6 Essentials of a Fundraising Landing Page
WRITTEN BY LINDSAY Johnson
Are you in the throes of planning your big gala? Or maybe your next campaign is a golf tournament, run/walk, day of giving or community cook-off/dance tournament/pet adoption night. Even if what you’re planning is your ongoing, online fundraising efforts, a Landing Page for your next fundraising campaign is a must-have. Not only does a Landing Page streamline your donor’s experience, giving them everything they need in one place, but it also makes your campaign promotion a breeze.
Let’s take a look at the 6 essential, not-to-be-overlooked, items every nonprofit needs on their Event or Campaign Landing Page to help drive attendance, donations and shareability.
1. An Urgent CTA
Ask yourself: what’s the primary action I want my audience to take? If your Landing Page is for your big spring event, then the most important action is likely to purchase tickets. Highlight this CTA by placing it first or more prominently on your page. Then ask: what is the second most important action? That could be to donate, see further event details or check out the sponsorship levels for a fundraising event. Place these buttons next to or below your primary call-to-action. If you are setting up your Landing Page to promote an ongoing, online campaign (or for smaller NPOs using an Event Page as a microsite for your organization), then a donation might be your primary CTA. Whatever your CTA, choose clear and concise language to convey urgency: Donate. Give. Order Tickets. Register. Sponsor. Get Details. Volunteer.
2. An Impactful Hero Image or Video
Use your best, most powerful, most tug-at-the-heart-strings image or video as your hero image (aka the one most prominently featured). Resist the urge to overlay this with too much text. Let it speak for itself and help draw attention to your clear and urgent CTA buttons. This will make a bigger impact on donors and is way more mobile-friendly than an image that’s too busy and loaded with text.
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3. Comprehensive Event/Campaign Details
The aim here should be to clarify and not to confuse. It’s best if the information is straightforward and demonstrates an obvious value to your donors versus being verbose, flashy or clever. Make sure you include the following:
- Date and Time (or duration if its a longer online campaign)
- Campaign/Event name or theme
- Venue name and full address
- Chairs, co-chairs and/or speakers
- A brief and compelling description of the event or campaign
4. Impact Metrics of Giving
If you’ve tiered your ticket and/or giving levels (hint: you absolutely should!) then why not do so in a way that showcases what varying levels of tickets sponsorship or giving can do for your cause. For example: $50 will provide a care package for one dog in need, $100 will provide food and medication, $150 gives a dog a full shelter comfort package, $200 covers a comprehensive vet visit. Including impact metrics creates trust and accountability in the eyes of donors and makes them more likely to give (and give more) when they know exactly what their donations will help accomplish.
5. Social Media Share Buttons
Word of mouth is the golden ticket in marketing and costs nothing for your nonprofit when it happens. Set yourself up for word-of-mouth success by featuring all your social sharing buttons in easy view and without too much scrolling (if at all). You want to make it as convenient as possible for passionate supporters and attendees to invite their friends, family and colleagues or just help spread the word about your cause.
6. Sponsor Logos
Show off your sponsors by featuring their logos. This creates visibility for your partners (and an opportunity to link to their respective websites) while also building the reputation of your organization, campaign and/or event. Besides, who doesn’t like being recognized publicly?
When setting up your Landing Page for your upcoming event or fundraising campaign, just remember: it’s an introduction, not the final result. Your page should motivate and entice your audience to take further action, whether that be registering, buying tickets, sponsoring your event or donating to your cause. These 6 items should give you all you need for an impactful Landing Page that brings you one step closer to a successful fundraiser.
Need even more compelling reasons your nonprofit should get a Landing Page up and running for your next event pronto? Check out our infographic, 5 Reasons Every Fundraising Campaign Needs a Landing Page and discover why they can make a bigger difference in your fundraising efforts and results.
Our goal at MobileCause is to help nonprofit organizations create and manage successful digital fundraising campaigns, raise more money and retain donors longer. Request a free demo with one of our fundraising experts to learn, step by step, how MobileCause can simply help set up your campaigns while transforming your results.
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