Want your donate pages to work better? Check out these tips from the Hubspot Marketing Blog, at 13 Simple (But Critical) Tips for Creating Better Landing Pages. They're aimed at commercial landing pages, but can really help you improve your donation pages:
- Include all critical elements of an effective landing page. Make sure the donor has everything she needs to complete her donation.
- Remove the main navigation. Seriously. Don't create an encouragement to abandon the donation before it happens.
- Match the headline of the landing page to its corresponding CTA. There should be no change of topic, mood, or words between whatever got them to the page and what they see on the page.
- Remember: Less is more. Do one thing: get the donation.
- Emphasize the offer's value. As always, remember what's in it for the donor.
- Encourage social sharing. But not until they've completed the transaction.
- Create more landing pages to generate more leads. More offers mean more donations.
- Only ask for the information you really need. Don't ask for anything you don't need for the donation at hand. You can ask for other things later -- but not if they abandon before they complete.
- Consider whether To Submit, or Not to Submit? "DONATE" is the default button for landing pages. Can you mnake it something more targeted and interesting.
- Reduce anxiety with proof elements. Let them know the donation is secure, and you are a reputable organization.
- Make the form appear shorter. Simpler is better, and looking simpler is better yet.
- Include rich media on your landing pages.
- Pay attention to the copy. This is where you win or lose. Make sure everything is clear and compelling.
Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you'll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. 
