Happy Sunday Reader,​​​​

Giving Tuesday is almost here.

Nonprofits are brimming with generosity as people scroll through their emails, seeing all the ways to make a difference.

Let me introduce you to Sandra. She’s one of your current donors who just sat down with coffee while opening your email that morning.

The story she read in your email immediately inspired her. She clicks Donate.

She’s taken to a webpage that is overwhelming and busy.

After scrolling up and down, Sandra can’t locate the link to donate.

Frustrated, she clicks away, deciding to come back later.

Guess what? Sandra never comes back.

Sandra’s inspiration is another missed opportunity, another story left incomplete. A scenario like this doesn’t have to be your nonprofit’s story this Giving Tuesday.

In today’s edition of the Social Profit Stack, let’s review the key steps to create a donation landing page that stands out. I’ll share ways to keep it clear and compelling while guiding your supporters to support your nonprofit this Giving Tuesday.

What is a donation landing page?

A landing page is a standalone web page designed to capture donations from a specific campaign link - whether from emails, ads, social media, or even your main website.

In digital fundraising, a clear and simple action is the best way to a donor’s heart and provides prospective donors with an incredible experience.

It makes them feel welcome and informed while they learn about their investment’s impact, regardless of the amount.

Always keep this in mind - the primary purpose of a landing page is to convert your donors.

When designing a landing page, you have one goal: a clear call to action (CTA). This goal limits browsing and becomes the best option for increasing conversions.

The main difference between a website and a landing page is there’s only one thing to do on the landing page.

It allows you to offer variations in your landing page depending on your current goals.

Keep it simple, inspiring, and easy to take part.

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Make Your Landing Page Stand Out

Even with your hard work spreading the word, if your supporters land on a cluttered or confusing donation page, their motivation to give can disappear.

Let’s be honest—no matter how much they want to support your mission, if the process is too complicated, many people will click away before they even get to the thank you page.

There’s a way to make sure they don’t.

With a few tiny improvements, you can create a donation landing page that guides prospective donors from intent to action.

Adding these 8 Improvements will make your donation landing page stand out this Giving Tuesday.

⚙︎ Add a Compelling Headline

Your headline should immediately communicate the intention and create a sense of urgency. It’s the first thing people will see, so make it clear and powerful.

For example, “Help Us Reach Our Giving Tuesday Goal!” or “Make a Difference Today—Support [Your Cause].”

A strong headline keeps them reading, bringing your donor one step further to completing their donation.

⚙︎ Add Clear Instructions and a Persuasive Story

Remind them how and why they landed there. I often land on donation pages with no copy or value added, and I forget what I’m doing there.

Use short, impactful sentences to explain why your nonprofit needs donations.

Tell a brief story, such as how a past donor’s contribution helped provide meals for a local family.

Giving Tuesday is the perfect time to show your donors the real-world impact of their support.

⚙︎ Add Visuals

Include a powerful image or video that captures the heart of your mission. It could be a photo of the community you serve or a short video showing past projects.

Visuals help donors connect with your cause, making them more likely to give.

⚙︎ Simple Donation Form

Giving Tuesday is competitive–keep your form quick and straightforward for your donors to complete.

Only ask for essential information, making the form short enough that people can complete it in under a minute. The simpler, the better!

⚙︎ Suggest Donation Amounts

Offer set donation amounts, each describing what their gift will accomplish. It makes giving more accessible, especially when donors see how their gift will make a difference.

• For example: “$25 provides ten meals for a child” or “$100 funds classroom supplies for a month.”

Giving clear options with impact statements can encourage donors to give more than planned.

⚙︎ Offer Recurring Donation Options

Giving Tuesday donors are often eager to make a lasting impact.

Keep it simple and offer a recurring donation option, allowing them to set up a monthly gift. This will give your organization sustainable funding and help them feel more connected to your cause over time.

⚙︎ Add Social Proof

New donors need to feel confident that your organization make an impact with their investment.

Include testimonials, a secure site badge, or a line about managing donations. Being transparent about where funds go builds trust, which translates into donations.

⚙︎ Prominent, Action-Oriented Call-to-Action (CTA)

Your CTA button should be the most visible element on the page.

Use clear, action-oriented phrases like “Donate Now,” “Make an Impact,” or “Join the Movement.” Placing a link or a button throughout your page ensures no question about what you want your visitors to do next.

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Remember, your donors want to help you make a difference this Giving Tuesday—make it as easy and compelling for them to do so as possible.

With these simple tweaks, you’ll transform your donation landing page into a powerful tool for engagement and impact.

Good luck with your GT planning! Want more guidance? Reach out - hit reply, and we'll set it up.

Link ⏰

Interested in learning more about creating a donation landing page? My latest ebook on Donation Landing Pages goes into great detail to share a new way to capture donors' hearts, a powerful tool in your digital nonprofit’s tool belt.

If you're looking for free images and gifs for Giving Tuesday, go straight to the source here.

I've shared this link before, but you might need it handy since we're improving our headlines.