1. Mobile-Optimized Design

More than a quarter of donors—26%—give using their mobile devices. If your page doesn’t function well on a phone, you’re essentially closing the door on these supporters. A responsive, mobile-friendly design ensures your page looks and works beautifully no matter what device someone uses.

And here’s a stat to drive that home: in 2020, mobile giving donations jumped by 50% compared to the previous year. The trend is only growing, so make sure your nonprofit’s mobile experience is seamless, from start to finish.

2. Suggested Donation Amounts

Don’t leave donors guessing how much to give. Use suggested donation amounts that tie directly to the impact they’ll have. This strategy, called anchoring, not only guides donors but can also increase the size of their gift.

For example, one organization saw a 43% rise in average donation size after implementing pre-filled giving options tied to specific outcomes. When donors see exactly how their contribution will make a difference—whether it’s feeding a family for a week or funding school supplies for a child—they’re more inclined to give, and often at a higher level.

3. Recurring Giving Option

Monthly donors are fundraising gold. On average, they give 42% more annually compared to one-time givers. But that’s not all—recurring donors are also more likely to stick around, with retention rates soaring to 90%, versus just 46% for one-time donors.

Make the recurring giving option front and center on your donation page. Clearly explain how becoming a monthly donor not only provides consistent support but also maximizes their impact over time. The easier you make it for people to sign up for recurring gifts, the better your results will be.

4. Clear, Compelling Case for Support

Your donation page isn’t just about functionality—it’s about storytelling. Donors need to know exactly where their money is going and why it matters. Use clear, compelling language that paints a vivid picture of the difference their contribution will make.

Specific examples are key here. Something like, “Your $50 gift provides a week’s worth of meals for a family in need,” goes a long way in creating an emotional connection with potential donors. The more personal and relatable your case for support, the more likely it is to resonate.

5. Simple, Streamlined Form

Every extra field on your donation form adds friction—and friction leads to fewer donations. Studies show that for each additional field you ask someone to fill out, your conversion rates drop by 50%. Think about that for a second.

A study by FormStack found that forms with just three fields had a 25% conversion rate, while those with six or more fields saw that rate drop to 15%. Keep your donation form short and sweet, asking only for the essential information you need. You can always gather more details from your donors later, but the goal here is to reduce any potential barriers between a donor and their gift.

Bonus Tip: Add a Matching Gift Tool

Here’s a little something extra that can give your donation page an added boost: a matching gift tool. Research shows that 84% of donors are more likely to give if they know their gift will be matched. However, a shocking $4-7 billion in matching gift funds goes unclaimed each year!

By adding a simple matching gift tool to your page, you can encourage donors to double their impact and unlock more potential funding for your nonprofit.

Take Action Before the Year-End Rush

As the year-end giving season approaches, now is the perfect time to review your donation page and make sure it’s ready to capture as much support as possible. These five elements—mobile optimization, suggested giving amounts, recurring gift options, a clear case for support, and a streamlined form—are critical for maximizing donations and enhancing the overall donor experience.

Remember, this isn’t just about hitting financial goals—it’s about making it as easy as possible for people to contribute to the causes they care about. The smoother their experience, the more likely they are to give again and again.

What about you? What’s your top tip for an effective donation page? Have you tried any of these strategies, and if so, what results did you see? Share your thoughts in the comments, and let’s learn from each other to make this year-end giving season the best yet!