Donation Page Essentials: Do’s, Don’ts, and Must-Haves

A well-structured website that offers clear and diverse giving options can unlock your organization’s full fundraising potential.  When a supporter is ready to contribute, any moment of friction—a confusing link, an unclear option, or a slow page—can cause them to abandon their generosity. Studies show that 60% of potential donors abandon their transaction before completion, often due to page friction.

As professional consultants, we know that optimizing your donation landing page isn't just a technical fix; it is a critical strategic imperative. The difference between survival and sustained growth often comes down to one thing: clarity through strategic categorization.

Here’s your blueprint for a high-converting “Ways to Give” page, including key structure tips, essential giving options, and a few common mistakes to watch out for.

Two standout examples of effective “Ways to Give” pages come from the University of Michigan and The Home for Little Wanderers. Both balance clarity, accessibility, and emotional appeal, setting a gold standard for large and mid-sized organizations. Their clear structure, consistent tone, and strategic use of donor-centered language offer great inspiration for organizations looking to refine or rebuild their giving pages. There is a lot of good language here that nonprofits can thoughtfully adapt to fit their own mission and audience.

The Three Pillars of Donor Engagement

The modern donor holds diverse assets and has different intents. The ideal "Ways to Give" page must segment giving opportunities into three distinct pillars, guiding supporters based on their timeline and the type of asset they wish to contribute.

Pillar A: Make a Gift (The Transactional Core)

This section is for the immediate, standard donor. They have decided to give now and require a fast, friction-free transaction. Our priority here is speed and security.

Giving Method	Donor Strategy & Optimization	Essential Landing Page Content
Give Today	The everyday donor seeking instant gratification.	The largest, most prominent "Donate Now" button. Link to a mobile-optimized form with suggested gift amounts tied to tangible impact.
Mail a Check	Traditional donors who prefer physical methods.	Clear mailing address for the development office and a downloadable, printer-friendly form.
Donor Advised Funds (DAFs)	Tax-savvy, high-net-worth individuals.	Integrate a DAF Direct widget or similar search tool. Provide your organization’s legal name and EIN immediately.
Stocks and Securities	Investors seeking tax-efficient giving (avoiding capital gains).	Detailed DTC transfer instructions and direct contact information for your finance department.
Employer Matching	Employees seeking to double their impact at no extra personal cost.	Embed a corporate matching search tool and provide simple instructions for submitting HR paperwork.

Pillar B: Essential Item Drives & Non-Cash Donations (The Tangible Support)

This section captures donors motivated by tangible needs or those who want to contribute non-monetary assets. Our priority here is specificity and relationship management.

Giving Method	Donor Strategy & Optimization	Essential Landing Page Content
In-Kind Gifts	Corporations or individuals with valuable, non-liquid assets.	The direct email and phone number for the development staff member who vets and handles in-kind gifts. Clearly list which items you accept or decline.
Crowdfunding	Community-minded donors who enjoy supporting specific, time-bound goals.	Link to the active campaign platform with compelling imagery and a progress bar. Include instructions on how to start a peer-to-peer fundraising team.
Tribute and Memorial Gifts	Donors motivated by a personal relationship or emotional connection.	The donation form must have clear, required fields for the honored name and the contact information for the notification recipient.

Pillar C: Planned Giving (The Legacy Commitment)

This section is for the legacy-minded donor. This is a high-touch, relational, and highly complex process involving long-term financial planning. This must be a separate, major header to give it the gravity and professional support it requires.

Giving Method	Donor Strategy & Optimization	Essential Landing Page Content
Bequests	The most common legacy gift, made through a will or trust.	Simple, downloadable sample bequest language for the donor's attorney.
Naming Nonprofits in your Life Insurance Policy	An easy way to leave money to one or more nonprofits	At any point, a donor can name a nonprofit (or several) as a beneficiary on a policy. Reminding donors this is a possibility is important.
IRA Rollover Designations	Senior donors (often 70.5+ or 73+) seeking to make tax-free QCDs.	Clear explanation of the tax benefits and the need to contact their IRA administrator.
Pledge Agreements	High-net-worth donors spreading a large commitment over multiple years.	Clearly state the minimum amount for a pledge and the contact information for the Major Gifts Officer.
Wire Transfers and ACH Payments	Foundations or corporate donors moving large sums securely.	Your bank's name, ABA/Routing Number, and Account Number, with a request that the donor must notify the development office after initiating the transfer.
General Planned Gift Contact	All legacy prospects.	A prominent email and phone number for your specific Planned Giving Officer to handle consultations.

Why Planned Giving Must Be Separate (The Critical Case)

The strategic decision to separate "Planned Giving" from "Make a Gift" is critical. It avoids cognitive friction and supports your highest-value donors.

• Transactional vs. Relational: "Make a Gift" is a quick, cash-based transaction. "Planned Giving" is a multi-year, legal relationship. The cost to acquire a new donor is significantly higher (up to 5 times more) than retaining an existing one, making the long-term stewardship of legacy donors paramount. 

• Friction Reduction: Grouping complex legal options (Trusts, Wills) with simple credit card forms raises red flags for the majority of your traffic, hurting conversion on your annual fund.

• Stewardship Alignment: Keeping Planned Giving separate ensures the legacy donor is immediately funneled toward the specialized content and the Planned Giving Officer required to finalize their significant, long-term commitment.

  
  

The 7 Most Common Mistakes That Kill Conversion

Even with the right structure, small errors on the page can cost you revenue. Avoid these conversion killers:

Mistake 1: The Cluttered, Distracting Design

The Fix: Remove all external navigation from the final donation form page. One goal, one path.

Mistake 2: Using Generic CTAs

The Fix: Replace "Submit" or "Click Here" with action-oriented, compelling language like "Give Now" or "Complete My Gift." The button color should contrast sharply with the rest of the page.

Mistake 3: The Unnecessarily Long Form

The Fix: Require only the essentials (Name, Email, Payment Info). Research shows that reducing the number of required fields boosts completion rates.

Mistake 4: Ignoring Mobile Responsiveness

The Fix: Test the page on a real mobile device. Over 50% of nonprofit website traffic is mobile. Ensure all buttons are large and finger-friendly, and the page loads in under three seconds. Mobile-optimized pages convert 34% better than non-optimized ones.

Mistake 5: Lack of Trust and Security Cues

The Fix: Prominently display security seals (SSL, PCI Compliance, Payment Provider Logos) near the payment fields. Reinforcing security with icons and copy can increase conversion rates by 20%.

Mistake 6: No Impact Reinforcement

The Fix: Place a single, powerful image and a short, impact-focused headline near the top of the form to remind the donor of the mission. Storytelling and emotional appeals can drive up to 67% more donations.

Mistake 7: No Recurring Gift Option

The Fix: Make the monthly/recurring option prominent, visible, and easy to select. Monthly online giving accounts for 31% of all online fundraising revenue, making it vital for revenue stability.

Mistake 8: Making a long scrolling page of options

The Fix: List all the options for giving in a quick list for a series of buttons right at the top (above the fold) so that donors can scan them quickly and be reminded of the many ways to give. Don’t assume they are going to scroll down and browse through all the options.

Your Strategic Next Step

Your donation page is not merely an online form; it is a financial navigation tool for your supporters. By structuring it logically into clear pillars and eliminating the common mistakes that create friction, you elevate the giving experience and secure both the immediate dollars and the enduring legacy your mission deserves.

We strongly encourage you to audit your page today. Is your digital structure helping or hurting your mission? It's time to build a digital asset that works as hard as your development team.

Ready to close that conversion gap and unlock your full potential? Consult with our team today to strategize how to maximize your donor giving.