How To Make a Donation Web page: Suggestions and Fundraising Software program15 min read

With nonprofit operations relying closely on the digital fundraising sphere, it’s essential to have an internet presence, and this all begins with an attention-grabbing donation web page.

Your on-line donation kind is the core of your digital fundraising technique. You’ll hyperlink to and drive visitors again to this web page throughout your entire campaigns and advertising, which suggests having one which’s well-designed is essential to your success. Making a donation web page that’s conversion-optimized is usually simpler stated than carried out.

At this time, there are a number of fundraising software program to draw and handle funding and donation processes. Nonetheless, additionally it is important to know why it is vital and what finest practices are related to constructing donation pages.

Donation pages make it straightforward to donate funds with out the necessity for journey, envelopes, or stamps. Due to the minimal barrier to entry, any supporter with a pc, cellular system, or web connection might donate from the consolation of their very own house.

Why is a well-designed donation web page essential?

An eye catching, navigable donation web page is a should for any nonprofit. It’s the core of your digital fundraising technique, and it’s the place prospects go to point out their help on your trigger when on-line. Additional, it empowers donors to attach together with your group the second they really feel impressed.

Should you’re considering, do I actually need a donation web page? The reply is all the time sure. Right here’s why

  • You’re opening up the door for anybody anyplace to donate to your trigger at any time.
  • Donation pages pair exceptionally nicely together with your fundraisers.
  • They enhance the donor expertise.
  • They improve donations.

Total, this web page is the underlying basis of your on-line giving technique and performs a major function in growing a clean donation course of. If it’s disorganized, overwhelming, or in any other case difficult to finish, it defeats its personal goal: rising donations. In different phrases, you’ll miss out on much-needed monetary help.

Donation web page administration: 8 finest practices

There are a number of steps you possibly can take with out assist from knowledgeable developer – as long as you’re backed by the suitable donation software program. We’ll stroll by eight straightforward ideas that may set your donation kind up for max success.

Bear in mind, your donation web page may be the figuring out issue as as to whether or not somebody donates, so placing within the effort upfront will repay in the long term.

Able to make your nonprofit donation web page stand out and enhance your on-line giving technique? Let’s dive in.

1. Ensure it is mobile-friendly 

Within the Smartphone period, focusing on cellular gadgets is tremendous important.


of nonprofit web site visitors comes from cellular gadgets.

Supply: DoubletheDonation

Cell responsiveness implies that your donation web page will modify to suit the person’s display screen dimension, regardless of in the event that they’re visiting on a smartphone, pill, laptop computer, or desktop. Optimizing your content material for cellular customers means that you may:

  • Keep away from poor formatting. Out of your photographs to the shape’s fields, each factor will reformat and look clear with a responsive design.
  • Make it straightforward to work together with content material. Customers received’t must pinch, zoom, or rotate their gadgets to view the content material and submit their donations.

Your finest guess is to go together with a donation kind that gives computerized cellular responsiveness. This fashion, you received’t must develop a number of variations of your webpage for cellular customers, pill customers, and desktop customers. Check out this donation web page instance that gives a completely responsive expertise:

mobile friendly donation page


Past that includes a responsive design, your donation web page can incorporate different mobile-friendly finest practices to completely optimize the cellular expertise. As an illustration, you need to purpose to quicken the web page load time. In any case, as web page load time goes from one to 10 seconds, the likelihood of a cellular person bouncing will increase by 123%. Account for this by decreasing the variety of fields, compressing photographs, and eradicating extreme coding.

Additional, you’ll wish to hold content material to a minimal and simplify types. In any other case, your cellular customers might be endlessly scrolling and might be extra more likely to wind up leaving your donation web page. Total, design your donation web page with a mobile-first perspective, and it’ll repay in the long term.

2. Adhere to accessibility tips

When making a donation web page, you’ll need as many individuals as attainable to have the ability to see and work together with it. This implies guaranteeing your design is accessible to those that have disabilities or impairments. In any other case, you danger excluding them and lacking out on their help.

Developed in 2018, the Internet Content material Accessibility Pointers (WCAG) 2.1 define a number of necessities that web sites ought to adhere to. This fashion, folks with various talents are capable of take part equally on the net. Whereas there are quite a few necessities, most are straightforward to implement with out assist from knowledgeable net developer.

Along with your nonprofit donation web page, you’ll wish to accomplish the next:

  • Incorporate high-contrast colours. WCAG 2.1 tips require a minimal distinction ratio of 4.5:1 for textual content and pictures of textual content. For reference, black textual content on a white background has the very best distinction ratio, which is 21:1.
  • Clearly label fields outdoors of the sphere itself. That is notably helpful for individuals who are utilizing display screen reader know-how. Display screen readers solely learn seen textual content on the shape, so solely utilizing placeholder textual content inside the sphere received’t give any indication as to what data is required.
  • Observe which fields are required. Sometimes, that is carried out by including a pink asterisk or one other signifier. Merely altering the colour of the label on required fields is just not adequate as a result of these with low imaginative and prescient might not have the ability to see this.

In fact, these are only some steps you possibly can take towards higher accessibility when making your donation web page. You’ll discover that many nonprofit compliance ideas are straightforward to implement and may present immense worth to your prospects.

3. Model your kind to match your web site

It’s vital to create a seamless transition from every other web page in your website to your donation web page to make sure person expertise.

To start out, guarantee your instruments permit you to embed your donation kind immediately into your web site. Your prospects ought to by no means have to go away your website to contribute to your trigger, as a result of redirecting them to a third-party website might seem untrustworthy. Then, they received’t really feel comfy inputting their fee data, and chances are you’ll lose their help altogether.

From right here, you’ll have to customise your donation web page to match the remainder of your website. In line with Morweb’s donation web page information, “visible consistency maintains the factor of belief on your donors as they navigate in your web site. Making a seamless transition utilizing efficient brand-oriented visuals is vital to conserving this belief.”

To take care of visible consistency in your donation web page, check out these strategies:

  • Use your nonprofit’s shade scheme. As a part of your branding technique, you probably make the most of two or three colours persistently throughout your advertising supplies. This could go on your donation web page as nicely.
  • Prominently function your emblem. Your emblem is essentially the most recognizable factor of your model. Sometimes, organizations function their emblem within the higher left-hand nook of the web site. Nonetheless, anyplace will work nice so long as it’s massive and positioned in a distinguished place.
  • Add an attention-grabbing banner picture. Select a single compelling image that represents your trigger and the neighborhood it serves. Any greater than that may distract your guests from the duty at hand. This will likely additionally assist to remind people why they’re giving to your trigger. As an illustration, an animal shelter might function an image of one in all their furry residents.

Check out this donation web page, which exemplifies the facility of robust branding by imagery, a legible shade scheme, and textual content describing the trigger:

donation landing page


When donors click on by to your donation web page, they shouldn’t really feel like they’ve been handed off to a stranger to gather their cash. A branded web page will reassure them and make them really feel extra comfy when giving, serving to you to drive extra donations to success.

4. Function advised giving quantities

With the transition to digital giving, nonprofits have acknowledged the facility of advised donations. When applied strategically, advised giving quantities can immediately impression your complete donation income. This works due to two main causes:

  • Donors use advised giving quantities as a reference as to how a lot others are donating. Then, they use this as a information to find out how a lot they need to give.
  • Giving is solely simpler when all donors must do is click on a button.

Despite the fact that you should use advised giving quantities to affect donors to present extra, you possibly can solely nudge them thus far. In different phrases, in case your present common on-line donation quantity is $20, it wouldn’t be affordable to ask them for a $500 donation.

As an alternative, set choices which can be marginally increased than what your common donor contributes. As an illustration, if final yr’s common donation was $20, you may take into account suggesting donations of $10, $25, $50, and $100. That approach, prospects who might intend to contribute $20 might go for the slight improve to $25. Equally, your donors on the decrease finish may additionally bump up their contributions to succeed in that $10 threshold.

Over time, chances are you’ll take into account adjusting these quantities as your common donation will increase. That is the place donation software program that mechanically gathers insightful KPIs turns out to be useful. This fashion, you received’t have to fret about gathering these statistics manually.

Check out this donation web page instance, the place there are set donation quantities of $25, $500, and $2,500 to encourage their prospects to present extra:

donation page example


Discover how they function the buttons prominently. As an added bonus, their donation web page can be mobile-responsive, that means cellular donors also can make use of the giving buttons! Total, implementing this strategy simplifies the method of asking for increased donations out of your supporters. This minor change could make a major distinction in your fundraising.

5. Conduct A/B testing 

A/B testing (additionally known as break up testing or bucket testing) is a person expertise methodology during which an online developer compares two variations of an online web page to determine which variation performs higher. The tip aim is to find out what parts drive conversions, that are donations on this case.

To conduct an A/B take a look at, you’ll need first to arrange a management donation web page. Then, determine which factor you wish to take a look at. Then, arrange a second donation web page with that variable modified and drive visitors to each types. As an illustration, chances are you’ll break up your electronic mail listing in half and direct them towards every web page. Lastly, monitor completion charges throughout each pages, calculated by dividing the variety of donations by the variety of guests. This course of turns into extraordinarily straightforward with A/B testing instruments.

Should you discover there’s a substantial distinction between the 2, the winner ought to then change into your management donation web page. Then, you possibly can repeat the method and refine your donation web page even additional.

Check out how slight tweaks within the following donation web page instance led to a substantial distinction in conversions:

A/b testing


A/B testing parts

Should you’ve by no means carried out an A/B take a look at, it may be difficult to find out what to check. For a greater concept, there are a number of parts to think about in an A/B take a look at in your nonprofit donation web page, a few of which embrace:

  • The banner picture: What sort of photograph evokes folks to finish the shape?
  • Prompt giving quantities: Do increased advised items result in increased donations?
  • Copy: Does the tone or the size of the copy have an effect on donations?
  • Format: Does a one-column kind drive extra completions than a two-column kind?
  • Testimonials: Does a testimonial from one other supporter impression donations in any approach?

Whereas there are a number of parts you do wish to take a look at, there are additionally a number of parts you don’t wish to spend effort and time on. As an illustration, keep away from testing the next:

  • A number of variables at a time. While you see completely different completion charges, you received’t know which factor prompted this.
  • Pictures which can be too related: This probably received’t impression outcomes.
  • Copy that’s related in tone and size: Your donors probably received’t discover the slight distinction.

When to conduct an A/B take a look at

After a time period, you possibly can decide which parts impression completion charges. Observe that the very best time to conduct an A/B take a look at is when you understand you’ll have a rise in visitors. As an illustration, set it up throughout the next instances:

  • While you’re conducting an electronic mail marketing campaign
  • Towards year-end giving
  • Throughout a fundraising occasion
  • When your group is receiving media consideration

Larger visitors means you’re extra more likely to witness statistically important outcomes. In any other case, you’ll have to attend for longer to see outcomes.

6. Provide a number of safe giving choices 

As a nonprofit group, you’re probably gathering an enormous quantity of information out of your donors. Due to this, it’s important that you simply take adequate safety precautions, particularly with regards to amassing fee information.

Cyberattacks are the fastest-growing crime within the U.S. and are rising by greater than 350 p.c yearly. If it’s not obvious that your donation web page is safe, donors received’t belief the web page and can probably abandon the method.

Safe giving begins with a payment card business (PCI) compliant fee processor, which merely implies that it follows business protocol for safeguarding information with PCI regulation. Additional, this platform also needs to authenticate and encrypt fee data utilizing safe socket layer (SSL) know-how, which establishes a safe connection between the server and the person’s net browser. This fashion, each your employees and your donors can relaxation assured that each one information is protected.

With the assistance of your safe donation processor, you need to have the ability to settle for quite a lot of completely different fee choices, so donors can choose the choice that most closely fits their wants. As an illustration, guarantee you possibly can settle for the next fee strategies:

  • Debit/bank card
  • ACH direct deposit
  • PayPal and different well-liked fee strategies

From right here, you’ll wish to guarantee these choices are abundantly clear by displaying the related icons in your donation web page. By providing these selections and reassuring donors that their fee data is protected, you’ll give them peace of thoughts when donating.

7. Encourage recurring items 

Probably the greatest (and best) methods to maximise donation income is by encouraging recurring donations in your donation web page. It is because donors can merely fill out your donation kind, opt-in, and proceed giving with out ever filling out the web page once more.

In line with Nonprofits Supply, donors that arrange recurring donations give an astonishing 42% extra every year in comparison with one-time donations. In different phrases, recurring items are not one thing you wish to overlook, and in the course of the giving course of is the optimum time to advertise them.

By encouraging recurring items in your donation web page, you’ll simply improve visibility and compel donors to join this system. Profit from this chance by incorporating the next finest practices:

  • Permit donors to handle their very own giving. Present them with a platform the place they’ll modify their giving quantity and frequency with out your employees overseeing the method.
  • Observe up every time a donor’s fee is declined. Shortly attain out to rectify missed funds that have been brought on by declined or expired playing cards.
  • Make the choice clear. Including recurring choices immediately onto your donation kind will maximize visibility. Try the next donation web page instance that accomplishes precisely that:
donation page example

8. Fundraising software program

Donation pages are sometimes created by nonprofits with the help of an internet fundraising platform supplier. These platforms not solely make the method simpler but in addition present assets for creating personalised pages, corresponding to templates and finest practices. Organizations might then embed these pages into their web sites and disseminate the hyperlink to the web page by different channels corresponding to electronic mail and social media.

Prime 5 fundraising software program:

*Above are the highest 5 fundraising as per G2’s Fall 2023 Grid® Report.

Click to chat with G2s Monty-AI

Deliver life to your concepts 

As you now know, constructing a donation web page takes little bit of time as a way to totally optimize it. Nonetheless, doing so is crucial to your success inside the web fundraising house.

From cellular friendliness to recurring items, there are numerous methods you may make the web giving course of as clean as attainable. With the assistance of highly effective donation software program, you’ll be nicely in your strategy to connecting with donors and boosting conversions. 

Intrigued to get began? Be taught a bit of extra about crowdfunding right this moment. 

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