10 Elements of a Successful Fundraising Landing Page

So you’re ready to share your fundraising efforts with your community of potential donors—that’s great!

(Or maybe you’ve already tried a few tactics for fundraising landing pages and you aren’t seeing much movement. Let’s fix that.)

If you’re wondering how to create a fundraising page that can help you move mountains toward your donation goals, you’re in the right place.

I’ll walk you through the following best practices used by successful nonprofit fundraising pages—outlining each one below with examples:

1. Clear value propositions
2. Excellent visuals
3. Visible call-to-action (CTA) buttons
4. Include a recurring giving option
5. Fundraising thermometers
6. Fast-loading pages
7. Social proof of your campaigns
8. Organization contact information
9. Social media sharing options
10. Mobile-friendly browsing

If this is your first time creating a fundraising page, let’s cover a few things together first.

However, if this isn’t your first rodeo, and you’re looking for new tactics to make better pages, tap here to jump ahead.

What’s a landing page and why your nonprofit needs one for potential donors

A landing page is a standalone webpage that is separate from—but often hosted by or linked to—your main site.

A landing page is designed with a focused objective in mind; think an About Us page, Contact Us page, or a page featuring your annual fundraising event or a specific fundraising campaign.

When we think about the purpose of fundraising pages specifically, they’re usually designed to convert visitors into donors, perhaps also offering an easy pathway for visitors to sign up for a mailing list or future fundraising event.

While your nonprofit’s main website may have a broader purpose of promoting your cause and informing the community about what your organization does, a fundraising page is singularly focused on converting visitors to a desired action.

Now that we have that cleared up, let’s take a look at how nonprofits can craft effective fundraiser landing pages and raise funds more efficiently.

Using fundraising pages to convert visitors to donors

Your fundraising strategy can benefit greatly from the use of thoughtfully designed landing pages.

These pages provide you the first opportunity to convert a visitor into an active supporter or donor.

They act as a donation website where your social media posts, email blasts, and blog posts about the campaign should direct traffic.

And guess what? Landing pages that:

1. Highlight the importance of your cause
2. Explain how donations directly support your mission, and
3. Feature compelling content

can increase online donation rates.

They’re also a powerful way to encourage website visitors to contribute.

Whether you’re raising funds through a donation page, peer-to-peer fundraising page, or another customizable template, putting the extra work into creating it to increase donors is crucial.

Before crafting your own landing pages, consider these 10 elements below to ensure an increase in your page’s conversion rates.

But keep this in mind: Though not every feature below is necessary, incorporating a combination of these can help you meet your fundraising goals while also creating a user-friendly experience that makes it easy for your donors to give.

10 elements of a successful fundraising page

1. Communicate a strong value proposition

A landing page should feature a great headline and engaging copy to encourage donations—and your value proposition will inform that copy.

A value proposition is simply a clear, concise statement that communicates to potential donors the unique services that your organization delivers.

Essentially, it explains why someone should choose to donate to your organization and how those donations will help you reach your mission.

By highlighting your nonprofit organization’s mission and the direct impact donations will have, you’re able to better connect the benefits your organization offers.

You can do this with a well-crafted tagline or an impactful story. Stories about helping a loved one or your local community can really resonate!

2. Include a great visual or video

Visual content in the form of photos or videos will give support to your fundraising page by supporting the overall story. So make sure to include them!

Supporting visuals could be:

• Photos of volunteer efforts
• A video showcasing how your campaign will raise money
• A testimonial from the community your organization serves
• An infographic illustrating where funds will be allocated
• An interview with the organization’s founder about the mission

3. Offer clear call to action (CTA) buttons based on your campaign

Be clear in what you want your visitors to do.

Include simple donate buttons that lead visitors to a streamlined donation form or online donation page.

Ensure your call to action is tied to the campaign’s focus:

• If you’re fundraising, use something like “Donate Now.”
• For an event, try “Register Now.”
• To recruit peer-to-peer fundraisers, use “Become a Fundraiser” or “Fundraise With Us.”

For added impact, you can use customization to align your buttons with your brand colors.

4. Include a recurring giving option

Did you know that recurring monthly giving can produce meaningful results?

In 2023, over 63% of nonprofits organizations achieved revenue growth in recurring giving revenue specifically, according to the Dataro 2024 Recurring Giving Benchmark Report.

This is a can’t miss step: Ensure your fundraising pages have a monthly or recurring giving option.

In the same report, North American nonprofits saw 2.4X more revenue generated by recurring givers (per donor) than single gift donors in 2023! 

We can help you start or set up a fruitful monthly giving program. Book a demo to learn more.

5. Use a fundraising thermometer

Displaying a real-time fundraising thermometer—or a tracker that shows your progress—provides a clear representation of how much money you’ve raised and how far you have to go before meeting your fundraising goal.

It’s an excellent visual tool for generating excitement and encouraging online donations.

6. Fast-loading pages

Here’s the thing: A request to donate should be as convenient as possible for the donor. 

When fundraising pages have design or loading issues, it can create friction for donors or raise questions about information security issues. 

Make sure your pages are not only communicating the mission, but also functioning seamlessly.

With our fundraising management platform, you’re able to create:

• Fast-loading, mobile-responsive pages (without extra tech knowledge!)
• Unlimited fundraising campaign pages that include thermometers
• Comment sections for community involvement
• Peer-to-peer fundraising campaigns
• And more!

See all the features.

7. Include social proof of campaign

Show visitors that others are involved.

Include donor comments in real time, lists of recent donation amounts that were given, or names of fundraising teams.

Sharing positive feedback during your fundraiser can build trust and inspire more people to donate—plus, it will show gratitude to those who have already given, along with your volunteers and team that are working hard to make it a successful campaign.

It’s a win-win-win.

8. Feature your organization’s contact information

Always include your nonprofit’s contact details on your landing page.

Providing a way for visitors to ask questions builds trust, especially for those who are new to online giving.

And speaking of trust, make sure to include signals on the page that donations are secure.

9. Social media sharing

Enable visitors to spread the word about your campaign by adding sharing tools for social media platforms.

Tools like ShareThis allow people to quickly post links to Facebook, Twitter, or even TikTok, broadening your reach.

10. A mobile-friendly page

Research shows that over 60% of online searches are performed on mobile devices.

Ensure your landing page is optimized for mobile so visitors can access the donation form and contribute easily.

This doesn’t mean you need a special mobile app. But make sure to keep the person on the other side of the phone in mind (no one likes getting inundated with things like pop-up forms on mobile).

Ultimately, mobile-friendliness comes down to a few things: responsive design, simple, clean pages, and easy readability.

It doesn’t have to be complicated!

You simply need to ensure you have a mobile-responsive online fundraising page—one that will also allow for seamless payment processing using tools like PayPal, Apple Pay, or other digital wallets.

4aGoodCause fundraising page templates are simple to create and mobile-friendly. Learn more.

Final tips and tools for creating effective fundraising pages

Creating a great landing page for your fundraiser doesn’t have to be difficult.

If you’re hosting a new fundraising event or campaign and your current way of doing things isn’t working (or is too complicated and messy):

• Consider a platform with features that encourage monthly and recurring donations and donor-friendly payment methods.
• Look for a platform that is easy to use and integrates with your website and the most popular payment processors in the industry.
• Go with a solution that also offers analytics to track metrics like donor retention and engagement.

Need help? 4aGoodCause offers step-by-step guidance and unlimited campaigns to help nonprofits achieve the next level of fundraising success.

Plus, with 4aGoodCause, you’ll get easy-to-customize templates that can integrate with other donor information management and fundraising tools, like Blackbaud, Bloomerang, and Double the Donation.

Whether you’re planning crowdfunding initiatives or building a donation page, we’re here to assist with industry-leading customer support and decades of professional expertise.

Ready to boost your nonprofit’s online presence and start raising more funds?

Get in touch today to create a high-converting fundraising page tailored to your needs. 

We’ll show you how! Book a demo.