How many donors are your landing pages driving away?

My completely unscientific opinion about online fundraising is this: So many nonprofit landing pages are so bad, we are losing piles of revenue every day. They fail to connect with donors. They confuse donors. They just don’t work right.

With more and more donors migrating their giving to the web, we should consider this a sort of fundraising “international emergency.” Chances are, your landing pages are costing you dearly. And you don’t even know it.

Here’s some help, from the KISSmetrics blog, for getting the creative right on your landing pages: If Landing Pages Were People — 3 Nasty Habits That Drive Prospects Away.


  1. Self-importance. Bragging. Trying to impress with jargon and overblown claims. Forgetting that fundraising needs to be about the donor’s opportunity, not the organization’s awesomeness.
  2. Impatience. Forgetting to make the case. Remind them why they’re there.
  3. Coyness. Not quite asking directly, as if asking is too embarrassing.

Don’t let your landing pages stay bad. While you wait for your IT people to get their act together, someone else is scooping up your donors by getting it right.


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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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About the blogger

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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