You have launched your social media pages and designed your ad-campaign—what’s next? A key component of the donation process is a well-designed landing page. A donation landing page is a dedicated web page specifically designed to facilitate and streamline the donation process. Sounds simple right?

Many nonprofits we work with utilize third-party donation platforms, such as FundraiseUp, Donorbox, or OneCause. Regardless of which specific tool your charity prefers to use for collecting donations, the donation landing page is mission-critical to a successful campaign. As the central hub for potential donors, the donation landing page is where they can learn more about the cause, understand the impact of their contributions, and easily make a financial gift. By providing a user-friendly interface, clearly presenting the organization’s goals, and offering various contribution options, a donation landing page can enhance the likelihood of converting visitors into donors.

Our Troupe has put together the top 5 must-haves for a nonprofit’s donation landing page. All donation landing pages must:

#1: Be Easy to Find! No matter how well-designed and functional your fundraising donation page may be, it won’t be effective if donors can’t locate it! Make donation links/buttons prominent—we suggest giving them an additional pop of color (within your brand standards of course). Potential donors should be able to spot your donation link within seconds of your website loading. A best practice is to position this link in the top navigation of your website’s header. By featuring an attention-grabbing “Donate Now” button on your site, you will enhance the likelihood that supporters will reach your donation page.

#2: Include Your nonprofit’s WHY. Not every individual arriving from an ad campaign or social media has explored all of your website’s content before reaching the donation page. It’s essential to present key information directly on the donation landing page. Not all visitors come with the intention of donating; they may require a little persuasion. A concise yet captivating “why” can significantly aid in convincing them. Your donation page should not come across as just a payment processing form. Instead, use the page as an opportunity to remind donors of the reasons to support your organization.

#3: Cover the Basics. Although these pages are often developed on a different platform than your nonprofit’s website, it’s essential that they are still branded. Stick to your brand’s fonts and colors, showcase your logo, and stick to your brand tone throughout the text content. Continue to cover the fundamental bases by including disclaimers that inform donors of where their donation will be used and display the donation policy along with any relevant legal disclaimers. Following best practices for mobile optimization and user experience further enhances your campaign’s chances of success.

#4: Guide Donors. A good donation landing page also includes suggested donation amounts and a set of short descriptions outlining the impact different monetary donation amounts will have on furthering your cause. Don’t forget to provide donors with an option to make their contribution recurring and offer details on how they can continue supporting you in various additional ways, such as contributing to advocacy, sharing their contribution on a social media platform, or volunteering their time.

#5: Include a Thank You. Don’t forget to thank your donors! This step is often forgotten amidst the emphasis on messaging for the donation page. Don’t miss the opportunity to solidify a “feel good” moment for a donor after they contribute to your cause.

Creating an effective donation landing page is an impactful enhancement you can make today to your website that will immediately help increase your ROI on your website traffic. By focusing on the 5 must-haves mentioned above, you can create an optimal donation page design that provides a smooth experience for donors. This will engage visitors, inspire confidence in your cause, and drive donations—empowering your organization to better achieve its mission.