“Maybe later.”
It’s a dreaded phrase no nonprofit wants on a donor’s mind —
Here’s what we mean:
A visitor lands on your website, spends a few minutes exploring, and feels inspired to give. But when they reach the donation page, it’s clunky, confusing, or just plain hard to use. Suddenly, their enthusiasm stalls, perhaps frustration kicks in, and they begin to think, “Maybe later.” But as we all know, “maybe later” usually means “never.”
Best practices for donation page design
A well-designed donation page turns inspiration into action. With the right setup, it’s a fast, seamless, welcoming experience that keeps supporters’ enthusiasm strong and makes giving as simple as a click.
Here’s how to make every visit count:
Keep it simple: A clear, clean layout is critical. Avoid clutter, and use a straightforward structure that guides the eye from the headline to the donation form. Each section should have a distinct purpose that leads to the next.
Craft compelling copy: Use concise, impact-focused language that shows donors the tangible effects of their support. Aim for messages like, “Every $20 provides three meals to a child in need,” which illustrate value without overwhelming detail.
Build trust with transparency: Display trust badges, testimonials, or links to financial statements. Small touches like “100% of your donation supports program costs” can reassure donors and enhance credibility.
Offer multiple giving options: Allowing donors to select between one-time and recurring donations, or specifying amounts with suggested impact, makes the giving process more personalized and intentional.
Pro tip: Add an impact calculator to show donors exactly what their gift achieves and what just a bit more could do. For example, “$20 provides a week’s worth of meals for one child, but $30 extends that to two children.” Small, transparent details like this not only inspire confidence but also motivate supporters to maximize their impact.
Need a hand refining your donation page?
Sometimes a few small changes can make all the difference. We’re here to help make every visit count.