Picture this: A new supporter has landed on your nonprofit’s website. Eager to learn more about your cause, they scroll through your homepage and discover that they want to support your mission. However, after searching tirelessly through your website, they’re unable to find your donation page and click away to support another organization instead.
Your donation page is the central hub of your online fundraising strategy, so it should be as easy as possible for people to land on your giving page and complete the donation process. By directing more traffic to your donation page, you’ll be in great shape to boost revenue and support for your cause, allowing you to further advance your mission.
Use these essential tips to bring supporters to your giving page and take your online fundraising to new heights:
Building a well-designed and compelling donation page is only half the battle. Once your donation page is up and running, your nonprofit needs to focus on driving both existing and new supporters to your giving page. By directing as many people as possible to your donation page, your organization can cross the fundraising finish line and set itself up for success. Let’s begin.
Create CTAs on your nonprofit’s website
Call-to-action buttons, also known as CTAs, are a great way to capture your audience’s attention and help them take the next step towards supporting your cause. After prospective donors read about your organization’s impactful mission, they might be eager to help your organization, but unsure of how to do so. By creating CTAs that direct them to donate, they’ll be more likely to navigate to your giving page and submit a donation.
Your nonprofit should use these best practices to create compelling CTAs designed to inspire action:
- Keep it brief. A short and concise phrase is more eye-catching than a paragraph and lets supporters know exactly what you’re asking them to do.
- Add a sense of urgency. If you’re operating under tight fundraising deadlines, you want your supporters to give as soon as they see your CTA. Phrases like “Give by Midnight Tonight!” or “Donate Now!” makes your requests feel more urgent and time-bound, inspiring people to give right away.
- Incorporate your branding. To align your CTAs with your branding strategy, incorporate your color scheme and fonts into the buttons. However, they should still stand out! Use a bright, contrasting color and bold lettering to make your CTAs prominent while still feeling unified with the rest of your website.
Place CTAs throughout your nonprofit website design and make sure that they can be seen easily. According to Morweb’s guide to the best nonprofit websites, many nonprofits will include a “Donate Now” button at the top of their homepage so supporters know how they can help as soon as they land on their website. Your CTAs should also have workable hyperlinks so donors will immediately be directed to your giving page when they click the button.
These CTAs should also be clickable and formatted appropriately on mobile devices, ensuring that your mobile users can successfully navigate to the page and submit a donation with ease. In fact, 360MatchPro reported that mobile-friendly donation pages yield 34% more donations. By keeping the mobile user experience in mind, your organization can benefit from an expanded donor base.
Develop compelling blog content
Along with creating more CTAs on your website, your nonprofit can increase traffic to your giving page by generating blog content. A blogroll can keep supporters updated on your current projects and demonstrate fundraising needs that require their support, allowing site visitors to understand how their contributions make a difference for your organization’s mission.
Use these key tips to create a strong blogroll that encourages supporters to visit your giving page:
- Incorporate storytelling. To demonstrate the important work your organization does, highlight stories of those who benefited from your nonprofit’s support. For example, a healthcare nonprofit could tell the story of a patient who was able to receive life saving surgery because of donors’ financial support. This reinforces the need for donations and helps supporters see exactly who they’re helping when they give to your organization.
- Brand your blogroll. Your blogroll should be unique to your organization to grow your brand visibility and help supporters feel more connected with your cause. With the help of a customizable nonprofit website template, your nonprofit can give your blogroll a personal touch while maintaining a professional and user-friendly appearance.
- Stick to a consistent posting schedule. To keep your supporters engaged, maintain a regular posting schedule, such as publishing blog content once a week or once every other week. This creates accountability and allows you to keep your blog fresh with timely updates. If your nonprofit’s team is pressed for time, you can always empower volunteers or passionate supporters to author blog posts about why they choose to support your organization.
- Include links to your giving page. You don’t want supporters to just read your blog posts; you want them to take action and push your cause forward. At the end of relevant blog posts, include links and CTAs that direct supporters to your giving page so you can drive revenue after inspiring your readers with the blog’s content.
You’ll also want to include high-quality visuals in your blog posts, such as photos of beneficiaries or video testimonials from volunteers, as this will help supporters develop an emotional connection with your organization. By leveraging a top nonprofit website builder, you can easily add alt text and closed captions for your multimedia elements so supporters of all abilities can engage with your content and feel motivated to give.
Market your donation page widely
One of the best ways to bring attention to your donation page is by marketing it widely across multiple channels. A multichannel nonprofit marketing strategy can help you increase touchpoints with multiple donors and expand your reach to new audiences, leading to a significant boost in your online fundraising efforts.
Promote your giving page across the following platforms:
- Social media. Post graphic designs and visuals that highlight your ongoing fundraising efforts and the need for support. In your captions and social media bio, include a mobile-friendly link to your giving page so supporters can easily navigate to the donation experience right from your page.
- Email. In your email newsletter, create bold CTAs that direct supporters to give to your latest fundraising campaign or submit a donation on your annual donation page. You can also segment your communications based on factors like donation frequency, recency, and amount so you can send supporters relevant donation appeals based on their past involvement.
- Direct mail. Combine digital and print marketing by including a QR code in your letters that directs supporters to your digital fundraising page. Make sure to include clear directions on how to scan the code so all of your supporters can easily access your page.
As you generate marketing content related to your giving page, remember to actively track metrics like social media reposts or email click-through and conversion rates. This will help you understand which marketing strategies tend to resonate best with your supporters so you can focus your future efforts there.
Your nonprofit relies on fundraising to stay afloat, so it’s critical that you direct as much traffic as possible to your giving page. Use these essential tips to direct supporters to the donation experience. To ensure that they complete it, optimize the user experience on your giving page by keeping your donation page concise and simple to fill out. Good luck!