Imagine this.

A prospective donor finds your website.

Happy they’re there, they click around and quickly understand the value of your nonprofit.

They want to learn more information and continue scrolling down the page to see your newsletter sign-up page.

It stands out. It asks the prospect to add their name and email address.

Intrigued, they sign up.

A generic thank you sentence appears on the screen to show they received it, but nothing happens.

In today’s edition of the Social Profit Stack, I’ll share why adding a thank you page can be a simple game changer for your nonprofit and the beginning of a mutual relationship between you and your opting-in prospective donor.

Why do you even need a thank you page?

The primary function of a thank you page is to thank the reader for completing your desired action.

Let’s say you asked someone to download your case for support. Your thank you page will appear after they click the download link.

This page is where you have a chance to show your appreciation. You can also use this page to explain the next steps. For example, you could tell users to check their inbox for the download link.

Sure, you could send the case for support to their inbox without thanking them and telling them where to find it, but that doesn’t offer value to the prospect. Your audience may not know if their opt-in worked without that thank you page.

This short message can reassure visitors that their action on a landing page or website was successful.

Another point to consider is this: some of the leads who land on your thank you page might be more qualified than you think. So, don’t miss out on this opportunity to grow your list of donors.

Maximize Engagement

When a prospective donor signs up on your website to learn more about your nonprofit, it’s the beginning of their experience with your nonprofit.

They’ve shown interest in your mission and taken action—maybe they subscribed to your newsletter, downloaded a resource, or registered for an upcoming event.

What happens next can significantly influence their engagement level and likelihood to donate.

It’s where a well-crafted thank you page comes into play.

It’s more than a simple acknowledgment—it’s a tool that can help deepen relationships and drive further actions.

What To Include on Your Thank You Page

When you guide your visitor on what to do next, such as checking their email for further information or accessing additional resources, it gives them direction.

The best part? It offers great real estate to express your impact and allows visitors to see more value in what you do and how you do it.

To make the most of this opportunity, your thank you page should include the following elements:

1. Thank the visitor for taking the action you asked them to. Make it personal and heartfelt.
2. Ensure the thank you page reflects your branding, using your logo, colours, and fonts to provide a seamless experience.
3. Encourage your visitor to take another step, such as exploring more about your organization, following you on social media, joining a volunteer program, or making a donation.
4. Include testimonials or stories from beneficiaries to build trust and show the impact of your nonprofit’s work.
5. Make it easy for visitors to share social proof, offer social media interactions, and help spread the word about your mission.
6. Keep it relatable to the action they took. It’s not an area to overwhelm your reader.

Next Steps

A thank you page is a perfect way to kickstart your automated welcome series using your email marketing platform.

Make sure something happens.

Be grateful your prospective donor signed up. It’s a perfect way to build an immediate relationship with your new supporters. Be intentional and invite them to learn more about your nonprofit, share great stories, or highlight upcoming events they can get involved in.

By setting the stage for ongoing and consistent communication, you’ll keep the momentum going and guide them on their next move.

Don't have time to create your thank you page? I can help. Let's connect here.

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Do you ever think I could use some help with direct mail? What if I told you that John Lepp, Agents of Good, offers a free clinic? On July 31, he’ll share tips, tricks, and inspiring ideas for your campaign! Sign up here.

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Need some inspiration when creating your next thank you page? Check out these 6 thank you page ideas to help you drive engagement.

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