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Every Campaign Needs its Own Unique Donation Page.

Exclusivity – Is what you’re claiming unique to your organization?ģ.

Credibility – Is what you’re saying believable?.

Clarity – Can I quickly and easily understand what you’re saying?.

You want to communicate why someone should give with: Keep in mind, there are 4 key elements of a strong value proposition. In experiment #6623, this organization simply added value proposition copy to their page and saw a 150% increase in donations. Here’s a quick experiment showing the true impact of using copy to communicate why someone should give: Words are the most powerful tool you have to influence someone to donate. If your donation page doesn’t have written copy that conveys a strong value proposition, you’re doing your potential donors a dis-service. The Words on Your Donation Page are More Important Than You Might Think. You can never assume the people coming to your donation page are already fully motivated to give. Your donation page must continue to provide value and reasons why someone should give to your organization rather than some other organization, or not at all. While there are tons of reasons as to why this happens, the essential lesson here is this: That means 17% of people coming to the donation page actually complete a donation.įlip that number on its head and the significance is a little more impactful.Ĩ3% of people that come to a nonprofit’s main donation page leave without donating. No One’s Is.Īccording to the latest M&R Benchmarks, the average nonprofit’s main donation page gets a 17% conversion rate. Your Nonprofit Donation Page is Not Fully Optimized.

We’re gonna go through these 4 essential lessons in donation page optimization quickly, so hang on… 1. Just know these won’t make you a certified donation page optimizer, but they could certainly lead to a big boost in your next campaign.

And while we have so many learnings to unpack, there are 4 essential lessons that every nonprofit needs to understand about donation pages. We just wrapped up a certification workshop on donation & landing page optimization at the Dovetail Brewery in Chicago.