[Webinar] 6 design principles to optimize your fundraising landing page

Why do people give more online? $31.9 billion was contributed online in 2018. Online giving has been consistent year over year growth. Mobile giving will dominate the future of nonprofit donations. In 2018, an estimated 24% of online transactions were made using mobile devices. This has grown steadily since 2014, and even higher rates occur for event
registration and membership purchases.

There is a huge opportunity in the online fundraising business, but many nonprofit organizations are missing the opportunity.

I received an email from a local nonprofit organization about its annual giving campaign, and I clicked to visit its campaign landing page. The content is not clear to me where the money goes. There are a couple of programs listed on the landing page, but they didn’t tell users the following critical information:

• Why the program is essential.
• How the program will help the community.

Design and usability of the landing page matters

One of the main goals of nonprofits websites is attracting donors and raising funds to support their programs and services. If users struggle to understand the organization’s mission and how their money will be used, they will unlikely to donate to the organization.
In this webinar, I wanted to explain why users had a difficult time understanding the organization’s mission and how their donation would be used.
My challenge is to fix its landing page and based on my following design principals.

1. Tell why the program is so important.
2. Tell what the program’s goal is.
3. Tell how the program is going to help or helped.
4. Put real stories/Testimonials (Social proof).
5. Design an easy process for online donation.
6. Add partners, sponsors, and endorsements (Optional).