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Fundraising Don’ts vs. Do’s: Donate Landing Page + Form

I’m continuing with my increasingly popular “Do’s vs. Don’ts” feature which I began last spring.  I promised whenever something arrives in my mailbox that seems a good ‘teaching opportunity,’ I would share it with you. I hope you find this example useful for all your online fundraising campaigns!

Today’s teaching example is a donation landing page (where you land when you click “donate” from the Main Menu) and donation form (the part a donor fills out once they click through from your landing page).

Too often, fundraising staff leave these aspects of their campaign completely up to IT, website or marketing staff.  It’s a shame, because these campaign elements can make or break you.  Everything you’ve carefully crafted will be for naught if the landing page and form are in any way off-putting or daunting to complete.

I came across this example in an effort to make a memorial donation honoring someone who had worked at this nonprofit. We’re going to evaluate every element methodically.

I’ll ask you some questions.

1. Would you click through from that landing page to learn more or to donate?
2. If yes, why?
3. If no, why?
4. What looks good about it?
5. What looks not so good?
6. Would it inspire you to give?
7. If so, why?
8. If not, why not?

First, I’d like you to think about your answers and jot them down.

Really take the time to notice what you like and don’t like.

I promise you’ll learn a lot more this way.

Second, I’ll tell you what I think.

Let’s begin!

DONATION LANDING PAGE