Our Favorite Donation Pages
Web Poison Control
Web Poison Control’s donation form is sleek and simple, making it easy to donate.
Asian Pacific Fund
The Asian Pacific Fund uses visuals to help demonstrate how powerful the impact of donations can be.
Anasazi Foundation
The Anasazi Foundation offers 10+ different donation amounts to provide all options for anyone.
Pulmonary Fibrosis Foundation
The Pulmonary Fibrosis Foundation uses a straightforward donation form to keep donors focused on giving.
Children’s Hospitals and Clinics of Minnesota
Children’s Hospitals and Clinics of Minnesota uses a simple form with a touching photo to help encourage donations.
Pensacola Humane Society
With user-friendly buttons and an easy-to-use payment section, Pensacola Humane Society masters their donation form.
Follow along from the top or click on the section that most interests you:
#1. Make Your Donation Page Mobile First
WHY IT'S IMPORTANT
Nowadays, over half of internet users browse the web from a mobile device.
To reach all of your donors wherever they might be, it’s important that your donation page looks just as appealing and is just as easy-to-use on a mobile device as it is on a laptop or desktop.
If your form isn’t optimized for mobile, you could be missing out on a large chunk of donations!
HOW IT'S DONE
Most online giving software will automatically generate a mobile-responsive version of your online donation page for you, so if you’re using software you’ll have one less thing to worry about!
However, it’s still best to design with mobile in mind.
Use large text and buttons and keep your layout vertical to ensure your page will look amazing on phones and tablets.
Takeaway: Creating a mobile version of your donation page will make giving on the go easier for your donors, resulting in more mobile donations.
#2. Keep Branding Consistent
WHY IT'S IMPORTANT
Your form should be branded to your nonprofit’s website. Branding creates consistency, which is key to establishing trust with your donors.
Using a donation form that doesn’t match the rest of your website can create confusion and leave donors wondering if they’re actually giving to your organization.
In other words, using a branded form will make your donors feel more comfortable about giving.
HOW IT'S DONE
When designing your form, it should reflect the look and feel of your organization’s website.
Use the same color scheme, imagery, font, and language as you would throughout the rest of your site.
Additionally, it’s advisable to include your logo in the top left corner so that when donors arrive on your page, they can be immediately sure that they’re using your nonprofit’s donation form.
Takeaway: Maintain consistent branding on your donation pages to reassure donors of the security of their contributions.
#3. Reiterate your story
WHY IT'S IMPORTANT
Your supporters give to you because they’re passionate about your cause and care about your story.
That’s why, along with your nonprofit’s About Us and Mission Statement page, your online donation page should reiterate your story.
Reminding your supporters of why your cause is important can motivate donors to continue giving or even increase their gift size!
HOW IT'S DONE
Include your mission statement clearly within the page. Having it at the top of the page is a good idea!
Additionally, make sure your nonprofit’s donation page clearly tells the story of its particular campaign as well as places it within the broader context of your mission. This way, donors know exactly how your organization (and their gift!) is helping the ultimate cause.
Takeaway: Reiterating your organization’s core story and mission is key to growth and more meaningful relationships. Remember, quality is better than quantity.
#4. Maximize the Top of Your Donation Page
WHY IT'S IMPORTANT
First impressions are important. Donors should know immediately that they’ve landed on a charitable donation page. Your form should be emotionally compelling, and the mission should be clear.
Additionally, include your logo at the top so that donors can be certain they’re interacting with your organization.
HOW IT'S DONE
Nonprofits have the advantage of a noble cause on their side, and these causes are naturally emotionally compelling. Use that to your advantage!
To really make your form tug at your donors’ heartstrings, include a short, impactful headline and a stirring image of those you serve at the top.
It’s also a good idea to include a brief blurb at the very top of your form that gives donors the rundown of your mission and what you hope to achieve.
Takeaway: Make your nonprofit’s donation page eye-catching and emotionally appealing. Include a picture and a memorable headline.
#5. Make your donation page & form secure
WHY IT'S IMPORTANT
Your donation page will be collecting some of your donors’ most sensitive data, like their address and payment information.
When you ensure that your page is 100% secure, you’ll give your donors and your nonprofit peace of mind knowing that their confidential information won’t be mishandled.
Donors will be far more likely to give to your organization if they know that your nonprofit has put every security precaution in place.
HOW IT'S DONE
Using online giving software with a secure payment processor should give your nonprofit the proper tools to keep your donors’ sensitive information safe.
However, it’s also important to emphasize the security of your page to your donors. One of the easiest ways to do so is by placing security certification icons on the bottom of your form.
That way, your donors will be 100% sure that they’re completing a form that takes their security seriously.
Takeaway: Reassure your donors that their donations and information are safe by adding certification logos on your donation page. You’ll see more donations for it!
#6. Don't Lead Your Donors Away— No Distractions
WHY IT'S IMPORTANT
The main goal of your donation form is for donors to successfully make it to the end and complete their donations. Don’t do anything that’s going to detract from that!
Removing links and navigation eliminates distractions to make your donation form the sole focus and purpose of your page.
HOW IT'S DONE
The only purpose of your form should be to collect donations, so remove anything extraneous that could distract donors from their mission to give.
Sidebars, navigation, and anything else that could potentially lead donors away from your page should not be included on it.
Takeaway: To prevent abandoned donations, remove navigation menus, sidebars, and other distractions that may lead donors away from your donation page.
#7. Don't Neglect Donation Page Design
WHY IT'S IMPORTANT
Your donation page is a reflection of your nonprofit, so it should be both functional and beautiful! In fact, according to our generational giving report, 33% of Generation X donors say that they’re put off by outdated websites. Styling your page with fonts, colors, images, and more not only enhances the donors’ giving experience, but keeps your donation page looking fresh and modern.
Additionally, designing your form can make it look more professional and authoritative, which establishes more trust with your donors.
HOW IT'S DONE
Brand your form to your organization, and make sure to use easy-to-read fonts, professional quality images, and complimentary colors.
Your form should be aesthetically pleasing, but it should also be a reflection of your nonprofit’s brand.
Takeaway: Design elements are what will help make your donation page stand out in a crowd. Don’t forget to make your form beautiful!
#8. Reduce Repetitive Information
WHY IT'S IMPORTANT
Another way to simplify your form is by reducing repetitive information.
For example, many times people have the same billing and shipping address. Don’t make your donors fill in the same information twice.
The shorter and easier your donation form is to complete, the more likely your donors will be to submit their donations!
HOW IT'S DONE
If you’re including fields on your donation form that might overlap, design your form so that donors won’t have to fill in the same information twice. A common example is shipping and billing address.
Most online donation forms will allow you to place a checkbox on your form that donors can click to autofill their billing information if it’s the same as their shipping address.
Takeaway: Limit the amount of steps that donors have to take to get to the end point for the highest conversion rates on your donation form.
#9. Map Out Your Donation Page's Structure
WHY IT'S IMPORTANT
You should have a plan in place before designing your donation page. That way, you’ll know exactly which fields and questions you need to include and how to order them in the most intuitive way.
Your form should be logical and cohesive, and the only way to ensure that it will be is by creating a plan before you start building it.
HOW IT'S DONE
Ask for personal information like name and address first, so your donors can introduce themselves. Then move on to the nitty gritty details like shipping options and payment processing.
Additionally, move optional fields closer to the bottom so they don’t obstruct the required fields.
Takeaway: Map out your donation page’s outline beforehand. Start with basic information, then move on to additional details and optional fields.
#10. Keep it Simple
WHY IT'S IMPORTANT
Your donors are busy people! They don’t have time to fill out a long and arduous donation form. Keep your form simple for the highest conversion rates.
In other words, the shorter and easier your form is to complete, the more donors will actually make it to the end and submit their donations.
HOW IT'S DONE
While it can be tempting to use your form to collect as much information on your donors as possible, keep required fields and questions to an absolute minimum.
If you wish to contact your online donors further (and you should!) it’s best to do so through email newsletters, periodic surveys, and other communications.
Takeaway: Keeping information fields simple and easy to fill out is an important part of creating a pleasant donor experience that will result in more donations down the road.
#11. Streamline the process
WHY IT'S IMPORTANT
One-page donation forms have a much higher success rate than those with multiple pages. Why? Forms kept to one page include fewer steps, resulting in an easier online giving process.
And, as we’ve touched on throughout this guide, the easier the process, the more likely a donor is to see it through to the end.
HOW IT'S DONE
Your organization should aim to capture all necessary data in just one page. Keep the number of required fields to a minimum, and you should be golden. If a one-page donation form isn’t possible, be transparent about how many pages there are.
Donors want to be able to gauge their progress within the process.
Takeaway: Make the online donation experience as quick and direct as possible by keeping your donation form one page.
#12. Offer Different Giving Levels
WHY IT'S IMPORTANT
Offering different giving levels results in slightly higher donations.
That’s because: (a) giving more is as simple as clicking a button, and (b) when options are suggested, many donors will be influenced by the social factor and want to appear more generous.
Giving tiers simplify the giving process and help you raise more.
HOW IT'S DONE
When setting gift amounts, you’ll want to factor in your campaign goals, your donors’ average gift sizes, and the gift amounts featured on comparable donation forms to set gift levels appropriately.
Make sure to let donors know exactly how they can further your cause by linking up each gift amount with quantifiable results.
Takeaway: Offering predetermined amounts makes the donation process simpler and can even result in higher donations.
#13. Offer other giving options
WHY IT'S IMPORTANT
It’s more than likely that your organization has many different projects to fund, from events to buildings, to anything else.
It’s a good idea to include all of these options on your form, so donors can give to the causes and projects that they care most about.
As we’ve touched on throughout this guide, when donors can get involved how they want to, they’ll be more inclined to do so!
HOW IT'S DONE
You can design your form so that donors can choose which projects and funds their money is going toward.
This tip can also apply to how donors are giving as well. For example, you could give them the option not only to donate, but also to donate in memoriam or honorarium or make pledges to give at a later date.
Just remember to strike an even balance between offering multiple choices and keeping your form simple. Too many choices can be overwhelming.
Takeaway: Providing donors with choices (both in regards to where their gift is going and how they make that gift) empowers them to give on their terms.
#14. Attach Tangible Impacts to Donation Levels
WHY IT'S IMPORTANT
As you know, offering different giving levels can result in increased donations. But what exactly do those giving levels mean?
Consider providing a tangible impact for each donation level, giving your supporters a more concrete idea of how they are helping your cause and furthering your mission.
Allowing donors to visualize exactly what their donation will do keeps them invested in your story.
HOW IT'S DONE
When you’re creating your online donation form, make sure to indicate the tangible impact right next to each suggested giving amount.
Be as specific as possible. For instance instead of simply saying that “a gift of $20 will help the hungry,” you can say “a gift of $20 provides homeless people with food, toiletries, and more.”
Takeaway: Further connecting your donors with your organization’s story and journey towards your mission keeps them invested and sets up the foundation for future engagement.
#15. Offer and Encourage Recurring Donations
WHY IT'S IMPORTANT
Recurring donors are some of the most lucrative contributors for nonprofits!
Think about it: a donor who gives on a regular basis can donate much more to your nonprofit than a one-time donor possibly could. However, not all donors will be aware of the option to set up recurring giving.
By encouraging recurring gifts on your donation form, more donors will be aware of this option, and they’ll have a convenient way to get set up.
HOW IT'S DONE
With online giving software, your nonprofit can easily give donors the option to set up recurring giving by placing a field on your form.
Provide donors with multiple options (for example, monthly or annually) so that they can choose the option that’s most convenient for them.
When donors have the flexibility to choose their own involvement, they’ll be more likely to become longtime givers!
Takeaway: When you give donors the chance to decide when and how often to donate, they’ll be able to more easily make those contributions on a consistent basis.
#16. Provide Matching Gift Options
WHY IT'S IMPORTANT
Did you know that an estimated $4-7 billion in matching gift funds go unclaimed each year? This is not only due to the donor not knowing if they’re eligible, but also because many nonprofit organizations don’t promote matching gifts enough.
Adding a matching gift option within your online donation form will only help increase your fundraising.
HOW IT'S DONE
A simple way to advertise matching gifts within your donation form is to include detailed instructions on what a matching gift is and how to submit one within the donation page itself. Make sure you provide supporters with all the necessary information, like contact details and a deadline, on how they can double or even triple their donation.
If you want to take it a step further, embed a searchable matching gift database within the form. This way, donors can quickly look up their employer to see if they’re eligible and receive the necessary guidelines dependent on their work’s program.
After all, some of your supporters probably have no idea they can even submit a matching gift!
Takeaway: To further increase fundraising, promote matching gifts in more places than just your donation form. Send out emails and other marketing materials to encourage past donors to inquire about their own matching gift status.
#17. Experiment with Different Submit Button Text
WHY IT'S IMPORTANT
A donation to your organization is so much more than a mere transaction; it’s a contribution to a worthy cause!
Tweaking the language on your “submit” button can put it into donors’ minds that they’re giving to a good cause, which makes the process seem more meaningful.
It’s a small detail that can make your form that much more compelling.
HOW IT'S DONE
Instead of just featuring the word “Submit” on your button, use more vivid language that makes it clear that donors are, in fact, making a donation.
Even language as straightforward as “Make a Donation” or “Donate Now!” can make your form more impactful.
You can also get creative and make the language more specific to your organization.
Takeaway: Try using a different phrase on your donation button, so your donors feel like they’re truly giving to your organization!
#18. Offer Different Payment Options
WHY IT'S IMPORTANT
Giving donors different ways to make their donation online is vital to enhancing the online giving experience.
Including all of the payment options you accept will make giving more convenient for your donors, because they’ll be able to choose the option that’s viable for them.
The more options you include, the more of your donors’ giving preferences you’ll accommodate.
HOW IT'S DONE
On your form, list out all of the payment methods that your nonprofit can accept.
For example, you could include icons of all of the credit cards you’re able to process, as well as give donors the option to donate through eChecks.
While the number of options included will depend on your organization’s resources, the most important thing is to make these options clear!
Takeaway: You should provide as many payment options as possible on your nonprofit’s donation page to encourage giving.
#19. Allow Donors to Create an Account
WHY IT'S IMPORTANT
Giving donors the option to create an account can make the online giving process easier for both your organization and your donors.
When donors create an account, your organization can better keep track of past giving history.
Additionally, recurring donors won’t have to fill out your form more than once, which makes online giving more convenient. It’s a win-win!
HOW IT'S DONE
Using your online giving software, you can give donors the option to create an account using the information they’ve submitted on their form.
The one caveat here is that creating an account shouldn’t be mandatory.
Some donors might not feel comfortable with your organization saving their information, so if they feel like this step is required, it might deter them from making a gift.
Takeaway: Offer donors the option to create an account so that submitting future donations is a breeze for them and keeping track of giving history is a breeze for your nonprofit!
#20. Provide Other Ways to Get Involved
WHY IT'S IMPORTANT
Chances are, there are many ways that your donors can get involved and support your nonprofit.
Providing donors with information about different ways to get involved will give donors more flexibility when it comes to giving and will ensure that they’re aware of the different ways they can support you.
When your donors are able to choose their own involvement based on their preferences and affinities, there’s a greater chance they’ll contribute!
HOW IT'S DONE
Although your organization should aim to keep your form as short and simple as possible, don’t forget to include fields that highlight other ways donors can get involved.
For example, depending on what programs you have, your organization might include information about planned giving, corporate giving programs, volunteering, membership programs, or peer-to-peer fundraising.
Feature your most important initiatives and those that are most likely to appeal to your donors.
Takeaway: Including information about other ways to give on your donation form will result in higher levels of donor engagement, since donors can pick the options that are most intuitive to them.
#21. Make Event Registration Simple
WHY IT'S IMPORTANT
Your online donation page can be used for all types of fundraising—including events! As with your donation pages for standard fundraising, you should make your event registration forms as intuitive and simple to complete as possible for your donors.
When registering for your fundraising events is easy, you’re sure to see an excellent turnout!
HOW IT'S DONE
When designing your event registration form, the same rules as your standard donation form apply. Keep required fields to a minimum, and be sure to spell out exactly what donors’ contributions are going toward.
It’s advisable to feature multiple registration tiers (single, couple, VIP, etc.), so attendees can pick the option that makes the most sense for them.
Takeaway: For the biggest turnout at your event, make sure your event registration form is just as easy to complete as your donation page.
#22. Provide Clear & Concise Instructions
WHY IT'S IMPORTANT
Whether you’re hosting an in-person fundraising event or a virtual experience, you’re going to need to provide clear and concise instructions for participation. For instance, do you require a ticket purchase or are you raising money before your event through a peer-to-peer method?
Your event attendees are important supporters to your cause, so don’t leave them in the unknown with a vague event registration form and description.
HOW IT'S DONE
Within your online donation page, make sure you include instructions on how to participate in your event, how to support the event, and what the event will ultimately accomplish.
For instance, if you’re fundraising before the actual event day, embed a fundraising thermometer to display the event’s current progress. This shows supporters just how much has been accomplished and can further encourage them to participate!
Takeaway: To maximize participation and support for your upcoming event, it’s crucial that your participants understand the event’s true purpose and their role in it.
#23. Plan for What Happens After the Donation
WHY IT'S IMPORTANT
Your relationship with your donors doesn’t just end the minute they click the “Submit” button.
In order to properly acknowledge and cultivate your donors after the donation, it’s important to have a developed stewardship plan in place.
When you have a plan from the beginning, your organization can more effectively transform one-time donors into recurring givers, which means more donations for you in the long haul!
HOW IT'S DONE
After donors make a gift, set up your online giving software so that they land on a branded acknowledgement page.
You can also automate receipts, so donors will always be certain that you’ve received their gifts.
While an acknowledgement page and a donation receipt are a great start, it’s important to follow up with a more personalized thank you note within 24 hours after a gift has been made.
Takeaway: Acknowledgements are a crucial first step for building relationships with your donors, so don’t forget to follow up!
WHY IT'S IMPORTANT
Adding the option for donors to share their contributions on your donation form is an organic way to spread your reach!
When donors are able to share their contributions, the hope is that their networks will be inspired to join in and start giving, too.
Plus, many donors like to share their philanthropy with their friends and families, so you’ll also be creating a better giving experience for those who wish to share.
HOW IT'S DONE
Adding social sharing buttons will be made much easier when your nonprofit uses online giving software.
Most platforms will allow you to place buttons on your form that donors can click to share their contributions on various social media sites.
Make sure to include sharing options for all of the sites that your donor base is most active on and to encourage sharing from the outset by placing these options at the top of your page.
Takeaway: Offering social media sharing buttons on your donation page can help you increase your organization’s reach and potentially acquire new donors.
#25. Add Calls-to-Action to Your Acknowledgment Page
WHY IT'S IMPORTANT
Calls-to-action serve as important cues to your donors.
They let donors know how they can further engage with your organization and direct them to where they can interact with you further.
If you want to keep building relationships with your supporters after their initial transactions, the best and most immediate way to do so is by including a call-to-action on the donation acknowledgment page.
HOW IT'S DONE
Calls-to-action can come in all shapes and sizes.
Your organization could request anything— from subscribing to your email newsletter to registering for an upcoming event. It all depends on which action would be most valuable to you and your donors.
Whatever action you request, make sure to use clear and actionable language and to feature your call-to-action in a prominent place and standout color so your donors won’t miss it!
Takeaway: Spur further engagement among your donor base by including a call-to-action on your acknowledgement page.
#26. Include a Survey to Collect Additional Information
WHY IT'S IMPORTANT
Asking your donors how they heard about your organization can be useful on a number of levels.
First, it helps your nonprofit gauge how well you’re doing at promoting your cause and asking for donations through various channels. Second, it can give you deeper insights into your donors’ preferred communication channels.
While this field isn’t required, per se, it can definitely come in handy down the line!
HOW IT'S DONE
Using online giving software, you can place a field on your donation form where donors can select how they heard about you.
Include plenty of options to get the most detailed insights.
However, keep in mind: adding too many additional fields to your form can decrease the number of completed gifts. While this is an excellent question to ask, limit your extra questions to one per form.
Takeaway: Asking donors how they arrived at your nonprofit’s donation form can give you more astute insights into your outreach strategies and your donor’s preferences.
#27. Make Your Website's "Donate" Button Visible
WHY IT'S IMPORTANT
Many supporters who want to donate online will approach you through your organization’s website.
To provide the best user experience, your donation button should be visible to donors on every page of your site.
When donors don’t have to search around for a button and can get to the pages they want quickly, there’s a better chance they’ll stick around long enough to make a gift.
HOW IT'S DONE
Your website’s “Donate Now” button should be prominently displayed across your site, not just on your ways-to-give page or homepage.
To ensure it’s ever-present, include it in your top navigation. That way, donors will also be able to spot it immediately.
To make your button even more eye-catching, make it large, use a bold font, and select a color that stands out. Learn more about donation buttons!
Takeaway: By placing an attention-grabbing “Donate Now” button across your website, you’ll increase the chances that supporters will get to your donation page.
WHY IT'S IMPORTANT
All donors should know how to access your nonprofit’s donation form, regardless of how they approach you—and that definitely applies to social media, too!
Including the link to your donation page will make it clear to donors where they can go to submit their donation.
And an intuitive online giving process is one that’s far more likely to be completed by your supporters!
HOW IT'S DONE
How you incorporate the link to your nonprofit’s donation page will vary by social media site.
On Facebook, you can include a “Donate Now” button that links to your form on your nonprofit’s website. If using Twitter, you can tweet your link during campaigns and include it in your bio. You can include the link in your Instagram bio as well.
No matter which site you’re on, the link should be visible to supporters!
Takeaway: Including a link to your donation page on your social media profiles provides donors surfing the web with a seamless donation experience.
#29. Incorporate Your Donation Page into Your Other Fundraising Strategies
WHY IT'S IMPORTANT
Your nonprofit’s online donation form isn’t a standalone tool; it’s part of your organization’s greater fundraising strategy!
To reap the most donations from your online form you should incorporate it into your other fundraising channels as well.
That way, donors who receive information and asks from your organization through other channels have the option to follow up online if they prefer.
HOW IT'S DONE
Your nonprofit should develop a plan of action for incorporating your donation form into your overall fundraising strategy.
Make sure that your donation form is cohesive with the look and language of your other communication channels, and include information about online giving in offline outreach, if possible.
Remember: the more options you give donors for making a donation, the more inclined they’ll be to do so.
Takeaway: By seamlessly incorporating online giving into the rest of your fundraising strategy, you’ll hit more of your donors’ giving preferences.
#30. Use Fundraising Software for Donation Pages
Online fundraising software will make constructing your own donation pages much easier and will provide you with a number of features and benefits, such as:
- Fully customizable and professional forms. Build unlimited donation pages and structure them to your liking with ease.
- Event registration capabilities. Your donors can donate and RSVP to your events in one convenient step.
- Responsive design. Forms are sure to look great and be intuitive to use on every device.
- Recurring giving options. Place a recurring giving option on your form to see higher donor retention rates.
- Seamless integration with your nonprofit’s website. Easily include your form on your nonprofit’s website and collect new donor data.
- Automated receipts. Automate receipts after donors have given, so your organization has one less thing to worry about!
- Robust reporting and analytics. Track the performance of your form and keep adjusting to improve your fundraising.
#31. Monitor Regularly With Software
WHY IT'S IMPORTANT
With online giving on the rise, your donation page will be a staple of your fundraising.
In order to see the most success through this channel, your organization should monitor your page regularly to see how it’s performing.
Monitoring your donation form is the only way to pinpoint areas for improvement, so you can hone your online giving strategies.
HOW IT'S DONE
Using your online giving software, your organization can run a variety of reports to see how your donation page is stacking up.
These reports can give you deeper insights into your donors’ preferences and where you might be able to improve the online donation experience.
Pay attention to the patterns you see and adjust accordingly!
Takeaway: By running reports with your online donation software, your organization can continually improve the online giving experience to see more donations through this channel.
Additional Resources
For more information on fundraising with your online donation form, check out these resources:
- Top 8 Fundraising Software Options Your Nonprofit Should Know. Ready to put your donation form to use? Take a look at the best 8 software platforms for every fundraising need.
- Top 15 Online Donation Tools. Double the Donation’s favorite donation tools can help your organization whether you’re large or small. Plus, plenty of these tools can integrate with Double the Donation’s software!
- Text Giving: 8 Steps to Maximize Mobile Fundraising. Put your mobile optimized form to the test with a text giving campaign. Learn about all the details with our guide.
#24. Allow Donors to Share Their Donation On Social Media