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8 elements of a successful fundraising landing page

landing page is defined in the marketing realm as a standalone webpage that is separate from your main site. They are designed to promote a focused objective when used by nonprofits– either converting visitors into donors or making an easy pathway for visitors to sign up for a mailing list or event. While a nonprofit’s main website may have a more general purpose of promoting the cause, a landing page is singularly focused on converting visitors to a desired action.

Example landing page from Morris Educational Foundation
Example landing page from Morris Educational Foundation

Fundraising with landing pages

Your fundraising campaigns can benefit greatly from the use of landing pages. These pages provide you the first opportunity to convert a visitor into an active supporter or donor. Landing pages are the place your social media posts, email blasts and blog posts about the campaign should direct to.

Before crafting your own landing pages, you should be aware of a few elements to include that can increase the effectiveness of the page. Though you don’t need every one of these features to craft a great landing page, using a handful of them will ensure a higher conversion rate.

Elements of a successful fundraising landing page

1. Value proposition

A landing page should feature a great headline and engaging content to encourage donations, such as an impactful story.

2. Great visual or video to back up this content

Visual content in the form of photos or videos will give support to the story.

3. Clear call to action buttons based on your campaign

Be clear in what you want your visitors to do. Include simple call to action buttons that lead visitors to an easy process for donating and other actions. Our button suggestions are:

  • If you’re fundraising, use “Donate Now.”
  • If you’re promoting an event, use “Register Now.”
  • If your focus is recruiting peer-to-peer fundraisers, use “Become a Fundraiser.”
Example landing page from Big Brothers Big Sisters of Central Virginia
Example landing page from Big Brothers Big Sisters of Central Virginia

4. Fundraising thermometer

Displaying a fundraising thermometer gives a great visual picture to visitors to your site of how much money you’ve raised and how far you have to go before meeting your goal. It also works to generate excitement toward that goal.

5. Campaign countdown

A countdown to the end of a campaign will help generate a sense of urgency and show potential donors how much time they have left to give.

6. Social proof of campaign

Donor comments, listing of gifts, listing of fundraising teams show that other donors are involved and that your page visitors should be too.

7. Contact information

For donors that have questions, be sure to include your nonprofit’s contact information on the landing page.

8. Social media sharing

Want landing page visitors to spread the word about your campaign to their friends and family? Make it easy for them by including a sharing tool such as this one from AddThis.

Bonus tip – A mobile-friendly page

As of 2016, research found that over 50% of all online searches are now performed on a mobile device. This is reason enough your landing page should be optimized for mobile.

Creating effective fundraising landing pages is now made easier with 4aGoodCause. Get in touch with us today for help getting started on creating a landing page for your next campaign.

Ronald Pruitt

Ronald Pruitt

Ronald is the President and Founder of 4aGoodCause, a simple and effective fundraising CRM that specializes in earning recurring revenue for nonprofits through monthly giving. For 25 years, Ronald has had the joy of doing what he loves, building online solutions that make a difference in the world. He’s helped raise millions of dollars online for small nonprofits across the country. Connect with Ronald on LinkedIn.

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