What to Expect in the Course

Donation & Landing Page Optimization | Certification Course

Landing pages and donation pages are the backbone of all online fundraising and digital marketing efforts. Every campaign should lead to a page where a visitor a donor can take a specific action.

But in most cases, organizations have a lot more visitors clicking the back button than they do donating or signing up for their email list.

This 8-session course is designed to equip you with principles and strategies that will lead to more of your website visitors converting on your landing pages and donating on your donation pages.

Course Syllabus

  • 1

    Introduction

    • What to Expect in This Lesson

    • Introduction

    • What is a landing page?

    • Quick Review

    • Why is optimizing your landing pages so important?

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    • Quick Review

    • Why do landing pages work?

    • Quick Review

    • What's the difference between a bad and a good landing page?

    • Quick Review

    • How is the landing page experience unique to nonprofits?

    • Quick Review

    • How can I recognize changes that hurt or help my page results?

    • Quick Review

    • Additional Resources
  • 2

    The Strategic, Underlying Force for Inspiring Giving

    • What to Expect in the Lesson

    • Do the changes I'm making even matter?

    • Quick Review

    • What is a Value Proposition?

    • Quick Review

    • What makes the value proposition donor-centric?

    • Quick Review

    • What is the difference between a good and bad value prop?

    • Quick Review

    • Additional Resources
  • 3

    Harnessing Intention and Interest

    • What to Expect in this Lesson

    • Is it enough to be desirable, clear and credible on my page?

    • Quick Review

    • Part 1: What can I do to ensure landing pages connect my value proposition to people?

    • Quick Review

    • Part 2: What can I do to ensure landing pages connect my value proposition to people?

    • Quick Review

    • What if I don't have access to all that information about my visitors?

    • Quick Review

    • Additional Resources
  • 4

    Email Acquisition Landing Pages

    • What to Expect in This Lesson

    • Do I have to go through this process every single time for every single landing page I have?

    • Quick Review

    • Why is growing your email list important?

    • Quick Review

    • Why is it so difficult?

    • Quick Review

    • How do you transition?

    • The main message

    • The design

    • Form Fields

    • Supporting Content

    • Putting it all together

    • Additional Resources
  • 5

    Main Donation Pages

    • What to Expect in this Session

    • What is the greatest mistake most nonprofits make online?

    • Quick Review

    • What can you do to prevent interested donors from abandoning your general donation page?

    • Quick Review

    • What do I do about the text on my main donation page?

    • Quick Review

    • How should I evaluate the design elements of my main donation page?

    • Quick Review

    • What do I do about donation selection? Should I do a gift array?

    • Quick Review

    • How many fields can I ask for?

    • Quick Review

    • Can I add extras to my main donation page to help them want to give?

    • Quick Review

    • Additional Resources
  • 6

    Campaign Donation Pages

    • What to Expect in This Session

    • Campaign Donation Page Introduction

    • Why do we need a campaign donation page?

    • Quick Review

    • How is a campaign appeal different from a general offer, appeal or ask?

    • Quick Review

    • How do you write the main message specifically for this page type?

    • Quick Review

    • Why is it important to pay attention to the way in which you deliver your main message on this page?

    • Quick Review

    • What elements can I add to campaign pages that I shouldn't add to any other donation page type?

    • Quick Review

    • What is an example of an organization applying these principles all at the same time on a campaign donation page?

    • Additional Resources
  • 7

    Instant Donation Pages

    • What to Expect in This Session

    • What is an instant donation page and why do we need to learn it?

    • Quick Review

    • Why does an instant donation page work?

    • Quick Review

    • Template Example

    • How is the introductory text different?

    • Quick Review

    • How is the main message different for an instant donation page?

    • Quick Review

    • Do I use in-line premiums and incentives on instant donation pages?

    • Quick Review

    • How do you format donation selection in instant donation page situations?

    • Quick Review

    • What is an example of an organization applying these principles all at the same time on an instant donation page?

    • Additional Resources
  • 8

    Final Exam

    • Exam

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