Interesting landing page test reported at Unbounce: See How Dynamic Text on a Landing Page Helped Increase Conversions by 31.4%.
Dynamic text means this: When someone comes to your landing page via a search, you can use some of the same words they used as action phrases on your page. And it works better.
Here's the example: A company that helps people make marketing emails was offering a trial of their service. They had good SEO, so if someone searched for that kind of service, they likely ended up high in the results.
But here's the interesting part:
If someone searched "design email," they ended up on a landing page with this headline:
Design stunning email
And a CTA button that said, "Design your first email now."
There was a list of common verbs that searchers might use, such as build and make (and a default verb).
So the person on the landing page nearly always found action that matched what they were looking for. And this boosted conversions (percentage who completed the transaction) by nearly a third.
... when a brand mirrors an initial search query as precisely as possible from ad to landing page, we can infer the visitor understands the page is relevant to their needs and are thereby more primed to click through onto the next phase of the journey and ultimately, convert.
Would it work the same for fundraising? Probably.
It's not that hard to do. If you are using search to find donors, try it and see what happens. (And let me know how it goes!)