8 Steps to Create a High-Performing Nonprofit Donation Page

April 28, 2023

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Are you tired of lackluster results from your donation page? Want to create a page that not only encourages donations but also tells the story of your nonprofit and its mission? Look no further! In this guide, we’ll walk you through the steps to create a high-performing nonprofit donation page that engages donors and motivates them to give.

Step 1: Define your goals

Before you start creating your donation page, it’s important to define your SMART goals. What do you want to achieve with your page? Do you want to raise a certain amount of money? Or do you want to increase the number of monthly donors? By defining your goals, you can create a donation page that aligns with your objectives. Be sure to be as specific as possible. Ambiguity here will create confusion and anxiety among you and your team so be sure to make your goals SMART. Here are some examples of SMART goals for increasing donations:

  1. Goal: Increase online donations by 20% within the next 6 months.
    KPIs: Number of online donations, donation amount, website traffic, conversion rate.
  2. Goal: Raise $50,000 in donations through a fundraising event in the next quarter.
    KPIs: Amount raised during the event, number of attendees, percentage of attendees who donate, social media engagement.
  3. Goal: Increase monthly recurring donations by 10% in the next year.
    KPIs: Number of monthly recurring donations, total monthly donation amount, retention rate, email open and click-through rates.
  4. Goal: Secure three major gifts of $10,000 or more by the end of the fiscal year.
    KPIs: Number of major gift prospects identified, number of cultivation meetings, number of major gift proposals submitted, percentage of proposals accepted.
  5. Goal: Increase the average donation amount by 15% over the next 6 months.
    KPIs: Average donation amount, number of donors, website traffic, conversion rate.

These SMART goals should be specific, measurable, achievable, relevant, and time-bound, and the KPIs listed will help measure progress towards achieving them.

Step 2: Tell your story

Your donation page isn’t just about asking for money, it’s also an opportunity to tell your nonprofit’s story. Use your page to explain your mission, share your successes, and highlight the impact your nonprofit has had on your community. By sharing your story, you’ll create an emotional connection with donors and make them more likely to donate. The best way we have seen this done is through a video that shows you and your organization speaking authentically about your mission. Here are a couple of examples of how you could convey compelling authentic storytelling on their donation page:

  1. Personal stories: One of the best ways to convey authentic storytelling is by sharing personal stories of those who have benefited from the nonprofit’s services or programs. The donation page could feature a video or written testimonial from a beneficiary, sharing how the nonprofit’s work has impacted their lives. This helps potential donors understand the tangible impact of their donations and inspires them to contribute.
  2. Visual storytelling: Another way to convey authentic storytelling is through visual storytelling. This could include high-quality images and videos that showcase the nonprofit’s work and the people it serves. For example, you are working on environmental conservation and could feature stunning images of the landscapes they are protecting, or the animals they are helping to save. Visual storytelling can help donors feel emotionally connected to the cause, and more likely to contribute.

Step 3: Make it easy to donate

One of the biggest barriers to donations is a complicated donation process. Make sure your donation page is easy to use and navigate. Keep the donation form simple and don’t ask for unnecessary information. Consider offering multiple donation options, including recurring donations. Here are some examples of how to make it easy for donors to donate:

  1. Offer multiple payment options: Don’t limit donors to just one payment option. Offer multiple payment options such as credit cards, debit cards, PayPal, and even cryptocurrency to make it easy for donors to donate in a way that is most convenient for them.
  2. Simplify the donation process: Make the donation process as simple and straightforward as possible. Avoid long and complex forms that may discourage donors from completing their donations. Use a clear and concise donation form that is easy to fill out and doesn’t require too much information.
  3. Use mobile-responsive design: More and more people are using their mobile devices to make donations. Ensure that your donation page is mobile-friendly and can be easily accessed and used on any mobile device.
  4. Show progress bars: Progress bars can be a great way to encourage donors to donate more. Show the progress of your fundraising campaign by displaying a progress bar that shows how much money has been raised so far, and how much more needs to be raised to reach the goal.
  5. Provide recurring donation options: Make it easy for donors to make recurring donations by offering options such as monthly, quarterly, or yearly donations. This can be a great way to ensure a steady flow of donations and increase donor retention.
  6. Thank donors: After a donor has made a donation, send them a personalized thank-you email or letter. This not only shows your appreciation but also builds trust and loyalty with your donors, which can encourage them to donate again in the future.
  7. Provide donor support: Make sure to provide donor support if they need help with their donation. This can include providing contact information for your nonprofit or having a support team available to answer any questions or concerns that donors may have.

By implementing these strategies, you can make it easy for donors to donate, encourage them to donate more, and build long-term relationships with your donors.

Step 4: Use compelling visuals

Visuals are a powerful way to engage donors and make your page stand out. Use high-quality images and videos that tell your nonprofit’s story and show the impact of your work. Make sure your visuals are consistent with your branding and messaging. Here are some examples of compelling visuals that can be used on a nonprofit’s donation page:

  1. Videos: Create a video that tells the nonprofit’s story, showcases its work, or features a beneficiary talking about how the nonprofit has helped them. A video can be a powerful way to connect with donors emotionally and give them a sense of the impact of their donation.
  2. Infographics: Create an infographic that visually represents the impact of the donation. This could be a before-and-after graphic, a chart that shows how the donation will be used, or an image that represents the number of people the donation will help.
  3. Photos: Use high-quality photos that show the work the nonprofit is doing, or the people or animals it is helping. These photos should be emotive and capture the essence of the nonprofit’s mission.
  4. Testimonials: Use quotes or stories from people who have been helped by the nonprofit. These could be in the form of written testimonials or short videos.
  5. Data Visualization: Use data visualization to highlight the impact of the nonprofit’s work. This could be a map that shows the areas where the nonprofit is active, a graph that shows the number of people who have been helped, or a chart that shows how the nonprofit uses its resources.
  6. Social Media Shares: Encourage donors to share their donation on social media by including social sharing buttons on the donation confirmation page. This will help to spread the word about the nonprofit and encourage others to donate.

Step 5: Provide social proof

People are more likely to donate when they see that others have already donated. Include social proof on your donation page, such as testimonials from donors or a donation tracker that shows how much money has already been raised. There are several ways to show social proof for donations. Here are a few examples:

  1. Testimonials: Ask donors to share their experiences and feedback on your website or social media platforms. Highlight these testimonials on your donation page to show potential donors that others have already trusted and supported your cause.
  2. Donation counter: Display a real-time donation counter on your website that shows the number of donors and the amount of money donated so far. This creates a sense of urgency and motivates people to donate.
  3. Social media shares: Encourage donors to share their donations on social media and tag your organization. This not only spreads awareness about your cause but also shows others that people are actively supporting it.
  4. Donor recognition: Create a donor recognition page on your website where you list the names of donors who have given a certain amount of money. This makes donors feel appreciated and recognized, which may motivate them to give more in the future.
  5. Impact stories: Share stories of how the donations have made a difference in the lives of the people or community that your nonprofit serves. This helps donors feel connected to your cause and understand the impact of their contributions.

Remember, social proof is a powerful motivator for donations. By showcasing the support and impact of your organization, you can inspire others to join in and contribute to your cause.

Step 6: Highlight the impact of donations

Donors want to know that their money is making a difference. Use your donation page to highlight the impact of donations. Share stories of how donations have helped your nonprofit achieve its mission and make a difference in your community. Here are a few examples of how you can highlight the impact of donations:

  1. Share success stories: Highlight success stories of individuals or communities that have been positively impacted by the donations. Share the story of how the donation helped them overcome a challenge or achieve a goal.
  2. Provide visual aids: Use photos and videos to illustrate the impact of donations. Show before and after photos of a community or individual that received support, or showcase a project that was made possible by the donations.
  3. Use data: Use statistics and data to show the impact of donations. For example, you can share the number of people who were helped by the donations, the amount of money raised, or the percentage of the goal achieved.
  4. Testimonials: Feature testimonials from donors, volunteers, and beneficiaries of the nonprofit’s work. These testimonials can help show the positive impact of the nonprofit’s work and encourage others to support the cause.
  5. Showcase partnerships: Highlight partnerships with other organizations or businesses that have helped to support the nonprofit’s work. This can show the breadth and depth of the nonprofit’s impact and help build trust with potential donors.

By highlighting the impact of donations, nonprofits can show donors how their contributions are making a real difference and motivate them to continue supporting the cause.

Step 7: Make it shareable

Encourage donors to share your donation page with their friends and family. Include social sharing buttons and a pre-written message that donors can share on their social media channels. This will help you reach a wider audience and increase donations. Here are some examples of how your donation page could be made shareable:

  1. Social media sharing buttons: Make sure to include social media sharing buttons on your donation page so that supporters can easily share your cause on their social media platforms.
  2. Personalized donation links: Provide personalized donation links for your supporters to share with their friends and family, making it easier for them to donate and spread the word about your cause.
  3. Impact updates: Share regular updates on the impact of donations on your social media platforms and encourage your supporters to share the updates with their networks.
  4. Shareable images: Create shareable images that highlight your cause and the impact of donations. Encourage your supporters to share these images on their social media platforms.
  5. Video content: Create a video that showcases your cause and the impact of donations. Encourage your supporters to share the video on their social media platforms and tag your nonprofit.
  6. Thank-you messages: After someone donates, send them a thank-you message that includes shareable content, such as a message they can post on their social media platforms to spread the word about their donation.

By making your donation page shareable, you can expand your reach and attract more supporters to your cause.

Step 8: Thank donors

Finally, don’t forget to thank your donors. Send a personalized thank you message after each donation, and consider creating a thank-you page on your website. By showing gratitude, you’ll build stronger relationships with your donors and increase the likelihood of future donations. Here are some examples of how a nonprofit could thank donors for their donations:

  1. Personalized thank-you notes: Send a personalized thank-you note to each donor, expressing your gratitude for their support. Use their name and mention the specific project or program their donation will support. This will make donors feel appreciated and valued.
  2. Social media shoutouts: Share the news of the donation on social media, thanking the donor for their generosity. This not only shows your appreciation but also encourages others to donate and get involved.
  3. Public recognition: Recognize your donors publicly by listing their names on your website or in your newsletter. This is a great way to acknowledge their contribution and give them the recognition they deserve.
  4. Special gifts: Consider sending a small gift or token of appreciation to donors. This could be something as simple as a sticker, pin, or tote bag with your organization’s logo. This not only shows your gratitude but also helps to build brand awareness.
  5. Invitations to events: Invite donors to attend special events or activities that your organization is hosting. This could be anything from a charity auction to a fundraising dinner. This shows your appreciation for their support and gives them an opportunity to see the impact of their donation firsthand.

Remember, the key is to make your donors feel appreciated and valued. Show them how their donation is making a difference and thank them for their support in a meaningful way.


Creating a high-performing nonprofit donation page takes time and effort, but the rewards are well worth it. By following these steps, you’ll create a page that not only raises money but also tells your nonprofit’s story and engages donors. Happy fundraising!

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