A cool trick to improve your online fundraising with dynamic text

Interesting landing page test reported at Unbounce: See How Dynamic Text on a Landing Page Helped Increase Conversions by 31.4%.

Dynamic text means this: When someone comes to your landing page via a search, you can use some of the same words they used as action phrases on your page. And it works better.

Here’s the example: A company that helps people make marketing emails was offering a trial of their service. They had good SEO, so if someone searched for that kind of service, they likely ended up high in the results.

But here’s the interesting part:

If someone searched “design email,” they ended up on a landing page with this headline:

Design stunning email

And a CTA button that said, “Design your first email now.”

There was a list of common verbs that searchers might use, such as build and make (and a default verb).

So the person on the landing page nearly always found action that matched what they were looking for. And this boosted conversions (percentage who completed the transaction) by nearly a third.

The conclusion:

… when a brand mirrors an initial search query as precisely as possible from ad to landing page, we can infer the visitor understands the page is relevant to their needs and are thereby more primed to click through onto the next phase of the journey and ultimately, convert.

Would it work the same for fundraising? Probably.

It’s not that hard to do. If you are using search to find donors, try it and see what happens. (And let me know how it goes!)


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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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