C.U.N.Y. Digital Insights
7 Steps to Optimize Your Non-Profit’s Donation Page
Your donation page is the most important page on your website. This guide provides 7 simple steps to make it easier to use and more inspiring, so you can raise more money for your mission.
Every link in your emails, every button on your social media posts, and every call to action on your website leads to one place: your donation page. It is the final and most important step in a donor’s journey. A great donation page makes giving easy and inspiring. A bad one can be confusing and frustrating, causing you to lose donations from people who were ready to give. This is why optimizing your donation page is one of the highest-impact things you can do to improve your fundraising.
Optimizing just means making small changes to improve your results. You do not need to be a tech expert to do it. Good donation page design is not about fancy features; it is about making the process as simple and human as possible. It is a core part of a strong non-profit web design strategy. This guide will walk you through 7 simple, practical steps you can take to make your donation page more effective and raise more money for your important work.
Step 1: Make Your Donation Button Unmissable
Before a donor can even get to your donation page, they have to find your donation button. This button should be the most prominent and obvious call to action on your entire website. It should be a beacon that guides people who are ready to give.
Placement, Color, and Text
The best practice is simple and clear. Your donation button should be in the top right-hand corner of your website’s header. It should be a bright color that stands out from your brand’s other colors. Red, orange, or a bright green often work well. The text should be a clear command, like “Donate Now” or “Give Today.” This button should appear on every single page of your website, so no matter where a visitor is, they are only one click away from being able to support you.
Step 2: Create a Dedicated, Branded Donation Page
When a donor clicks your “Donate Now” button, where do they go? Many non-profits make the mistake of sending them to a generic, third-party page, like the default page for PayPal. This can be a jarring experience for the donor. It can feel untrustworthy and cause them to abandon their gift.
Your donation form should live on a dedicated page on your own website. This page should have your logo, your colors, and a powerful image. It should feel like a seamless part of your organization’s online home. This builds trust and keeps the donor in the world of your mission while they are making their gift.
Step 3: Radically Simplify Your Donation Form
This is the most important step. Every extra field you ask a donor to fill out is a point of “friction.” It is another small barrier that might cause them to give up. Your goal is to make your donation form as short and simple as humanly possible. Only ask for the information that is absolutely essential to process the gift.
What to Ask for on Your Donation Form
- The Essentials: Name, Email Address, Donation Amount, Credit Card Information. That’s it.
- What About a Physical Address? Many non-profits ask for this to send a thank-you letter in the mail. However, it is a major point of friction. Consider making it optional, or only asking for it on the thank-you page after the donation is complete.
- What About a Phone Number? Only ask for a phone number if you have a clear plan to use it, like for a personal thank-you call. For most donors, this is an unnecessary field. Make it optional.
A single-page form is almost always better than a multi-step form. Let the donor see everything they need to fill out at once. Keep it clean, simple, and fast.
Step 4: Remind Them Why They Are Giving
Even on the donation page, your work of storytelling is not done. This page should not feel like a cold, sterile payment processor. It should be a final, powerful reminder of the impact the donor is about to make.
Include these simple elements on your donation page:
- A Powerful Headline: Instead of just “Make a Donation,” use a headline that connects to your mission, like “Give Hope to a Family Today.”
- A Compelling Image: Include one high-quality photo that shows the impact of your work. A photo of a person you have helped is always the most powerful choice.
- A Short Sentence of Impact: Add one simple sentence that reinforces the value of their gift, like “Your gift today will provide warm meals for our neighbors in need.”
These small touches turn a simple transaction into a meaningful act of generosity.
Step 5: Offer Suggested Giving Amounts with Impact Statements
Do not just give your donors a blank box to type in a donation amount. This can cause “analysis paralysis.” Instead, offer a few pre-selected giving amounts. This makes the decision easier for them.
The key is to connect each amount to a specific, tangible outcome. This is one of the most effective ways to increase your average gift size. Instead of just showing buttons for “$25, $50, $100,” frame them with impact:
- $25 can provide a student with a backpack full of school supplies.
- $50 can provide a week of groceries for a family.
- $100 can provide a safe night of shelter for someone experiencing homelessness.
This helps the donor see exactly what their money can accomplish, which makes them feel great about their gift.
Step 6: Make Recurring Giving the Star of the Show
A recurring giving program is the key to sustainable funding. The donation page is your single best opportunity to recruit new monthly donors. You should make the option to give monthly the most prominent and appealing choice on your form.
Tip: Make “Monthly” the Default
On your donation form, have the “Monthly” option pre-selected. Use a different color or a bold outline to make it stand out. You can also add a short sentence that explains why monthly gifts are so important, like “Your steady support helps us plan for the future.” This simple design choice can dramatically increase the number of recurring donors you get.
Step 7: Build Trust with Security and Transparency
People are careful about putting their credit card information online. Your donation page needs to make them feel completely safe and secure. There are a few simple ways to build this trust.
- Use HTTPS: Your entire website, especially your donation page, must be secure. This is shown by the little padlock icon in the browser’s address bar.
- Show Security Seals: Include the logos of your payment processor (like Stripe or PayPal) and any security software you use. These logos are a visual sign of trust.
- Have a Clear Privacy Policy: Include a link to your privacy policy that explains that you will never sell or share your donors’ information.
Your donation page is where a supporter’s good intentions turn into real-world impact. Make that process a joy, not a chore.
Conclusion: The Last, Best Step in the Donor Journey
A well-designed donation page is one of the most powerful fundraising tools you have. By making it simple, emotional, and trustworthy, you can significantly increase the number of people who complete their donations. Go through your own donation process right now. Is it as easy and inspiring as it could be? By following these 7 steps, you can turn your donation page into a high-performing engine that fuels your mission and helps you make an even bigger difference in the world. A great donation page is a service to your supporters, making it easy for them to do the good they want to do.
Your Questions, Answered
Common questions about donation pages.
Is Your Donation Page Leaving Money on the Table?
Even small changes to your donation page can lead to a big increase in revenue. We specialize in designing and building high-converting donation funnels for non-profits. Let us help you raise more money for your mission. Schedule a free consultation to get started.
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