Donation & Landing Page Optimization

A free online course to help you acquire more donors and grow your revenue

When a visitor arrives on your site – whether from a Google search, an email you’ve sent, or an advertisement – you normally don’t want them to land on your homepage.

As a fundraiser, you want your visitors to do one of two things: give you their email, or make a donation. And if your site visitors are left on the homepage to find their way, they’re most often going to leave your site with taking an action.

You need effective landing pages to help your visitors find their way.

During this 8-session course, you’ll learn how to create and implement effective landing pages and donation pages in your marketing and fundraising in order to grow your revenue. We’ll use data from 400+ online fundraising experiments to understand:

  • The fundamental principles that make for effective landing pages
  • The 4 core types of landing pages for online fundraising
  • How to implement each page in your fundraising program
  • Proven ideas to test on your existing pages to improve performance

 

What You Will Learn in This Course

Session 1

Introduction

An introduction to what landing page optimization is, why you should care about it, and how it works in the world of digital non-profit fundraising.

Key Outcomes

  • The meaning of cognitive momentum and why it matters
  • The psychological difference between buying and giving a gift
  • How to tell a bad landing page from a good one

Session 2

The Strategic Underlying Force for Inspiring Giving

The strategic underlying force behind the most successful landing and donation page examples and how you can discover what it is for your organization’s following.

Key Outcomes

  • The question every donor asks before donating
  • 6 reasons nonprofits fail to get donations
  • 3 questions to ask to improve any fundraising message.

Session 3

Discovering Interest and Intention

An introduction to elements that power a person’s cognitive momentum, how to figure it out using data you already have and how to effectively adjust your approach to take that information into account.

Key Outcomes

  • The importance of entrance path on conversion strategy
  • Two key steps you must take in all effective landing and donation page optimization
  • 5 key questions you should ask before making any changes to your web pages

Session 4

Email Acquisition Pages

How to build landing pages geared specifically for starting relationships, so that when you do make an appeal for support, people will actually want to read your appeal, and follow-through with it (based from patterns distilled from 180+ landing page experiments).

Key Outcomes

  • How to get your ideal giver to want to give you their email address
  • Four proven strategies for improving your landing page’s effectiveness
  • 13 tactics you can start testing right away

Session 5

General Donation Pages

How your current main donation page is likely turning away motivated donors and what you can do right now to fix it. In addition to key principles you can use to make it immediately better, you’ll get a detailed template you can follow based on 100+ main donation page experiments.

Key Outcomes

  • Why people arrive to a main donation page and still don’t give
  • Five proven strategies for improving your main donation page’s effectiveness
  • 19 tactics you can start testing right away

Session 6

Campaign Donation Pages

Learn what makes email and advertising campaigns effective and why you need a standalone donation page for each of them. In addition to key principles you can use to make it immediately better, you’ll get a detailed template you can follow based on 100+ campaign donation page experiments.

Key Outcomes

  • Why you can’t send everyone to your main donation page
  • Three key differences between a campaign donation page and a main donation page
  • 21 tactics you can start testing right away

Session 7

Instant Donation Pages

An introduction to the instant donation page, why it works, and how you can easily create one by making adjustments to a copied version of your main donation page. This session also includes a detailed template which is based on data from 50+ instant donation page experiments.

Key Outcomes

  • How instant donation pages inspire immediate giving without expectation
  • Four key differences between an instant donation page and a main donation page
  • 16 tactics you can start testing right away

Session 8

Gift Arrays

A topical meta-analysis of suggested gift arrays (based on both primary and secondary research) to determine what we know, and don’t know, concerning when to use them, and how, to inspire the most generosity.

Key Outcomes

  • How to present suggested gift arrays (design elements, handles, etc)
  • What research tells us so far on when to use them (which digital giving situations)
  • Exceptions to the majority findings and how they factor in

Activate Your Free Online Course

Use the form below to activate your free course on donation & landing page optimization. Over these 8 sessions, you’ll be fully equipped to create and utilize 4 core types of landing pages in your online fundraising in order to grow your revenue and your organization’s impact.