certified with a recognizable badge? Here are three programs to consider. If your nonprofit has been around for a while, you may already be certified without even realizing it.
Choosing images for digital fundraising | Best Friends Network Partners
Here’s a bit more on choosing effective images. Even the Best Friends network, which focuses on animals, recommends including people in the photos!