a nonprofit volunteer stands proudly in front of a successful event she helped coordinate by optimizing a nonprofit landing page

Whether you’re promoting a fundraising campaign, advocating for a cause, or hosting an event, a well-designed nonprofit landing page can make all the difference in your campaign’s success.  Think of your nonprofit landing page as a focused and immersive experience where you welcome, inform, and persuade someone to take action.

pathway in forest leading to sunlight behind trees

Unlike other “traditional” website pages, nonprofit landing pages are designed with a specific goal in mind, such as encouraging donations, registration for events, or volunteer sign-ups.  Your nonprofit landing page serves as a lit pathway for your audience to learn more about your organization’s initiatives and take action in line with your mission and goals.

By persuasively guiding visitors towards a call-to-action (CTA), a well-designed nonprofit landing page will increase the likelihood of conversion and engagement in ways that are measurable and strengthen your nonprofit’s impact.

Let’s explore some key principles and strategies for creating compelling landing pages tailored to nonprofit campaigns and events.

Tips for effective nonprofit landing page design

1. Craft a Clear Message

The foundation of any effective landing page for a nonprofit organization is a clear and concise message that resonates with your target audience. Define the primary objective of your campaign or event – whether it’s raising awareness, generating donations, or mobilizing volunteers and build your messaging around the primary objective. Your messaging should be compelling, authentic, and aligned with your organization’s mission and values.

Start with a Powerful Headline:

  • Grab visitors’ attention with a concise and impactful headline that communicates the purpose of your donation page.
  • Use emotionally compelling language that resonates with your audience and reflects the urgency or importance of your cause.
  • For example, “Be a Hero: Give Hope, Give Generously”, “Every Gift Counts: Help Us Create Lasting Impact” or “Unlock Potential: Give the Gift of Opportunity”

Tell Your Story:

A man speaks captivated by two other men at a table

Share a compelling narrative that explains who you are, what you do, and why your cause matters. Use nonprofit storytelling techniques to evoke emotion and connect with visitors on a personal level.

  • Highlight specific examples or testimonials that illustrate the impact of your work and demonstrate the difference donations can make.
  • Keep the message concise and focused, highlighting the most compelling aspects of your organization’s mission and achievements.

Clearly Explain the Impact of Donations:

Spell out how donations will be used and the specific impact they will have on your organization’s programs or projects.

infographic illustrating donations, growth, and nonprofit processes

  • Break down the impact into tangible outcomes that donors can understand and relate to, such as providing meals for families in need, funding medical treatments, or supporting educational initiatives.
  • Use statistics, facts, and success stories to illustrate the effectiveness of your programs and the difference donations can make in the lives of those you serve. See also: Tips to Maximize Donations on Your Nonprofit Website.

Create a Sense of Urgency:

Encourage visitors to take immediate action by emphasizing the urgency of the need and the importance of their support.

  • Highlight time-sensitive opportunities, such as matching gift challenges, fundraising deadlines, or specific campaigns with urgent goals.
  • Use persuasive language to convey the consequences of inaction and the impact donors can make by acting now.

Make the Donation Process Simple and Transparent:

Clearly outline how donations will be processed and how funds will be allocated so that your website visitors know they are making a difference. Provide multiple donation options, including one-time and recurring contributions, to accommodate different preferences.

  • Use clear and user-friendly design elements to guide visitors through the donation process, including prominent call-to-action buttons and intuitive form fields.
  • Reassure donors about the security of their transactions and the accountability of your organization in stewarding their contributions.

Express Gratitude:

illustration of 13 different hands holding up speech bubbles that say thank you in multiple languages

Express gratitude to donors for their generosity and support, both on the donation page and in follow-up communications. Let donors know how much their contributions are appreciated and the impact they will have on your organization’s ability to fulfill its mission.

Show donors the difference they are making by providing updates on the progress of your fundraising efforts and the outcomes achieved through their support.

2. Incorporate Visual Appeal and Branding

a woman and man work together to select images for their nonprofit landing page design

Visual elements play a critical role in capturing attention and conveying your nonprofit’s identity. Incorporate high-quality images, videos, and graphics that showcase the impact of your work and the people you serve. Maintain consistency with your organization’s branding, including colors, fonts, and logos, to reinforce trust and credibility. A visually appealing landing page not only enhances the user experience but also strengthens brand recognition and awareness of what your nonprofit does.

3. Create an Easy-to Use, Intuitive User Experience

Simplified and intuitive navigation is essential for keeping your website visitors engaged and to guide them towards your desired outcome.

  • Design your landing page with a clean and intuitive layout that prioritizes clarity and accessibility.
  • Use descriptive headings, bullet points, and strategic whitespace to break up content and enhance readability.
  • Make sure multiple call-to-action (CTA) buttons are prominently displayed and clearly labeled to encourage clicks.

4. Incorporate Social Proof and Testimonials

illustration of 6 people's hands clapping or giving a thumbs up

Social proof can significantly influence visitors’ perceptions and decisions. Showcase testimonials, success stories, and endorsements from satisfied donors, beneficiaries, or volunteers to build credibility and trust. Incorporate social media widgets, your social media profiles, and/or reviews to help reinforce the momentum of your campaign or event. This validation from others serves as powerful reinforcement for potential supporters to engage with your cause, fostering a sense of community and solidarity.

5. Include Persuasive CTAs and Urgency Cues

The call-to-action (CTA) is the most essential component of your landing page, prompting visitors to take the desired action. Choose a clear and easy-to-understand CTA that aligns with your campaign goals, such as “Donate Now,” “Register Today,” or “Sign the Petition”. Use persuasive language and urgency cues to motivate immediate response, such as “Join the Movement”, “Double Your Impact”, or “Early Bird Special”. Consider using a countdown clock for time-sensitive promotions. Experiment with different CTA placements, sizes, and colors to optimize visibility and click-through rates.

What are examples of urgency cues for nonprofit marketing?

In nonprofit marketing, urgency cues are utilized to encourage supporters to take immediate action towards a cause or initiative. Here are some examples:

  • Donation Match Challenges: Matching donations up to a certain amount or within a specific timeframe creates urgency by doubling the impact of contributions, motivating supporters to donate before the matching funds are exhausted.
  • Fundraising Deadlines: Setting fundraising deadlines for specific campaigns or projects creates a sense of urgency, prompting donors to give before the deadline to ensure the success of the initiative.
  • Emergency Appeals: During times of crisis or disaster, nonprofits often launch urgent appeals for donations to provide immediate relief and support to those affected, leveraging the urgency of the situation to encourage rapid response from supporters.
  • Goal Progress Indicators: Displaying progress bars or thermometers tracking fundraising goals visually communicates urgency by showing supporters how close the organization is to reaching its target, motivating them to contribute to the cause.
  • Time-Limited Initiatives: Promoting time-limited initiatives, such as awareness campaigns or advocacy drives, with clear start and end dates encourages supporters to take action within the designated timeframe to make a difference.
  • Matching Gift Challenges: Similar to donation match challenges, matching gift challenges from corporate sponsors or major donors encourage supporters to donate by leveraging the promise of matching funds, doubling the impact of their contributions.
  • Membership Renewal Deadlines: Nonprofits with membership programs often use membership renewal deadlines to prompt existing members to renew their memberships before they expire, ensuring continuity of support for the organization’s activities.
  • Volunteer Recruitment Drives: Urgent calls for volunteers for specific events or projects emphasize the immediate need for assistance, motivating individuals to sign up and contribute their time and skills to the cause.
  • Impact Updates: Sharing real-time updates on the impact of donations or volunteer efforts creates a sense of urgency by demonstrating the immediate and tangible difference supporters’ contributions are making, encouraging continued engagement and support.
  • Last Chance Appeals: Sending last chance appeals or reminders to supporters who have shown interest in a campaign or initiative but have not yet taken action reinforces urgency and prompts them to act before the opportunity is lost.

6. Streamline the Conversion Process

woman sitting on couch with her mobile phone making a happy, celebratory face

Make things as easy as possible for your website visitors. Minimize frustration and streamline the conversion process to maximize action – whether that be through registrations or donations. Here are a few tips:

  • Limit the number of form fields and required information to reduce barriers to entry.
  • Offer multiple donation options, including one-time or recurring contributions, to accommodate diverse preferences.
  • Provide clear instructions and progress indicators to guide visitors through each step of the donation or registration process.

7. Measure Success, Revise, and Optimize

Using analytics tools like Google Analytics or platform-specific tools, track key performance indicators (KPIs) such as conversion rate, click-through rate, and engagement metrics to evaluate the effectiveness of your landing page. A/B test different elements of your landing page, such as headlines, images, and CTAs, to identify what resonates best with your audience. You can iterate and optimize your landing page based on user feedback and performance data to improve it over time.

8. Optimize for Mobile Responsiveness and Test, Test, Test…

illustration of 3 mobile phones with donate button

It’s essential to optimize your nonprofit landing pages for mobile responsiveness – which essentially means ensuring your page layout adjusts seamlessly to different screen sizes and resolutions to provide a consistent experience across devices. Most quality website designs these days – like those built for WordPress – have this built in, but make sure to test your landing page on various smartphones, tablets, and larger screen sizes to identify any usability issues and make necessary adjustments.

Conclusion

Designing effective landing pages for nonprofit campaigns and events that maximize return requires a creative, strategic process that prioritizes clarity, visual appeal, and user experience. By crafting compelling messaging, incorporating persuasive CTAs, and optimizing for ease-of-use, you can create landing pages that inspire action and foster meaningful connections with your audience.

Remember to measure success, gather feedback, and iterate continuously to ensure your landing pages effectively support your organization’s mission and goals. With thoughtful design and a focus on engagement, your nonprofit can maximize the impact of its online initiatives and drive positive change at the micro and macro levels.

Heather Larson is a WordPress specialist based in Seattle who designs and develops user-friendly websites for nonprofits, wellness professionals, and small business.


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