When you run a fundraising campaign, you are asking someone to go on a journey with you. That journey has a clear beginning, middle, and end. A donation funnel is a simple map of that journey. It is the specific path you create to guide a potential supporter from the moment they first hear about your campaign to the moment they successfully make a donation. It is a core part of your overall non-profit marketing funnel, but it is focused on one thing and one thing only: converting a visitor into a donor.

Creating a dedicated donation funnel for your campaigns is one of the most effective things you can do to raise more money online. Instead of just sending everyone to your general website, you create a focused, distraction-free path that makes the experience of giving simple and inspiring. This guide will break down the process of building a high-converting donation funnel into 5 clear, simple steps. We will show you how each piece works together to create a seamless journey for your donors.

Step 1: The Ad or Email (The Invitation)

Your donation funnel begins before anyone even gets to your website. It starts with the ad, social media post, or email that first invites someone to give. This is the top of your funnel. The message in this invitation needs to be perfectly aligned with the message on the page where they will land.

If your Facebook ad tells a story about providing school supplies for children, the landing page it links to must continue that exact story. If the ad shows a picture of a puppy, the landing page better have a picture of a puppy. This is called “message match.” A strong message match between your invitation and your landing page is critical for keeping a potential donor’s attention and trust.

Step 2: The Campaign Landing Page (The Story)

When a person clicks the link in your ad or email, they should not be sent to your homepage. They should be sent to a dedicated campaign landing page. This page has one job: to tell the story of your campaign and convince the visitor to click the donate button. It is a key part of good non-profit web design.

A great landing page is focused and free of distractions. As we cover in our guide to landing pages, it is a best practice to remove your main website navigation from this page. The page should have:

• A Compelling Headline: It should match the ad and focus on the impact.
• An Emotional Story: Use a short video or a powerful photo and a few paragraphs of text to tell the story of one person who will be helped by this campaign.
• A Clear Goal: Show your fundraising goal with a progress bar to create a sense of urgency and shared purpose.
• One Big, Obvious Button: A single, clear call-to-action button that says “Donate Now” or “Give Today.”

This page is where you make the emotional case for support. Its only goal is to get the click to the next step.

Step 3: The Donation Page (The Transaction)

This is the moment of truth. The donation page is where the actual transaction happens. This page needs to be as simple, fast, and trustworthy as possible. Any confusion or friction here will cause people to abandon their donation. This is the most common place for a funnel to “leak.”

As we detail in our guide to optimizing your donation page, your form should be:

Step 4: The Thank-You Page (The Confirmation and Celebration)

Immediately after a donor clicks “submit,” they should be taken to a dedicated thank-you page. This page does two important things: it confirms that their donation was successful, and it makes them feel great about their decision.

A great thank-you page is a missed opportunity for many non-profits. Do not just have a generic “Thank you for your donation” message. This is your chance to deepen the relationship. Your thank-you page should:

• Confirm the Gift: Clearly state that their donation was successful.
• Be Emotional: Include a short, heartfelt video from your staff or someone you serve saying thank you.
• Offer a Next Step: Now that they have given, they are highly engaged. This is the perfect time to ask them to take a simple, non-financial action, like sharing the campaign on social media or signing up for your newsletter.

Step 5: The Follow-Up Email (The Stewardship)

The final step in the funnel is the automated email receipt and thank-you letter. This email is a critical part of the donor experience. It is the first step in your long-term donor engagement strategy.

A donation funnel is a guided journey that makes giving a simple, joyful, and inspiring experience.

Conclusion: Building a Better Path for Your Donors

A well-planned donation funnel can be a game-changer for your non-profit’s online fundraising. It allows you to create a focused, compelling, and seamless experience for your supporters. By thinking through each of these 5 steps, you can build a path that not only makes it easier for people to give, but also makes them feel great about doing it. Look at your current online giving process. Is it a clear, straight path, or is it a winding road with lots of distractions? By building a better path, you will find that many more of your supporters are happy to complete the journey.