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25 Amazing Donate Pages To Fire Up Your Fundraising

Sayana Izmailova  30 January 2020  0 comments
 

donate page

 

A great donate page on your nonprofit’s website is an absolute must if you’re looking to increase online donations. More and more people are choosing to donate online, so your donate page can really make or break your numbers. 


Whether you’re looking to refresh your current website, create a donate page from scratch, or you’re just curious to see what other nonprofits are doing, we’ve got you covered with 25 examples of some of our favourite donate pages. 


Each of them have aspects you should definitely consider implementing into your organization’s donate page, as well as some things they could have done better that you can learn from. 


Before we get started, I just wanted to mention one thing. 

You’ll find that a number of common themes run through these 25 donate pages. If you leave this article with one key takeaway, just remember that a great donate page:

  1. Includes elements that compel or emotionally move the page visitor

  2. Is easy to navigate and presents all the necessary information in a convenient manner, and 

  3. Does everything it can to provide the donor with options, a voice and a sense of control over their giving. 

 

If you’re doing all those things… you’re all set! 


But if you want more inspiration, keep reading to see 25 donate pages that are doing these things right to fire up your fundraising. 



  1. The Australian Thyroid Foundation

     

This donation page engages the reader with an eye-catching design and focuses attention on how donations benefit the organization. 

 

The Australian Thyroid Foundation


What’s done well:


  • The page includes a thank you message. Whether thevisitor has already decided to make a gift or is just considering it, it’s imperative to let them know that their support is needed and deeply appreciated by the organization. For some, a simple thank you will make them feel that much better about their decision to donate. For others, it may compel them to give (or give more than they otherwise would have). 


  • The donation form includes an option to volunteer with the organization and a comment section for donors who have specific requests. All donors are unique — some want to sign up to be a monthly donor and not hear from you again until it’s tax season, while others want to get as involved as possible in the work you do. It is important to provide a variety of options that are as unique as your donors. 


What’s missing: 


  • The donation form doesn’t include any suggested donation amounts. Imagine that a reader has come as far as filling out the donation form, meaning they are ready to support the organization, and has the capacity to give $200. If you haven’t clearly stated what your organization’s needs are, they have no way of gauging how much to give and may only give $20. To make the most use of your donation form, provide several donation amounts that would support your needs and offer an “Other” option for anyone who wants to give less (or more!) than that. 

Free Best Nonprofit Software

  1. Lakeside Hope House


This donation page features a user friendly and visually appealing donation form, as well as a list of what impact can be made with donations of various amounts.

 

Lakeside Hope House


 

What’s done well:


  • The organization’s mission is clearly stated. This strengthens the visitor’s connection to the organization and validates their decision to make a donation, which helps create a meaningful and engaged relationship between the organization and the donor. 


  • The donation form includes an option to dedicate the gift in memory or honour of someone, as well as tons of e-card options to choose from. Many donors like to make tribute gifts because it adds extra meaning to their giving. Offering this option (and including such fun e-cards) may inspire someone to make a tribute gift who may not have otherwise considered it. As a result, the honoured person or their family will be notified of the donation, helping spread the word about your organization and possibly inspiring further support. 


What’s missing: 


  • Though the page includes a list of suggested donation amounts and what impact they would have on the organization’s beneficiaries, this information isn’t listed until the very bottom of the page, at which point, the donor would have already completed their donation. Including a list of donation amounts and their impact can be incredibly powerful but is best done near the top of the page, before the donation form, or within the donation form next to the donation amount field. 



  1. American Dance Therapy Association

 

This donation page features a clever design with two side by side scrolling panes. 

 

American Dance Therapy Association



What’s done well:


  • While most pages start with blocks of text and require the visitor to scroll down before getting to the donation form, this website presents both sections at the same time. This makes the visitors’ experience much easier and much more enjoyable — they can fill out the form while always having the organization’s mission and the impact of their donation within view.


  • The right panel includes everything a potential donor would need to know. It includes a clear statement about the nonprofit’s mission, a thank you message, important tax information, and links to the supporting organizations. The goal is to ensure the visitor never needs to wander around the site in search of something they need, and this page gets it right. 


What’s missing: 


  • At first glance, the donation form has all the fields a typical donation form needs to include. However, upon closer inspection, it looks like the address fields aren’t mandatory. It’s best practice to collect as much information from new donors as possible, especially the address. Making it mandatory for people to give their address will make your nonprofit’s accounting and stewardship tasks infinitely easier - when it comes time to send a tax receipt or a thank-you letter, you won’t need to hunt them down to ask where to send it. Having accurate address information also keeps your data clean and makes auditing a breeze. 



  1. Good Shepherd Centres

 

This donation page features a compelling photo of a beneficiary holding up a “Thank You!” sign — an opportunity for an emotional connection and an expression of gratitude all in one! 

 

Good Shepherd



What’s done well:


  • Taking a look at this website’s donation form, one field that stands out is the fund designation option, or the field that starts with “I wish to support”. It is important to let your donors have say in what aspect of your nonprofit’s mission they wish to support - it gives them a sense of responsibility and greater personal impact. Even if your organization doesn’t have many different funds, you could create a few simple buckets based on how you typically spend the money. Make sure to include a general fund as the first option to cater to people who don’t want to support something specific. Give this option a name that sounds urgent and highly valuable, like “High priority needs” to prompt more people to give there — while you want donors to feel like they have options, a general fund is most beneficial to you because it doesn’t limit how you can spend your money. 


  • Another great aspect of this nonprofit’s online donation form is the option to make their gift monthly. Recurring donations  are great for donors because it’s something they can set up to run automatically and never worry about. For your organization, monthly gifts remove the need to renew donors, a process that can be quite costly. While all of this is true, most new donors don’t consider this option until they are explicitly prompted to sign up for monthly giving. Make sure to not only include this feature in your donation form, but make it easy for people to see it and sign up. 


What’s missing: 


  • This nonprofit’s donation page would be even more effective if it included a statement about the organization’s mission and why donor support is so vital in helping to advance it. Even if the donor is already familiar with the mission from elsewhere on the site or their history with the organization, reiterating it once again only helps strengthen the donor’s ties and give more meaning to their donation.  



  1. Canadian Radiation Oncology Foundation 

 

This donation page includes an easy to use form and an option for the donor to give anonymously. 

 

Canadian Radiation Oncology Foundation



What’s done well:


  • This donate page features a very simple to use donation form — it has a clean design and is free of unnecessary clutter. The aim of great donation form is to create an easy and positive experience for the donor, and this one does exactly that. 


  • One great aspect of this donation form, which is often overlooked by many organizations, is the option to make the gift anonymously. While it’s true that many donors want to be recognized publicly for their contribution, that’s not the case for everybody. It’s important to cater to the needs and wishes of all donors - the anonymous option ensures that everyone can give the way they prefer. 


What’s missing: 


  • On this page, the nonprofit’s logo appears twice — one of them definitely could have been replaced with an image to grab the page visitor’s attention. The most compelling images feature individuals and groups who benefit from the organization’s activities. Clear photos of real people allow the reader to establish a stronger emotional connection with the organization's mission and be more likely to become and engaged donor. 



  1. Change for Children

 

This page features  helpful links in the sidebar and impactful photos of the nonprofit’s beneficiaries, making it visually appealing and easy to navigate.

 

Change for Children



What’s done well:


  • This page has a lot of great features, but what really makes it stand out is the sidebar on the left side. It lists important links to information that a potential donor might want to know, such as other ways to give, impact of their donation, donor rights and tax information. All of this is essential to include but fitting it onto the same page might have distracted from the donation form itself,  so links in the sidebar are the perfect solution. 


  • Another great element is the field within the donation form that asks the donor to leave a message for the organization. It’s a nice way for donors to share something about their relationship with the organization, a personal story about how they’ve benefited from its work, or just words of encouragement. Having their voice be heard is another way to strengthen their relationship with the organization, while the benefit for you  is that you can then share that story to garner more support or to report on the impact of their work. 


What’s missing: 


  • One thing that would make this donation form even more comprehensive is a field where donors can indicate where they heard about the organization or which campaign inspired them to make the gift. If your nonprofit engages in a variety of fundraising efforts — social media, direct mail, email newsletter, events, etc. — it’s important for you to know which of those efforts are working the most and which need to be revamped or even retired. 



  1. Friends at Your Metro Animal Shelter 

 

This donation page has an appealing color scheme and design and features a compelling photo right at the top. 

 

Faymas


What’s done well:


  • Before anything else, this page starts with a heartfelt thank you message. We already talked about how important a thank you message is, but putting it at the top of the page makes it even more effective. 


  • This nonprofit has partnered with other programs that will accept donations on their behalf and presents this information near the bottom of the page. This is helpful because it gives the donor many options on how they want to support the organization. 


What’s missing: 


  • Although the first paragraph on this page starts with a thank you message, the rest of that paragraph seems a little disjointed — it presents important tax information and then goes back to stating how important donations are. To offer the most enjoyable experience for your potential donors, it’s best to break up paragraphs that have different goals. This will make the page easier to read and the information easier to digest. 



  1. CICOA Aging & In-Home Solutions


This page features a user-friendly design and lots of ways for the site visitor to engage with the organization, beyond just making a donation. 

 

CICOA

What’s done well:


  • After the site visitor has scrolled through the form, they’ll see an eye-catching banner that prompts them to sign up for the nonprofit’s newsletter. For visitors who have decided to donate, it’s a nice way to keep in touch with the organization and stay up to date on the impact of their donation. People who are considering donating but haven’t yet may choose to sign up so they can get news about the organization and think about donating at a later time. In either case, it’s important to make the option to sign up for a newsletter encouraging and easy to find. 


  • The bottom of this donation page has a place for all contact information and social media links that a visitor may need. It may seem basic to include contact information, but a surprising number of websites only have it on a separate “Contact” page. As always, it’s best to allow your  visitors to find everything they need without having to click too many times and visit too many separate pages. 


What’s missing: 


  •  A nice addition to this nonprofit’s donation page would be a section where donors can indicate where they heard about the organization, what prompted them to donate, or simply leave a message to the nonprofit. Not only does this give you insight into which of your efforts are working and ideas about which fundraising avenues should be pursued further, but it also gives the donor a voice. 



  1. Forsyth Humane Society 

 

This page features a powerful photo and story about a beneficiary, as well as simple yet appealing design elements. 

 

Forsyth Humane Society


What’s done well:


  • The feature of this page that jumps out the most is the dog photo. It’s powerful on its own, but what makes it even more impactful is the story written beside it. Instead of just stating the nonprofit’s mission or the importance of supporting it with donations, this page conveys the same message in a personal story. Stories that focus on one individual beneficiary instead of a general population tend to be more emotionally moving because it’s easier for the prospective donors to establish a connection with them. 


  • Something else that stands out on this page are the icons associated with the different ways to support the nonprofit. They add a visual element to the list, making it easy to find and easy to remember. The icons also add a level of professionalism to the entire page, making it seem more credible to potential donors. 


What’s missing: 


  • We’ve already discussed how important it is to provide different donation amounts for donors to choose from, and this nonprofit does that. However, what would be even better is if they included a statement about what impact can be made possible with each amount. Donors like to see how their money directly supports something specific like food for the animals or their medical expenses. Providing these options can help donors make a more informed decision about how much they want to donate and establish a stronger connection to the cause because they would be supporting something specific they chose. 



  1. Rancho Santa Fe Women’s Fund

 

This donation page is different from others in that it belongs to a fund of a larger foundation, but it does well in clearly explaining everything the potential donor needs to know. 

 

Women's Fund

What’s done well:


  • No two nonprofits are the same in terms of their structure and how they operate. That’s why is important that the organization is transparent about its structure and informs the potential donors of what exactly they are being asked to support. This particular donation page, for example, belongs to a specific fund of a larger foundation. This is well explained right at the top of the page and it is made clear that the foundation supports many different organizations in the area, rather than just one. The expected minimum commitment from donors is also clearly stated. 


  • This donation page offers lots of options on how one can make a donation and all of these options are clearly explained. As we keep seeing in these examples, the key to a good donation page is to give the potential donor lots of choice and control over where and how they donate, as well as to make it as easy as possible for them to donate. 


What’s missing: 


  • One thing that would make this page even more effective is adding some visual elements or photos. Currently, there is a lot of text —  while it’s all useful information, it could probably be broken up into sections and separated by interesting visual elements. 



  1. International Rescue Committee


This nonprofit begins their donation page with a compelling photo and is transparent about how they money raised is spent. 

 

International Rescue Committee


What’s done well:


  • The most striking feature of this donation page is the photo of a little girl at the top of the page. This photo tells a story all on its own; it ties the need for donations to an individual and showcases their impact on someone’s life. This approach makes giving very personal for donors and moves them in a way that surpasses anything words alone can achieve. 


  • At the very bottom of this donation page, you’ll find a small pie chart outlining how the organization’s revenue is spent. This is a great idea, especially for larger nonprofits who work with high fundraising targets. Being transparent about how the money is spent makes the organization accountable and trustworthy in the eyes of donors and leaves no room for guesswork about how their support is used.


What’s missing: 


  • One thing that would make the donation form on this page even better is an option to give anonymously. As we’ve already discussed, it’s important to cater to the various needs of donors and respect the wishes of people who don’t want to be recognized for their support in a public way.  

fundraising ebook



  1. Families Forward


This donation page presents a lot of useful information and includes a scrolling feed of announcements to keep site visitors up to date. 

 

Families Forward


What’s done well:


  • Something that this nonprofit does really well is providing donors with all of the necessary information in an accessible place. For example, there are links to the donor rights and privacy policy in a visible spot on the page, should someone be looking for them. The easier things are to find on the page, the better the site visitor’s experience. 


  • Near the bottom of the page is an automatically scrolling feed of current announcements. Existing donors can be kept up to date with what’s happening at the organization and make sure they don’t miss any news. For prospective donors who are just browsing the site, this news feed shows that the organization is great at communicating with their community and regularly reports on their progress and impact. 


What’s missing: 


  • One thing that could be improved on is how much the site visitor has to scroll before they arrive at the donation form. There is a lot of information and all of it is, of course, important, but there are likely creative ways to fit it all in a more user-friendly way. We’ve already seen some examples of other sites that split their page into columns or make use of sidebars. 



  1. Mano a Mano


This donation page has a couple of unique elements, such as a catchy slogan and a flexible donation schedule. 

 

Mano a Mano



What’s done well:


  • This nonprofit begins their donation page with a catchy slogan that reminds site visitors of their mission in a creative and memorable way. Slogans aren’t just for businesses; they help reinforce an organization’s brand and can be used it a variety of materials to send a consistent message about the organization’s work. For example, if you used a slogan or a catch phrase of some sort in a direct mail appeal letter, restating it again at the top of your online donation page can bring back the emotion your prospective donors felt when reading your appeal letter and compel them to make a donation. 


  • Another unique aspect of this nonprofit’s donation page is that their form includes a much more flexible donation schedule than we typically see. It is common to see options to make a one time gift or monthly gifts, but this form offers quarterly and annual gifts as well. For the donor, it provides more freedom to give in a way that best fits their lifestyle. For the nonprofit, it increases the chances that someone will sign up to make recurring gifts, decreasing their renewal expenses and offering guaranteed future revenue. 


What’s missing: 


  • This nonprofit has a great logo, but it’s a bit redundant to have it on the page twice. Perhaps a nice photo or even just skipping straight to the slogan would work better. 


  1. Hospice of the Chesapeake 

 

This nonprofit’s donation page has a few key elements that are often overlooked, such as asking donors about their existing relationship with the organization and prompting people to see if their employer might match their gift. 

 

Hospice of the Chesapeake


What’s done well:


  • This donation form has a dedicated section where donors can answer questions about why they’re making a gift. One of the best things a nonprofit can do for their donors is to get to know them — this ensures that the communications they send are relevant and resonate with their audience. While many organizations choose to do this in a survey, it’s not a bad idea to get these questions out of the way when someone is first joining the community as a donor. It immediately sheds light on their existing relationship with the organization and helps inform what their needs are. 


  • At the end of this form, there’s a banner that prompts donors to check if their employer will match their donation. Matching corporate gifts are an incredibly easy way to double your impact, but many people still don’t know about this option. Most big companies have a program in place for this and those that don’t are often open to considering making a gift anyway. All it takes is a quick check and the donation can easily be doubled. 


What’s missing: 


  • This donation form asks if the gift is in memory or in honour of someone. Typically, nonprofits would notify that person or their family members that a gift was made in their honour/memory by sending them a physical card or an e-card. However, this page doesn’t offer any options for this. It seems as though the “Tribute Gift” checkbox is just for their own tracking purposes. It is entirely possible that their intent is to reach out to the donor after the fact and coordinate sending a card, but if that is the case, it is usually best to do all of this in one form. 



  1. Solid Ground 

 

This donation page features a great form that allows donors to indicate where they heard about the organization and provides very action-focused fund designation options. 

 

Solid Ground


What’s done well:


  • The donation form has a field where donors can indicate where they heard about the nonprofit. So many organizations (not just nonprofits) are missing out on this simple feature. It’s a great way to gather data about which of your fundraising/marketing efforts are working so you can focus more of your energy there. 


  • If you click into the dropdown menu under “Designation”, you’ll find a list of funds where donations can be allocated. This is pretty standard for donation forms, but what really stands out about this one is the way the funds are worded. Rather than calling something “The Homelessness Prevention Fund” or “The Homes and Supportive Services Fund”, these are called “Prevent and End Homelessness” and “Provide Homes and Supportive Services”. Creating action-focused designation options like these can be really powerful — they make the donor feel like they are directly responsible for the impact created through that fund. 


What’s missing: 


  • Something that immediately stands out on this page is that the suggested donation amounts are quite high. Of course, it’s not clear who the target audience is, but generally, gifts over $1,000 are solicited and made in a more personal manner, rather than through an online form. If you do choose to include high gift amounts on your donation page, I would recommend including a justification of why those funds are needed and what impact they would have on your nonprofit’s work. 



  1. The Ontario Archaeological Society 

 

This donation page offers detailed information about the various fund options and has an easy to follow donation form. 

 

The Ontario Archaeological Society


What’s done well:


  • What’s great about this nonprofit’s page is that it clearly states what their various funds support and why they’re important. Before the donor is asked to fill out the donation form, they have a chance to read through these descriptions and make their decision about which fund to support.


  • The fields of this nonprofit’s donation form aren’t very different from your typical donation form, but what stands out is the way it guides the donor through filling it out by providing clear and specific instructions. For example, instead of calling a field “Designation”, the form asks “Please Indicate if you are donating to the OAS generally, to a specific Fund, or for another intent”. Clear instructions make for a smoother experience from the donor’s point of view, and a good experience results in a positive nonprofit-donor relationship in the long term.


What’s missing: 


  • There is currently quite a bit of text on the donation page. It might be helpful to break it up with some visual elements, particularly photos of the organization’s work in action. 



  1. So Others Might Eat

 

This donation page has some interesting elements within its form, such as an annual recurring gift option and an option to cover the transaction fee.

 

So Others Might Eat



What’s done well:


  • This is another example of a nonprofit making use of more than just two (one time and monthly) donation frequency options. Every nonprofit will likely ask their donors to renew at least annually anyway, so why not make it an option right when they sign up to save on renewal costs? 


  • An interesting element of this donation form is that the organization is candid about having to pay a transaction fee. Not only do they ask the donor to consider covering it, but they make that the default option when the page is first loaded. Similarly to how it is best practice to make the monthly giving option the default, this is a great idea, since many people prefer to take the easiest route and one that requires the least number of clicks. 


What’s missing: 


  • The donation form is very visually appealing, but it requires a lot of extra clicks to get from one section to the next. Making the entire form all on one page gives the donor a good sense of how long it will take to fill out, so they are less likely to abandon the process halfway through. This may seem ridiculous but it does happen! 



  1. Wisconsin Writers Association 

 

This donation page includes a heartfelt thank you message and offers the option to download and mail in the donation form. 

 

Wisconsin Writers Association



What’s done well:


  • This donation page has another great example of a statement about donor impact that incorporates a heartfelt thank you message. 


  • This organization gives donors an option to fill out the online form or to download a printable form they can fill out and mail in.  If you know your audience well and know that many of them don’t feel comfortable filling out a form online or don’t use a credit card (maybe they’ve let you know this in the past), then offering another option is not only considerate, but also extends your reach for potential donors. 


What’s missing: 


  • This organization offers an optional gift that donors can receive after making a donation (what’s called a back-end premium), but they don’t specify what the gift is. While premiums can work really well for some nonprofits, donors typically want to know what the gift is before making a decision on whether or not to accept it. 



  1. girls inc.

 

This donation page presents powerful statistics, quotes and stories in an interactive, visually appealing design. 

 

Girls inc.


What’s done well:


  • This organization’s page  features a number of powerful statistics about how the girls in their program are on a better track to success than the average girl in their area. Statistics like these are a great way to showcase your nonprofit’s impact because they are memorable and sometimes very surprising to hear, making for a more compelling case for support. 


  • Following the statistics is a quote from the organization’s Board Chair, as well as links to stories about three of the nonprofit’s beneficiaries. Quotes from staff members, the board, the beneficiaries and donors are always a great way to establish a more personal connection between the prospective donor and the organization. Full stories about the people who’ve benefited from the nonprofit are even better — they put a face to the organization’s work and demonstrate how impactful the nonprofit’s work can be for just one person.  


What’s missing: 


  • There really isn’t anything missing with this donation page but if I had to pick one thing, I would maybe set the monthly giving option as a default. People typically choose the easiest option and one that requires less clicks, so if the monthly option is already highlighted or checked off when the page loads, there will definitely be some people who choose to stay with it because it’s easier than changing to a one-time gift. Just be sure to make this section very clear and visible to avoid people calling in after they’ve made a donation to say they signed up to be a monthly donor by mistake. 



  1. Bert’s Big Adventure 

 

This nonprofit clearly outlines the different ways to give and offers lots of options when it comes to tribute gifts. 

 

Bert's Big Adventure


What’s done well:


  • This donation page lists the various ways of donating in a numbered list that’s easy to follow. If someone is just scrolling through the page quickly in search of something specific, it helps to have distinct design elements, numbered headings and fonts of different sizes and colours. 

 

  • This organization, like many others, offers the option for the gift to be in honour or memory of someone and will notify that person or their family of the gift. What’s unique about this section of their donation form is that they let the donor choose whether or not the gift amount should be specified in their notification. The general practice is to not include the gift amount, but there are plenty of people who would benefit from having this choice. If someone makes a $10 gift, they probably don’t want to brag about it, but if the gift is for $500, that extra source of recognition likely wouldn’t hurt. At the end of the day, leaving it up to the donor is a great idea and is just another way of catering to their individual  needs. 


What’s missing: 


  • Just like some of the other pages we’ve already discussed, it would be great to include suggested donation amounts for the one-time gift option. It lets donors better gauge how much to give and results in a gift that’s both meaningful to them and impactful for the nonprofit. 



  1. Maryknoll Sisters 

 

This donation page clearly presents the different options to make a gift and includes a number of compelling photos. 

 

Maryknoll Sisters


What’s done well:


  • This donation page clearly outlines the four options to make a gift in four easy to navigate blocks. Whether someone wants to donate online, by mail or over the phone, they won’t be looking around the website for very long in search of what they need. 


  • The page includes a number of great photos, showcasing the nonprofit’s work in action. The photos are focused on people and give the site visitors a sense of partnership and community. They tell the nonprofit’s story in a much more compelling way than words alone can achieve. 


What’s missing: 


  • While it’s visually appealing to have blocks with photos that donors can click on, it’s important to keep in mind what purpose these blocks serve and whether they might be redundant. In the case of this donation page, the blocks “Make a Donation” and “Become a Sponsor” actually lead to the same donation form, with the only difference being whether “one-time gift” or “monthly gift” is already selected when they arrive to the form. To allow the donor to get to where they want to end up in the least number of clicks possible, it may be a good idea to just have one link to the form. 



  1. Grow North Texas 

 

This donation page has a great example of a powerful thank you message and gives donors a lot of input into how they’d like the funds to be spent. 

 

GROW North Texas


What’s done well:


  • Many donation forms we’ve looked at so far have a place for donors to leave a message, but this one specifically has a field for special instructions and asks to “please let us know how you’d like the money to be used”. Most donors will say something very generic, but it still gives them a greater sense of impact and responsibility. Next time they read news about your nonprofit and how you’ve made a difference in a particular area they supported, they will feel personally responsible. 


  • There’s something special about the way that this nonprofit says thank you. Rather than saying something along the lines of “thank you for your support” or “thank you for helping our work in X”, this thank you message focuses on impact beyond the work of just one organization. Their message says “Thank you for supporting a strong local food system”, meaning that donor support has something of a butterfly effect and eventually will help change the entire system. This type of messaging can be incredibly powerful and motivating, especially for nonprofits who can’t report on immediate impact because of the nature of their work. 


What’s missing: 


  • This nonprofit’s donation form isn’t as comprehensive as some of the other ones we looked at. For one, it doesn’t ask donors to consider giving monthly, which we already know is really important. It also doesn’t provide any suggested amounts, meaning people might give less than they otherwise might be willing to give.
      

Free Best Nonprofit Software

 

  1. American Forests 

 

This donation page boasts a visually appealing section on the impact of each donation amount, as well as a quote from an existing donor to inspire others to give. 

 

American Forests



What’s done well:


  • This donation page presents the impact of each donation amount  in a visually appealing way alongside the donation form. This way, your donors’ impact is on their minds while they’re choosing a donation amount, encouraging them to make a bigger gift than they otherwise would have. 


  • Another powerful feature on this nonprofit’s donation page is the donor quote on the right side. These are simple to obtain (maybe even through your donation form like we discussed or in a separate survey) and can be incredibly impactful. Prospective donors always appreciate hearing from their peers about why others are donating — it gives credibility to the organization, creates an opportunity for connection with a personal story and offers a sense of community. 


  • Bonus feature: I couldn’t move on from this page without giving mention to a small field in the donation form that asks for a direct mail reference code - this is such a useful tool that not many nonprofits take advantage of. Typically, if you send out a direct mail appeal and someone makes a gift in response to it online, you would track that as an online gift and have no sense of what actually prompted the donor to give. With a reference code, you can attribute the donation to the right place and have accurate data on how well your direct mail campaign worked. 


What’s missing: 


  • This is another great donation page where not much is missing. Again, if I had to pick one thing, I would suggest making the monthly gift option already selected to encourage more people to sign up for monthly giving. 



  1. Australian Koala Foundation 


This donation page features an appealing design and plenty of adorable photos of koalas — can’t go wrong with that! 

 

Australian Koala Foundation



What’s done well:


  • This nonprofit takes their thank you message to the next level by making it come from the beneficiaries - the koalas! This simple switch of perspective acts as a great reminder of the organization’s main purpose and leaves the donor assured that their gift makes its way straight to the people (or in this case, animals) who need it most. 


  • There are many great design elements on this donate page, but one that stands out in particular is the large “Donate” button — exactly the element that should stand out the most. Making the “Donate” button impossible to miss ensures that it serves its purpose and encourages visitors to make a donation. 


What’s missing: 


  • Unlike most of the pages featured here, this donate page doesn’t include everything in one place - in order to fill out a donation form, the visitor must click through to another page. While it allows for a cleaner and more visually appealing design, too many clicks may deter the potential donor from following through to the end. It’s much easier to keep their attention if everything can be done in the same place. 



  1. Fort Worth Mothers of Multiples 


This donation page is a very simple one and doesn’t have many of the features we discussed earlier, but it may not necessarily need them… 

 

fwmom



What’s done well:


  • You know by now that I’m a big fan of donation pages that lead with a nice big thank you message. This nonprofit does exactly that — clean and simple! 


  • This donation page doesn’t have many of the elements we’ve looked at, but I wanted to include it as a reminder that the most important thing about a good donation page is that it serves your nonprofit’s needs, and different organizations have vastly different needs. It’s clear that their target audience is mainly corporate sponsors and business owners so  they don’t need anything like monthly giving options, tribute gifts or fund designations. All this is to say, before completely redesigning your donation page to include every single element I’ve praised, really think about who your audience is, what they need from you and what you need from them. 


What’s missing: 


  • The one thing that would make this donation page even simpler to use is presenting all of the information in one place - currently there’s an online form and also a PDF that visitors can open separately. It is also unclear whether the organization prefers donations to be made online through the form or mailed it with the PDF document. 



So there you have it! I hope you learned something new and are ready to increase your online donations with a new and improved donate page. 



Sayana Izmailova

Posted by Sayana Izmailova

Published Thursday, 30 January 2020 at 4:30 PM

Search: WildApricot.com 

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