Can you believe there's just one week until Thanksgiving? With over half of nonprofits receiving the majority of their contributions between October and December, it's no wonder development departments across North America are turning their focus to year-end giving campaigns.
The first milestone is Giving Tuesday, a global celebration of philanthropy on the Tuesday after Thanksgiving. This year it will take place on November 29, 2016.
As discussed in our recent post, "4 Quick Tips to Raise Money on #GivingTuesday," ideally you've already been in contact with donors to raise awareness about this day.
If so, you're in great shape to capitalize on this fundraising opportunity. If not, rest assured it's not too late to join in the fun.
Read on for concrete tips and 9 real-life examples of landing pages that effectively capture year-end gifts.
Build a branded donation landing page
First, what is a landing page? It's a distinct, standalone web page built for one objective. Landing pages typically contain forms for capturing information, like email addresses for newsletter subscriptions or, for the purposes of this post, making a donation.
Here are several best practices of building a branded Giving Tuesday page, and they apply to any donation page year-round.
1. Urgent Headline
Right from the start, define the mission and goal of the campaign.
Create a snappy tagline to explain your mission. According to web analytics platform Kissmetrics, people tend to read only the first 3 words and last 3 words of a headline when scanning. So you want to keep titles as short as possible.