Better landing pages, stronger fundraising

You’d be crazy to create a direct mail package that got everything right — but with a reply coupon that was bland, irrelevant, and hard to use.

Yet that’s exactly what happens all the time with fundraising landing pages: The email is full of energy and great reasons for people to click through … but when they do, they end up on a landing page that virtually chases them away with its ineptitude.

MarketingProfs Daily Fix Blog, talking to commercial marketers, offers 7 Ways to Improve Your Landing Pages. These apply very well to fundraising landing pages:


  1. Have a Clear Call to Action
  2. Use Benefit-Driven Copy, not Product-Focused Copy
  3. Match the Message of Your Ad With the Message of Your Landing Page
  4. Use Trust Elements (for us that would be seals of approval from watchdogs or other third parties)
  5. Keep It Simple
  6. Remove Navigation (no need to distract people; if they’re on the page it’s because they’re intending to give)
  7. Test

These are great suggestions, and most of them are not being practiced on fundraising landing pages. That last one — Test — might be the most important of all. Don’t let your instinct be your only guide. Just as what you like in direct mail is most often flat-out wrong, your opinion can lead you badly astray online. Test to find out the truth.


Comments

2 responses to “Better landing pages, stronger fundraising”

  1. Testing is so important because it allows you to learn what the most effective landing page is. Non-profits should think about their success metrics, such as conversion rates, to measure what works or doesn’t work. They can also do A/B or multivariate testing on landing pages to see which yields better results, given that there is enough visits to see trends.

  2. Testing is so important because it allows you to learn what the most effective landing page is. Non-profits should think about their success metrics, such as conversion rates, to measure what works or doesn’t work. They can also do A/B or multivariate testing on landing pages to see which yields better results, given that there is enough visits to see trends.

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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 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. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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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.

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