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[Year-End Fundraising] Top Tips for Your Landing Page

Your year-end campaign landing page has one job: complete the donation.

Top tips for year-end landing pages

Simplicity equals conversions. The more complicated you make things, the lower your conversion rate will be. Fewer distractions, fewer fields. The charity: water donation page here is the most streamlined version we’ve ever seen.

Yours doesn’t need to mimic this page, but as usability expert Steve Krug says, “Get rid of half the words on each page, and then get rid of half of what’s left.”

Messaging matters. Campaign brand consistency increases conversion rates, so make sure your year-end landing page isn’t just your “regular donation page.” Use the same language, message, and imagery you use in your appeals so there is no question in your donor’s mind about why they are giving.

Images impact. Visuals are processed 60,000X faster in the brain than text. People have an attention span of 8 seconds, so when possible, use images or videos consistent with your year-end campaign messaging so your landing page is an extension of your direct mail or email.

Trust logos. A 100% tax deduction and trust in your organization are big carrots for year-end giving, so be sure to include both, but don’t lead with either. Lead with your messaging and your credibility to use their money wisely to achieve mission.

Call-to-action button language. Some market research suggest the word “Submit” suppresses clicks compared to “Donate” or “Give Today,” or “Make a 100% Tax Deductible Donation,” or “Quick Donate.” Only you know what works for your donors. Test this one right away. If you have the room, show value, e.g. “Feed Five Families Christmas Dinner” for the most impact.

Thank you page and Auto-Responder. Your thank-you page and email auto-responder ideally affirm the value your donor has just brought to your mission and may possibly ask for a second gift, a forward-to-a-friend or an additional call-to-action.

Blink-test your landing page

Can your donor understand the value they bring to your goal or mission and what they need to do in less than 5 seconds? Here’s a diagram of the key elements that make up the “blink test.”

[Year-End Fundraising] Series

We’re running a series of strategies and tips you can put to use immediately to have your best online year-end fundraising campaign ever. You can see all the posts here:

• Your Campaign Brief
• Email Frequency and Cadence
• Messages, Powerful Structures, and Narrative Arcs, Oh My!
• Top Tips for Your Landing Page

• List segmentation
• Your Year-End Lightbox
• Using social media to boost your year-end revenue
• Split A/B testing – what’s important to test and how to test it
• Any other topics YOU ask us to cover. Click Let’s Ask Mandy to submit a question.