The Nonprofit Website Insider

Easy ways to optimize your donation page that you can still do before year end, plus a free webinar to demystify graphic design processes and costs

Hi website champions,

Year-end donation season is coming up fast. For those of us who manage nonprofit websites we’re in that crunch time before Giving Tuesday when changing your online donation tool or new grand strategies are likely off the table. But that doesn’t mean you can’t make some powerful tweaks to your donation page to maximize impact—without introducing risk. Here are a few ideas:

1. Check Your Headline. Does your donation page have a clear, concise headline that tells people why they should give? Think about what resonates with your visitors—what change are they eager to see in the world, and how can they make it happen through you? Make the invitation clear and direct. Think, “Help Us Keep Families Warm This Winter” rather than a generic “Donate Today.”

2. Add Compelling Supporting Text. Invite people to give something that seems practical and meaningful. What will their contribution support? Don’t feel bound to detail every dollar's journey—it's okay to simplify! If you're funding operations, let them know how that sustains your mission. “You’re helping keep animals safe” works, even if the funds will go into your general operating fund. The message here: tie their gift to impact, not the logistics.

3. Freshen Up the Photo. A picture is worth a thousand words (or at least a few hundred bucks). Choose an upbeat, vivid photo that relates to your mission—look for pictures that include happy people, or at least cute animals. And make sure the main subject of the photo is large enough to easily see on mobile screens.

4. Display Your Charity Badges. Visitors want to know they’re giving to a trustworthy organization. Show off any certification badges you have on your donation page if your tool allows it.

5. Don’t Forget Email Outreach. Even the best donation page won’t bring people in on its own. This is where your email list comes in. Plan a series of emails to get the word out—three emails often works well. Social media is great for awareness but won’t drive donations like your emails will.

It’s not too late to make a small adjustment or two that can make a substantial difference this donation season.

Happy fundraising,

Laura