7 Essentials for a High‑Converting Nonprofit Landing Page
A landing page is a single‑purpose micro‑site designed to move a visitor from interest to action. This is not typically your homepage which juggles news, volunteer info, and ways to navigate to every part of your site. A well‑built landing page removes every distraction so donors can complete a gift quickly with very low friction.
Below are seven simple research‑backed elements that consistently raise conversion rates for nonprofit landing pages that you can implement quickly, no matter where the visitor arrived from.
1. Purpose‑Driven Headline
Keep it under 12 words and be some sort of impact statement.
State the desired action and the immediate outcome.
Example: “Feed a Family Tonight for $25.” or “Ensure No Child Ever Goes Without Care”
2. Impact‑Focused Visual
Use a single, high‑resolution image or short loop video that shows a positive result of giving. It might sound counterintuitive but success visuals outperform crisis imagery in most A/B tests.
Avoid carousels or multiple photos that slow load times and split attention.
3. Concise, Donor‑Centric Copy
Aim for fewer than 300 total words. Your landing page copy should be short and sweet.
Structure text with clear sub‑heads: Problem/Status Quo → Solution/Project → Invitation/Future
Replace organizational jargon and industry-specific acronyms with “you” and “your” language to spotlight the donor’s role.
4. Singular Call‑to‑Action Button
One bright, contrasting button placed above the fold and repeated once at the bottom.
Label with a simple verb: “Donate”.
Sticky mobile buttons increase completion rates by up to 28 % according to NextAfter.
5. Minimalist Donation Form
Only request essentials: amount, name, email, payment info. The more someone has to fill out, the lower percent chance they will complete the donation.
Default to suggested amounts tied to clear impact, plus a custom field for people who might want to give a larger gift.
Offer digital wallets (Apple Pay, Google Pay) and ACH for larger gifts. You can even include information about crypto and stock donations if you want.
6. Trust & Social Proof
Add one brief testimonial, third‑party ratings (e.g., Charity Navigator), or recognizable partner logos near the CTA.
Link to your latest audit or 990 in a small footer (not in the main flow) to maintain focus while reinforcing credibility.
7. Confirmation That Celebrates and Engages
Display a personalized thank‑you headline (“Thank you, Jordan!”).
Show a photo or 10‑second video thanking supporters and previewing next steps as long as it is high quality.
Offer a low‑lift follow‑up action: share on social, join a webinar, or schedule a tour. Something that they can deepen engagement if they choose, but it’s not a crisis if they would rather not.
Need help optimizing your fundraising program to bring in more revenue for your nonprofit? We’ve helped hundreds of nonprofits raise more money for their missions. Send us a message to schedule a call with one of our experts and we would love to learn more about your nonprofit!
