Whether you’re looking to start a non-profit or work for an existing organization, setting up a donation page can be one of the biggest hurdles to success.
Everyone wants to raise money and awareness for the cause, but too often poor design, lack of functionality, and security concerns can turn people away.
But what makes an awesome donation page isn’t necessarily universal.
What may work for one, doesn’t always work for another.
With that in mind, we took a look at some of the best and most exciting donation pages out there to help give you an idea of what works and what doesn’t.
Mozilla’s donation page relies heavily on its simplicity.
Both the mission statement and the donation form are immediately visible upon opening the page. This limits the amount of clicks between the call to action and the actual donation.
It’s important to keep visitors interested and engaged, but also to make it as easy as possible for them to donate.
Users are also given different payment options (PayPal or Stripe for credit/debit card purchase), further minimizing the amount of work they have to go through to donate.
Equality Federation’s strong copy makes it immediately clear what the cause is while the equally strong and simple branding helps drive home the point.
And with multiple donation buttons prominently displayed above the fold, users are easily able to dig into their virtual wallets to help out.
The presence of President Obama’s face on the homepage lends credence to the many causes that the foundation supports.
With the central theme of building leadership, this organization is involved in a variety of initiatives from helping to improve Chicago’s South Side, to creating opportunities for leaders in Africa take on the challenges facing the continent.
Fortunately for us, the prominently displayed “donate” button makes it easy to help out.
Pre-determined dollar amounts encourage you to spend within your limits and the pre-selected checkbox agreeing to cover transaction fees can help mitigate confusion in the future.
This organization seeks to mobilize the outdoor sports community to help fight climate change, and it’s impossible to deny the beautiful design and visual presence this site offers.
They take advantage of some very skilled photographers to drive people to click the donation button located at the top of the page.
What the Fund does best is create various calls to action while remaining uncluttered.
Whether its ending preventable maternal deaths, ending gender-based violence and harmful practices, or any of the other causes the United Nations Population Fund is taking on, each is given equal billing on the page.
The donation page is sleek and easy to use, while the option to set up a monthly donation makes it even easier to contribute.
One of the smartest things about the WWF’s page is the bold but simple statement of its mission above the fold.
For anyone who may not be aware of WWF, it’s an immediate and concise explanation of the work they do.
It’s easy to get lost reading the stories and statistics that the WWF shares to help bolster awareness.
The nice part is that it’s not all “doom and gloom” with many uplifting tales (or should we say tails?) to show that progress is being made.
And if you’re not up for donating to the Fund, you can always choose to adopt an animal instead.
The pillars prominently displayed on the main page are emblematic of the justice that the National Women’s Law Center seeks to provide.
It’s a powerful image that resonates with the work the organization does.
The welcome page seeks to educate visitors with its straightforward and easily digestible aesthetic, while the donation page uses a similar approach to make donating easy.
Pre-selected dollar amounts are offered alongside the option to donate an amount of your own choosing and a simple graph shows where your donation goes.
If simplicity is a metric, the North Dakotans for Family Farms donation page could be considered a work of art.
Preselected amounts allow you to donate as little as $3, if that’s all you can afford.
The simple design cuts down on distractions and allows you to donate and move on with your day, or return to the main page to learn more about their cause.
GetUp’s donation page manages to give equal weight to the groups cause and to its donation form, making it easy to remember what you’re supporting as you hand over your hard-earned dollars.
The donation page redirects to a new tab, making it easy to return to Invisible Children’s main site and read the detailed information located therein.
The donation page itself is simple, with pre-determined dollar amounts or the option to contribute an amount of your own choosing. Included at the top of the donation page is a declaration of how your money will help the cause.
The simple design of the American Prospect’s donation page divides the page into two. One side gives the organization’s mission statement while the other is the donation form.
It’s a simple, but effective way to remind people that independent journalism is a cause worth celebrating and donating money towards. The fluid multi-step adds to the ease-of-use for donors.
Myelitis fights to improve the quality of life of individuals living with rare neuro-immune disorders.
The site is bursting with facts and information, while the donation page and its sparkling image provides a sense of hopefulness.
That, coupled with the simple but effective form and a quick synopsis of the group’s work, is all you’re going to get from the donation page. Luckily, that’s all you need.
Pencils of Promise really digs into its theme, with the classic yellow of the old Number 2 pencil displayed prominently throughout the site.
The group builds schools and seeks to provide quality educational programming to increase literacy rates in Ghana, Guatemala, Laos, and Nicaragua.
The groups donation page is a simple form, with the amount of $35 already entered in the field, which means donors have to think less about how much they want to give. It also offers both PayPal and Credit options of payment.
Before you’re even able to access Project CURE’s site, your given an image encouraging you to donate.
It helps drive home the point that this group needs the help and makes it easier for donors to give.
The donation page itself is modest and easy to use, meaning that the whole process is streamlined for donors in order to help them give.
15. NextGen America
The organization, formerly known as NextGen Climate, has recently rebranded itself.
The company began operating in 2013 to help fight climate change, but last year expanded its purview to deal with immigrant rights, affordable health care, and equality for all.
Just this year they’ve turned their attention to helping register young American voters. Following the shift, the donation button on the main site was moved to the bottom, but once you locate it you will be redirected to a simple and effective form.
There are so many organizations, websites, charities, and good-hearted people looking for help in the world.
Many of these groups are doing important and undervalued work. Unfortunately, resources are a finite thing. That means that attracting donations can be even more difficult.
Fortunately, there are some great examples of donation pages to learn from.
Some of the key takeaways:
Keep It Simple
The easier to use the form, the more likely people will donate. No one wants to get halfway through filling out a form only to be met with a retinue of pop-ups or consent forms. If people get frustrated, they will walk away.
Make It Easy To Find
Donation buttons work best when they’re displayed prominently at the top of the main site page.
You have to give visitors to the site the ability to donate, and first and foremost that means making it obvious.
These days, most people are browsing the web on their cellphones. It’s a convenience and it has become a regular part of life.
But that also means people are easily distracted. That means that any donation page should be mobile friendly and at least as easy to use as Instagram.
Call To Action
People shouldn’t be given the opportunity to forget why they’re donating their hard-earned cash. Even if an organization fills its welcome page with information, statistics, and stories about all the great work they do, their donation page should still feature a quick summary of their mission and a call to act.
Suggested Donation Amounts
Nearly all of the pages we featured in this article have suggested donation amounts.
This makes use of an age-old marketing technique known as “anchoring.”
This makes use of a human being’s tendency to rely on the first piece of information offered when making a decision.
When it comes to donations, it causes people to usually give an amount similar to the suggested amount than they may have otherwise.
Priyanka heads the Client Servicing team at Wehelpforce. She has been helping Nonprofit organisations for the last 12+ years to create and implement strategic solutions based on cloud technology, specializing in Salesforce.com. She specializes in implementing successful fundraising programs, working with NGOs of all sizes and helping them build strategy to track their donors, projects and volunteers information which becomes overwhelming to manage as the Nonprofit grow.