How to Set Up Your Giving Page for End-of-Year Fundraising
*This post was originally published on October 6, 2021. It was slightly updated for 11/9/2022.
The end-of-year giving season is quickly approaching, and many of you have already started planning your campaigns (check out 3 Things You Can Do Right Now to Prepare for End-of-Year Giving to help you get started with planning if you haven’t already). One way to maximize your effectiveness in your campaign is to make sure your giving pages are in great shape and ready to accept donations. Here are a few things to consider.
Make Sure it Works!
We can’t overemphasize this part: every step matters. Make a small donation to your organization and check the following:
- How many clicks does it take to successfully make a gift? Can you eliminate any to increase conversion?
- Does the transaction process successfully in your nonprofit’s fundraising platform?
- As the donor, what message do you receive on the donation page following your successful gift? Did you receive an email receipt thanking you for your donation?
- How does the name of the organization show up on your credit card statement? Will it make sense to the donors, or do you need to adjust it with your payment gateway?
Connect to the Campaign
Donation pages that match your nonprofit’s brand — as well as its look and feel — increase trust with your supporters. Whether it’s the donation page on your website or launched as standalone pages, your organization’s logo, colors, and imagery on these pages should reflect your organization’s branding.
You can also try connecting your donation page to your campaign, be it by email or direct mail communication. Each of the amounts in your ask ladder on the donation page should tie directly to the impact that donation amount will have on your organization. When supporters understand the impact of their donation, they’re much more likely to donate. So, instead of asking for $100, describe how that $100 will be used.
Make the Right Ask
Determine the optimal donation amount from each of your supporters using valuable information in your CRM: wealth screening can determine propensity to give; past donations can help drive minimum ask amounts for both one-time and recurring donations.
By connecting digital fundraising with your marketing solutions and donor database, you can create super-personalized asks that stand out in a busy giving season.
Collect the Right Data
Collecting the right data means you can provide a great, personalized experience with your donors once they give. But collecting too much data (or data you won’t use) makes for a cumbersome experience for donors.
Tools like Elevate will auto-populate form fields using information from the personalized URL that was generated from your marketing email. When using a marketing solution that integrates with Salesforce, you can choose to pre-populate the donor’s first name and last name in the Giving Page. This increases conversion on donation pages: The less data donors have to enter, the more likely they are to give.
Using a fundraising platform that allows for the designation of funds, ties donations to your campaigns in Salesforce, and associates each gift with the corresponding general accounting unit will save your staff’s time and enable them to focus on your organization’s mission.
Get more end-of-year fundraising insights by visiting our End-of-Year Giving Hub and reading more from our end-of-year fundraising series: 5 Ways to Weave Digital Into End-of-Year Giving and 3 Things You Can Do Right Now to Prepare for End-of-Year Giving.
About the Authors
Sr. Product Marketing Manager for Elevate at Salesforce.org
Product Marketing Manager for Fundraising at Salesforce.org
Piper Sullivan is a Product Marketing Manager for Fundraising at Salesforce.org. She is passionate about helping nonprofits embrace technology as a way to connect with supporters in meaningful ways. Prior to Salesforce.org, Piper helped The Salvation Army modernize their fundraising philosophy and tools after having gained key marketing insights and a user experience focus at Apple. Her background has been in entertainment, marketing, and tech for over a decade. She resides in Smyrna, GA, with her husband, Patrick. Connect with her on Linkedin, listen to her on a podcast, or watch her speak at Dreamforce.
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