Six elements every donation page should include

Given the pivotal role your donation page plays in influencing user behavior and its prominent position on your website, prioritising its optimisation for donations is crucial.

Positioned between your main pages and the donation funnel, the donation page frequently serves as a landing page for campaigns. It often marks the final point before visitors enter the donation funnel, presenting them with choices on how and how much to contribute.

Backed by numerous tests, we've compiled a list of six essential elements that your donation page must incorporate to ensure it meets the fundamental requirements for donor engagement.

The six elements every donation page should include:

1. Charity Proposition 

   A charity proposition tells your visitor why they should donate to your organisation and not another one. It is a short statement that clearly outlines the problem and explains how you intend to solve it. Your charity proposition should be: specific, concrete, realistic, unique, and meaningful. 

2. Charity Premium

   Your charity premium is the proportion of a donor’s contribution that doesn’t go directly towards impact. Potential donors look for charities with a small charity premium and avoid those that spend a lot of money on fundraising or governance. Leading organisations aim to keep their charity premium below 30%.