Then, you can send emails with targeted ask amounts related to that group’s previous giving. Decide how you’d like to break up your ask amounts (low, medium, high) and then create donation pages with those gift amounts pre-populated. Tip: To do this, create groups in your database based on gift range. It wouldn’t make sense for you to ask them for a $5 donation, but it would make sense to ask them for a $50-$75 donation. Let’s say someone last gave $50 to your organization. You can also make the gift amounts dynamic based on their previous giving. For example, “Your gift of $25 will provide a child with a book this Christmas.” The key things your donation page needs are 1) the offer, 2) the impact the gift will have, and 3) the suggested ask amounts. If your landing page was done correctly, they should have all the information concerning why they’re giving to your nonprofit. It’s important that these two pages match in design and branding so your donor knows they’re still on the same site. Here’s a quick example from our entirely made-up website, Matt’s Hands.Ī donation page is a separate page your donors go to after they click on a donate button within your landing page. And two, it’s much easier for your nonprofit to track how each campaign is doing in your database. They don’t want to be searching all over your page to figure out what they came there to do. One, it gives your donors a seamless experience. If your landing page is to inspire sign-ups for an event, then make sure all the buttons go toward that event’s signup. If you have a landing page for your capital campaign, all your buttons should correspond to capital campaign donating. Make sure that all the calls-to-action relate to the campaign. While they can include some background information about your nonprofit, their main focus should be on what you want the donor to do (AKA your call-to-action). These landing pages are specific to a campaign. The main idea is that clicking on a link will take someone to this specific page.Ī landing page is a place where you include stories, photos, and videos, your offer, and your call-to-action – which should be “donate” 90% of the time. ![]() This can include clicking on a paid search ad in Google or a link in your emails. What Is A Landing Page?Ī landing page is a designated web page that a donor can “land on” from a specific campaign. We’ll explain what a landing page is, how it’s different than a donation page, and best practices for using both. If you’re in the never-heard-of-it camp, no worries. ![]() While many of us have never even heard of a “landing page” before, we can guarantee that everyone on the internet these days has experienced a landing page. The better you can display everything for them, the easier it will be for them to participate. Donors are looking for very specific information and opportunities. Getting this down is pivotal to increasing online fundraising. That means websites, donate buttons, video stories, and yes – donation pages. With online giving steadily increasing, it’s now more important than ever to get your online ducks in a row.
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