When you run a marketing campaign, you send out an email or post an ad on social media with a link. Where does that link go? Many non-profits make the mistake of sending everyone to their homepage. But your homepage is like a busy lobby with lots of doors and different things to look at. A visitor can get distracted. A non-profit landing page is different. It is a special, single page with one and only one goal. It is like a private room where you can have a focused conversation with your visitor.

A good landing page is one of the most important tools in your non-profit marketing funnel. It is designed to take the interest you generated with your ad or email and turn it into a specific action, like a donation or an email sign-up. Because it is so focused, a well-designed landing page can dramatically increase the number of people who take that action. This guide will show you the 7 key parts that every great non-profit landing page needs to be successful.

Component 1: A Single, Clear Goal (The One Ask)

This is the most important rule of all. A landing page must have only one goal. You cannot ask people to donate AND sign up for your newsletter AND follow you on social media. You must choose one action. This is called your “call to action,” or CTA.

Every single element on the page—the headline, the text, the image, the button—should be focused on getting the visitor to take that one action. This focus is what makes landing pages so effective. Before you build your page, you must decide: what is the one thing I want someone to do here?

Component 2: A Compelling, Benefit-Oriented Headline

Your headline is the first thing people will read. It has to grab their attention and instantly confirm that they are in the right place. The best headlines do two things: they match the message of the ad or email that brought the person to the page, and they focus on the benefit to the supporter.

Instead of a headline like “Support Our Annual Fund,” try something that focuses on the impact the donor can have, like “Give a Child a Safe Place to Learn and Grow.” This is a key part of the art of non-profit storytelling. It makes the donor the hero.

Component 3: Persuasive, Scannable Copy

The text on your landing page should be clear, concise, and emotional. People do not read websites; they scan them. You need to get your point across quickly. Use these simple tips:

• Use Short Sentences and Paragraphs: Keep your paragraphs to 2-3 sentences max.
• Use Bullet Points: Break up your text with bullet points to highlight the key benefits or impact of a donation.
• Use Bold Text: Make your most important phrases stand out in bold.
• Tell a Mini-Story: Your copy should tell a very short story with a hero, a problem, and the solution that the visitor’s action can provide.

Component 4: A Simple, Frictionless Form

The form is where the action happens. Just like on your main donation page, your landing page form needs to be as short and simple as possible. Every extra field you ask for makes it less likely that someone will complete it.

If you are asking for a donation, only ask for the essential information needed to process the gift. If you are asking for an email sign-up, only ask for the email address (and maybe a first name). You can always ask for more information later, after you have started to build a relationship.

Component 5: Powerful, Emotion-Driven Visuals

A picture is worth a thousand words, especially on a landing page. You should have one main “hero” image or video that is the visual centerpiece of your page. This visual should be high-quality and emotionally compelling.

Component 6: Strong Social Proof and Trust Signals

When a visitor lands on your page, especially if they are new to your organization, they are asking themselves, “Can I trust this non-profit?” You need to build that trust quickly. You can do this with social proof and trust signals.

• A Short Testimonial: A quote from someone you have helped or from a long-time donor can be very powerful.
• Logos of Partners or Media Mentions: If you have been featured in the news or have well-known corporate partners, show their logos.
• Security Seals: On a donation page, include the logos of your payment processor and any security software you use to show that the transaction is safe.

Component 7: A Clear and Urgent Call-to-Action (CTA) Button

This is the button you want your visitor to click. It needs to stand out and tell them exactly what to do.

A good landing page is a focused conversation that ends with a clear invitation to act.

Conclusion: Turning Clicks into a Community

A well-designed landing page is a powerful tool for turning the traffic you get from your marketing efforts into real, tangible actions that support your mission. It is a key part of a smart non-profit web design strategy. By focusing on a single goal, writing clear and emotional copy, and making the process as simple as possible, you can create pages that work hard for your cause. Look at your next fundraising campaign. Could a dedicated landing page help you raise more money? By following these 7 steps, you can build a page that does just that.