5 Ways To Optimize Your Donation Pages for End-of-Year Fundraising

November 6, 2018  |  Gabby Weiss

Improving your website donation pages is the single best way to raise more money during the year-end giving season. The unfortunate reality is that the average fundraising page completion rate is only 17%, according to the M+R 2017 Benchmarks Study. You’ve already invested so much effort in attracting supporters to your donation page—it’s important to take a few final steps to make sure that they complete the process. To make sure that prospective donors aren’t leaving your donation page uninspired, use these tips to double or even triple your donation page completion rates:

1. Feature a Clear Headline

The first two questions of any visitor to a web page are: Where am I? What can I do here? The most effective way to answer both is with a clear and compelling page headline. The best headlines are succinct and to the point but also tap into the reason your donors are motivated to give in the first place. “Donate to save children’s lives” typically results in more donations than just “Donate now.” If the donation page in question is reachable by clicking on an email appeal, make sure the message and ask is consistent.

2. Present a Strong Value Proposition

Once visitors have figured out what they can do on your donation page, the next question they ask themselves is, “Why should I do it?” Presenting a strong value proposition is essential to convincing more people to give. Typically for a nonprofit donation page this involves a headline and a few sentences explaining why completing a donation today is important. With a limited amount of space, it’s important that your value proposition is clear, concise, and persuasive.

3. Display Powerful Images

Often images are more powerful than words when it comes to communicating how a donor’s gift can help others. A large portion of human brains is devoted to visual processing, and a donor's eyes are naturally drawn immediately to an image, even before the page's headline. Featuring an image that reinforces your core message and mission, and is well integrated with the rest of the value proposition on the page can significantly increase giving.

4. Use Multi-Step Donation Pages

Instead of one long and overwhelming donation form, use several steps to make the process more engaging. It also gives users the feeling that the process is moving forward. Testing consistently shows that multi-step forms are completed more than single-page forms, so use this simple tweak to instantly improve your conversion rates. Check out some of our favorite examples for inspiration!

5. Make Monthly Giving the Default

We’ve recently reached a tipping point where most nonprofits are promoting monthly giving as the default way of giving. Monthly giving offers a more comfortable donation amount that can be broken up into small chunks ($10 per month versus a one-time donation of $120). Giving monthly is popular with people who are recent donors, frequent givers, and multichannel donors (such as those who have already made a gift in the mail). Consider all the ways you can promote monthly giving during year-end. While monthly giving will reduce revenue in the short term, monthly donors will stay on your list longer, and have higher lifetime value as a donor.


This blog post was taken from our Guide to Successful Year-End Fundraising! For more helpful information about getting the most out of your year-end campaign, download the full guide!