BlogFundraising 7 Steps to Create a Successful Donation Website for Your Nonprofit + 8 Great Examples Fundraising 7 Steps to Create a Successful Donation Website for Your Nonprofit + 8 Great Examples Author: Sonia Urlando August 29, 2022 Contents 🕑 22 min read Take a look at your nonprofit’s website—would it encourage you to donate? If you’re not feeling it, your potential donors likely feel the same way. If you want to boost your fundraising, knowing how to make a donation website that inspires support is essential! Think of your website as your personal assistant. When it’s set up properly, making a donation online should be easy. Better yet, it also handles the administrative work of processing donations. Slapping a link to your PayPal account on your website is the simple way to do things, but it definitely won’t bring in the funding you’re hoping for. Instead, you should make a donate page that shows what your organization is all about! This blog post will walk you through how to set up a donation website that transforms your supporters into donors! Why Your Donation Website is Crucial to Your Organization If you’re looking to drive online donations, you’ll need to create a donation page that really stands out! A superb donation page should: Let people give—any time, anywhere. Whether your supporters are relaxing on the couch or riding the subway to work, your donation page should always be a click away. Having an attractive and functional mobile site is a must-do! Make it convenient for supporters to give quickly (and impulsively!). Giving is often emotionally-driven. If you can create a donation page that resonates on an emotional level, an easy-to-use donation page will inspire impulsive giving. Automate payments. Recurring donations are your best friend! You might be surprised by just how many donors will take a set-and-forget option. Centralize your organization’s messaging. People shouldn’t have to search your website for information about your nonprofit. When you make a donation page, all of your key points should be visible and well-branded. Meeting donors’ expectations in an increasingly digital fundraising space. Your donation page likely isn’t the first place your donors have encountered online giving. Be sure to use the typical best practices so you look professional and trustworthy! A carefully crafted donation page can make all the difference in the money you raise. Without any online presence, you’re out all online donors—with a poor one, you’re cutting your donor base down. With an awesome one? You’re growing your organization, one page visit at a time! 12 Tips for Creating A Successful Donation Website It only takes seconds for someone to decide if they’ll stay on a website. That’s why it’s crucial that your donation website is optimized to grab your audience’s attention. To make sure you’re on the right track, here are 12 tips for creating a successful donation website: A great fundraiser name should make a strong impression. The name of your fundraiser sets the energy and expectations for your campaign. Make sure it stands out and sticks! Tell a compelling story of your fundraising campaign and cause. Adding a human element makes people far more likely to donate. Using real testimonials from your nonprofit’s beneficiaries can make your campaign feel more urgent. Add visuals to grab attention and convey your mission’s story. Inspiring images that connect back to your nonprofit show people at a glance who benefits from your work. Optimize your CTAs and buttons to ensure donors get to the right page. Minimize clicks wherever you can! Stand-out buttons and CTAs should guide your donors’ eyes to exactly where they need to be. Simplify your forms to make giving easier. The more complicated it is to give, the more likely people are to give up midway. A simple form makes giving a breeze, and lets people feel good about donating rather than frustrated about how difficult it was. Process your donations instantly. Reduce the waiting period between giving and receiving—both your organization and your donors will benefit from a tidy process. Send automated tax receipts to donors. Avoid the administrative nightmare of having to comb your database for who needs a tax receipt. Your donors will be grateful to have it immediately on hand! Collect donor info straight into your database. Speaking of that database—receiving donations is about much more than bringing in money. Nurturing donor stewardship is what will keep your organization thriving in the future. Use scheduled emails to keep in touch with donors. Regular contact reminds your donors that your nonprofit exists! Keeping them updated on your organization’s goals and successes adds a degree of familiarity that can translate into future donations. Share summaries on donation progress to your goal. Donors want to know that their contributions are actually making a difference. Seeing that progress will make them proud to have given to your cause. Gain the edge with effective software. Listen—with so many moving parts, the right software will simplify your processes like you wouldn’t believe. Spread the word by promoting your campaign. Marketing, marketing, marketing! If you want to show off your beautiful donation page, you have to make sure it actually reaches prospective donors. 9 Elements That Make For The Best Donation Websites Now that you know how to optimize your website, let’s talk about some elements to include when creating a donation page. Use an effective, action-driven headline. Make sure your headline motivates and reminds visitors why they want to and should donate. Eliminate the navigation bar. Keep your visitor’s attention focused by streamlining their experience so that their attention is solely on your donation button. Keep the copy short and sweet. Encourage supporters by focusing on how donations will impact your cause and what they will be used for. Your organization’s mission. This is the most important information encouraging potential donors to give. It explains why you exist and why people should donate. Your organization’s branding. A study of 45,000 nonprofits found that branded donation pages received 700% more donations than generic ones. This is because branded donation pages appear more trustworthy. A story about someone your organization helped with an image of that person. Studies have proven that people are more generous when they can identify with the story and image one a single person versus a group of people. A breakdown of where a donation goes. This is the second most important detail donors want to know when deciding whether to donate. A personal message from your President or someone on the Board. This creates a meaningful relationship between the donor and your organization right away. Ask for a donation and make your goal attainable. Don’t be afraid to be direct and ask for donations in your copy. Make sure to avoid “fundcrushing” — the use of large or abstract numbers to motivate donors to give. Here Are the 7 Steps to Create a Donation Website: Creating a donation website doesn’t have to be hard. In fact, you can tackle it in seven easy steps! In this section, we’ll walk you through each step so you can create a donation website that spotlights your fundraising campaign and drives donations. We’ll go over how to: Create a donation page Create a donation form to collect your donor’s information Setup automated tax receipts and thank-you messages Make your donation page shareable Add a donation button to your website Drive traffic to your donation page during giving seasons Evaluate your success Let’s dive in! Read More: 12 Donation Website Templates + Examples to Inspire You Step 1: Create a Donation Page A donation page is your one-page sales pitch. It’s the page you direct someone to after you’ve asked them to donate to your organization—and it’s got all the information needed to convince them. Our brains are hardwired to make us feel good when donating, so anything that you do to increase that feeling can increase your donations. TIP: When you create your donation page, try to keep the layout similar to the rest of the pages on your website. Consistent layout and branding will keep your page looking trustworthy! Step 2: Create a Donation Form to Collect Your Donor’s Information Successful nonprofits know how important it is to keep their donor information in a database. It lets them reach out for repeat donations, increasing donations through existing contacts. To collect a donor’s information instantly, link your online donation form to your contact database. If you need help figuring out how to set up a donation link, there are many inexpensive software providers that specialize in this area. When you create your donation form, make sure you include these mandatory fields: First name Last name Email Address Phone number It’s also worth keeping in mind these 8 best practices for donation forms: Make the copy short and simple Optimize for mobile devices Make sure it’s branded with your colors and logo Reduce distractions Use an engaging CTA (call-to-action) button Include a recurring donation option Add suggested donation amounts Limit form fields You might want to consider using a CAPTCHA at the bottom of the form. Nonprofits are often targeted by fraudsters, and this extra level of security can protect both your organization and your donors! Step 3: Set up Automated Tax Receipts and Thank You Messages When it comes to tax receipts and thank you messages, automating these administrative tasks can save you time and energy. As we already said, it’s easier to have tax receipts sent instantly than to scramble to get them out at the end of the year. With the right software, automation can be a breeze! Programs like WildApricot can send out an automated tax receipt and thank you message the instant someone donates through your website. A thank you email can help steward a one-time donor into a recurring one. It’s an opportunity to show gratitude, which supports long-term investment in your cause. It can also be a way to offer other opportunities for the supporter to be involved in your organization. The best thank you letters: Are personalized with your donor’s name. Use a warm and friendly tone (“you” language). If applicable, contain a nod to the donor’s past contributions . Are sent from someone at your organization rather than your entire organization. You can even have the letter or email end with their signature! Have complementary imagery to support your story. Include a line about how the donation will be used. This could come with stories or quotes about impact. Read More: How to Write a Donation Letter Step 4: Make Your Donation Page Shareable Making your donation website shareable is an easy way to boost donations and expand the reach of your organization’s cause. When your donors feel strongly about your fundraiser, they’ll want to tell their friends about how they can support it too! Make your fundraiser shareable across a variety of channels such as e-mail and social media platforms (Tiktok, Facebook, Twitter, Instagram, etc). Diversifying its shareability across channels gives your fundraiser a wider reach. A wider reach means a wider audience, which can translate to more donations! Here are three easy ways to encourage social media sharing of your donation page: Add a “tweetable” to your donation page. A tweetable is a pre-written tweet that someone can click on and share with their Twitter Followers. Create an eye-catching image or infographic with a link to your donation website that can be shared on Instagram. Ask people to share your page on Facebook. JustGiving increased shares of their donation page by 28% just by asking people to share it and including a share button. Read More: How to Get Donations: 18 Ways the Pros Are Doing It Step 5: Add a Donation Button to Your Website Do you have a donation button? Is it easy to find in the navigation menu? Or is it buried in a drop down menu—or at the bottom of the page? If your donation button is hard to find or see, you’ll lose out on potential funds. Whether your website visitors are there to read updates or learn more about upcoming events, it’s still key to grab their attention with a bold donation button! The best place for your CTA is at the top of your page, in the menu, or better yet, both! Check out the example below: When it comes to your donation button, it’s best to: Keep the design simple Make your copy clear Use contrasting colors Place it in a prominent area Make it mobile-friendly Look for another tip on how to set up donations? Be sure the donate button and the menu item both link to your donation page as described in step one. After all: your donation page is your best pitch on why someone should make a donation! Read More: The 22 Features Every Top Nonprofit Website Has Step 6: Drive Traffic to Your Donation Page A common marketing tip used by pros is the 80/20 rule: spend 20% of your time creating content and 80% of your time promoting it. There’s so much clutter on the internet, you need to spend a significant amount of time promoting yours to help it stand out! This rule can be applied to your donation page too. Once it is published, make sure you promote it—especially during months with high natural giving trends. After all, 30% of annual giving occurs in December—with 10% of that giving occurring in the last three days of the year! You can maximize on end-of-year giving with your donation page by gearing up with these tips: Planning seasonal campaigns—and starting early. Looking at your previous year’s end of year giving trends for ways to improve. Creating goals and KPIs that will guide your resourcing. Reviewing current resources like time, budget, people, or money. Determining your audience and how you’ll reach them. Picking the right messaging and theme. Making a timeline so you can get everything done. Creating a promotion schedule (social, email, etc). Whatever season you aim to boost donations during, make sure promotion is a key part of your plan. There’s no point learning how to make a donation page if no one sees it! To help you out, here are three easy ways to promote your donation website: Publish regularly on your blog. Publish blogs during these months with stories about your cause, requests for donations, and a link to your donation page. Regular readers of your blog can learn more about your campaign and find new reasons to give! Schedule out emails. Pre-write emails asking for donations and schedule them to send automatically during these months. There are a number of tools that can set this up for you. If you’re a WildApricot customer, you can use our easy email scheduler to do this. But remember: segment your audience so everything is personalized! Schedule posts on social media. Use the free version of HootSuite to schedule social media posts (Twitter, Facebook, LinkedIn) asking for donations during these months. Step 7: Evaluate Your Success Your donation website can become a hub for your different initiatives or fundraising campaigns. Create a page for each one, and then use Google Analytics to track your success from different channels. Make sure you keep track of your fundraising website on an ongoing basis. You can do this by: Creating goals. Before you share your donation website, make sure you’ve clearly defined fundraising goals and success metrics like: Number of donations Fundraising goal ROI on advertising spend Donation page conversion rate (how many viewers end up giving) Evaluating success against metrics and KPIs. Identify your wins and failures, and use this information to determine areas for improvement. Iterating and improving your campaign. There are endless opportunities to improve your fundraising campaigns. Bring your donation website to the next level by updating: Your tools and software Copy and messaging Imagery and visuals Headlines CTAs and buttons Promotional and social content But remember: your audience knows best. If you can, A/B test all changes to make sure your assumptions are right! How WildApricot Can Help As you can see, donation websites come with many different elements! But have no fear—the right software can make creating a donation website much easier. WildApricot has helped thousands of small and medium-sized nonprofits build websites optimized for donations in a matter of minutes. WildApricot provides an all-in-one membership management software that comes with professionally designed website templates. These templates can be easily built to include: A donation page A customizable donation form A donation goal bar Online payment via credit card (Visa, Mastercard, Discover, Amex) Donation widgets on external pages Tracking for offline payments Once someone fills out your donation form, their information is instantly updated in your membership database! This makes it simple to: Keep all member records up to date with their donations Send automated invoices, receipts, and thank-you messages View donation summaries Filter contacts and create lists Email contacts Your donors can also choose to subscribe for recurring donations. This lets them automatically give every month, quarter, or year. If you’re looking to create a powerful donation generation website and save time while managing your organization, consider starting a free trial of WildApricot! Features To Look For In A Donation Website Builder A quick search on Google will show you just how many different donation website builders out there for you to choose from! Here are some features you should look for before you make a donation page: A member database Pre-set, specified donation amounts Integration with tools like WordPress, Quickbooks, and Google apps. Mobile-friendly website construction Advanced site customization Widgets like donation forms and calendars WildApricot has all of these key features, and also includes: Easy updates whenever you need them The ability to use your own website domain name Options to build exclusive members-only spaces Space for blogs and news articles Expert support every step of the way Not a bad choice for creating a donation page, huh? Start with our 60-day free trial to see if WildApricot is right for you! 23 Virtual Donation Tools to Make Fundraising Easier With the right donation tools, you can streamline your fundraising campaigns, automate administrative tasks, and bring virtual or hybrid events to the next level. In other words, they make getting donations so much easier for your time-strapped team! Your tools should handle things like: Crowdfunding campaigns Peer-to-peer fundraising campaigns Donor information management Online fundraisers Payment collection Here are 23 virtual donation tools to help you with your fundraising: WildApricot Hello again! As you’ve already read, WildApricot’s website builder comes with all the tools you need to build the perfect donation page. But it also can take care of: Membership management Event management Building an online store Managing your email and contact database There’s a reason that WildApricot has been named the #1 Membership Management Software six years in a row! Sign up for your 60-day free trial to see for yourself. MemberClicks MemberClicks offers multiple management software options that can help organize member information, plan events, process online dues payments and more! Along with serving nonprofit organizations, MC Trade is built specifically to serve trade associations and chambers of commerce. GoFundMe GoFundMe is a fundraising platform that specializes in crowdsourcing efforts. It’s generally more focused on personal one-off fundraisers, and has raised over $5 billion dollars since it was founded. However, in 2017, they also acquired fundraising platform CrowdRise, specifically to expand their offerings in supporting charities and nonprofits! Kickstarter Kickstarter is a crowdfunding platform that specializes in supporting technology, art, and entrepreneurs. If your organization is developing a specific product, this is a great way to get lots of eyes on it fast! Many of the products and projects that have been backed on Kickstarter have gone on to get worldwide acclaim. However, Kickstarter isn’t the place to fundraise for charity. They require that whatever you fund be something new you make and then share with the world upon completion! Indiegogo Similar to Kickstarter, Indiegogo is also a place where new ideas and creations can receive funding and publicity. But in terms of nonprofit support, Indiegogo also has a community project category that can serve your specific campaigns! This is great if you’re launching a project that supports any type of community wellness. Just note that Indiegogo campaigns often come with perks for supporters, so be sure to have those planned and ready in advance. Classly Classy was first started by a group of friends organizing a pub crawl to raise money for cancer. Since then, the organizing has transformed into a fundraising software that allows you to create peer-to-peer, crowdfunding, and recurring donations. To this day, they donate 1% of their revenue back to the nonprofit sector. They offer a free trial, but you will have to reach out to get a quote on pricing. According to Capterra reviews, the plans start at $499USD per month. Given the monthly price tag being higher than most, Classy is great for larger nonprofit organizations. Donately Donately is a fundraising platform with an incredible suite of integration partners. If you find that your organization is bouncing between numerous softwares, Donately may be a great option for you! It can help you bring all of your software platforms together in one central place. The pricing starts at $0/month + 4% platform fee for startups. From there, monthly subscription costs increase to $49/month + 2% platform fee. Custom pricing plans are also available. DoJiggy DoJiggy is an easy to implement online fundraising software. Their program provides a secure registration for donors online, and even allows you to manage donors for events online. One cool feature worth noting is the fact DoJiggy has a platform that’s exclusively for running golf tournaments! DoJiggy’s pricing varies depending on the product you are using – you’re looking at 4.9% for stores or 7.9% for raffle fundraisers, as examples. For any of their options, you can add a free optional tipping method. The tipping method allows donors to cover platform fees through a “tip”, so the organization fundraising receives everything. MightyCause MightyCause is a software that focuses entirely on fundraising. If that is your organization’s only purpose and you have a website that’s already built, it’s a great fit for your donation website. However, MightyCause also has the option to add a donation page to your website! MightyCause has two pricing models – $59/month for the basics and $99/month for the full functionality. The full functionality includes features like text-to-give and embeddable donation forms, which other platforms might not have. DonateKindly If you need the fastest possible way to get a donation widget on your site, DonateKindly is a great option. The simple-to-use tool can have you building your first widget within five minutes, and accepting donations quickly after. If you’re looking for more flexibility in your donation efforts, you may need to look elsewhere, as DonateKindly isn’t actually a donation website but rather an option to add donation functionality to an existing site. The DonateKindly platform pricing is unique in that there is no percentage charged for the platform. All the fees are processing fees – you pay 2.9% on top of donations plus $0.30 per donation. Panorama Panorama is a cloud-based, all-in-one digital fundraising platform by FrontStream. It boasts features that focus on helping nonprofits with planning, managing, and promoting their fundraising events. Pricing is available upon request. Funraise Funraise’s fundraising technology is equipped with essential donation management tools. Their features are designed with flexibility in mind to help nonprofits with the most important aspects of their fundraising campaign. You can easily set up a free account, and Enterprise pricing is also available upon request. Donorbox Donorbox’s online easy-to-use fundraising software enables individuals and organizations to drive donations. Easily integrated to a website, it helps with promoting fundraisers and stewarding one-time donors into monthly donors. In terms of pricing, Donorbox has a 1.5% transaction fee as well as payment processing fees. CauseVox CauseVox is a digital fundraising platform for small to mid-size nonprofits. It helps with donation forms, peer-to-peer fundraising, crowdfunding, managing pledges, event ticketing, and more. It also includes CRM software. Basic plans start at $0/month with a 2.2% + $.30 processing fee. Givelify Whether you’re a place of worship or nonprofit organization, Givelify is a donation management solution for receiving charitable funds. This app’s software features fundraising goals, a donation tracker, and an analytics dashboard. For pricing, Givelify takes 2.9% of earnings plus a $0.30/transaction fee. Qgiv Qgiv provides a well-rounded fundraising solution for growing nonprofits. The software offers tools like event registration, donation forms, text giving, auction events, peer-to-peer fundraising, and CRM and email tools. Qgiv Plans start at $0/month with a 3.95% + 30 cents processing fee. Fundly Fundly is a crowdfunding platform for organizations and individuals which offers a customized page that makes mobile donations easy. For nonprofits who want to crowdfund and/or create a peer-to-peer fundraising page, Fundly also offers their Pro level. For pricing, you can expect a: 4.9% platform fee + 2.9% credit card processing fee and $0.30/per transaction. DonorTools Designed for churches, nonprofits, and charities, DonorTools is a software for donor management and online giving. It centralizes all of your donations in one place, and comes with fantastic customer service in case you encounter any trouble. DonorTools comes with a free 60-day trial, and then charges $39/month. 4aGoodCause Used by small to mid-size nonprofits, 4aGoodCause helps nonprofits with managing online donations and membership payments, event registration, as well as peer-to-peer and crowdfunding campaigns. Plans start at $84/month. DonorPerfect DonorPerfect’s software gives full-end support with fundraising. It helps with donations, contacts, receipting, reporting, email, reporting, auction management and fundraising initiatives. It’s ideal for nonprofits of all sizes, with plans starting at $99/month. Network For Good A Certified B Corp, Network for Good is an all-in-one donation management tool for creating donation pages and peer-to-peer fundraisers, as well as managing donors. For pricing, plans start at $200/month. This pricing might make it a better option for nonprofits with more established funding. Double the Donation For nonprofits who want to boost their revenue with gift-matching, Double the Donation is the ideal all-in-one donation software. Gift-matching is often an untapped opportunity when it comes to fundraising, so this software gives you the edge here! Plans start at $799/year. Facebook Fundraisers Creating donation campaigns is easy with Facebook Fundraisers’ direct integration into the social platform. Boost campaign attention and gain traction with features for nonprofit and personal fundraisers alike. This is a free and easy way to let your supporters spread the word to their personal networks! BONUS: 4 Free Donation Websites You Can Use To Start Building Now Sometimes you just don’t have the cash to bring on some new tools. But never fear: there are plenty of options for getting started for free. They might be missing the bells and whistles that make your website its most efficient, but they’ll certainly get the ball rolling! While these websites aren’t specifically designed to build donation pages, they can be used as tools to build and promote your campaign. Here are some options you can check out right now: WordPress Did you know WordPress can also be leveraged for your next fundraising campaign? Their free, customizable, and mobile-ready themes and designs make creating a donation website easy. Squarespace Squarespace’s all-in-one solution for websites can be a great place to start for creating a donation website. It gives users intuitive, pre-built templates and designs to customize for their individual needs. Wix Wix is a beginner-friendly and scalable website platform that allows users to customize premade templates for their own use cases (like a fundraising event!). MailChimp MailChimp’s website creator allows users to make a website in under an hour. It includes live-editing capabilities as well as templates and designs that can be adjusted to personal tastes. Plus, it can get you all set up for the email campaign you’ll need to boost your fundraising! 8 Examples of Donation Website Pages Ready to start making a donation page? Here are 10 donation websites built using WildApricot! We’ve provided you with some of the pros and cons of each donation page so you can decide how to format yours. (And if you’d like to see 50 more nonprofit website examples, click here!) 1. South Texans’ Property Rights Association (STPRA) Pros: The link to the donate page is a big button in the top right corner of every page. It can’t be missed The page starts with a statement of why donor support is vital Cons: The address field isn’t mandatory The “Method of Payment” field is unnecessary There is no “Donate” button elsewhere on the website. People won’t be able to find this page unless linked directly 2. Gulf Coast Builders Exchange Pros: It’s a single-step donation page, meaning it’s easy to fill out and use Not cluttered with too much copy The form is simple and doesn’t contain too many fields Cons: It’s not very attention-grabbing — including some visuals of the programs donations support would help! Donation button is buried in the menu, making it difficult to find on the homepage 3. Bainbridge Artisan Resource Network Pros: The donate form includes suggested donation amounts The page explicitly shares what donations will go towards supporting Cons: Though the donation form includes an option to make a gift in honor of someone, it doesn’t look like the organization will notify that person of the donation. 4. Wee One Foundation Pros: Including the math break-down of salary to donation percentage can encourage a more specific donation Stating their goal clearly and simply makes it clear what donors’ contributions are going to Cons: There are no stories about the people these donations have impacted Including images of their campaigns might also help 5. Motorcycle Riders Foundation Pros: They include a small gift with every donation, which adds incentive to donate Cons: There’s no information on where the donation is going or what it supports Their site is http, rather than https, meaning that it’s listed as “not secure” — potentially scaring away potential donors 6. Stairbuilders and Manufacturers Association Pros: Copy that appears before the form encourages contributions by stating how donations are used—along with options to choose where donations go! Pre-set donation amounts and payment frequency options Recaptcha function at bottom to ensure security Questions that gather donor data Cons: No use of graphics or visuals to draw attention Donate page is buried in the menu 7. Pikes Peak Range Riders Foundation Pros: The donation page is included in the main menu bar, making it easily accessible The sidebar reminds potential donors about the organization’s mission without taking up too much space at the top of the page Cons: No use of graphics 8. Urban History Association Pros: Simple form with not too many fields Recaptcha tool at the bottom to ensure security Donate button easy to find on main navigation of page Comment page allows supporters to share thoughts Pre-set payment frequency Cons: The cancel button is unnecessary at the bottom No visuals or graphics As you can see, there are plenty of tools to support you when you make a donate page for your nonprofit’s website. Before you start stressing about how to set up a donation link, lean into the resources that are available. With the right website builder, you’ll be bringing in those donations in no time! Making a Donation Page that Brings in Support And there it is—everything you need to know to create a donation website! With an understanding of the right elements, tools, and strategies under your belt, your website is set to succeed. Keep growing and improving on your website, and you’re sure to drive donations and increase the reach of your organization. Related Fundraising Articles Fundraising 🕑 10 Min Read 5 Year-End Fundraising Emails That Are Sure to Increase Donations Tatiana Morand This Week Fundraising 🕑 8 Min Read Nonprofit Marketing Funnels 101: How to Use Every Stage Like a Pro! 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